E-commerce
Product Page Optimisation: Structure and Content for Conversion
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Title, imagery, price, benefit list, reviews and FAQs: the anatomy of a product page that sells.
The product page is the sales rep of an online store. It must answer every customer question before it is asked.
Above the fold
- A title aligned with search intent: brand + product + differentiator
- At least 5 images and one video
- Price, discount, stock status and delivery date
- A single, prominent “add to cart” button
Below the fold
- 3–5 bullets that state benefits, not features
- Technical details and size chart
- Customer reviews and photos
- Returns, shipping and warranty information
- FAQs (with FAQ structured data)
- Complementary products
Continuous improvement
Pick the ten most-viewed, least-sold products, rework their pages against this list and compare conversion after four weeks.
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