Chances are your customers aren’t starting their journey on your homepage. They’re landing directly on a product page, often from Google Shopping, a paid ad, or a social post. That means your product detail page (PDP) isn’t just a showcase, it’s your sales pitch, customer service desk, and trust builder all in one.
And yet, only about 49% of e-commerce sites deliver a truly good product page experience, according to Baymard Institute research. Many potential customers leave without buying, not because of pricing, but because the page didn’t answer key questions or build enough trust.
If you’re an Australian brand investing in ads or SEO to drive traffic, but your product pages aren’t converting, this is where to start.
In this guide, I’ll walk you through practical, high-impact improvements to help turn more visitors into buyers. Each tip is paired with real examples from top-performing Aussie online stores, so you can see what works and apply it to your own.
Quick win #1. Guide your customers clearly with a strong CTA
Every product page needs a clear, compelling call to action (CTA). But it’s not just about slapping a “Buy Now” button somewhere near the price.
Your product page should include a strong CTA that:
- Stands out visually through colour, size, and placement
- Uses customer-friendly language, like “Add to Cart”
- Appears above the fold and stay visible (especially on mobile)
A great example of a clear product page CTA: The “Add to Cart” button stands out in green and appears above the fold, right near the product title, price, and size selector. It's positioned exactly where shoppers expect it, making it easy to take action without confusion. Source: Culture Kings
PRO TIP: Test your CTA on both desktop and mobile. Can you spot it in under two seconds? Does it contrast well with the background? Does the wording reflect your brand’s tone of voice?
Quick win #2. Let visuals do the selling
When customers can’t touch, try, or feel a product in person, visual content becomes your most powerful sales tool.
For visually driven products like fashion, homewares, or beauty, the amount and quality of visual content can make or break the sale. If shoppers don’t feel confident about what they’re buying, they’ll head to a competitor that shows more.
Product images and videos: what to include on product page for maximum impact
- Multiple angles, zoomed-in shots, and lifestyle images
- High-resolution photos that load fast and don’t pixelate
- Short product videos or GIFs to show texture, fit, or usage
- Variant-specific images showing different colours, size, or packaging
- Optimised for mobile: swipeable galleries and fast loading
Product page of a red maxi dress on Birdsnest website, showing colour variants, lifestyle images, and a video of the dress on a model. Source: Birdsnest
Quick win #3. Provide clear, complete product information
Don't make your customers guess.
One of the fastest ways to lose a sale is with vague or incomplete product info. Shoppers want clarity on size, fit, material, compatibility, usage, and anything else that helps them feel confident and informed.
Checklist for a clear product description:
- Clear, benefit-focused descriptions written in plain language
- Specs and dimensions, especially for electronics, furniture, or tools
- Sizing guides or comparison charts for apparel and shoes
- FAQs that answer common customer questions like “Is this machine washable?” or “Does this come with a warranty?”
Amazon uses rich content banners with icons and benefit-driven copy like “Relieves aches and tension”, to clearly communicate value and influence buying decisions. Source: Amazon Au
Snap Wireless’ product page clearly displays specs, compatibility, and FAQs in expandable sections, helping shoppers get the answers they need without leaving the page. Source: Snap Wireless
The Iconic makes sizing simple with a size guide next to the size selector and a Fit Finder that recommends sizes based on age, body shape, and shopping history. Source: The Iconic
Quick win #4. Build trust with social proof
Shoppers trust other shoppers more than they trust your brand.
That’s why social proof, in the form of reviews, ratings, and user-generated content (UGC), is one of the most powerful conversion tools on your product page.
93% of consumers say online reviews influence their purchasing decisions, according to a survey conducted by Zhong-Gang et al. (2015). If your product pages don’t show what real customers think, you’re missing a major trust signal.
Ways to showcase social proof effectively:
- Prominently display customer reviews and star ratings
- Feature user-generated content (UGC), such as product photos or Instagram reels uploaded by your customers photos
- Use trust badges like "Verified Purchase" or “100% Secure Checkout”
- Show real-time stats like recent purchases, or low stock alerts
- Enable customer Q&A on product pages for transparency and engagement
Temple & Webster builds trust with a clear review summary above the fold, authentic user photos, and “Verified Buyer” tags that boost credibility. Source: Temple & Webster
Short video reels featuring real customers enjoying the liquid instant coffee, building trust and showing real-life product use. Source: Get Dosed
Appliances Online includes a Customer Q&A section where shoppers can ask questions and view real responses, enhancing transparency and helping others make informed decisions. Source: Appliances Online
Quick win #5. Make it mobile-first
Mobile commerce makes up 60% of all e-commerce sales worldwide.
If your product pages aren’t optimised for mobile users, you’re likely losing a large chunk of your audience right from the start.
Mobile optimisation checklist to boost your product page conversion rate:
- Use clear, readable fonts
- Have tap-friendly buttons
- Keep the layout clean with no tiny text or visual clutter
- Add sticky Add-to-Cart button that stays visible while scrolling
- Ensure image galleries are swipeable and fast loading
- Make product info, reviews, and images easy to access without excessive scrolling
QUICK TEST: Can you add to cart with one thumb? Can you read the specs without pinching to zoom?
Outbax’s mobile product page features a clean layout, a prominent sticky “Add to Cart” button, and high performance score in Google PageSpeed Insights, all critical for mobile conversions. Source: Outbax
Quick win #6. Don’t forget SEO
Even the best product page won’t convert if no one finds it.
SEO helps your product pages rank, attract the right traffic, and appear in search results or Google Shopping with rich snippets (like reviews and pricing).
How to optimise your product page for search engine:
- Use descriptive, keyword-rich product titles
- Write compelling meta descriptions that encourage clicks
- Add alt text to all images
- Create clean, descriptive URLs
- Implement product schema markup for enhanced search results
PRO TIP: Use tools like Google’s Rich Results Test to make sure your product pages are properly marked up
Example of a product page with keyword-rich title, compelling meta description, alt text for images, and clean URL
Conclusion
Your product page is where decisions are made, so it deserves just as much attention as your homepage, if not more.
By making a few targeted improvements, from clarifying your CTA to upgrading product visuals, refining descriptions, building social proof, optimising for mobile, and improving SEO, you can turn more browsers into buyers without a full site overhaul.
These quick wins are all about giving your customers the confidence and clarity they need to hit “Add to Cart.”
Need a second pair of eyes on your product pages? I’d be happy to take a look.
Send me a message with your website address via the Contact page, and I’ll share a few actionable tips tailored to your store.
Product Page Optimisation FAQ
What makes a product page convert better than others?
A high-converting product page clearly communicates value, builds trust, and removes friction. It typically includes strong visuals, detailed product info, social proof, a clear CTA, mobile-friendly design, and good SEO.
How can I tell if my product pages need optimisation?
Check your analytics: high bounce rates, low conversion rates, or short time on page can indicate problems. Also, ask yourself: are your product pages answering all your customers’ key questions and concerns?
Should I invest in professional photography for my product pages?
Yes, especially if you sell visually driven products like fashion, furniture, or beauty. High-quality, multi-angle photos and short videos can significantly improve user confidence and increase conversions.
How do customer reviews actually influence product page performance?
Reviews reduce uncertainty. 93% of shoppers say online reviews impact their buying decisions. Including reviews, user photos, and Q&As builds credibility and helps shoppers feel more confident to purchase.
What’s the easiest quick win to implement if I’m short on time?
Start with improving your CTA: make sure it's clear, stands out, and appears above the fold. This one change can make a noticeable difference to your conversion rate, especially on mobile.
I’ve optimised my product pages, what should I do next?
Monitor performance. Use tools like Google Analytics, Clarity, or Hotjar to track user behaviour. Then test further improvements through A/B testing, or explore other areas like category page optimisation or improving load speed.
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