Skip to content

How to improve your product pages with PIM

Why are your product pages so important?

The product page is your primary salesperson. It’s the first place potential customers go to investigate your product, and how they perceive its quality can make or break a sale. A fully-optimised product page not only informs and engages visitors but also drives conversions, and provides a smooth, seamless, and satisfying shopping experience. In this article, we’ll explore the elements that make a great product page, from SEO and mobile optimization to boosting conversions. We’ll also examine some key strategies to enhance how your product pages perform – these include areas such as onboarding, data management, AI tools, and best practices for using PIM solutions.

Table of Contents

What’s a turn-off for a first-time visitor to a product page?

When first-time visitors land on your product page, several factors can quickly turn them off and lead to lost sales:

Inaccurate or incomplete information:
If product details are missing or incorrect, customers may lose trust in your site and seek more reliable options – it’s not hard for them to do so!

Low-quality visuals:
Poorly-sized and formatted images and videos fail to give a clear representation of the product, reducing a possible buyer’s confidence in your brand.

Lack of trust signals:
Absence of customer reviews, testimonials, and trust badges can make your site appear unreliable.

Slow loading times:
Pages that take too long to load can frustrate users, leading them to abandon your site.

Poor and non-intuitive navigation:
Poorly designed pages are difficult to navigate and deter users from exploring further – they leave without making a purchase, and they probably won’t return: “Once bitten,…”

5 best practices for your product pages

To create high-performing product pages, follow these best practices:

Accurate and complete information:
Your product details, such as specs, pricing and availability must be accurate and up-to-date – this is a key instance of where a PIM system will manage this data in a fail-safe way.

High-quality and complete content:
You need to go beyond product descriptions simply being informative and fact-based (although for B2B purchasers, that’s a key factor!), You should also focus on the benefits and added value resulting from the purchase.

SEO:
Invest in researching relevant keywords and source suitably-formatted digital assets, to guarantee fast loading speeds, all of which will give you a far better chance of ranking higher on search engine results pages.

High-quality visuals:
Professional images and videos are a baseline expectation for customers to get a clear and attractive view of your products.

Customer reviews:
Nowadays, it’s another baseline expectation that customer feedback provides social proof. Insert reviews on your page Aim for authentic and varied feedback, however positive or negative it might be – A negative review is an opportunity to engage positively with a customer, which can only enhance your brand’s impression on wavering decision-makers.

Clear navigation:
Your product taxonomy (the structure with which you organise all SKUs in your product catalogue) must make navigation simple and intuitive for users to find what they’re looking for (and to retrace their steps or click onto another page).

Internal linking:
Connect related products and categories through internal links to improve your site structure and ensure full SEO.

Increasing conversion rates

Your product pages need to be optimised if you’re to turn visitors into customers and boost conversion rates. Effective strategies include:

Compelling Calls to Action (CTAs):
Your CTAs should be clear, compelling, and strategically placed on the page.

Scarcity and urgency tactics:
Highlight limited stock or time-sensitive offers to encourage immediate purchases.

Personalisation:
There are more and AI tools available to personalise product recommendations and descriptions based on user behaviour and preferences – avail yourselves of them!

Chatbots:
Potential customers may have doubts, causing them to hesitate. It’s worth considering adding live chat, as it could well answer (or at minimum, alleviate) the concerns of prospects who need a nudge of reassurance to complete a purchase.

Having listed these recommendations, it’s worth noting that it’s difficult to increase your conversion rate if you’re not equipped with information on how site visitors are interacting with your landing pages.

With the digital shelf analytics tools featured in many modern PIM systems, you can identify the pain points for users on your channels. That means you can pinpoint what they click on, whether they engage or not with an offer, if they don’t finish filling out a form, or at what point they abandon their shopping cart. This analysis allows you to address these pain points and take remedial action. Additionally, carry out frequent A/B testing to assess the effectiveness of a given page’s elements.

Product pages optimisation for mobile

According to research by Shopify, mCommerce is expected to represent 44.6% of total US retail sales by the end of this year. Your product pages must be fully mobile-optimised if you want to be a credible competitor in your market. That means:

Responsive design:
Ensure your site design adjusts smoothly across different screen real estate.

Simplified navigation:
Conduct UX stress-testing to confirm you have clear menus and search functions.

Fast load times:
Worth re-emphasising! Optimise images and reduce heavy scripts to ensure quick loading on mobile devices.

Mobile-friendly checkout:
Streamline the checkout process with the fewest possible steps and mobile payment gateway options like Apple Pay, Google Pay, or PayPal.

Touch-friendly elements:
Buttons, links, and forms must be easy to tap and interact with on smaller screens.

Final thoughts

With the competition intensifying in B2C, B2B and D2C digital commerce, your product pages are not only where you display your offering – they’re the gateway to your brand. Your takeaway is to focus on:
  • Accurate and compellingly persuasive copy
  • Best practices in SEO
  • High-quality visual support
  • A seamless mobile UX

Implementing these best practices will ensure your product pages perform at their best and will enhance the impression you give to potential customer – therefore, a far greater chance of pushing up your conversion rates, ultimately boosting sales revenue.

At Start with Data, we specialise in helping businesses implement and optimise PIM solutions to streamline their product information management. Our services, including PIM software selection, integration, data migration, cleansing, and content enrichment, are designed to unify your people, processes, and product content.

Reach out to us today and we can talk in more depth about how we can support and partner with you in achieving excellence in product information management and powering sustainable eCommerce success for your business.

Talk to us about PIM

Get a free consultation

Book a call with our PIM experts

Or request a call back >