The eCommerce market is more competitive than ever before, and by 2025, eCommerce sales worldwide are expected to cross $7.4 trillion. With millions of online stores, standing out is a challenge. Product listing pages (PLPs) that are not well-optimized will make your products unreachable for the consumers.
Potential buyers rely on search engines and marketplace filters to discover products. More than 44% of online shoppers head toward Google to start their product search. You are missing the sales if your listings do not rank because of optimization factors. Badly optimized PLP means low traffic, low conversion rates, and lost revenue opportunities.
Well-optimized product listing pages help eCommerce conversion rate optimization by making your listings visible, usable, and relevant. This lets the users find what they need quicker, thus increasing the probability of them going ahead and purchasing what they want. Brands optimizing PLPs receive higher engagement and lower bounce rates.
This guide will explore all the vital factors that work together in the creation of a successful product listing page. You will learn about designing PLPs, SEO strategies, and promoting a better user experience. Whether you run your very own eCommerce store or work for a fashion web design agency, this guide provides valuable insights to better your ranking and translate more of your visitors into buyers. Keep reading and become an expert in product listing page optimization!
What are Product Listing Pages?
A product listing page is a webpage that displays multiple products from a particular category. It lets customers browse, filter, and sort items based on their preferences. PLPs typically include images, product details, and prices and may also include customer reviews for better conversions.
For instance, if you visit an eCommerce platform like Amazon and click on the “Women’s Clothing” section, you’ll be navigated to a new page. This page is a product listing page that displays many clothing items, each with a picture, price, and other important details.
A well-organized PLP makes it easier for consumers to explore options. In Amazon, the products are ranked, and the higher-ranking ones gain the highest attention and clicks, so if you are a retailer selling on such eCommerce platforms, then it is essential to optimize your product listings.
Elements of PLPs
A well-constructed PLP finds consumers in no time. It is instrumental in navigating, improving user experience, and converting traffic. The significant facets of an optimized PLP are as follows:
1. Category Name
A clear and visible category name helps shoppers understand the type of products listed. For example, “Men’s Running Shoes” instantly informs customers about the selection available.
2. Filters & Sorting Options
Filters allow users to refine search results by price, size, brand, and colour. Sorting options like Best Sellers or Price: Low to High make browsing faster and smoother.
3. High-Quality Product Images
High-resolution and clear images build trust and product views. Multiple angles, zoom options, and lifestyle images help buyers make sound judgments.
4. Breadcrumb Navigation
A breadcrumb path such as Home > Women`s Wear > Dresses informs users about their whereabouts on the site. This assists in navigation and reduces bounce rates by directing users well.
5. Call-To-Action (CTA) Buttons
Good examples of strong CTA buttons are Add-to-Cart or Buy Now. Such buttons should be both highly visible and attractive. These persuade customers to make fast purchase decisions and thus, further optimize conversion rates for the eCommerce site.
A well-optimized PLP promises fluidity of the shopping experience, thus leading to more conversions of visitors into customers on the part of the businesses.
How to Optimize Product Listing Pages?
Most customers (78%) use a variety of channels to research a product before buying, which makes it essential for you to optimize your listing page. If your product listing pages are not optimized, this may lead to your potential customers navigating to your competitors. Here are some strategies to effectively optimize product listing pages:
1. Use High-Quality Images
Product images are very important for driving sales. The more appealing and detailed the images, the better your sales will be. As we know, customers depend on images to understand the product and see if it matches their expectations.
For instance, a furniture website can show several high-resolution images of a product from different angles to help customers understand the shape, colour, and other relevant details.
2. Add Short Concise Product Descriptions
Keep product descriptions brief yet informative. It should focus on the unique features of the products. For example, a phone’s info should include the good quality of the camera, battery, and design. Accurate descriptions enable customers to arrive at buying decisions quickly.
Intelligence Node’s Gen-AI led content optimization tool can help in creating descriptions that are precise, engaging, and SEO-friendly, improving visibility and conversions. Besides, it is more than just an AI-powered tool to create optimized content. It helps in auditing and enhancing the PDP descriptions and titles for better discovery and engagement.
3. Use Labels for Popular Products
Labelling popular items helps customers find bestsellers quickly. This can boost interest and sales.
Consider an example of a product listing page for home appliances. It might show a “Best Seller” label on a top-rated blender or mixer. Customers should be able to sort products by price, popularity, or ratings. Filtering options like size, colour, pattern, or brand can make shopping easier.
4. Add Customer Reviews and Ratings
Awareness of customer reviews builds confidence and influences their purchasing decisions. Shoppers, before buying products, depend on others’ feedback. The best recommended way to boost credibility and engagement is to encourage reviews.
Intelligence Node’s reviews and ratings optimization solution even helps brands manage customer feedback and present it to elevate shopper confidence and increase conversions. It provides a Customer Reviews and Ratings Dashboard that gives a comprehensive summary across multiple websites. This helps brands get a granular-level breakdown of consumer sentiment by category, brand, and competitor.
5. Focus on the Price
When it comes to product listing pages, you must keep your pricing attractive and relevant to your competitors if you want to stand out from the rest of the products. You can use pricing optimization solutions to get AI-powered results in real-time, or you can use dynamic pricing software to help you review, manage, and optimize the prices across all your SKUs to grow your profit margins.
6. Ensure Right Categorization
Poor classification confuses shoppers, raising the bounce rate. Group products into distinct, logical categories. Amazon, for instance, lists electronics under Laptop, Tablet, and Accessories for easier browsing.
7. Improve Ease of Navigation
Ensure your website is designed to help users easily navigate the site. Use breadcrumbs and user-friendly menus. 50% of users use navigation to find their way through eCommerce websites. The better the layout, the more they’ll engage with it.
8. Optimize Sorting and Filter Menus
The filter and sorting options allow shoppers to narrow down their search. They help shoppers sort according to price, popularity, and customer rating. Fashion brands like Zara implement filters like size, colour, and material to ease the experience.
9. Leverage Product Recommendations
Cross-selling increases average order value. For example, Amazon’s “Frequently Bought Together” box makes shoppers aware of useful additions and increases conversion. Some customers suffer from decision fatigue when they are presented with options, that’s why, gently recommending the popular product, like others within the same category or similar ones with slightly pricier alternatives. Amazon does that by adding Amazon’s choice tag in any category.
Amazon Choice considers different factors, like ratings, price, popularity, availability of the product, and fast delivery. Also, as the customer’s preferences and feedback change, so do the products that are highlighted as Amazon’s Choice changes.
10. Personalize the Shopping Experience
Personalization enhances user engagement. It has the power to drive a dramatic increase in conversions, boost engagement, and help shoppers discover relevant products and services as per their individual needs. Personalization can reduce the bounce rates by 20-30% and improve customer loyalty.
You can add personalization to your shopping experience by displaying the complementary products that customers might be interested in. For instance, if the customer has purchased a bedsheet, they might even need pillow covers, pillow inserts, or storage bags to store the linens.
A strong example of personalization in the shopping experience is Amazon’s ‘Frequently Bought Together’ feature. It appears below the product description and suggests complementary items based on past purchase patterns.
The Bottom Line
It’s important to improve product listing pages to make shopping easier as these pages are key to a smooth shopping journey. With the right changes, you can turn visitors into loyal customers. This helps boost both satisfaction and sales. So, are you ready to optimize your product listing pages? Explore Intelligence Node for precise insights and optimization tools to enhance your product listings. With our optimization tools, you can use real-time data to improve your eCommerce strategy and stay ahead of the competition.
