How to optimize product pages on BigCommerce for higher conversions

Are your BigCommerce product pages failing to convert visitors into customers? You’re not alone. With the right optimization strategies, you can transform underperforming product pages into powerful sales tools that drive traffic, boost conversions, and increase your average order value.

Why product page optimization matters for BigCommerce stores

Your product pages are where purchase decisions happen. They represent the digital equivalent of your in-store sales staff and product displays combined. Optimizing these pages isn’t just about aesthetics—it’s about creating a seamless path to purchase that satisfies both search engines and human visitors.

When done right, optimized product pages can dramatically improve your store’s performance metrics, including time on page, bounce rate, and most importantly, conversion rate. Think of each optimization as removing a small obstacle between your visitor and the “Add to Cart” button.

Essential on-page SEO strategies for BigCommerce product pages

Keyword-optimized title tags and meta descriptions

Search engine optimization begins with proper title tags and meta descriptions:

• Title tags: Keep them under 60 characters with your primary keyword near the beginning (e.g., “Nike Air Max 270 Running Shoes | Free Shipping”)
• Meta descriptions: Include compelling calls-to-action and keep under 160 characters (e.g., “Shop premium running shoes with free returns. Limited stock available”)

These elements not only help search engines understand your page content but also serve as your first opportunity to convince users to click through from search results. Access these settings in BigCommerce via Products > Add > SEO section.

Clean URL structure

BigCommerce allows you to customize product URLs. Keep them short, descriptive, and keyword-focused:

Good: yourdomain.com/nike-air-max-270
Bad: yourdomain.com/p/shoes/running/123456?color=black

Clean URLs are easier for customers to remember, share, and trust. They also help search engines understand your page content more effectively, potentially improving your rankings for relevant searches.

Strategic heading structure

• Use a single H1 tag for your product name
• Implement H2 and H3 tags for product specifications, benefits, and features
• Include relevant keywords naturally within these headings

Think of your heading structure as creating a clear outline for both search engines and users. A well-organized heading hierarchy makes your content more scannable for visitors and helps search engines understand the relative importance of different page sections.

Image optimization

Product images significantly impact both SEO and user experience:

• Use descriptive, keyword-rich file names (e.g., “nike-air-max-270-black-red.jpg”)
• Add alt text that describes the image while incorporating relevant keywords
• Compress images to improve page load times
• Implement lazy loading to prioritize above-the-fold content

High-quality images sell products, but heavy image files can slow down your site. Tools like TinyPNG or ImageOptim can help you compress images without sacrificing quality, creating the perfect balance between visual appeal and performance.

Schema markup implementation

Enhance your product listings in search results with Product schema:

{
  "@context": "https://schema.org/",
  "@type": "Product",
  "name": "Nike Air Max 270",
  "image": "https://yourdomain.com/images/nike-air-max-270.jpg",
  "description": "Lightweight running shoes with Air cushioning.",
  "brand": {
    "@type": "Brand",
    "name": "Nike"
  },
  "offers": {
    "@type": "Offer",
    "url": "https://yourdomain.com/nike-air-max-270",
    "priceCurrency": "USD",
    "price": "150.00",
    "availability": "https://schema.org/InStock"
  }
}

Schema markup helps search engines display rich snippets for your products, potentially showing price, availability, and ratings directly in search results. This additional information can significantly improve click-through rates from search engine results pages. Several BigCommerce apps can help implement schema markup if you’re not comfortable with code.

UX improvements that drive conversions

Mobile-first optimization

With 73% of e-commerce traffic coming from mobile devices in the US, mobile optimization is non-negotiable:

• Ensure responsive design that adapts to all screen sizes
• Use touch-friendly buttons and navigation elements
• Simplify forms and checkout processes for mobile users

Mobile optimization isn’t just about making your site “work” on smaller screens—it’s about creating an intuitive, frictionless experience that feels natural on touchscreen devices. Consider how thumbs navigate on phones and design your most important elements to be easily tappable in those zones.

Strategic layout elements

The arrangement of your product page elements can significantly impact conversion rates:

• Place critical information and CTAs above the fold
• Use white space effectively to create visual hierarchy
• Highlight key selling points with bullet points or icons

Eye-tracking studies have shown that users follow predictable patterns when scanning web pages (typically in an F-shaped pattern). Arrange your most compelling content and calls-to-action along these natural eye paths to maximize their impact.

Persuasive product descriptions

Create descriptions that sell by:

• Focusing on benefits rather than just features
• Addressing common customer questions and objections
• Using sensory language to help customers imagine using your product
• Breaking up text with short paragraphs and bullet points

Consider this example for a coffee maker:

❌ “Features 1500-watt heating element and programmable timer.”

✅ “Wake up to the perfect cup every morning with our quick-heating system and programmable timer that ensures your coffee is ready exactly when you need it.”

The second example transforms technical specifications into tangible benefits that speak directly to the customer’s daily life.

Social proof integration

Build trust with potential customers by showcasing:

• Customer reviews and ratings
• User-generated content (photos, videos)
• Trust badges and security certifications
• Testimonials from satisfied customers

Including reviews on product pages has been shown to improve conversion rates by up to 15%. Social proof works because it taps into our natural tendency to look to others when making decisions, especially in uncertain situations like online shopping where we can’t physically examine products.

Techniques to increase average order value

Strategic product recommendations

BigCommerce offers several ways to display related products:

• “Frequently Bought Together” sections
• “Customers Also Viewed” carousels
• “Complete the Look” suggestions for apparel and accessories

These recommendation sections work like digital versions of impulse purchase displays near checkout registers in physical stores. By surfacing relevant items at the right moment, you make additional purchases feel natural rather than forced.

Effective upselling and cross-selling

Encourage customers to spend more by:

• Offering premium versions of products they’re viewing
• Suggesting complementary items during the checkout process
• Creating bundled deals with slight discounts

For example, a customer buying a digital camera might be offered a premium memory card, carrying case, and lens cleaning kit as a bundle with a 10% discount compared to buying each item separately. This strategy increases order value while providing genuine value to the customer.

Shipping threshold incentives

Motivate larger purchases by highlighting free shipping thresholds:

“Free shipping on orders over $50” can significantly increase your average order value as customers add more items to qualify.

This psychological trigger is powerful because it transforms shipping costs (a negative) into an opportunity to receive something free (a positive). Customers often prefer adding more products to their cart rather than paying for shipping, even if the total cost ends up being similar.

BigCommerce-specific optimization features

BigCommerce offers several built-in features to enhance your product pages:

Checkout customization

Simplify your checkout process to reduce abandonment. White Stuff, a BigCommerce merchant, reduced their checkout from three steps to one, resulting in:

• 37% increase in conversions
• 26% increase in average order value
• 100% improvement in mobile page speed

Every field and step in your checkout process is an opportunity for customers to reconsider their purchase. By streamlining this process, you create momentum that carries customers through to completion.

Built-in optimization tools

Take advantage of BigCommerce’s native features:

• Product filtering and faceted search
• Customizable product options and variants
• Integrated review systems
• Abandoned cart recovery

These tools help create a more intuitive shopping experience that guides customers toward purchase decisions. For example, faceted search allows customers to quickly narrow down options based on specific attributes, reducing the overwhelm that can come from too many choices.

App integrations

Extend your store’s capabilities with BigCommerce apps for:

• Advanced product recommendations
• Social proof widgets
• Page speed optimization
• Enhanced product imagery (360° views, zoom features)

The BigCommerce App Marketplace offers solutions for nearly every aspect of product page optimization. Rather than building custom functionality from scratch, these pre-built integrations can save significant development time and resources.

Measuring your optimization success

Track these key metrics to gauge the effectiveness of your product page optimizations:

• Conversion rate
• Average order value
• Time on page
• Bounce rate
• Add-to-cart rate
• Revenue per visitor

Establish baseline measurements before making changes, then monitor these metrics after implementing optimizations. A/B testing can be particularly valuable for determining which specific changes have the greatest impact on your store’s performance.

Case study: Real results from BigCommerce optimization

Wreaths Across America, a BigCommerce merchant, streamlined their checkout process and product pages, resulting in:

• 63% increase in revenue
• 27.5% boost in average order value
• Improved customer satisfaction and retention

Their approach focused on simplifying the checkout flow and making it easier for customers to edit their carts without starting over—addressing a specific pain point that was causing abandonment. This demonstrates how even targeted optimizations can yield significant results.

Take your BigCommerce product pages to the next level

Optimizing your product pages is an ongoing process that requires attention to both technical SEO elements and user experience factors. By implementing these strategies, you can create product pages that not only rank well in search results but also convert visitors into loyal customers.

For BigCommerce store owners looking to further enhance their organic traffic and product visibility, CrocoAI offers AI-powered SEO content automation that integrates directly with your BigCommerce product catalog. This solution automatically generates SEO-optimized articles with embedded product cards, helping to drive more qualified traffic to your optimized product pages.

Start implementing these optimization strategies today, and watch your BigCommerce store’s performance transform through improved visibility, higher conversions, and increased average order values.