Product page conversion rate optimization checklist (CRO)

When it comes to ecommerce optimization, it is hard to know where to start and what are the right questions to answer to. In order to help you evaluate your website we are creating a series of articles to tackle each page. 

Discover hereunder the product page conversion checklist : 

Product images:

• Is your feature image clean, polished and perfectly centered? (feature image is the first image you see when landing on the page)

• How is the background color? Is it the same for all the product images? 

• How do your “white” colored products look on the background?

• Do you have enough images to show all the specific details and features of the product? 

• Does the zoom function work properly?

• Are your images of a high resolution and a high quality?

• Are you showcasing an image gallery to make it easy to browse through images?

Product information:

• Product related texts: title, short description, details (dimensions, weight if relevant, material information)

    o     Are your most important keywords located in your title and description? 

    o     Is your title short and concise? 

    o     Does your description include enough information about the product? (pick according to product: material, color, dimensions, weight, high heel if it is a shoe, model details if it is a ready-to-wear item, “made in”, etc.)

    o     Is your page SEO optimized? 

    o     If the product is out of stock, is it clearly visible on your product page?

• If your product is available in different sizes or colors, do you showcase all colors and sizes on your product page? Are these options clearly visible and easy to use?

• Do you use a clear reminder to select size or color if a visitor forgets?

• If your product can be sold many quantities (ex plates, tea cups, customized t-shirts, etc.), do you offer a field to choose the quantity needed? 

• If your product can be personalized (e.g.: adding embroideries, charms, etc.), is your customization tool easy to understand and use?

• Is the price prominent and visible above the fold? 

• Is your shipping, return and exchange information clear and visible on the page? 

• Are the shipping options and costs clearly visible on the product page? 

Call to action:

• Is your main CTA an imperative sentence rather than a single word (such as add to cart or add to basket rather than “add”)? 

• Is the CTA visible above the fold? 

• Do you use urgency-building techniques close to your CTA (such as stock levels or end dates during sales)?

• Do you have an animation when adding the product to cart?

• Are the steps leading to checkout obvious (after a user adds a product to the cart)? 

Social proof:

• Are ratings and testimonials easily available when scrolling down? 

Help:

• Is the contact information visible on your product page?

• Do you provide a link to your FAQ? 

Product suggestions:

• Do you show your customer other product suggestions underneath the product information and call to action ?