Is online shopping a constant battle between your attention span and the perfect purchase? I feel you. The second something seems off, I’m ready to ditch my cart and move on. Just the other day, a cute dress from Free People caught my eye, but then the worry set in: what if it doesn’t fit? Who wants to deal with the hassle of returns? Online shopping’s supposed to be easy, not a time-suck of frustration. No wonder we’re all so quick to jump ship!

It’s true, e-commerce can be a goldmine. Sales happen fast, unlike those B2B businesses stuck chasing leads down a neverending pipeline. But here’s the catch: shoppers are fickle. They’ll switch brands in a heartbeat for a better deal, a slicker presentation, or a smoother process. Why buy a vacuum from you when your competitor offers the same thing with free shipping and a money-back guarantee? Product pages are make-or-break for online stores. Any tiny doubt, and you’ve lost your customer. I recently got to chat with Steve Haase, a HubSpot e-commerce expert who’s spent over 3 years advising hundreds of businesses. This guy’s got a crazy diverse background - startup founder, musician, even military service. He shared some killer tips to take your product pages from meh to amazing and boost those sales.

1: Make Your Shoppers Feel Confident

Your product page needs to tackle any worries a potential buyer might have head-on. Will this fit? How long does the battery last? Can I return it if I hate it? Are the sizes accurate? These are all questions that need answers. “Take clothing, for example,” Haase says. “How do you reassure people it’s going to fit? Is there a sizing chart or guide? Uncertainty is what drives people away.”

Think about ways to put shoppers at ease. Use clear product descriptions, visuals, and even assembly instructions if needed. Haase explains the thought process of a typical online shopper: “I need a Large, but do their Larges run big? I don’t want a skin-tight T-shirt, but I don’t want it super baggy either. Ugh, I don’t know, I’ll just go somewhere else.” We’ve all been there, stuck in that online shopping limbo. Take a look at this example from Tooby Doo, a children’s clothing website. They have a “size chart” button that pops up a sizing guide – super handy for anyone unsure about fit. The pop-up format is great because it doesn’t redirect to a new page; it’s just a quick, easy-to-read guide right there to put shoppers’ minds at ease.

2: Customer Reviews Are Non-Negotiable

BrightLocal found that a whopping 88% of consumers trust online reviews as much as personal recommendations. That’s right, we trust total strangers as much as our own moms! And get this: BusinessWeek says 70% of people check reviews before buying anything.
We all know reviews matter, so why aren’t they front and center on your product pages? Or maybe you have them, but are they doing their job? This ties in with the last point: it’s all about making the customer feel good. Having reviews on every product page should be a no-brainer. Rent The Runway absolutely nails this. Almost all their dresses have 30+ reviews, with pictures and super specific details - the shopper’s height, weight, size worn, usual size, how it fit, what they wore it for, their body type… you name it. It’s all there to make sure you find the perfect dress for the occasion. I’m a loyal customer (PRO account, even!) largely because of this.

Struggling to get those reviews rolling? Remind customers their feedback matters. Send emails…

Add gentle nudges on your website…

Fine, fine, I’ll review the darn thing!

3: Write Copy That Sings

Compelling product descriptions might seem like a given, but you’d be surprised how many product pages have snooze-worthy copy. Just slapping your e-commerce keywords on the page isn’t enough. Maybe some companies prioritize visuals over words, and while eye-catching photos and videos are super important, boring copy can kill the excitement around a product. Haase puts it bluntly: “How are you actually convincing someone to buy the thing? If your copy is crap, your page is crap. Not explaining why someone should be excited about your product and trust your brand is a huge mistake.” Case in point:

Slubs? Silhouette? Whipstitching? Who even says “whipstitching” anymore? Ditch the jargon and make your copy fun and relatable. E-commerce is all about being creative and not taking yourself too seriously. So Worth Loving, an online clothing store, gets it. They write creative, engaging copy for every product. Check out this example:

“WARNING: this tee is so comfortable you may never want to take it off.” SOLD! I’m all about comfort.

4: Create a Sense of Urgency

Want to boost e-commerce conversions fast? A little bit of fear goes a long way. Make visitors nervous that if they don’t buy NOW, they’ll miss out. Okay, maybe it’s a little manipulative, but hey, it works! “You paid for that click, so convince them they don’t need to look anywhere else,” says Haase. “Look at the urgency and scarcity elements on your checkout page. Are you running a limited-time sale? What about availability?” He recommends using an inventory management system to display product availability directly on the page. When shoppers see stock is low, they’re more likely to buy before it’s gone. Take a look at this example from One Kings Lane, an online furniture store. Their product page for a silver wall mirror hits on several urgency triggers: there’s a 41% discount, a little “2 days left” bookmark, and even a clock icon reminding you the sale’s about to end. Talk about well-played!

5: Give Shoppers All the Info They Need

Find creative ways to pack in as much information as possible without overwhelming shoppers with a wall of text. “Include any kind of instructional information,” advises Haase. “What about care instructions? Is it dry clean only? I hate that, but if you don’t tell me, I’m going to shop somewhere else.” For example, if you sell DIY products, you need assembly instructions, maybe even a cool time-lapse video. “Address any potential objections someone might have when they land on that page,” says Haase. One King’s Lane does a great job with this. Each product page lets you compare the furniture to everyday objects, from a French bulldog to a wine bottle to a standard door. It helps you visualize the size and dimensions without second-guessing your online purchase.

6: Test Out Exit-Intent Popups

You know those annoying popups that try to guilt-trip you before you leave a website? Something like, “Leaving so soon?” Yeah, I’m not a huge fan either. But here at nexus-security, we actually use them because they actually work.

“The worst return on your investment (from a paid ad) is a 10-second brand impression,” explains Haase. “If you can’t get the sale, at least get their email address. If they’re not ready to buy, offer them something pre-transactional, like ‘Hey, I see you’re interested in weaving. Download our free ebook to learn some new techniques.’”

7: Embrace Social Sharing

Every product page should harness the power of social media. Sure, your website should promote your social channels, but your product pages should also have social sharing buttons so shoppers can easily share products on Twitter, Facebook, and the like. For example, imagine you’re browsing for boots but find the perfect pair is a little out of your price range. Easy fix: tweet it to your mom with a not-so-subtle hint – “Hey @mom, add this to my Christmas list ;)” Even if the shopper doesn’t buy right then and there, there’s a chance they’ll promote it to their followers, potentially driving more sales.
Haase recommends using product hashtags to get people talking. “Social media gets your products out there and can dramatically expand your reach,” he says. Check out this example from Bed, Bath & Beyond.

8: Make Your Product Pages Mobile-Friendly

We get it: mobile is everything. We’ve been hearing it for years. But have you actually tried finding your product pages on your phone lately? The experience might be less than ideal. Newsflash: mobile isn’t going anywhere. Google reported a 175% increase in mobile shopping searches in just the first five months of the year. People are searching for products, clicking on ads, browsing websites – all from their phones, whether they’re commuting or chilling at home. No surprise there, right? We probably all do it more than we realize.
Need I say more? Mobile is huge. We know this. Time to stop dragging your feet and make it happen!

9: Turn One-Time Buyers into Loyal Fans

Conversions are great and all, but they only get you so far in e-commerce. With so many affordable products out there, getting a good return on your marketing means getting people to buy again and again. Every e-commerce marketer should be thinking about how to turn one-time shoppers into repeat customers. Haase told me about one of his biggest e-commerce clients: “The number one thing they focus on is getting people to come back. That’s their job,” he says. “How do I get someone to buy more stuff? Answer that question, and you unlock your creativity and the strength of your business.” Haase suggests finding ways to build a relationship with every customer by offering new, interesting, and fun experiences. He points to BetaBrand as a company that gets it right: “They’re always coming up with new campaigns. They know their target audience inside and out, they know what their customers are looking for. If you don’t have that, your marketing won’t do much.” Just from browsing BetaBrand’s’s website, it’s clear they put a lot of effort into engaging current customers and attracting new ones with creative tactics. Take a look at this example: they offer a $25 credit for referrals and give new customers $25 off their first purchase.

Along the same lines, Haase suggests using marketing automation to stay in touch with past customers. “Let’s say you’re selling pet food. How long does it take to go through a bag? Send an email a week before they run out, then follow up a week after.” So there you have it. Implement these strategies to skyrocket your e-commerce sales with killer product pages. “Do the basics, but always ask yourself: What will actually help people? What are they worried about? What do they enjoy?”