Optimizing your entire digital shelf — your virtual store where people find and buy your brand online — is essential for providing customers with a great shopping experience. It’s how your brand shows up online, stands out from competitors, and encourages shoppers to make purchases.

Chapters:

1. What is product page optimization?
2. 5-point product page optimization audit
3. Product page optimization examples
4. Take your product pages to the next level

What is product page optimization?

Product page optimization is the process of improving all aspects of your product pages so potential customers can find exactly what they’re looking for and make informed purchasing decisions. It goes way beyond just inserting keywords and some witty copy, it’s about displaying authentic imagery, writing compelling descriptions, and using the voice of the customer.

In essence, product page optimization is about enhancing the entire user experience to make the buying process as seamless as possible.

An optimized product page is a page that first and foremost meets customer needs and achieves company goals. Traditionally, this refers to a product page designed for higher conversions and/or search engine optimization (SEO).  You also need to factor in the technical side too. Page load speed for example — nearly 70% of consumers admit that page speed impacts their willingness to buy from an online retailer. 

Think about the last time you bought something online. What did you need to know from the product page in order to make it all the way through to check out? Just the specs? No. You probably needed a lot of different information to make a confident purchasing decision. Most customers want to know: 

• Is this product good quality or value?
• How does this product look in real life?
• What do other people think about this product?
• Is there anything else I need to buy to make this product work?
• How are other shoppers using this product?

And with only 2% of e-commerce website visits converting into a purchase, it’s clear that online merchants can do a better job of providing information and experiences that meet shopper needs. 

5-point product page optimization audit

During the recent iteration of the Bazaarvoice Summit, Brandon Klein, Senior Product Manager at Bazaarvoice (and expert on all things product page), outlined a 5-point audit for perfecting your product pages. Here’s what he recommends.

1. Product page SEO optimization

You’ve spent a lot of company time and resources optimizing your product pages for higher conversions. But that’s all for nothing if shoppers can’t actually find your product pages through search — that’s where product page SEO comes in. Brandon highlights this point in this short clip from his Summit presentation below:

Expanding on that, product page SEO is the optimization of your product pages so the content on the page is found by search engines like Google. Search engine algorithms prioritize pages that are most relevant to the search query based on criteria like keyword matches and quality content. 

Here’s some of our favorite ways to use keywords naturally: 

• Include keywords in your page’s title tag and meta description, and make sure the page’s actual copy matches what you promise
• Use headings to break up copy and organize your page. Try to include a keyword in at least one of the headings, but only if it makes sense
• Include keywords throughout the page, like in product names, descriptions, and reviews 
• Incorporate keywords into an image’s alt-text if it naturally flows with the rest of the alt-text copy 
• Add internal links to any other related content on your site

The easiest way to boost your SEO though is by featuring user-generated content (UGC) like customer reviews, which can increase page traffic by nearly a third.

Customers writing reviews typically use long-tail keywords. So when someone else searches for the same terms found in product reviews, product pages linked with them appear in search results. Petco for example utilized UGC to boost their SEO standings and guess what happened? They saw a:

• 67% increase in number of pages ranked organically
• 140% increase in impressions from organic search
• 80% increase in clicks from organic search

In total, this led to a 48% increase in revenue per visit.

Product page SEO optimization isn’t just about ranking higher on Google and getting more site visits. The main goal here is to create a better user experience and give customers the exact information and visuals they need to make a confident purchase.

2. Put UGC front and center 

We know UGC is great for product page SEO. But it’s also what shoppers want to see when they’re browsing your digital (and physical) touchpoints. According to our recent survey, 74% of shoppers say they trust UGC more than branded content on product pages, and 55% are unlikely to buy a product without shopper content to inform their purchasing decisions.

UGC works because it provides the social proof shoppers need to inform decisions. According to Sabine Kaufmann, Head of e-commerce Operations Dining & Lifestyle, Villeroy & Boch, “user-generated content is one of the most trustworthy types of content a brand could show to their customers.”

Best Buy does a great job of displaying star ratings and review counts at the top of its product pages to help customers make confident purchasing decisions. On this listing for an iPad, shoppers will see that more than 3,400 customers have reviewed the product, and it has an average rating of 4.8 stars. 

Seeing an overall positive customer sentiment right away takes some of the risks out of buying an expensive item.

When it comes to collecting this UGC, diversifying your efforts is key because you’ll need a lot. You should consider leveraging review request emails and text messages, social media sweepstakes, and community requests. The most effective method for collecting UGC is product sampling, where you provide product samples in exchange for honest reviews or images. We surveyed 6,000 sampling recipients, and of those:

• 63% purchased the product they sampled
• 97% purchased at least one additional product from the brand

But according to Brandon, your best bet is using a range of solutions. These different strategies can kick-start your collection efforts, ensuring a constant supply of UGC across various methods simultaneously.

3. Respond to negative reviews and proactively address product shortfalls

Customers don’t mind if you have a few negative reviews for a product. They actually prefer it. We’ve seen that products with one or more negative reviews are perceived as more authentic and have higher conversion rates than those with a perfect 5-star rating or zero negative reviews. 

People also like responses to their negative reviews too — 54% of shoppers expect a response from the company if they write a negative review. The most successful e-commerce retailers use negative reviews as an opportunity to engage with customers, and identify potential product page improvements. The latter part is something Brandon called out specially in his presentation.

Negative reviews provide insights for improving products, which you can then update your product pages with. For example, several shoppers may leave a review saying that a pair of pants they ordered in their normal size ended up being too big. This negative feedback would allow your brand to update that product’s description to include helpful language like, “for a perfect fit, many customers prefer to size down.”

Children’s toy manufacturer KidKraft are pros at this. Watch Heather Stables, KidKraft’s Director of Consumer Engagement, explain how they use customer feedback to improve products and market messaging:

After recognising insights, the brand works on product page optimization to ensure copy matches the new product updates. They’ve since seen product improvement leading to an increase in sales.

Not only does utilizing customer feedback help consumers feel empowered to make better purchase decisions, but it can also prevent future negative reviews related to product description accuracy.

4. Distribute your content everywhere

Shoppers want a seamless transition as they engage with your brand through multiple channels, whether online, mobile, or in-store. 75% of shoppers expect a consistent brand experience regardless of channel, according to our Shopper Experience Index. Taking an omnichannel approach integrates your various channels to provide a consistent brand experience, letting you interact in the most convenient way.

Not having a robust omnichannel strategy is now a key barrier to success

Ainslie Fincham, Marketing Director, Urban Barn

An omnichannel strategy allows for quick adaptation to changing consumer preferences. It lets customers switch between channels without friction or loss of service, improving customer satisfaction and fosters loyalty.

Once you have this valuable content, it’s crucial to showcase it in all the right places — on social, in ads, on your product pages, and even in-store. You can do this by working with the right content syndication partner. By syndicating your content across all digital touchpoints, you ensure that customers can see it wherever they shop, maximizing your content ROI.

5. Make social content shoppable

Lastly, but certainly not least. Making your social content shoppable is by far one of the most important ways to increase your product page optimization. Social media is often the first place most shoppers will discover your brand, with 54% of consumers saying they often discover a product or service through social media. (That number rises to 73% for 18-24 year olds!)

They aren’t just scrolling past your products either, they’re making purchases. While the younger generations are leading this charge, even a quarter of shoppers aged 65+ purchased through social last year.

50% of all shoppers have purchased products through social media in the past year. So make sure that you’re turning social content into shoppable experiences that drive sales wherever your shoppers are. 

Shoppable content tools such as Like2buy turn your Instagram and TikTok Feeds into sales channels and Bazaarvoice Galleries brings authentic visual content from social into your website for you. For example Dreams, the UK’s leading bed specialist, uses Bazaarvoice Galleries to bring social UGC into its product pages and beyond, and has since seen a 200% lift in conversion rate.

Social is a great way to curate fresh, original, and authentic content that already exists, and has been created for you. But a recurring point Brandon makes around product page optimization is that channels shouldn’t be siloed. Put your social content across all channels and encourage purchase decisions everywhere your shoppers are.

4 product page optimization examples 

Let’s take a look at some of our favorite examples of product pages that convert. Note: Your product descriptions need to be easy to digest, especially because most customers are shopping from their mobile devices. By 2025, mobile e-commerce sales will account for 44% of retail e-commerce sales in the U.S. 

Iconic London

When it comes to makeup, authenticity reigns supreme. Shoppers want to see how different shades look on people who look like them, not in heavily curated brand imagery. Iconic London knows this and so brings in carousels of visual UGC from their community right onto their product pages.

Why it works: 

• The average star rating and number of reviews at the top of the page provides proof that this is a well-loved product
• Large imagery puts more social proof front and center
• Authentic visual UGC from real customers using the product(s) at home helps shoppers understand what the product is and how it fits into their existing skincare routine

Neutrogena

Cosmetics is a product category that really requires detailed product pages because customers can’t see or swatch the item in person. On this product page for Neutrogena’s MoistureSmooth Color Stick, the company takes a UGC-first, product-second approach.

Why it works: 

• A prominent design element halfway down the page includes a star rating and a quote from a customer about how the product feels in real life and how it works for their skin texture
• The gallery of social media images from real customers provides more information about how the product works in action
• The gallery encourages customers to “Share Your Glow” by tagging Neutrogena on Instagram or Twitter to be featured on the website
• The “Most Helpful Reviews” callout highlights one positive and one negative review that other shoppers have found useful

Nourison

Buying an area rug online can be a challenge because it’s difficult for shoppers to understand how it will look and feel when it arrives. Rug brand Nourison helps ease customers’ minds by incorporating a lot of great UGC on its pages. 

Why it works: 

• A gallery of social photos shows how customers have used this rug in their actual homes 
• The brand encourages future customers to share how they styled their rug at home by posting a picture on social media with the hashtag #Nourison
• The page displays the average rating for the product and number of reviews at the very top to signal that hundreds of others have bought and loved this rug
• The company uses short but detailed product descriptions and includes specs that tell customers where this rug would be best in their homes (a heavy-traffic area vs. a less-trafficked area)

Under Armour 

Our last example is a product page for an Under Amour shoe. The brand uses several tactics to help shoppers choose from the hundreds of shoes on its site. 

Why it works: 

• Shoppers get a complete, 360-degree view of the shoe, so they know there won’t be any surprises when they receive the product 
• Shoppers can filter reviews by rating, athlete type (casual or avid), size, and locale to see reviews that are more personalized to how they may be using the shoe 
• When a shopper starts to scroll on the page, the “Add to Bag” CTA becomes a sticky banner so customers can quickly put the item in their cart once they’ve made a decision 

Take your product pages to the next level

Product page optimization may seem like a tedious task, but in the end, it will be well worth it. If shoppers have all the information they need to make a successful purchase, you’ll set yourself apart from your competitors and see much higher conversion rates across your digital shelf.

With the rise of digital, product page optimization has become critical for consumer attention and conversion. Watch our full on-demand masterclass outlining the 5-point audit for optimizing your product pages, covering key topics like organic search, social commerce, user-generated content, and insights.

FEATURED RESOURCE

Perfecting your product detail page: A 5-point audit

Watch here

Why does the checkout page wield so much power? Well, it’s the ultimate test of your online store’s charm, efficiency, and trustworthiness. Get it right, and your bottom line will thank you. Get it wrong and you hit a sour note in an otherwise perfect performance.

Chapters:

1. What is the checkout process in e-commerce?
2. How to improve your e-commerce checkout process
3. A step-by-step guide to implementing checkout process optimization
4. Don’t stop at the checkout process

What is the checkout process in e-commerce?

The checkout process in e-commerce is the journey a shopper follows when buying items from an online store. The flow begins when the shopper adds one or more items to their shopping cart and ends when they receive confirmation their purchase has been completed.

The checkout is the point where the customer adds their payment details and purchases the product(s). Your whole checkout process needs to be as clear and frictionless is possible to provide the best shopping experience possible that encourages shoppers to complete their purchases.

How to improve your e-commerce checkout process

You have questions, we have the answers. These are our top tips to give your customers a checkout experience they’ll love so much, they’ll soon be back for more.

1. Optimize for mobile

In the US alone, 76% of consumers shop using mobile devices. The percentage is even higher (91%) for the 18 to 49 demographic. Ignoring this fact (and failing to optimize your checkout process accordingly) is like showing up to a marathon in flip-flops — you’re just not prepared for the race. And you’ll probably get a scraped knee. Or two.

First off, size matters. Make all clickable elements thumb-friendly, because nothing tests patience like trying to hit a tiny button on a touch screen. 

Speed is also of the essence. A slow-loading checkout is a no-go, so optimize images and leverage mobile-specific features like digital wallets to keep things moving at a brisk pace. 

Another neat trick is including the option to scan a credit card using the phone’s camera. This feature not only adds a layer of modern convenience but also significantly speeds up the payment process.

2. Implement trust signals and social proof

In e-commerce, trust is the currency, and your checkout process is where shoppers invest it. If you want to reassure them that it’s safe to take that final step, you need to signal trust — whether it’s through user-generated content (UGC), badges, or both.

Displaying UGC is literally having your customers vouch for you at the checkout line. According to our Shopper Experience Index, 78% of shoppers rely on this content to feel more confident in their purchases. Whether it’s a photo of a happy customer or a glowing review, incorporating these elements around your checkout can significantly boost buyer confidence.

Badges instantly signal to your customers that your site is secure and their information is protected. Examples of these trust signals include SSL certificates, which encrypt data, and payment badges like Visa, Mastercard, and PayPal.

Familiar logos offer a sense of security and familiarity amidst the vastness (and general insanity) of the internet.

Pro tip: Bazaarvoice helps you collect, syndicate, and display user reviews and other UGC across your online store and your retail partners’ websites.

3. Don’t make account creation a deal-breaker

Not everyone is ready to commit to a full-on relationship with your site on the first date (sorry to be the bearers of bad news, but they probably have other dates lined up). Creating an account might be a minor inconvenience for some people, but for others, it can be a deal-breaker.

Aim for convenience by offering paths that cater to all types of visitors. Options like signing in with social media or continuing as a guest can transform the checkout experience from a high-pressure sales pitch to a casual “come as you are” moment. 

Social media sign-ins leverage existing profiles, so the process feels less like a commitment and more like seeing a familiar face in a crowd of strangers. On the other hand, allowing customers to continue as guests is the e-commerce version of “no strings attached, let’s just enjoy the moment.” It’s an invitation to explore without the need for pesky formal introductions. 

Pro tip: You can use third-party services like Auth0 to provide social sign-in options. If you’re using WordPress, Shopify, or any of the popular CMS, CCMS, or e-commerce systems, you can browse their app stores or directories for integrations.

4. Clearly communicate fees and shipping

Finding the perfect product is exhilarating, but you know what’s not so great? Getting hit with unexpected fees and shipping costs at checkout. Turns out, this is the number one reason for abandoned shopping carts. Surprise!, said no one.

Lay all of your cards on the table from the get-go. Whether it’s a detailed breakdown of costs or a shipping calculator that adjusts in real-time, giving your customers a clear view of what they’re paying for (and why) builds trust and sets expectations right away.

But why stop at just being transparent? Go the extra mile by offering shipping options that cater to different needs and budgets. From standard to express shipping, providing choices allows customers to weigh their options based on how quickly they need their items and how much they’re willing to pay for speed.

5. Offer multiple payment options

How often have you been slightly annoyed by those places that only take cash? It’s a pain to make your way to the closest ATM. That’s how customers feel when their preferred payment method isn’t available. In this case, there’s no magic money box to go to. They’ll likely just leave. 

No matter where your customers come from or how they prefer to spend their digital dollars, accommodate them. Each payment method comes with its own security assurances, appealing to the varying levels of trust and familiarity within your customer base. 

From credit cards and PayPal to Apple Pay, Google Wallet, cryptocurrency, and buy now, pay later solutions, the more options you provide, the wider the door you open to potential sales.

6. Display a progress indicator

A progress bar is a simple addition, but one that turns the checkout process into a clearly marked journey, complete with milestones and an end in sight. More than reducing anxiety and/or impatience, it taps into the sweet feeling of completing tasks. Each step forward is a small victory that encourages people to keep going until they reach the finish line.

Implementing a progress bar is also an opportunity to refine and streamline your checkout process. By breaking down the journey into distinct steps, you can identify and eliminate any unnecessary complications. 

Each segment of the progress bar should represent a clear, concise, and necessary action. This speeds up the transaction and minimizes the chances of customers getting lost or overwhelmed along the way.

Pro tip: Providers like FastSrping and FunnelKit make it easy to build a progress bar, and the Shopify app store offers integrations with apps like CheckIt for the same purpose.

7. Allow one-click purchases

We love fast-forwarding through ads, so why not fast-forward through shopping? For customers who’ve already bought from you and built a steady, trusting relationship, one-click purchases are a boon. No need to re-enter information — they can just slide on by and see ya next time.

When customers know that making a repeat purchase is as easy as a single click, they’re more likely to come back. It’s a simple equation: less hassle = more sales. This feature also positions your brand as tech-savvy and customer-centric, attributes that can strengthen customer loyalty and set you apart in a crowded marketplace. 

Pro tip: You can find third-party providers like Stripe to help you set up one-click purchases seamlessly.

8. Make support options available

Stuff happens. Maybe it’s a promo code that won’t apply or a shipping question that’s got shoppers stumped. Either way, making sure they have someone or somewhere to turn to with their issues can be the difference between a sale and an abandoned cart.

Support can come in many forms, from live chat to an on-page FAQ or a Customer Success Manager’s contact details. What matters is that you show that you’re there to help, not just sell. It’s an extra level of care and attention that can turn a one-time buyer into your #1 fan. 

9. Reduce the number of mandatory form fields

Less truly is more. Do you honestly know anyone who’s ever said “oh goody, can’t wait to fill out this 25-page form”? No? That’s because they don’t exist (yes, we checked. Trust us). Keep this in mind when you’re designing your checkout flow.

Focus on the essential information — the customer’s name, billing address, shipping address, and contact information. That’s enough, you don’t need their whole life story. More than that, and you risk them giving up on the whole process.

Remember that optimizing e-commerce checkout is about removing obstacles and making the buying process as inviting as a freshly baked pie on a windowsill. 

10. Simplify discount application

Making customers jump through hoops to apply coupon codes will quickly sour an otherwise sweet deal. You likely gave them away to begin with, so make the option to apply them clear and accessible, without cluttering the checkout process experience. 

When customers easily see how much they’re saving, it reinforces the value of their purchase, making them more likely to hit that final “buy” button. Plus, a straightforward process can enhance the overall shopping experience. It shows that you’ve thought about every detail of the customer journey — even the part where they save some bucks.

11. Offer last-minute deals

Speaking of discounts, why not offer them during the checkout process? It’s a sneaky way to increase average order value while giving customers something in return (like sales items or free shipping). 

You’re basically capitalizing on the momentum of the buying decision. At this point, shoppers are already committed to making a purchase and a last-minute offer can be the nudge that makes them feel like they’re getting even more bang for their buck.

Not to mention, last-minute deals are an excellent opportunity to clear out inventory or promote specific products. By strategically choosing which deals to offer, you can boost sales while managing your stock more effectively. Win-win.

12. Confirm the purchase

Congratulations, you’ve got yourself a purchase! Quick tip here: don’t leave customers hanging. The moment after a purchase is your chance to leave a lasting impression. With a thoughtfully designed thank you page, you can transform a transactional moment into the beginning of an ongoing, beautiful, profitable relationship.

Brief your customers on what comes next with clear instructions about shipping timelines, customer service contact information, and how to track their orders. Your thank you page can also be a platform for deepening customer engagement.

Here, you can provide suggestions for related products, invitations to join your loyalty program, or even a simple request for feedback. 

A step-by-step guide to implementing checkout process optimization

You have the latest and greatest tips. Now, it’s time to actually optimize the checkout flow. And as with most things in life and business, it’s somewhat of a process — but not a complex one.

Step 1: Evaluate your current checkout process

Start by walking a mile in your customers’ shoes and run through the checkout process yourself. Take note of any friction points, such as unnecessary form fields, confusing navigation, or lack of payment options. These are your first clues on what needs optimizing. Or have someone in a different department try it out for you.

Next, dive into the data. Analytics can reveal where potential customers drop off and which steps might be causing hesitation. Look for patterns and trends that point to specific areas for improvement. 

Don’t forget to gather feedback directly from the source — your customers. Surveys, feedback forms, or direct conversations can provide invaluable insights into their experiences and perceptions. 

Step 2: Set clear objectives

Turn your insights into actionable goals. First, prioritize the issues you’ve identified based on their impact on the customer experience and your conversion rates. Is it the insane number of form fields that are slowing customers down? Or perhaps the lack of a guest checkout option causing them to abandon ship? 

Each issue should correspond to a specific objective, such as “reduce checkout time by 30%” or “decrease cart abandonment rate by 15%.”  

Your objectives should align with both customer needs and your broader business goals. Whether it’s increasing average order value or boosting repeat purchases, each goal should contribute to the overarching vision of your e-commerce success.

Step 3: Implement the changes

This is where strategy meets action. Begin by tackling the low-hanging fruit — those changes that are relatively easy to implement but can have an immediate impact on the customer experience. It might include simplifying form fields, ensuring your site is mobile-responsive, or adding visible trust signals and security badges. 

Next, address more complex issues that may require a bit more time and resources (e.g. integrating new payment options, developing a one-click purchase feature, or redesigning the entire e-commerce checkout page for better usability).

While these changes might take longer to roll out, their potential to significantly boost conversions and customer satisfaction over time makes them well worth the effort. 

Step 4: Monitor and refine

The checkout optimization journey doesn’t end, it simply evolves. You want to fix what’s broken, but more than that, you want to continuously improve the checkout process.

Monitor the impact of the changes you’ve implemented. Use analytics tools to track key metrics such as cart abandonment rates, conversion rates, and average order value. Keep gathering customer feedback through surveys, user testing, and direct communication for qualitative insights that complement your quantitative data. 

Some changes may yield immediate positive results, while others might need further tweaking to achieve their full potential. Keep adjusting until you hit the sweet spot. Flexibility and willingness to learn from successes and setbacks are key to long-term improvement. 

Don’t stop at the checkout process

Your checkout page is super important, but so is the rest of your e-commerce site. After all, a smooth checkout process on a website that’s otherwise difficult to navigate or slow to load doesn’t quite make sense. You want to provide a user-friendly experience from the moment customers land in your store to the moment they complete their purchase.

For more insights and practical tips on how to enhance your performance across the board, check out these 15 ways to improve your e-commerce website performance.

FEATURED RESOURCE

The e-commerce manager’s guide to user-generated content

Read here

Chapters:

1. What is add-to-cart rate?
2. 5 ways to increase your add-to-cart rate
3. Product page optimization to increase add-to-cart rate

What is add-to-cart rate?

Add-to-cart rate measures the percentage of website visitors who add at least one item to their cart per session. A higher add-to-cart rate leads to more purchases, and more purchases mean more revenue.

There’s a number of factors that might convince shoppers to add a product to their cart. But, in our experience, one tactic is especially impactful: user-generated content (UGC). UGC includes ratings and reviews, and any visual content like photos and videos posted online or submitted to your company website by customers, fans, and visitors.

Don’t just take it from us though. In our study of five major e-commerce industries, conversion rates increased by an average of 161% when shoppers saw or interacted with UGC on their path to purchase.

5 ways to increase your add-to-cart rate

Here’s how to harness UGC’s powerful influence on product pages and social media to get shoppers to smash that ‘add-to-cart’ button and increase your conversion rate.

1. Drive traffic to product pages with UGC

The beauty of UGC is its versatility. Brands can share glowing reviews and flattering photos across a variety of platforms and meet customers where they are. But the ultimate goal is to lure more customers to your product pages, because more site visitors mens higher add-to-cart rate. Some ways include:

• Company blogs (much like this one you’re reading) are prime real estate for images and videos from social media, showing how followers use your products. Highlighting relevant customer ratings and reviews is a great way to complement any products mentioned in the content with pull quotes or screenshot images

• Email campaigns are largely a visual medium supported by carefully crafted messaging that serves a specific business goal. Visual UGC and reviews presented in an aesthetically striking way have a strong click-through influence. Enhance emails with UGC to elevate abandoned cart reminders, product launches, email-exclusive sales, event announcements, blog distribution, and more

Whichever outlet you choose, make sure product page calls to action (CTAs) are prominent. These examples from Glossier and Brooklinen show how it’s done with cleverly and intentionally leveraged UGC, coupled with clear CTAs:

2. Showcase visual UGC on product pages

Visual UGC on product pages shows that other shoppers are so happy with your product that they like to show it off. Also known as social proof. It may just be what gets hesitant shoppers off the fence when they’re hovering over that ‘buy now’ button, and bump up your add-to-cart rate. After all, displaying visual UGC on product pages increases conversion rates by up to 150%.

There’s plenty of resources to procure and generate UGC for your product pages. Asking fans to tag their photos and videos with a branded hashtag is an easy way to collect UGC on social channels. Hosting contests will take this method to the next level by incentivizing UGC posts with prizes like free products, a trip, or a website feature.

Another low-maintenance, direct way to collect UGC is by asking customers to upload pictures or videos of their purchases. You can then vet these images and add them to a gallery right on the product page. This also incentivizes them to share their UGC for a chance to be featured on your website.

River Island places UGC with a branded hashtag from social media right below the main product image so shoppers can easily visualize themselves wearing their items. This strategy led to a 184% lift in conversion for the brand.

3. Spotlight customer reviews on product pages

Another highly influential type of UGC is customer ratings and reviews. Reviews are a major deciding factor for shoppers when considering a purchase. Product pages with at least one review garnered a 354% conversion rate increase and a 446% increase in revenue per visitor compared to product pages without reviews, according to Bazaarvoice’s Shopper Experience Index. There’s few better ways to increase your add-to-cart rate.

And don’t let your reviews go unnoticed either. Collecting reviews is only half the battle. It’s equally important to feature them prominently so site visitors don’t miss them. One method is to include the star rating directly next to the product image, which users can click to see the full reviews of that product.

Five-star ratings and glowing reviews are great, but promptly addressing negative reviews and inquiries is crucial. And that’s not only because of quality customer service expectations. Responding to reviews and customer feedback can result in a 98% average conversion lift for brands and retailers.

Brands can take their customer feedback a step further by compiling common issues or questions to create a comprehensive FAQ page on their website. Companies who receive a large number of reviews and questions can manage them with a dedicated customer service team or tools like a Questions & Answers platform. These portals allow brands of all sizes to effectively and efficiently respond to customer questions.

Rimmel London shows all product reviews right below the product description and ‘add to cart’ button on their product pages. The above example shows a customer review with visual UGC and Rimmel’s helpful response to the review, a strategy that led to a 44% sales lift.

4. Create shoppable social content

UGC on social media promotes brands in a genuine and authentic way that users trust, making it highly effective for e-commerce. Using your social media followers’ UGC to create shoppable images does double duty: It entices fans with realistic, relatable content that’s linked directly to product pages.

Shoppable social media posts — also known as social commerce — include clickable products that link out to product pages where users can instantly make purchases, instantly increasing add-to-cart rate. There’s different ways to make social media posts shoppable:

• On Pinterest, business accounts can set up the catalog feature that adds everything from their online store as Product Pins. Product Pins include the name of the product and a link to the product page where shoppers can add items to their cart and purchase

• Brands can make Instagram posts shoppable in the Shop section of the app, as well as in Stories, Reels, Live, and IGTV. Any Instagram content with a shopping bag icon is shoppable. Some products can be purchased directly on Instagram without leaving the app, and some link to the brand website’s product page

• Using Like2Buy or other social commerce tools can create a multichannel dashboard for creating, scheduling, publishing, and analyzing shoppable posts on social platforms like Instagram and TikTok

This example above from apparel brand Rachel Antonoff shows a shoppable Instagram post featuring UGC.

5. Reciprocate the UGC love

The unofficial brand ambassadors who create UGC make your job a lot easier, so don’t take them for granted.

Show your appreciation by complimenting, thanking, and tagging them on social media — in Instagram posts and Stories, on Pinterest boards, in TikTok trends, in emails, and on your website. This strengthens the connection between you and your audience. By rewarding engagement, you’ll encourage more users to join the conversation so you don’t just have customers — you have a community.

And once you have a brand community, you’ll have a pool of authentic UGC about your brand to tap into and display on your customer acquisition channels, ensure an increase in your add-to-cart rate wherever your shoppers are.

Product page optimization to increase add-to-cart rate

And there you have it. Simple, effective methods for increasing your add-to-cart rate and driving revenue. All thanks to that UGC. But as part of your strategy, you mustn’t forget the product page itself. Featuring written and visual user-generated content is great, but you need to know how to display it.

Your product page(s) need to be tailored and personalized to meet consumer needs. Learn how it’s done in our on-demand masterclass: 3 powerful tactics to increase product page conversion rates.

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7 user-generated content examples and why they work

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As economic times get increasingly tough, beef up your product detail page with user-generated content (UGC), like customer ratings and reviews and social imagery, and functionality that converts. Make it easy for shoppers to find the information they need to make an informed and confident purchase fast. Whether they discover your product through search or on Instagram, customers should have a wealth of written and visual content available to them. 

5 ways to boost product detail page conversion rate

From enabling review translation to turning your Instagram into a storefront, here’s five product page optimization tactics retailers can use to drive greater conversion on product detail pages. 

1. Display shoppable visual UGC on your site

What’s better than lots of visual content across your e-commerce site or your product detail pages? Lots of shoppable visual content. Placing galleries on your product detail pages can result in:

• 250% increase in time spent on site
• 150% increase in conversion rates
• 15% increase in average order value

So compile beautiful visual content on every inch of your website — homepage, product page, you name it. Build beautiful galleries chock-full of visual user-generated content that helps people discover new products. 

The best place to find impactful visual UGC is on social media. Shoppers will often tag your brand when they post one of your products. You can easily syndicate these powerful visuals (and other forms of UGC) from your brands to build gorgeous product detail pages. The visual content will help both you and your brands convert more sales. 

2. Turn Instagram into a storefront

According to the 2022 Shopper Experience index, 54% of shoppers would buy a product if they could click a post and get product info directly there. Win over these shoppers by shortening the path to your product detail page for consumers who discover your products on Instagram. For example, Like2Buy turns Instagram into a storefront, where shoppers can click the link in your bio and get redirected to a site where the content they just saw on your feed is highlighted and easy to buy. 

Like2Buy also extends beyond Instagram — you can make any visual content shoppable. For example, now when you post a photo on Facebook, you can easily include a Like2Buy link that directs consumers to buy the product. Product page optimization made simple.

3. Leverage customer sentiment

Leverage customer sentiment analysis with Review Highlights. Allow customers to easily filter through the most important sentiments in reviews and allow them to easily navigate reviews in a much quicker way by highlighting pros and cons of each product from the sources they trust most — other customers. 

Review Highlights uses sentiment analysis to show consumers specific pros and cons of a product based on reviews. It also highlights certain features of the product, based on what past shoppers have said they enjoy the most. It gives consumers a quick overview of the most important sentiments in a review, allowing them to navigate reviews quicker. 

Review Highlights works best with products that have a lot of UGC — at least 10 reviews or more. It’s a powerful tool to leverage, increasing conversion on product detail pages by 3.5%.

4. Enable review responses and Q&A

Don’t ghost potential customers. When they ask you a question, give them answers. Last year, over 4.4 million consumers submitted questions to brands. We know responding works — according to our research, there’s a 98% conversion lift and a 120% RPV lift when shoppers engage with Q&A. 

And responding to reviews — especially negative reviews — matters, too. A third of shoppers don’t just want to hear from brands, they expect it. In fact, 87% of shoppers agree that a brand has to do something in response to negative reviews, and 72% of shoppers say the same for positive reviews. Responding to all UGC builds brand trust and encourages shoppers to give your brand a chance, even after reading a negative review. 

5. Translate reviews

72% of shoppers are more likely to buy a product with information in their own language. Expand into new countries with confidence and without starting from scratch with UGC. The right translations provider enables you to translate reviews effortlessly to display UGC in multiple languages.

Review translations allows your consumers to easily translate reviews from one language to another on the fly, syndicating content across the globe. 

Optimize your product detail page

We’ve offered five best practices based on works best for our clients, but even implementing one of these will do wonders for your product detail page conversion rate. Once your shoppers have all the information they need about your products at their fingertips, buying your products will be a no brainer.

And by using all five of these product page optimization tips, you’ll see your conversions rate soar as you build trust with customers and make it easier than ever for them to feel confident in your products. Learn more about how to optimize your product pages. Or request a demo below to get started with Bazaarvoice.

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Perfecting your product detail page: A 5-point audit

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Here’s the problem: most product landing pages really are product detail pages (PDPs) and are focused on the hard sale. Out goes inspiration, browsing, and the thrill of discovery — and this is where most customers bounce. Instead of opening a door into your store, you’re showing them the exit.

Fortunately, there’s ways you can improve your product landing page experience and turn your online store into a place customers actually like to shop.

4 common issues with product landing pages

There’s a disconnect between what consumers see at their first point of engagement versus what they see on a PDP. Visitors who land on PDPs convert at 1.5%, while visitors who arrive on other pages of an e-commerce site convert at 2.9%.

Below are the most common problems with product landing pages.

1. Your product landing page doesn’t allow customers to shop

As convenient and seamless as navigating the web is, it’s not easy to be inspired if you’re hunting for something new.

Think about brick-and-mortar shopping. Shoppers are in a mall, and a window display catches their eye. Maybe it’s a jacket being showcased. Maybe there’s mannequin sporting the latest sneakers. Or maybe they just appreciate the overall look and feel of a carefully crafted display. Either way, they’re tempted to go in and maybe even buy something they didn’t even know existed five minutes ago.

By contrast, the e-commerce discovery process is non-existent on most sites.

You search for the item you’re already intent on buying, and you’re given a list of slight variants on that item. You click on the product and get taken to a list of details and an “add to cart” button. If the price is right, you buy. E-commerce isn’t shopping in a mall, it’s ordering from a catalog.

Online customers rarely get that shot of joy that comes with stumbling upon a product they didn’t even know they needed — the product that has nothing to do with why they came in the store. And your store misses out in the long run.

Customers who enjoy their experience and are encouraged to browse will come back. Customers who stumble upon a treasure they didn’t know existed will remember your store.

2. PDPs are focused on one type of shopper

Ideally, an e-commerce product landing page should accomplish the following three things:

1. Fulfill the promises you made in your ad or social media post
2. Help the user understand your brand
3. Inspire a visitor to take the next step in becoming a customer

However, when PDPs act as e-commerce landing pages, they often fall short of these three rules. And that’s a problem.

PDPs ignore all customers outside the bottom of the funnel

Almost 25% of online shoppers who arrive on e-commerce sites land on a PDP. And those who arrive on a PDP are 72% more likely to bounce than those who land on any other page of the site, according to research by Monetate.

Why? Because PDPs are primarily built to help a customer validate whether a product is one they’re looking to purchase. A PDP’s goal is hyper-focused on driving conversions at the bottom of the funnel. It’s not focused on helping customers find what they’re looking for or learn more about a brand or its ethos.

PDPs are critical for nurturing prospects who are close to making a purchase, but they ignore all customers who aren’t in the bottom of the funnel. For marketers, this is a challenge — you need your PDP to be easy to find, but it isn’t always the best foot to put forward.

New leads arrive on an e-commerce site looking to make a discovery, be inspired, or better understand a brand. But what they’re met with is a sterile page with information about one particular product. By redesigning these pages, you can improve engagement — as well as your bottom line.

3. Your product landing page doesn’t fulfill a promise

Users often arrive on a PDP via a lifestyle photo on social media or in an email that showcases various products. If that photo leads them to a PDP that focuses on only one item, the customer will likely be confused and may abandon the page.

Let’s say an image catches a customer’s eye on Instagram, and they want to learn more about the featured product. When they arrive on the PDP, they’re not greeted by the same photo. This erodes trust and creates confusion: “Is this even the same product I clicked on?”

To put it simply, when customers aren’t presented with similar imagery, a customer is less likely to convert. So it’s no surprise that social visitors who land on a PDP bounce 52% of the time.

4. Your product landing page doesn’t allow for exploration

Shoppers who land on PDPs view 42% fewer pages than visitors who arrive on other pages of an e-commerce site. They also view 8.8 pages per session. Visitors who land on any other page of the site average 12.5 page views.

While a PDP may suggest additional, related, or complementary products — a practice known as cross-selling — these recommendations may not sufficiently engage a customer. After all, the suggestions are typically narrow in that they’re only related to the item featured.

What’s worse? PDPs are meant to encourage purchases from customers at the end of the journey — and yet they’re less likely to convert.

How to improve your product landing page

When PDPs function as e-commerce landing pages, they need to pull double duty. They must provide enough info to persuade shoppers to click “add to cart” AND be engaging enough to accurately introduce your brand.

But you can rethink e-commerce landing pages entirely. Here’s how you can create pages that encourage store exploration from customers at every stage of the funnel.

Add lifestyle visual and social content

High-quality photos are important to capture shoppers’ interest. According to Google, 50% of online shoppers say imagery inspires them to make a purchase. However, high-res pictures of the product itself aren’t enough.

What PDPs need in order to draw consumers in is authentic visual and social content — and not just of models. Engaging product pages should include user-generated content from users and influencers alike, and should showcase real people actually using the product. Photos that show people using a product are 67% more likely to drive offline conversions, according to Pinterest.

Customers are more likely to interact with brands that fit their lifestyle. You can share your unique take on lifestyle by featuring engaging user imagery on product landing pages.

Create a continuous experience with consistent imagery

Feature the same or similar photos on the PDP that you utilize in the marketing materials that led users to the page. This creates a familiar, seamless experience and assures shoppers they’ve arrived on the correct page.

Let’s go a step further — say you click on a lifestyle image on Tuckernuck’s Pinterest page, like in the screenshot below:

When you arrive on the PDP, you’re greeted by the same photo that originally caught your eye.

According to research from Pinterest, this is a pro move. Pins that go to landing pages with similar imagery have a 13% higher online sales lift.

As noted above, pins that link to product landing pages with the same or similar imagery are more likely to convert. And once the shopper is on the page and viewing the product that initially drew them in, they have the opportunity to recreate this exact look for themselves with a purchase or browse related items that may also interest them.

Encourage browsing by highlighting more than just related products

While a PDP should include information about the specific product being sold, invite shoppers to make discoveries by providing other items they may be interested in. The PDP could prompt users to “shop the look” and link to other items featured in the photo, or to view “more like this.”

Highlighting multiple products in lifestyle imagery invites shoppers to browse. You could even allow users to shop within the specific image that first grabbed their attention to create continuous browsing experiences from social to product pages. In the image below, a shopper can click on the “rowingblazers.com” link in the center of their social image and go right to the item.

And a tool like Showroom shows the customer related products they may also be interested in, not just the products in the image. Showroom can easily be used in Instagram Story swipe-ups, paid ads, or linked to literally anywhere else a link can go, like emails and other webpages.

Personalize the experience

Brands can also encourage product discovery through page personalization by making product recommendations responsive to a visitor’s location and device type, as well as whether they’re a new or existing customer. A personalized shopping experience makes consumers 110% more likely to add more items to their cart and 40% more likely to spend more than originally planned.

Also consider deploying solutions that allow you to answer customer questions before they ask them. By leveraging data from past customers, you can create compelling and visually appealing pop-ups and page elements that answer questions about the product or service the shopper is looking at right now.

You’re even able to use these answers to point shoppers toward relevant or related products that they might otherwise have missed.

Engage customers from every possible angle

It’s imperative that your brand’s PDPs engage visitors during all aspects of the customer journey — whether they are just being introduced to the brand or are already close to making a purchase.

Redesigning your product landing pages to create a more consistent, engaging customer experience may seem daunting, but the time is well, well worth it.

Product detail pages have become a critical battleground for consumer attention and conversion. You need a 5-point audit for perfecting your product pages, covering key topics like organic search, social commerce, user-generated content, and insights. Find out what that means for you in our on-demand masterclass.

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3 powerful tactics to increase product page conversion rates

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The Baymard Institute reviewed thousands of product pages from companies in the U.S. and E.U. and found that only 18% of the 141 top-grossing e-commerce sites have a “good” or “acceptable” product page design and user experience (UX). And UX is only part of the equation.  

To meet the needs of time-poor consumers and build best-in-class PDPs, brands will have to continually optimize the consumer experiences or risk higher bounce rates and lower conversions. 

What’s one full-proof way to optimize the consumer experience? User-generated content (UGC). In fact, Bazaarvoice ROI benchmark data shows that when consumers engage with any UGC, like written reviews or customer imagery, there’s a 144% increase in conversion.

If you’re looking for some product page inspiration, check out 12 of the best e-commerce product pages that feature UGC. 

E-commerce product pages: best of the best

1. Burt’s Bees: Put social proof front and center 
2. Under Armour: Show off every inch of the product
3. Neutrogena: Personalize the page for each shopper
4. Best Buy: Leave no product spec unturned
5. Kid Kraft: Include imagery of the product in use
6. Bose: Let shoppers “test” the product
7. Casper: Incorporate GIFs to show how the product works
8. Mecca: Recommend additional products to increase AOV
9. Nordstrom: Bring the in-store experience online
10. Sephora: Highlight awards and accolades
11. Primal Kitchen: Give ideas for how to use the product
12. Yeti: Allow shoppers to search reviews to find information they need

1. Burt’s Bees: Put social proof front and center 

This is the best of the best e-commerce product pages we’ve seen. When potential customers land on the product page for Burt’s Bees Sensitive Solutions Gentle Cream Cleanser, one of the first things they see is the average star rating and number of reviews for the product. This instantly proves to the shopper that this is a high-quality, well-loved cleanser. 

Then, the brand uses large product imagery to show shoppers precisely what they’re getting. One of the images for the product even puts social proof front and center by highlighting a star rating and quote from a review written by a real customer. 

Burt’s Bees also incorporates how-to instructions for the product in the imagery and product description so shoppers understand what the product is for, when to use it, and what similar products will help complete their skincare routine. 

2. Under Armour: Show off every inch of the product 

On this product page for one of Under Armour’s many pairs of running shoes, the company goes beyond high-quality images of the product. 

This product page offers shoppers the opportunity to get a complete, 360-degree view of the shoe. Multiple images and views lets the customer know there won’t be any surprises when they receive the product. 

Once the shopper gets to the customer review portion of the page, they can filter by rating, athlete type (casual or avid), size, and locale to see more personalized reviews of how they may be using the shoe. 

Finally, when scrolling down the page, the “Add to bag” button becomes a sticky banner so people can quickly put the item in their cart once they decide it’s the right product for them. This simple UX design is a powerful way to reduce friction in the buying process.

3. Neutrogena: Personalize the page for each shopper 

Makeup is difficult to buy online when a shopper can’t see or swatch the shades. That’s why Neutrogena’s product pages have an extremely personalized “Try It On” feature that allows shoppers to upload a photo of themselves to see what various lip colors will look like (or they can choose a model that most resembles them). 

Then, about halfway down the page, there’s a prominent design element that includes a star rating and a quote from a customer about how the product feels in real life and how it works for their skin texture. 

On the review section of this page, there’s a “Most Helpful Reviews” callout section that highlights one positive and one negative review that other shoppers have found useful. This element makes it easy for consumers to make a fast and confident purchase decision without having to wade through many different reviews. 

4. Best Buy: Leave no product spec unturned 

When it comes to selling electronics online, product specs and details matter. For this Samsung TV, Best Buy highlights product specs and questions and answers in easy-to-navigate modules on the product page. Best Buy even uses icons and bulleted lists to explain the product details rather than forcing people to read a lot of technical copy they may not understand. 

The product page also has a lot of video content about the product to help consumers better understand the quality and functionality of this TV before they pull the trigger. 

At the top of the reviews section, Best Buy provides a robust summary and highlights from reviews to show shoppers the sentiment toward the product without requiring them to read every single review. Plus, review images at the top of the review section let browsers quickly click through user-generated photos to see how the product looks and works in real peoples’ homes. 

5. Kid Kraft: Include imagery of the product in use 

The best e-commerce product pages all have one thing in common: great imagery. Having fantastic brand imagery sets you apart, but if you can include great imagery that showcases people using the product, that’s even better. The images for Kid Kraft’s Cozy Escape Playhouse show several ways families have used and decorated the house to help new shoppers visualize these homes in their own yards. Even in the “Features” section of the page, each feature has an image showing that specific part of the playhouse. 

The brand also uses icons at the top of the page to call out important info for shoppers, like if the product is in stock, what age range it’s meant for, and whether it’s a top-rated product. 

6. Bose: Let shoppers “test” the product 

Bose tries to make it easy for customers to get all the information they need about its noise-canceling headphones in its e-commerce store. Above the fold, the brand uses icons and short, impactful copy to highlight the specific features and differentiators of this pair of headphones. 

The review section of the page is very focused on the headphone’s features as well. 

Shoppers can easily see how the product ranks in feature categories like sound quality, comfort, noise cancellation, and more. 

The showstopper on this page is an interactive module that lets shoppers actually hear how much noise the headphones can cancel out in a busy, noisy room. This gives customers the ability to “test out” the headphones without ever going to a store. 

7. Casper: Incorporate GIFs to show how the product works 

Mattresses are another category where a great product page makes all the difference. On this product page, Casper provides as much information as possible about its original mattress and even anticipates customer questions.

For example, at the top of the page, the shopper must choose between an all-foam or hybrid mattress. Casper knows that the everyday person may not know the difference between the types, so it has a pop-up that gives more information about the benefits of a hybrid mattress. 

Casper also includes a GIF-style product image that shows how the mattress conforms to the user’s body if they were to toss and turn in their sleep. This is essential because, as we mentioned above, the shopper can’t physically test the mattress from the e-commerce store, so making them feel like they are trying the product is the next best thing.

Finally, on the site’s review section, Casper helps customers find what they’re looking for by asking them to filter reviews based on their needs, like body pain or comfort. 

8. Mecca: Recommend additional products to increase AOV 

Beauty store, Mecca, makes it easy for customers on their eyeshadow palette’s product page to know if they want to make a purchase. First, the large product imagery allows the shopper to see every single shade in this palette. 

Then, to increase average order value, Mecca recommends other products the shopper may like based on their interest in this palette. This section of the page is clean, easy to navigate, and doesn’t take up much room on the page. 

The reviews section of this page allows shoppers to know if these colors will work with their faces by detailing previous reviewers’ eye color and skin tone. Mecca also asks past customers if they have received the product in exchange for a review. 

Shoppers today consider incentivized reviews and non-incentivized reviews equally credible. In fact, 58% of U.S. shoppers say that incentivized reviews can inform their purchase decision just as much as organic reviews can.

9. Nordstrom: Bring the in-store experience online 

On many of Nordstrom’s e-commerce product pages, like this one for a pair of jeans, the company includes a video of a sales associate detailing more info about the clothing item and how it fits. This mimics an in-store experience where an employee may be able to help a shopper pick the right items. 

Nordstrom also gives customers style ideas to complete the outfit with other Nordstrom items. Some of these looks are designed by Nordstrom, while others are put together by Nordstrom customers.

The review section highlights the most common pros and cons mentioned in reviews, so shoppers quickly understand their peers’ opinions without having to read every single review and can make their purchasing decision faster.

10. Sephora: Highlight awards and accolades 

Sephora sells thousands of make-up products, so to help shoppers choose, the brand denotes awards and accolades for products on product pages. For this bronzer, Sephora makes it clear that this product won an Allure Best of Beauty award in 2021. 

Like several other brands we’ve featured, Sephora also uses cute icons paired with short, informative copy to give customers the rundown on the product’s best features. 

To help people understand what a product would look like on them, Sephora lets people filter reviews in several categories, like skin tone, skin concerns, age range, shade purchased, and more. Shoppers can also see what the product looks like on real people by scrolling through the visual UGC gallery at the top of the reviews section on the page. 

11. Primal Kitchen: Give ideas for how to use the product

Primal Kitchen uses its product pages to reduce the risk of ordering pantry staples online. On the product page for the brand’s Chipotle Lime Mayo, Primal Kitchen has a short product description that details how the product tastes compared to regular mayo and gives suggestions for foods to use it on. 

The brand takes these suggestions even further halfway down the page by offering up a few recipes that include this item to help the shopper work this purchase into their weekly meal plan rather than let it sit unused in the pantry. 

The risk of ordering this food is reduced even more when the shopper gets to the reviews. At the very top of the review section, Primal Kitchen leverages social proof by highlighting the percentage of customers who recommend the product (in this case, 99%).

12. Yeti: Allow shoppers to search reviews for what they’re looking for 

Our final example of best e-commerce product pages is from drinkware brand, Yeti. For this tumbler, Yeti offers cross selling options above the fold that help the shopper complete their purchase. 

Also, rather than having a questions and answers module at the bottom of the page, Yeti took the most common customer questions and incorporated them into the product page copy itself, so customers don’t have to go hunting for the answers they’re looking for. 

Finally, the reviews section of the page offers a search option. Customers can search reviews for certain words to see if past customers have mentioned any concerns or use cases. For example, if you search the word “cold,” Yeti finds all the reviews with that word so shoppers can specifically learn how good this tumbler is at keeping drinks cold. 

Optimize your best e-commerce product pages

By taking inspiration from some of the best e-commerce product pages around and implementing these strategies on your own site, your brand will see an increase in conversion rate. Don’t be afraid to mix and match some of these techniques when testing out your new product pages to see what resonates most with your audience. 

Want more ways to improve the consumer experience and boost conversions on product pages? Learn more about how to optimize product pages. 

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