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Create High-Converting Product Pages: Expert Tips from Kate Tilbury

If you’re struggling to convert your site visitors into paying customers, then keep reading. Our brilliant Conversion Specialist, Kate Tilbury, has a knack for understanding what makes people click “buy” on a product page, and she’s sharing her expertise with us. Kate’s going to break down exactly how to create product pages that get visitors adding to cart. 

From Big Brands to Small Businesses: Kate’s Journey to Conversion Mastery

Originally from Canada, Kate now lives in the UK and has been working in e-commerce for over 20 years. She’s worked with some big-name brands and honed her skills in conversion optimization, but she didn’t stop there. In 2020, she decided to take the plunge and launch her own brand, Rowdy Kind, a line of sustainable bath products for kids. Kate grew Rowdy Kind to a six-figure business in just three years before selling it in 2023.

What’s even more amazing is that while she was building her own brand, she was also an active member of our Inner Circle community. She saw a gap in the training we were offering and decided to step up and help fill it. 

“Many e-commerce businesses spend a lot of time learning how to drive traffic through social media, ads, and email marketing, but they don’t spend nearly enough time optimizing what happens after someone lands on their site.” 

Sound familiar? It’s something I see all the time too.

You can have the best marketing strategy in the world, but if your product pages aren’t up to scratch, you’re leaving money on the table. That’s why Kate decided to create a new training module for our Inner Circle members focused entirely on optimizing product pages.

First Impressions Count: Make Your Product Pop with the Perfect Image

Let’s start with the basics—the very first thing your customers see: the main product image. This is the hero of your product page, and it’s got to make a great first impression. “People shop with their eyes,” Kate says. Your main image is what appears on your collection page, in Google Shopping results, in your emails—it’s everywhere!

So, how do you make it count? Kate recommends making sure the image is square, has a clean, plain background, and that the product is the star of the show. “Think about it like online dating,” she jokes. “You want to put your best foot forward and show off your product in the best possible light!”

Say What You Mean: Crafting Clear, Compelling Product Names

Next up is something that might seem simple but is often overlooked: your product names. You want to make sure your product names are clear and descriptive. Kate shared a funny story about a big brand that was getting terrible reviews on Amazon for a travel-sized toothpaste. The problem? They listed it as “Brand X, Flavor Y, 2 oz.” People thought they were getting a full-sized tube and were shocked when a tiny travel size arrived. As soon as they changed the name to “Travel Size Toothpaste,” the complaints stopped, and the positive reviews started pouring in.

So, take a look at your product names. Are they clear? Do they tell the customer exactly what they’re getting? Use customer-friendly language, not industry jargon, and always think from the buyer’s perspective.

More Than Meets the Eye: Using Secondary Images to Sell

Now, let’s talk about secondary images. It’s not just about showing off the front of your product. Kate emphasizes that more images equal higher conversions. “People want to know exactly what they’re getting,” she explains. “They need to see your product from different angles, understand its size, and get a feel for the texture or material.”

Think about it—if you’re shopping online and can’t pick up the product, you need as much visual information as possible to make an informed decision. Show different angles, close-ups, and even lifestyle shots to give your customers a full picture of what they’re buying. According to Kate, the sweet spot is about six images. Any more than that, and it might start to overwhelm your customers.

Words That Work: How to Write Product Descriptions That Convert

Your product description is your chance to really sell the benefits of your product. And here’s the key: focus on benefits, not just features. “Features are great, but what customers really want to know is how those features will benefit them,” Kate says.

Instead of saying, “This suitcase is 20 inches,” say, “This suitcase is the perfect carry-on size for hassle-free travel.” See the difference? One just states a fact, while the other speaks directly to the customer’s needs and desires. Keep your descriptions scannable—use bullet points and make them easy to read. Your customers should be able to glance at your product description and immediately understand why they need it.

Your Ultimate Product Page Checklist: Steps to Boost Conversions Today

Alright, so how do you put all this into action? Here’s a quick checklist based on Kate’s advice:

1. Main Image: Make sure it’s square, with a plain background, and that the product is the focal point.
2. Product Name: Keep it clear and descriptive. Use language your customers understand and that makes them immediately know what they’re getting.
3. Secondary Images: Aim for around six images that show the product from different angles and provide context on size and material.
4. Product Descriptions: Use bullet points to highlight the benefits, not just the features. Make it scannable and easy to read.

If this all feels a bit overwhelming, Kate suggests starting with your top-selling products. Focus on the 20% of your products that generate 80% of your sales. And if you’re gearing up for a big sales season like Q4, make sure your featured products for that period are optimized first. This way, you’re maximizing your ROI for your busiest sales periods.

Transform Your Sales with Simple Tweaks: Start Now

So, there you have it. Some simple, actionable steps you can take to start optimizing your product pages today. Remember, it’s all about making it as easy as possible for your customers to say “yes” and click that “buy” button. If you’re an Inner Circle member, be sure to check out Kate’s full training on this—it’s packed with even more insights and step-by-step instructions. And you can even book a session with Kate, she’s our newest expert coach!

RELATED LINKS:

Join The Inner Circle

https://classroom.thesocialsalesgirls.com/inner-circle-membership

Kate’s startup Ecommerce brand (Rowdy Kind — now sold)
https://www.rowdykind.com/

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