Mastering Product Variants in Squarespace
If you've ever felt like your product catalog is starting to resemble a digital version of that notorious junk drawer, you're in the right place. Today, we're exploring product variants - your secret weapon for turning chaos into order in your Squarespace store.
In this comprehensive guide, we'll cover everything from the basics of setting up variants to advanced strategies for optimization. You'll learn how to streamline your product offerings, improve your store's user experience, and make informed decisions about your product structure. By the end of this post, you'll have the knowledge to create a more efficient, user-friendly, and scalable Squarespace store that's primed for growth. Let’s dig in!
The Importance of Product Variants
Product variants allow you to offer multiple versions of a product without cluttering your store. While this feature is commonly used for products that come in different sizes, colors, or styles, its applications are far more versatile than you might think.
For example, if you're selling t-shirts in various sizes and colors, using variants lets you present all options under a single product listing, rather than creating separate entries for each combination. It's like having a really efficient personal shopper for your customers.
But let's think outside the box. Here are some creative ways to use variants that you might not have considered:
Customization options: Use variants to offer personalization choices, like engraving text on jewelry or selecting gift wrap styles.
Bundle building: Create a "build your own gift box" product where each variant represents a different item customers can include.
Service add-ons: For service-based businesses, use variants to offer different service levels or add-on features.
Product pairings: Use variants to suggest complementary products, like "Shirt Only" or "Shirt + Matching Accessory."
By thinking creatively about variants, you can streamline your product offerings while providing customers with more options and a smoother shopping experience while you see increased average cart values. Win-win!
ℹ️ FUN FACT! Did you know that Squarespace allows up to 6 options and 250 total variants per product, giving you ample flexibility for most product types. For context, Shopify caps at 3 options and 100 total variants without add-ons and Podia offers unlimited digital products. (Podia's living its best digital life, apparently.)
Variants vs. Separate Products: Making the Right Choice
Deciding when to use variants versus creating separate products can significantly impact your store's organization and user experience. Here's a simple decision guide:
Use variants when:
The item is essentially the same product with different options
You want to simplify inventory management
You're well within the 250 variant limit
Create separate products when:
The item has unique features beyond basic options like color or size
You need more detailed, separate tracking for inventory or analytics
You're approaching the 250 variant limit
Let's look at some examples across different industries:
Clothing Store:
Use variants: Different sizes and colors of a t-shirt design
Separate products: "Classic Tee" versus "V-Neck Tee" (different styles)
Electronics Shop:
Use variants: Storage capacity options for a smartphone (64GB, 128GB, 256GB)
Separate products: Different models of smartphones (e.g., iPhone 16 vs. iPhone 16 Plus)
Furniture Store:
Use variants: Fabric choices for a sofa
Separate products: Different sofa models (e.g., loveseat vs. sectional, or different designs)
Jewelry Business:
Use variants: Necklace chain lengths or gemstone choices
Separate products: Different jewelry types (necklaces, bracelets, earrings)
Digital Products:
Use variants: License types for a software product (personal, business, enterprise)
Separate products: Different software applications or courses
Food and Beverage:
Use variants: Different flavors of the same product
Separate products: Different product formulations (sugar free vs. regular)
Home Decor:
Use variants: Sizes of a picture frame
Separate products: Different frame styles or materials
Subscription Boxes:
Use variants: Subscription durations (3 months, 6 months, 1 year)
Separate products: Different types of subscription boxes (e.g., beauty box vs. snack box)
The key is to use variants when the differences are primarily in options or customizations of the same basic product. Create separate products when the items have distinct features, purposes, or when you need to manage them independently for inventory or analytics purposes.
How variants (or the lack thereof) can make better product pages:
There's another significant benefit to creating separate products: it allows you to craft more specific and tailored product descriptions and pages. When you're not trying to cover multiple variants in a single description, you can:
Focus on unique features: Highlight the specific benefits and features of each product without diluting the message to cover all variants.
Target specific customer needs: Speak directly to the customer who's looking for this particular item, addressing their unique pain points and desires.
Optimize for specific keywords: Create more focused SEO strategies for each product, potentially improving your search rankings for specific terms. (More on this below! 😉)
Provide detailed information: Include in-depth specifications, use cases, and customer testimonials that are relevant to the specific product.
Showcase product-specific imagery: Use photos and videos that highlight the unique aspects of each item without confusing customers about which variant they're viewing.
Tailor your call-to-action: Create more compelling and specific calls-to-action that resonate with the target audience for each product.
By not offering too many options on a single page, you can really cater to the needs of customers interested in each specific item. This approach allows you to communicate more effectively about the benefits and features of each product, rather than trying to cover all bases with a broader, less focused description.
Understanding Variant Calculations
Calculating the total number of variants is straightforward but crucial for planning your product structure. Here's how it works:
Total Variants = Option 1 choices × Option 2 choices × Option 3 choices (and so on)
For instance:
A t-shirt with 4 sizes and 3 colors: 4 × 3 = 12 variants
Adding just 3 additional colors and 5 design choices to the above: 4 × 6 × 5 = 120 variants
As you can see, the number of variants can increase rapidly as you add options! It's important to plan your variant structure carefully to avoid hitting Squarespace's 250 variant limit unexpectedly. Trust me, hitting that limit is no fun because it forces you to go back and rethink your product strategy when you’d probably rather just get to selling.
Optimizing Your Product Page for Variants
Now that you know a bit more about product variants, when to use them and how they work, let's talk about how to display your product options effectively on your product details pages. A well-designed product page is crucial for effectively presenting variants to your customers so it’s important to pay attention to the details. Here are some best practices:
Use visual elements: Implement color swatches or pattern images for relevant options. This helps customers quickly understand and select their preferred choice.
Utilize button options: For options like size or style, buttons keep the interface clean and options easy to navigate.
Clear impact display: Ensure that customers can easily see how their variant choices affect price and availability.
Descriptive labels: Use specific, clear labels for each option. "Size" is more helpful than "Option 1." After all, we're not playing a game of "Guess What This Dropdown Does."
Logical ordering: Present the most important variant options first, typically size for clothing or main feature for other products.
ℹ️ TIP! If you’ve set up specific images for each product variant (as you should), they will only display after ALL options are selected. This means that if you have a shirt in 5 sizes and 3 designs that the thumbnail will only change to match the selected after both size AND design have been selected. In this case, I would always recommend having size as the first option and the design as the second one so that as soon as the design is selected the corresponding thumbnail will display.
The key takeaway here is that a well-optimized product page with variants should be intuitive and easy to use. It should guide customers smoothly through their options without overwhelming them with choices.
I’m going to start to sound like I’m repeating myself, but it’s just SO important: your goal should always be to make the shopping experience as easy as possible, not over-complicate it. A clear, well-organized variant display can significantly reduce decision fatigue and increase conversion rates. On the flip side, a confusing or cluttered variant setup can lead to abandoned carts and lost sales. This means that when you’re thinking of how to set up your products, you’re really aiming for that perfect balance between offering variety and maintaining simplicity.
SEO and Inventory Considerations
When dealing with product variants, it's crucial to consider both search engine optimization (SEO) and inventory management. These elements can significantly impact your store's visibility on the front end and operational efficiency on the back end.
SEO for Variant-Rich Products
Optimizing variant-rich products for search engines requires a strategic approach. You need to balance providing detailed information for each variant while maintaining a cohesive overall product page. Here are some key tactics:
Strong main product title and description: This forms the SEO foundation for all variants. Ensure it encompasses the core product while hinting at the variety available.
Include key variants in the product title if commonly searched: "Women's T-Shirt - Sizes XS to 3XL" is more informative than just "Women's T-Shirt."
Use alt text on variant images: "Red V-neck T-shirt front view" is better for SEO (and accessibility) than "DSC12345.jpg".
Create unique content for significant variants: If certain variants are particularly popular or distinct, consider creating separate sections on the page with unique descriptions for these. (ℹ️ TIP! The Squarespace product additional info section is perfect for this!)
Google isn't psychic (yet 😬) so if you help it understand your products, it'll help customers find you. Create rich, informative pages that serve both your human visitors and search engine crawlers effectively. (For more on SEO, check out this video on my most recommended Squarespace SEO tool.)
Inventory Management
Effective inventory management is crucial for businesses with variant-rich products. Squarespace offers tools to help you stay on top of your stock levels across all variants. Here's how you can leverage these features:
Squarespace allows you to track stock for each variant separately. This means you can:
Set different inventory levels for each variant
Receive notifications when a specific variant is running low
Display "Out of Stock" messages for unavailable variants without removing the entire product
To make the most of these features:
Regularly review your inventory levels: Set aside time to regularly assess which variants are selling well and which might need to be discounted or discontinued.
Use low stock alerts: Set up notifications to alert you when variants reach a certain threshold, allowing you to reorder in time.
Analyze sales patterns: Use the data from your variant sales to inform future purchasing decisions and identify trends in customer preferences.
ℹ️ TIP! Use out-of-stock variants as an opportunity to collect email addresses for restock notifications. It's like turning lemons into lemonade, except the lemons are disappointed customers and the lemonade is future sales 🍋 This not only helps retain potential customers but also gives you valuable data on demand for specific variants!
Good inventory management isn't just about keeping products in stock—it's about optimizing your inventory to meet customer demand while minimizing holding costs. Your variant strategy plays a crucial role in striking this balance.
MONEY TALK: VARIANT Pricing Strategies
When it comes to pricing in Squarespace, it's important to understand the platform's capabilities and limitations. Here are some strategies you can implement:
Flat pricing: Set the same price for all variants of a product. This is the simplest approach and works well for products where all options have similar production costs.
Variant-specific pricing: Charge different prices for different variants. This is useful when some options (like different colors or premium materials) cost more to produce.
Product-level sales: While you can't discount specific variants, you can put entire products on sale. This can be useful for clearing out inventory or running promotions.
Limited-time offers: Use Squarespace's sale feature to create urgency around entire products or categories for a set period.
Here's how these strategies might look in practice:
Strategy: Flat Pricing
When to Use: Simple products with similar costs across variants
Example: All t-shirt sizes and colors for $25
Strategy: Variant Pricing
When to Use: When some options cost more to produce
Example: All red shirts are $25 but black shirts are $30
Strategy: Product-level Sales
When to Use: Clearing inventory, seasonal promotions
Example: 20% off a specific t-shirt product for a week
Strategy: Limited-Time Offers
When to Use: Create urgency, boost sales during slow periods
Example: lash sale: 15% off all hoodies for 48 hours
Remember, while Squarespace has some limitations, you can get creative within these constraints:
Create 'bundle' products: If you want to offer a deal on multiple items, create a new product that represents the bundle. (More on bundling & kitting on Squarespace.)
Use tiered products: Instead of variants, create separate products for "Standard," "Deluxe," and "Premium" versions if the differences are significant.
Leverage your product descriptions: Use this space to explain the value of higher-priced variants or to highlight limited-time offers.
ℹ️ TIP! While you can't automatically apply discounts to specific variants, you can manually adjust variant prices for sales. Just remember to change them back when the sale ends!
The key is to work smartly within Squarespace's framework. Your pricing should still reflect your brand positioning and target market. It's about finding the right balance between simplicity (which Squarespace enforces) and the flexibility your business needs.
User Experience: Don't Make Your Customers Play Hide and Seek
A great variant setup means nothing if your customers can't find what they're looking for. Here's how to ensure your store is more "helpful librarian" and less "labyrinth designed by M.C. Escher":
Organize categories logically: Group similar products together. "Tops" can include t-shirts, blouses, and sweaters, each with their own variants.
Use clear, descriptive category names: "Women's Tops" is better than "Upper Body Decor."
Implement robust filtering options: Let customers filter by size, color, style, etc. The easier it is to find, the easier it is to buy!
Optimize site search: Ensure your search function can handle variant-specific queries like "red XL t-shirt."
Create intuitive navigation paths: Think about your customer's journey. For instance, a path like Home > Women's > Tops > T-Shirts > Graphic Tees guides the user naturally through your store hierarchy.
Use breadcrumbs: These not only help with navigation but also with SEO.
Consider a mega menu: For stores with many categories and variants, a well-designed mega menu can provide an at-a-glance view of your product structure. (ℹ️ TIP! Looking for a mega menu? I love this plugin from Will Myers!)
Mobile optimization: Ensure your category structure and filters work well on mobile devices. Remember, a significant portion of your customers may be shopping on their phones.
Use the related products feature smartly: Many people use Squarespace’s built-in related products feature to display related products but did you know that you can specify exactly which categories you’d like to display for each product? This may be better than the default which is just going to show products at random based on either stock levels or what’s been most recently added to your store.
A/B test your navigation: What works best can vary depending on your specific audience. Don't be afraid to test different category structures or menu designs to see what resonates with your customers.
Ultimately, your site structure should feel invisible—guiding customers to their desired products without them having to think about the navigation process.
Future-Proofing Your Variant Strategy
As your business grows, so might your product offerings. Here's how to ensure your variant strategy scales with you:
Monitor your numbers & consider splitting high-variant products: Regularly check how close you're getting to that 250 variant limit. If you're approaching the limit, it’s probably time to think about creating separate product lines.
Consolidate when possible: Do you really need 15 ever so slightly different shades of blue tees? Would your sales really drop if you offered fewer options?
Plan for scalability: When adding new products or options, consider how they'll fit into your existing structure.
Stay flexible: The eCommerce world moves fast. Be ready to adapt your strategy as your business evolves.
Bottom Line
We've covered a lot of ground, from understanding the basics of product variants to strategizing for the future. Armed with this knowledge, you're now ready to transform your Squarespace store into a well-oiled, variant-powered machine.
Remember, mastering product variants is about finding the right balance - offering enough options to meet your customers' needs without overwhelming them (or yourself). It's about creating a shopping experience that's intuitive, efficient, and dare I say, even enjoyable.
To help you put all this knowledge into action, I've created a comprehensive Product Variant Planning Kit. This isn't just a simple calculator – it's a strategic planning tool designed to optimize your product structure. The kit includes:
Easy-to-use variant calculator
Decision-making flowchart for variant creation
SEO and user experience checklists
Strategy assessment worksheet
Bonus reality check to keep things simple
You can download the kit for just 25% off using code VARIANT25 here. Consider it your personal product strategy consultant, minus the hourly rate. With this post and the Product Variant Planning Kit, you're well-equipped to create a Squarespace store that's both user-friendly and scalable for future growth. May your variants always be perfectly organized 🥂
