As an online merchant, you know how important product pages are to the success of your store. They’re where you display your products, convey their value, and, if you’ve done everything right and the stars align, make the sale.

And yet, the humble product page often takes a back seat to more conspicuous areas like the homepage — especially during the lead-up to Black Friday, when all anyone seems to care about are flash sales and low, low prices.

But here’s the thing: even the glitziest of sales and the lowest of prices can’t compensate for a subpar shopping experience. If you really want visitors to convert, you need to deliver an experience that gives them everything they need to become a customer.

That’s what this week’s Black Friday checklist is all about. With just 39 days to go, now is the time to get your product pages looking their Black Friday finest. From awesome images to clear, concise copy to trust-building reviews and testimonials, here are seven tips to help you elevate your product pages from bush league to bangin’.


Write some million-dollar product descriptions.

Still using the manufacturer’s copy? According to the Nielsen Norman Group, you could be costing yourself up to 20% in potential sales. By writing original product descriptions, you give your store not only an SEO boost, but a personal touch that sets you apart from your less affable competitors.

Just remember to keep things concise—and if you really must get verbose (say, for complex but relevant product specs) use a “View More” link or tabs.

Give your product images some love.

Quality product photography is super important when it comes to building consumer confidence and boosting conversions — particularly for things like clothing, electronics, and home goods. If your product images are low-resolution or poorly lit, consider hiring a professional photographer or brushing up on your DIY photography skills and reshooting them yourself.

Want a super-fast fix that doesn’t involve a camera? Bonanza Background Burner removes busy, unsightly backgrounds and replaces them with a clean, white backdrop to make your products pop.

Consider what video could do for your store.

Video is hugely popular and has fantastic sharing potential, yet it’s only just catching on in ecommerce. According to Google, 25% of mobile shoppers in the US use YouTube videos to help them to decide what to buy, and that’s only going to increase in the weeks and months ahead.

Instead of trying to shoot videos for every single product in your catalog — mucho dinero — take a page from Everlane’s book and create some short-and-sweet clips for your top sellers. Or get ahead of the curve with Inviid, an app that lets you take any video you host on YouTube and tag your store’s products within it.

Add a wishlist or “save for later” button.

This is a great way of gathering email addresses for remarketing purposes, and it’s handy for customers who want to remember products that they might be interested in purchasing later.

Apps like Wishlist Plus let you quickly and seamlessly add wishlist functionality to your Shopify store, giving you insight into frequently-wishlisted items. You can even share lists with family and friends on social media, boosting your sales chances and acting as word-of-mouth advertising for your store.

Highlight positive reviews and customer testimonials.

It’s important to maintain customer confidence throughout the buying process, and one of the best ways of doing that is by harnessing the power of customer satisfaction. If you already have a testimonials page elsewhere on your site, consider transferring some product-specific write-ups to your product pages.

Some themes (like Empire) let you integrate reviews seamlessly into your product pages, or you can grab Shopify’s free Product Reviews app and add reviews to whatever theme you use.

Offer “recommended” and “similar product” suggestions.

Personalization is on every merchant’s wishlist this year, and for good reason. 88% of consumers say they’re more likely to shop with retailers that deliver personalized and connected cross-channel experiences. The bad news: it’s takes more than plunking a customer’s first name into an email.

The good news: apps like Personalizer use powerful algorithms to show customers related and trending products that they are more likely to buy, increasing both average order value and conversion rate.

Enable social sharing on your store’s product pages and posts.

Make it easy for customers to share your store’s content on social media. Focus on the three to five platforms where your audience is most active. (If you’re doing things right, these should be the platforms where you’re most active, too). See this Shopify infographic for a breakdown of which social media platforms that drive the most sales.


What are you doing to optimize your store for the Black Friday sales blitz? Which parts of your site do you think will have the biggest impact on sales? Share your thoughts in the comments, and stay tuned for next Monday, when we’ll be back with another instalment of the checklist!

Miss last week’s post? Catch up here: Black Friday Countdown: 7 things you can do this week to prime your store for success

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