The Saturday Checkout

#2

Google Shopping Product Pages & Conversion Optimisation

Read time - 5 minutes

16/12/2023

Google Shopping has changed how customers travel through your store. Instead of meandering through your homepage, collection pages, and product pages, potential customers now land directly on your product pages.

That's a lot of work for your product page to get done all by its lonesome. Especially in the 7 seconds before the dreaded "back" button is clicked and your customer wanders back into the ocean of Google Shopping search results.

You paid for that click... now let's make the most out of it.

TLDR; - Quick & Dirty

• How perception is the new real, how to make your store "feel" easy to navigate.
• You know we need customer reviews... but are you maximising them? We look at exactly where to put 'em
• Delivery times in the announcement bar doesn't cut it. Here's the best placement to increase that "add to cart" click.
• Am I in the right place? The key to customer confidence.
• And the one last magical trick, that if used well, will boost your "pages per visit" metric massively.

Ready to dive into the details? Keep reading...

1. Perception is the new real

You know that feeling when you walk into a store and you just know where everything is? It's like you've been there before, but you haven't. It's likely the store is laid out in a way that makes sense to you.

And it's not just how it's actually laid out, it's how it feels like it's laid out. It's the perception of the layout that matters. Studies have shown that people will spend more time in a store that feels easy to navigate, even if it's not.

That's a bit of a head scratcher, but, hey, it's science.

2. The Proof Is What Other People Say

Customer reviews are a must-have for any store. They're a great way to build trust with your customers and increase your conversion rate. And customers love them. In fact, 99% of customers read reviews before making a purchase, and just under half trust reviews more than personal recommendations.

That's a lot of trust to be gained from a few lines of text.

So get 'em any way you can. And don't forget, a customer doesn't have to pay full price to leave a review. You can offer a discount code in exchange for a review. Or even a free product. Just make sure you're getting reviews, and you accept bad as well as good.

But where do you put them?

Please the aggregate directly below the product name. That's where customers look first. And if you have a lot of reviews, you can add a "see all reviews" link to the bottom of the reviews section.

3. So... When's It Gonna Get Here?

Delivery times are a big deal. Customers want to know when they can expect their order to arrive. And they want to know it's going to arrive on time.

But where do you put it?

Turns out the best place is just above the "add to cart" button. That way, customers can see it before they add the product to their cart. It's that last little trust blast before they commit to the purchase.

4. Am I Even In The Right Place?

So your customer clicks the items in their Google Shopping search results, and they land on your product page. And right from the get-go they're wondering if they're in the right place.

You need to answer that question as quickly as possible. And the best way to do that is with a clear, concise product name and description. It should be the first thing your customer sees when they land on your product page.

Also, make sure the exact same photo is used in your Google Shopping ad and on your product page.

5. The Magical Trick To Boost Your Pages Per Visit

Chances are the product your customer clicked on is not quite the right thing. It's close, and warranted a click, but not quite right. So what do they do? They click the back button and go back to the Google Shopping search results.

But what if you could keep them on your store? What if you could show them other products that are similar to the one they clicked on? Well, you can.

It's called a "related products" section. And it's a great way to keep your customers on your store, while also providing a great experience. After all, we know the product isn't right for the majority of your traffic, so why not show them something that just might be?

That'll do it, I reckon.

So there you have it. Five tips to help you optimise your product pages for Google Shopping. None of them are particularly difficult to implement, but they will make a big difference to your conversion rate.

Need more tailored advice?

Reach out, and let's chat about tweaking your store and increasing conversions.

Cheers,

P.S. Found this useful? Share it with your friends. They'll thank you for it. Also, consider subscribing to my newsletter. I send out a weekly email with tips and tricks for Shopify store owners. You can unsubscribe at any time, and I promise not to spam you.