Online shopping has switched from a nice-to-have service to an extremely competitive space. With the ecommerce industry developing so drastically, customers aren’t interested in reviewing and looking at every listing. They make snap decisions by looking at the product listing.
Image Source: Eko
Your product listing is the way most consumers discover your product. When consumers search on Google or Amazon for a certain item, your product listing and its appearance are the one chance your brand has to grab their attention before it’s overlooked. This metric is called click-through rate or CTR.
Improving CTR in a nutshell directly correlates to more shoppers choosing to check out your products over competitors. This guide can help your listings rise above the category noise and capture more sales.
How to Create Impressive Product Listings
Designing standout product listings begins with a very simple step: understanding what your customers care about the most. It means clear visuals, useful information, and perfect product titles that make the customer want to explore more.
The right keywords need to be added, clear and sharp images of the product, and bullet points of what the product does, so it’s easy to skim.
1. Nail the First Image — It’s Your Product’s Handshake
Think about how you shop online. You scroll through a bunch of product images and only click the ones that visually stand out. That’s what your main image has to do: stand out instantly.
Image Source: Convert Cart
Why it’s important:
The first image is often the only thing shoppers see before deciding to click. It has to grab attention fast and communicate quality.
What to prioritize:
- Crisp, high-resolution photos. Don’t settle for blurry, poorly lit images. Even on a budget, you can find affordable product photographers or use light boxes for a clean result.
- White background, no distractions. This isn’t just an Amazon rule — it’s good practice. The product should be the hero of the image, not competing with props or logos.
- Fills the frame. Your product should take up most of the space — about 85-90%. It should be clear, centered, and easy to identify.
Use additional images wisely. Show scale, lifestyle context, zoomed-in details, and packaging. Add infographics for features or instructions. - Include video if available. Alternatively, videos are a huge way of reaching out to your customers that can outperform static images. Looking at the product’s scale, how it works, and in the right environment, can convert customers on the fence.
Example:
Selling reusable water bottles? Your first image should show the bottle front and center, on a white background. Secondary images can show it in a gym bag, in someone’s hand, and a close-up of the leak-proof lid.
2. Write a Title That Speaks to Shoppers and Algorithms
Image Source: High Street
Your title is less about keywords and more about clarity. Shoppers want to quickly know: What is this? Is it what I’m looking for? Is it better than the other ones I’ve seen?
Best practices:
- Front-load important terms. The first few words matter most. Lead with your brand and what the product is.
- Stay readable. Avoid keyword stuffing or awkward phrasing. You want something that flows naturally.
- Use a clean structure. Try this:
Brand + Product Type + Key Feature + Size/Quantity + Variant
Example: “BrightBeats Bluetooth Shower Speaker – Waterproof, Suction Mount, 10-Hour Battery – Green” - Incorporate search intent. Use tools like 42Signals keyword suggestions to see how people are searching for your product.
- Stay within platform guidelines. Don’t use promotional phrases like “Best Deal” unless explicitly allowed.
An easy tip:
Test multiple title versions with minor changes — like switching the order of features — to see what performs better.
3. Use Analytics to Guide Smart Decisions
Many sellers optimize listings based on guesswork. Instead, use data to make smarter moves. Digital shelf analytics tools help you see how your listings stack up and where you can improve.
What metrics to track:
- Search ranking. Are you showing up for the right keywords? And are you near the top of search results?
Visibility vs. clicks. If you’re getting impressions but not clicks, your listing likely needs a better image or title. - Price positioning. If your price is higher than competitors, is your listing doing a good job of justifying the difference?
- Review strength. More and better reviews tend to boost CTR. Low ratings may be hurting you before shoppers even click.
Tools worth exploring:
- Amazon Brand Analytics
- 42Signals – Understanding keyword performance is key to gaining a competitive edge in today’s digital marketplace. With 42Signals’ keyword rank tracker, you can see a detailed view of keyword suggestions that would be a better fit for your brand, SEO trends for the category, and competitor keywords that aren’t being used yet.
- Jungle Scout (for Amazon)
Example:
If your listing is on the first page but only receives a few clicks, the fault probably lies in your featured image or title. It’s a good idea to begin fixing these elements first.
4. Write Bullet Points That Sell, Not Just Inform
Your bullet points should do more than list specs. They should make it clear how your product solves a problem or makes life better.
How to write great bullets:
- Start with a benefit. Don’t open with “Stainless Steel Frame.” Instead, say, “Built to Last – Durable Stainless Steel Withstands Daily Use.”
- Speak to customer pain points. Think about what people worry about — size, compatibility, safety, cleaning — and address it clearly.
- Keep it short and sharp. You’re not writing an essay. Think like a copywriter. Short, clear, helpful.
- Add subtle keywords. Sprinkle in your most important search terms naturally.
- Be consistent in format. Use bold headings, bullet icons, or symbols to make it easier to scan.
Example:
If you’re selling a kids’ lunchbox, a strong bullet might be:
Keeps Food Fresh All Day – Dual-layer insulation keeps snacks cold or warm for hours — even during summer recess.
5. Be Strategic About Product Optimization Details and Pricing
The way you present your product data and price plays a huge role in whether someone clicks on your listing. It builds (or breaks) trust.
Must-do strategies:
- Fill in all the details. Incomplete listings raise red flags. Include size, materials, color options, tech specs — anything that helps a shopper decide.
- Use enhanced content. Platforms like Amazon offer A+ Content and Brand Stores where you can add comparison charts, lifestyle imagery, and more.
- Be transparent with pricing. Shoppers compare. If your product costs more, you need to clearly show what makes it better.
- Highlight deals. Show discounts, savings, or coupons prominently.
- Clarify variant pricing. Make it easy to understand what the price includes, especially if you sell multiple sizes or bundles.
Tip:
If you offer a slightly more expensive version with bonus accessories or features, test whether leading with that variant increases clicks.
6. Let Reviews and Ratings Build Trust For You
When shoppers don’t know your brand, they rely on what others say. Reviews and ratings are your social proof, and they heavily influence CTR.
How to get (and use) social proof:
- Ask for honest reviews. Use post-purchase follow-ups to encourage feedback. Avoid fake or incentivized reviews — the risk isn’t worth it.
- Respond to feedback. A helpful response to a negative review can actually build trust with future buyers.
Use good reviews in your content. Pull strong quotes into your listing or A+ content. - Encourage customer photos. Real user images build authenticity. You can even create a gallery from them in your enhanced content.
- Don’t obsess over 5.0 stars. Most shoppers are fine with 4.3 or 4.5 — especially with lots of reviews and detailed feedback.
Example:
If a customer says, “This yoga mat doesn’t slip at all during hot yoga,” that quote belongs in your A+ content or under the product image gallery.
Use 42Signals’ voice of customer analytics feature to understand customer sentiment and create the right changes.
7. Continuously Test, Continuously Improve
The best-performing listings didn’t get that way overnight – they were tested, tweaked and optimized based on learnings of what works and what doesn’t.
What to test:
- Image variations. Try different main photos, new angles, or lifestyle vs. studio settings.
- Title formats. Change the order of elements, or test new high-volume keywords.
- Bullet point emphasis. Try reordering bullets or adding new pain point-driven ones.
- Price points. Small changes can have a big impact. Try a temporary promo to see if CTR lifts.
- Enhanced content modules. Test new layouts or richer content types if the platform allows it.
Bonus Tips: What Else Helps CTR?
To round things out, here are a few often-overlooked but effective ways to boost CTR:
- Answer customer questions. The Q&A section is part of your listing. The more helpful it is, the more likely people are to click and trust your product.
- Use badges and labels. “Amazon’s Choice,” “Best Seller,” “Limited Stock” — these boost urgency and trust.
- Optimize for mobile. Most shoppers browse on their phones. Make sure your images and text look good on small screens.
Level Up Your Product Listings with 42Signals
Start with one tip from this guide. Update your image, rewrite your title, or test a better price presentation. Then build from there.
Small, focused changes — backed by data and driven by real shopper behavior — can turn your listing from just another option into the clear choice.
Sign up for a free 42Signals trial to see this in action.
