Level Up Your WooCommerce Product Pages: A 2017 Guide for Beginners
So, you’ve set up your WooCommerce store – awesome! But are your product pages really *selling* your stuff? A great product page isn’t just about showing an image and price; it’s about convincing customers that they *need* what you’re offering. This guide will walk you through the essentials of crafting stunning and effective WooCommerce product pages in 2017, even if you’re a complete newbie. We’ll focus on easy-to-implement changes that can make a *huge* difference.
Why Product Pages Matter So Much
Think of your product pages as your storefront. In a physical store, you’d carefully arrange displays, use lighting to highlight key items, and have knowledgeable staff available to answer questions. Your online product page needs to do the same job – but without the advantage of face-to-face interaction.
Consider this: A potential customer lands on your product page after searching for something specific. They’ve *already* shown interest. Your job now is to seal the deal. A poorly designed page can scare them away, even if you have the perfect product!
Essential Elements of a High-Converting Product Page
Let’s break down the core components you need to get right.
* High-Quality Images (Multiple!): This is non-negotiable. You *must* have clear, well-lit images of your product from various angles. Imagine you’re buying shoes online – you want to see the sole, the stitching, the profile, everything! Don’t rely on just one image. Use multiple images to showcase details and build trust. Tools like Lightroom or even free photo editing software can help you optimize your images. Remember to optimize them for web – smaller file size means faster loading times!
* Compelling Product Description: Don’t just list features; focus on benefits. What problem does your product solve? How will it make the customer’s life better? Use vivid language and tell a story. Instead of saying “This shirt is made of 100% cotton,” say “Imagine the soft, breathable comfort of 100% premium cotton against your skin, keeping you cool and comfortable all day long.”
* Clear Pricing and Call to Action: Make your price prominent and easy to find. The “Add to Cart” button should be clear, eye-catching, and placed strategically above the fold (meaning visible without scrolling). Use a contrasting color to make it stand out.
* Reviews and Ratings: Social proof is powerful! Encourage customers to leave reviews. Positive reviews build trust and demonstrate that other people have had a good experience with your product. WooCommerce includes built-in review functionality; make sure it’s enabled!
* Shipping Information: Be transparent about shipping costs and delivery times. Unexpected shipping fees are a common reason for cart abandonment.
* Related Products: Cross-selling and upselling can significantly increase your average order value. Suggest related products or accessories that complement the item the customer is viewing.
Practical Steps to Improve Your WooCommerce Product Pages
Now let’s get into the nitty-gritty.
#### 1. Optimizing Product Images
* Resolution: Use high-resolution images, but optimize them for the web to keep file sizes small. A good balance is around 1000-1500 pixels wide.
* File Format: JPEG is generally best for photographs, while PNG is better for images with transparent backgrounds or text.
* Alt Text: Add descriptive alt text to your images. This is important for SEO and accessibility. For example, instead of “image1.jpg,” use “Blue running shoes on a white background.”
* Zoom Functionality: Enable image zoom so customers can see fine details. Many WooCommerce themes include this feature.
#### 2. Crafting Killer Product Descriptions
* Focus on Benefits: As mentioned earlier, translate features into benefits.
* Use Keywords: Incorporate relevant keywords into your description, but don’t stuff them in artificially. Write for humans first, search engines second. Research what terms people are using to find products like yours.
* Keep it Concise: Avoid long, rambling paragraphs. Use bullet points, short sentences, and subheadings to break up the text and make it easy to read.
* Tell a Story: If possible, weave a narrative around your product. Who is it for? What problem does it solve? How does it make the customer feel?
#### 3. Enhancing User Experience
* Clear and Concise Language: Avoid jargon or technical terms that your target audience might not understand.
* Mobile-Friendly Design: Ensure your product pages look great on all devices (desktops, tablets, and smartphones). This is absolutely crucial, as a significant portion of online shopping now happens on mobile.
* Fast Loading Speed: Slow-loading pages can frustrate customers and hurt your search engine rankings. Optimize your images, choose a fast web hosting provider, and use a caching plugin to improve loading speed.
* Easy Navigation: Make it easy for customers to browse your store and find what they’re looking for. Use clear navigation menus, breadcrumbs, and search functionality.
#### 4. Using WooCommerce Themes and Plugins
While WooCommerce provides a solid foundation, themes and plugins can significantly enhance your product page design and functionality.
* WooCommerce Themes: Choose a theme that is specifically designed for WooCommerce and offers the features you need, such as customizable product page layouts, advanced filtering options, and Learn more about How To Add Free Product In Woocommerce built-in SEO optimization.
* Product Page Customization Plugins: Plugins like “WooCommerce Product Table,” “WooCommerce Product Filter,” or “WooCommerce Variation Swatches” can help you create a more visually appealing and user-friendly product page experience. Research and choose plugins that best fit your needs.
#### 5. A/B Testing
Don’t be afraid to experiment! A/B testing involves creating two versions of a product page (with different headlines, images, or call-to-action buttons) and then tracking which version performs better. This is a great way to optimize your product pages for conversions. Plugins like “Nelio A/B Testing” can help you run A/B tests on your WooCommerce site.
Example: Transforming a Basic Product Page
Let’s imagine we’re selling a simple coffee mug.
Before (Basic WooCommerce Page):
* One blurry image of the mug.
* A short description: “Ceramic mug. 12 oz.”
* Standard “Add to Cart” button.
After (Improved WooCommerce Page):
* Multiple high-quality images: Mug from different angles, mug with coffee in it, mug being held by a person.
* Compelling description: “Start your day with your favorite brew in this beautifully crafted ceramic mug. The perfect 12oz size for your morning coffee or afternoon tea. Its ergonomic handle ensures a comfortable grip, while the durable ceramic keeps your drink warm for longer. Dishwasher and microwave safe for easy cleaning.”
* Clearer call to action: A bright green “Add to Cart” button with the text “Get Your Morning Mug!”
* Related Products: “You might also like our coffee beans or a ceramic coaster.”
The Result? A more engaging product page that provides potential customers with more information and encourages them to make a purchase.
Code Snippet (Customizing the “Add to Cart” button text)
This is a simple example of how you can customize the text on the “Add to Cart” button using PHP in your theme’s `functions.php` file:
add_filter( 'woocommerce_product_single_add_to_cart_text', 'woo_custom_cart_button_text' );
function woo_custom_cart_button_text() {
return __( ‘Buy Now!’, ‘woocommerce’ ); // Change text here
}
Important: Be cautious when editing your theme’s `functions.php` file. It’s always best to use a child theme to avoid losing your changes when the parent theme is updated.
Conclusion
Creating great-looking and high-converting product pages in WooCommerce takes effort, but it’s an investment that pays off. By focusing on high-quality images, compelling descriptions, a user-friendly design, and continuous optimization, you can turn your product pages into powerful sales tools that drive revenue for your business. So, get started today and watch your sales soar! Remember to always test your changes and analyze the data to see what works best for your specific products and target audience. Good luck!
