Many different components go into running a successful eCommerce store. You have to offer the right products and services. Your approach to customer service has to go above and beyond. Your website has to be easy to browse with quick load speeds for users.

Another essential element is how you market your business. Along with utilising the likes of social media and pay-per-click ads, eCommerce stores need to show up high in relevant search results — which is where search engine optimisation (SEO) comes into play.

Beyond the obvious ways to market your business and entice people into making a purchase, there are other methods that are often overlooked. One such method is product page refinement. A professional, high-quality product page can go a long way in landing those all-important sales.

To help with optimising your eCommerce product pages, here are four key tips to keep in mind.

1. Use professional photos

Visual content is king. If you want to catch the eye and draw people in, you have to ensure your products shine with high-quality photos. This doesn’t mean just taking a few snaps with your smartphone, either. It means bringing in a professional photographer.

As Harriet Buckingham Photography ( confirms, a lot of work goes into producing the right first impression. This includes having the right photography equipment to being proficient with editing software. Going that extra step and hiring a professional can make all the difference with your product pages

2. Produce unique product descriptions

Forget about just using product descriptions that are provided by a manufacturer. Also, avoid thinking that a short, basic description will cut it with your target audience. The more descriptive and unique you can make your product descriptions, the more likely this will turn the curious into paying customers.

An original, colourful description also presents the opportunity to set the mood and imprint your brand with words.

3. Entice reviews out of customers

Social proof is an ideal way to increase trust with potential customers. It goes beyond your own marketing spiel and shows that your products are, in fact, at the level of quality you stated.

The only issue is getting your customers to leave reviews for your products. Fortunately, there are various techniques you can utilise in that regard. This can range from offering an incentive to simply asking them with a few kind words.

4. Build urgency

Everyone has done it at some point. They have visited an online store, found a product they’ve liked, added it to their basket, and then … decided against making the purchase. For some reason, they don’t feel it is necessary to buy the product at that time, and they will get it at a later date — although that rarely happens.

To stop customers from abandoning their cart and forgetting about the product, try and build urgency. This can be done by announcing a product is part of a limited-time sale, for example, or by stating there’s only a restricted amount of stock available.