Optimizing Your Product Pages for Higher Conversion Rates

Imagine your online store is a physical store. A customer walks into your store, and they’re having a looking around to see what you’ve got to offer. They find something that catches their eye, but they’re unsure whether this is the product for them.

What do they do?

In a physical store, they may read the ticket; they may the information printed on the packaging, or they may ask a shop-floor assistant who’s working in your store. However, when operating an online store, all these jobs need to be completed by your product description.

Today, we’ll explore several ways you can optimize your product descriptions so they can draw in your customers, helping them to make that all-important purchasing decision.

1) Create an FAQ Section

One of the most commonly overlooked pages of an online store, it’s so essential to your conversion rates that you have one of these. A frequently asked questions page is the perfect way to answer any and all of your customer's queries and questions without them simply not knowing the answer, giving up and taking their business elsewhere.

Within this section, you’ll want to include all the information you can about your shipping rates and policy, your refund policy and any other important that relates to your business and your products.

You can link to your FAQs page on your product pages themselves for a better user experience. Simply add a sentence similar to ‘What are your shipping rates for this product?’ and link to the appropriate page.

2) Integrate Trust Marks

Nowadays, there are so many businesses and online stores out there that are trying to ‘fleece’ customers; it can be impossible for a customer to know whether your website is safe or out to get them. However, you can make this plainly obvious by adding the appropriate trust marks to your website.

Websites and organizations such as TRUSTe and VeriSign are great places to start as they are well respected, and you’ll get a nice badge to put on your website stating that you’re legitimate. This will help to remove any doubt in your customer’s minds as they are making a purchase.

James S. Everett, the product manager for Assignment Help Australia, states;

“Trust is one of the most important aspects of running an online business. On your product pages, be sure to include the trust marks near to your payment buttons as well as stating why you’re a trustworthy business, such as not selling email addresses to third-parties.”

3) Install a Live Chat

An increasing number of businesses are starting to implement live chat systems into their stores. Much like the introduction, this is adding the shop-floor assistant element to your website and store in which your customers can ask any questions they will have about your products, helping you to confirm and secure those sales.

The days of calling up an organization to ask a question are quickly simply behind, and it can be far too expensive to operate a call center. However, there are many platforms and websites set up that can help you find workers and freelance workers who can operate your live chat systems for the best customer experience.

4) Use Tools to Enhance Workflow

Some of the processes you complete when optimizing your content can be made more efficient by using the tools that are available to you. Here’s a selection that you can start using straight away.

  • Then vs Than - An online blog with information for improving your knowledge of
  • Hello Bar - An online tool that can help you achieve higher engagement rates and product page views.
  • Essay Roo - A content writing agency that creates high-quality content your behalf.
  • Land Book - A website full of landing page templates that have been proven to boost conversion rates.
  • Boom Essays – This is an online proofreading service that can perfect your product descriptions, as featured by Huffington Post in Write Me an Essay.
  • State of Writing - An online resource blog for information and links to all things related to writing content.
  • AustralianHelp - A writing agency that can help with all content editing and proofreading tasks.
  • Really Good Emails - A collection of email templates that can help to boost your conversion rates.
  • Cite It In - A tool for adding professionally formatted citations to your product descriptions.

5) Write Visually Captivating Descriptions

One of the best ways to sell a product is by creating a visual image in your customer’s head about how they can use this product. Help them to see themselves using their product. This means instead of listing out the features of your product in the description, use this space to define how this feature can benefit their lives.

For example, let’s imagine you’re selling headphones. Instead of stating how big the headphones are or what the frequency of the headphones is, say something similar to ‘Listen to your favorite tracks in beautiful crystal-clear clarity thanks to the 20-99db frequency range.

Using this sort of method, you’re still describing the actual features of your products, but you’re putting into context so your customer can think ‘yes, this is the benefit that I want!’

6) Use Customer Reviews

Customer reviews are the biggest selling point and if you haven’t already implemented this technique, do so, now. If you were to shop on one of the larger websites, such as Amazon or eBay, the chances are that you’d take a look at the review section of the product that you were thinking of buying.

If the product has hundred or so one-star review, you’ll probably hit back and never look at it again. From a marketer’s point of view, word of mouth, otherwise known as social proof, is still the most powerful form of marketing so make sure you get those reviews in onto your website.


Mary Walton is a writer at Assignment Writing Services, writing service for Australian students. She has a blog - Simple Grad (read her Ultius.com Review). Also, Mary is a tutor at Dissertation Help portal, where she helps with thesis editing and proofreading.