How to Optimize Magento 2 Website Product Pages to Improve Conversion

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How to Optimize Magento 2 Website Product Pages to Improve Conversion

Usability of your Magento website product page is the most important element of your web shop to pay attention to in order to convert more visitors to paying customers.

If you are owner of a new online store or owner of a well established store, you have to always strive to boost your online sales, right? Many of the eCommerce store owners do not know their own business website’s conversion rates, Are you one of them?

A latest research shows that 53% of businesses spend less than 5% of their total marketing budget on conversion optimization and 35% of the businesses report a conversion rate of less than 1%.

Regardless of its key importance, website conversion optimization seems to remain the most neglected part of digital marketing. The question is what your conversion rate should be ? Its simple, achieve better one than the current one.

eCommerce website owners become too busy to update the inventory for better competitive products, looking for new markets and processing orders that they hardly get the time, or the experience, or focus to invest in conversion optimization services. As a result, they waste money on visitors driven from SEO, PPC and other ways of generating traffic to their sales pages.

You can double or even triple your conversion rates by applying these changes on your website product pages. Remember that each of this tip only makes small difference but collectively is significantly helpful.

Product Images

On the product pages of your Magento store, always show the best candy product images because the images of product is the main part of product details which attract all the customers. With right images you can sell your products even without any description to it.

Customers like to see what they’re getting and that too in the very effective manner. Pictures can explain your products more effectively than your product description.

The hero of boosting your ecommerce conversion rate is showing high resolution quality photos of your products. Display products with different angles and with zoom feature.

When you show high resolution product images, Make sure that the images are fully optimized so it doesn’t make your pages loading slowly. Get help from magento ecommerce developers to optimize products images you use


Product Description

Detailed description of products is very important. The purpose is to provide enough information to customers so that they can convince themselves that yours is the correct product to buy for them. You can go and check on any of the top retailer’s websites, the best sellers always provide full and complete product information.

With full descriptions you should offer the short version as well. The concise version should have the essence: who’s the product for, what it will do & why its good.

The full description should provide enough information that user do not have any question unanswered and the short description should be able to provide them the basic overview of the product.

If the visitors read the product description and it doesn’t answer their questions, you have risk of losing a potential customer


Do not make mistake of putting text inside any frame for few sentences and some technical information in bullets.

Create a proper readable text for humans by turning product features into benefits and provide a comparison chart as well. Technical information about the products would be a plus

Having detailed product descriptions will also help in your SEO efforts.


If you are selling catalogue as retailer then you don’t just have repeat the manufacturer’s bottled description. Add your own personal touch with recommendations & dictate why personally you recommend that product to customer.

Product Videos

Product videos are essential as its the future and its here. Showing photos only have their own limitations but video is closer to actual touch and feel of your products.

You may think that it will be much hassle to create good quality videos but apply it for few parts of your inventory to check if it makes any difference. It will definitely help to convince your customers to trust your products.


Product Personalization

Customers love to personalize stuff. It’s very fun with game-like elements and it creates ownership feeling. Once you’ve spent few minutes on a product configuring, it starts to feel like it’s your own product.

Everyone wants their belongings to be unique to get it praised from others or have a feeling of owning something that nobody else has. It ends being more expensive than any other but you always end up purchasing it.

Based on type of products you sell on your Magento 2 web shop, you can try implementing some personalization functionality that can convince your visitors to buy your products. You will need to hire magento 2 developers from a reputed agency to make this happen for you

Does customization really make money? Oh yeah, 100%. We have designed complete customized product details pages for some of our clients and they are making tons of money. Check it out.


Product Reviews by Customers

Customers do not trust any company with just first visit, even though you may claim your company to be a great one. They will rely on the product reviews & other customer’s opinions. A study stated, 61% of customers read online reviews before purchase. Another study revealed that around 18% of increase in online sales is lead by reviews. You don’t want to miss this opportunity, right?

Magento platform provides default review and rating functionality for the products, there your customers can provide their opinions about your products even without login or register.

There are some other good review service providers for e-commerce as well. Ensure that the customer reviews are highlighted and showcased for each product on their respective product pages. It should also include the full name of customer and photo of them if possible. This can increase your conversions around 30-50%.


Showcase your best reivews aligned with the products on top. For your website’s registered customers ask them to log in and give product reviews so that other potential customers find them more trustworthy.

Shipping Charges

Do you know that half of the merchants are offering free shipping? Some of them provide freeshipping on all the products while some have conditions applied. Amazon offers free shipping if you buy something of at least $25 or $50. What this has done is gotten all the people get used to idea of having free shipping.

A study revealed that unconditional free shipping is top criteria to make purchase(73% listed it as ‘critical’). Another study indicated that 93% implied that it would encourage them buying more products if free shipping on orders is given from same store.

In this study it was mentioned that customers rated higher shipping costs is the main reason consumers were dis-satisfied with their experience on online shopping. In fact, shipping cost is main reason that people prefer in-store purchase to online.

People want free shipping without any surprised costs. But how much attractive that is? The fact is that orders of free shipping included are valued 30% higher compared with few bucks charged for transportation. This makes more sense in business.

And if you are going to apply shipping charges then be upfront about it and mention it clearly where customers can see before purchasing like on product page and cart page. It would be best if you charge flat shipping price instead of different for each item or location.

A surprised shipping fee charged at the end on checkout affects your sale big time and a study dictates 47% of the consumers drop the item if they find additional shipping price at payment stage.

Sales and Special Offers

A well-known research has indicated that 47% online customers only buy products with discounted price or special offers, except only under exceptional circumstance. And 62% are searching for a specific sales and specials section.

Now consumers have been trained to shop only cheap with endless sales and coupons. This behaviour to seek discounts is going to continue so you would be wise to have a dedicated “sales” section on website.

That means show clearly where buyers can see the stuff which is on sale easily, on homepage and sidebars.


Shopping Cart Abandonment

Shopping cart abandonment means loss of customers who were interested in purchasing your product but did not complete the order after adding product to cart or left your store after adding product to shopping cart for some reason.

In 2011, the shopping cart abandonment rate was the highest of 72% and it continues to rise. As shoppers gain more experience, likelihood to compare shops increases even as they move toward to checkout.

Here are cart abandonment factors and what you can do about them:

  • Slow site speed can be a major factor – Make sure that your online store is efficient and fast so that your consumers do not have to wait for more time while loading your web pages. You can optimize speed of your magento store with the support from Expert Magento Developers
  • Hassle before purchase – Ensure that you do not ask for too much data / forced registration for your customers even before checkout.
  • Unreasonable product price – Customers always choose the product which has lower price so if your prices are higher than your competitors then you are most likely to lose sales.And if they’re not best then you must convey why the added value is worth to purchase your product on higher price
  • Customers Doubts: it will fit me or not? Is it returnable? Use the live chat feature to address buyers’ all concerns and answer their questions.
  • Still charging for shipping? Stop. Figure out how to offer free shipping.

Follow up

To reduce the shopping cart abandonment rate, you can follow up customers via email(263% improvement shown in linked test). Some other company achieved 500% ROI with their shopping cart abandonment campaign, so who knows how much higher conversion rate you can gain with it.

What you have to do?

  • Collect the email addresse first before checkout – so you will be able to send the follow-up emails for uncompleted orders. Below screen is presented to people when they checkout on Amazon:


  • Ensure the first follow-up emails go out ASAP. If purchase completed somewhere else then it’s over. If the purchase have not taken place then send few more follow-up emails with a free coupon maybe.
  • You have to track effectiveness of those sent emails (opened, click through and the conversion rates).

Magento offers integrated cart abandonment solution which you can use. If you are not aware about it, Ask your magento 2 development company for the same.

Low Stock Indicator

If your store is running out of stock for any particular product then inform your customers about it. This will encourage them to make immediate purchase, otherwise they may miss the product.

Showing low stock level dictates to customers that this item is popular which gives them confidence that they buying this is right decision.

But this can be a negative point also if your customers purchase the item in bulk and showing wrong low stock level may impact on your sales if you do not have enough stock to meet their supply. This results in best tactic only if you are confident with your sell and the data.

Offer Live Chat & Show Contact Info

Good and timely communication should be a default practice for every eCommerce store. In order to achieve what most visitors would expect from your store, you need to ensure you cover all the bases.

A small thing, but it is known to boost conversions and especially important for small and less known stores. Highlighted and showcased email along with phone number for direct contact dictates that you’re a real and established business which builds initial trust for your new website visitors.


Offering live chat to answer quick questions is part of good communication. 77% e-retailers which use live chat consider it a very critical communications method, suggested by result of a survey. Even Apple has it implemented.

Contact your Magento ecommerce development company today to implement live chat feature on your web shop if you don’t have it already



It’s always best practice to track your online store traffic and live data with Google Analytics. Keep track of the product page and based on that cart-checkout pages as well. Separate your product page data from other web pages data so you can get better analysis of your conversion rates and cart abandonment rates.

You can also use Google Remarketing tag which makes it a lot easier instead of manually adding tags to each page of your online store. Google’s hasnew Remarketing Tag to help you easily create your own remarketing lists by adding one tag on all your website pages. Wit this you can now reach very specific audiences by relevant messaging and easily tag your website. After adding your tag, you just have to launch the remarketing campaign with your AdWords account by filtered dynamic ads based on visited pages and actions taken on site.

Social Media

Integration of social media is also a small thing but can result in a significant change in conversion rate of your online store. The key to using social media is to decide which feature to use and which feature to remove.

Until 2015 it was considered best practice to place social sharing feature on product pages to help your website in social media marketing but since then this trend is changed and customers have reported that they do not like the Facebook like, tweet or google plus buttons on product pages of many online stores.

Showing twitter feed and Facebook page timeline is now being used instead of like and share feature. Social logins are also one of the most important features to be considered for your Magento 2 web shop. You can try to exclude or include these features on some of the products and then compare it to conclude which feature enhances the user experience to boost conversion rate of your Magento store.

Is there any other Magento conversion optimization technique that you think is really important?


Nitin D

Nitin is the digital marketing manager at Icecube Digital. He has helped many organizations grow their business online and improve sales through strong branding and consistency in communication.

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