Hi, everyone, I’m Kelly, and today, I’m going to teach you how to optimise your WooCommerce product page to help you sell more.
If you have a shop on your website, your product page is the moneymaker. Most people will decide to purchase your product or not based on the strength of your product page.
The first thing you need to improve is the imagery. It’s the most crucial aspect of your product page. Poor quality, grainy photos will make visitors lose trust in your brand. A brand product photographer can do wonders here, but if you don’t have the budget for that yet, then ensure your photos are bright, well lit and sharp, and keep consistency throughout your website. Ensure you have more than one photo as you want to show different angles, perhaps add a video, if possible, so that they can really get a feel for your product.
Let’s take a look at Amazon. I’ve been looking at Dior Serum and, as you can see on the video, there are some photos, but they’re a bit grainy, and this is a £75 product, so it’s not cheap. However, if we look at the same product on John Lewis, it’s super glossy. You can see in the video how lovely that blob of product looks and you can zoom in and see the shine on it in comparison to the other one on Amazon. We’ve also got the full range on here, which makes me have more trust, and I’m more likely to spend my £75 (which is an awful lot of money) through John Lewis than I am through that product on Amazon.
2. Social proof
You will want to show social proof throughout your website, but especially on your product page, because this will allow people to have more trust in your product. If I go back to John Lewis, you can see (in the video) there is a review section with a star rating and several reviews. If I click on it I can read all the reviews, and that could be the difference between me buying it, and me not buying it.
What works for you
That’s all very well for a company like John Lewis who have lots of customers; I mean, even this one’s only got four reviews. However, if you’re just starting out and you don’t have many reviews, then look at someone like Joco; you will see they don’t have reviews and stars, but they have a simple review in a lovely design, and that is just as powerful as the John Lewis one. You might decide you want to do something like this, depending on your brand. Maybe your brand should have one lovely review like this, rather than the star rating. It’s totally up to you, just have something to help customers understand that other people have bought this before.
If you have Elementor, it makes it effortless to customise your product page and customise each one individually. You can also use a plugin like WooCommerce Product Reviews Pro, which will make it straightforward if you want to add a star rating and reviews in that way.
3. Create urgency
If we go back to the serum example on John Lewis, it says there’s only nine left in stock. That creates urgency as I feel like there are not many left, maybe they’re going to run out, so I need to go and buy it. It also makes the user believe the product is extremely popular. Even if there was only 10 in stock to start with, thinking there’s only nine left now makes you want to buy even more, especially if it’s down to just two or three. You feel if you go away and think about it, when you come back the product might have sold out.
4. Write concise product descriptions
Product descriptions should detail all of your product features. You can even split it out into sections, write the features in bullet points and add headings. In fact, adding headings are a really good idea for SEO, and it means if someone is skim reading, they may be more likely to think ‘I want to know the features’, or ‘I want to know how it’s sized’, which you could write into the product detail.
Grammarly as a tool
Also, you can use a tool like Grammarly.com, which checks your grammar and spelling, as errors can be a real red flag for potential customers, as again, it can make them lose trust in you.
You should always upsell on your product pages, adding a ‘You may also like’ section with related products. On Diptyque, there’s a ‘You may also like’ feature and it shows similar products to the one I’m looking at. If I haven’t added the product to my cart yet, I might think “I don’t want that”, and by scrolling down, I see what I was actually looking for – the red one. This is then jogging my memory, or making me think “I’m going to check out that one, and see the scent on that one”.
‘May we suggest…?’
The great thing on this particular website (Diptyque) is their ‘May we suggest’. They know I’m looking at the ‘Baies fragrance’, and they’ve suggested a different sized candles and a room spray in the same fragrance. They’ve also suggested a candle that’s suitable for indoors and outdoors. If I’d seen the indoor one and I was actually looking for an outdoor candle then I now have it. I can click on it and add it straight to my cart.
The other great thing is, they also do things like candles snuffers. I might not have even realised I needed a candle snuffer until I saw this, or if it was a gift and I wanted to add a bit more value, I could add the candle snuffer as well. They also have a candle wick trimmer, who knew you needed that for a candle?
6. Add bundles
The final way you can improve your conversions on your product page, as well as your average sale value is to add bundles.
Take a look at Ralph & Co. I was recently looking for a dog collar for my new puppy and on their site, you can see the dog collar with the price and the size. I could just add that to the cart – perfect! But then my eyes are drawn down to ‘Select a bundle for 15% off’. I’ve got a puppy and maybe I do need the lead, and it would be great to have a lead that matched the collar. Even if I had another lead, I might think, “Ooh, maybe I do need that lead, and it’s not something I was looking for, but here I am buying a lead as well.” Also, a poo bag holder – every puppy owner needs a poo bag holder. Then I need a bed for my office, as she’s got a bed for downstairs, but I don’t have a bed up here in my office, so I need to get her a bed as well.
Bundles of goodies
Even though I wasn’t thinking about getting a bed when I came on this website, all I was thinking was I need to get a dog collar. I could end up buying a dog collar, lead, poo bag holder and a bed, and vastly increasing the sale for Ralph & Co. and they’ve added a discount as well, which is another great idea. If I buy all of this, they’re going to give me 15% off, and I’d feel like I’m getting a good deal on the collar that I was going to buy anyway and I could end up spending a lot more, and feeling better when I leave the shop.
If I didn’t like that bed, they’ve got a different type of dog bed, so I can choose that one instead and it all still matches; it’s all Dalton – how cute is that?
I hope this video has helped you identify some ways you could improve your product pages. Please let me know and let me know if you have any questions.