How to build and optimize product page that converts

How to build and optimize Your product page that converts?


You’ve probably heard the adage, “a good product sells itself.” You may have even chosen products to sell or service based in part on this principle. While it’s important to have products that are so great they could sell themselves, the reality of today’s online sales market is that most people won’t be able to see or experience your products, which is why a good product page is crucial.

How do we know this? At an online marketplace, You need to conduct deep user research on buyers’ habits, so I can help sellers optimize their own product pages and make more sales. Read on to get these tips to come straight from the buyers themselves.

Why product pages essential to sales strategy?

Gone are the days of offline trade shows where people can see, feel, and experience your products, or hear tales of their wonders from passionate salespeople. Wholesalers, manufacturers, and even smaller suppliers that traditionally sold on online platforms are increasingly joining eCommerce platforms Etsy like Amazon Alibaba Etsy Target to get leads and connect with buyers.

That means sales now start and end online. Your product pages need to both serve as an advertisement for your products and help build trust in your brand as a potential buyer.

How to optimize your product pages?

So, what can you do right now to optimize your listing and start getting orders from buyers?

1. Add more information

Purchase tends to take longer than normal because there is a lack of decision-making details. That means your product page needs to convey all the information that buyers may want to see to order the purchase.


If you don’t list all the information you can and answer potential questions upfront, you risk:

  • creating a longer sales cycle due to questions going up and down the chain and back to you
  • buyers assuming you doesn’t offer what they’re looking for and continuing to search for a product that does.

Take the time to add every detail on product features, real pictures, sizes, materials, and general capabilities of your product including delivery timing packaging type.

2. Optimize your listed product name

You’ve heard many times about SEO. And everything you’ve heard is probably true. Optimizing your listed product name for search engines should be a top priority.

Think like your ideal buyer: What would they type into the search bar in order to find your product? Try to include as much of this information in the title as possible. Include highly searched terms like materials, ingredients, or methods used to produce your product.

For example, a customer may search for “protein powder,” but a buyer looking to produce their own protein powder is likely much more educated on the subject and will run far more targeted searches, so listing your protein powder as “US-produced, grass-fed whey isolate” will help get you more targeted leads.

3. Include your “Order Quantity”

This is for wholesale B2B, but we still see it happen. Including the minimum amount of units a buyer needs to purchase to qualify for an offer is just as important as the price.

In addition, if you have price drops based on the volume ordered, make sure to include this on the page. These price drops can help you upsell the buyer and convince them to purchase an extra quantity without even needing to speak to them.

4. Indicate if buyers can customize your goods

Many buyers are entrepreneurs who want to create their own product or product line for the first time, while others simply want to find products to resell.

For this reason, it’s important to quickly indicate if any customization is possible on the items you’re selling.

Some sellers on online marketplaces have the ability to fully customize a new product, some can do light customization like adding logos, colors, or small deviations to the product, while distributors might exclusively sell products as-is with no customization available. It’s important to indicate what your company is capable of doing so you attract the right type of buyers.

5. Put your entire catalog online

Based on on-site research and in-person interviews, we’ve found that buyers don’t just browse the products listed on your online storefront. They also will download the entire digital catalog you offer. This helps them understand your full range of products, which is useful for many buyers who don’t want to ask questions back and forth - if they can see a few products that look like what they want, you’re both already one step closer to a sale.

6. Upload product images and videos

Buyers don’t just use images and product videos to inspire them to make a purchase, they use them to examine the product they’re buying in detail. You can help push their decision to buy from you by including multiple images from multiple angles with the highest definition and photo quality possible.

Buyers are also interested in seeing pictures of where the product is manufactured in order to see what the conditions are like and start to get an indication of scale.

7. Show your ability to scale production

The first time a buyer places an order, it may be one to test their market. However, every entrepreneur dreams of having a product explode in popularity. That’s why it’s important to include information that shows your full production capability.

Include information about the capacity of your supply facility, if OEM or ODM services are offered, and the size of your business. This helps a buyer understand whether they can buy from you, or if they will just be placing smaller orders.

8. Help the buyer know - and trust - your business

Customers aren’t looking for a one-and-done order. They are investing precious time, money, and resources into the supplier they choose to make their goods. They don’t just want a supplier, they want satisfaction. They want to see what your product is like and start to trust your brand and it's all before they even speak to you for the first time.

This can be accomplished by including pictures of your company, your employees, even your community. Don’t be a nameless, faceless company selling on the web.

Give potential business customers a virtual tour via the Youtube channel of the company and the opportunity to meet the people's interest in their required products.

9. Test, measure, and improve

There is always room to improve in every business, and your market and its customers are constantly changing. The best way to respond to this is by testing parts of your page to see if it affects performance. A great place to start is the listing’s name. Play around with keywords and send your page some traffic. Give it a week or two to see how your clicks and leads are impacted, and continue perfecting from there.

Start implementing these changes today

Whether you’re new to online sales or just planning to get started, it’s important to optimize your product page for your audience. But you should also remember that online platforms that are good for end consumers. Whether you’re a small, local business or a multinational corporation, a product page that’s optimized for your target audience will get you the traffic you want to see, and could even land you a relationship with a big business buyer.

You will also find that one of the greatest aspects of eCommerce sites like Amazon Alibaba Target Etsy etc.. that they’re equalizers, and you can even get the help and support optimizing your product pages for the traffic you want to see.


Want to learn more about how an online eCommerce marketplace can help you reach millions of buyers looking for goods like yours? Speak to an expert now.

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