Everyone loves having choices—it is just human nature. WooCommerce product variation can offer that to your customers with ease.
In this guide, we will explain what it is and how you can set it up for your eCommerce store. We will also talk about how it benefits your brand and the customer experience.
By the end, you can confidently use it to simplify your product management and increase your bottom line.
What Are WooCommerce Product Variations?
WooCommerce product variations are the different options you offer for the same product in your online store. So if you sell a t-shirt, you can offer it in various sizes, colors, and materials, all from one product page.
Managing multiple variations is easy, too. WooCommerce allows each variation to have its own SKU (Stock Keeping Unit), price, and stock level. Use this feature to keep track of inventory and avoid mix-ups.
Additionally, WooCommerce’s variable products let you simplify the shopping experience. You can do drop-down menus or go for image swatches/variation swatches. The latter are small pictures on product pages that show different options, like colors making it easy for customers to choose visually.
Set-Up WooCommerce Product Variation: A Step-by-Step Guide
Ready to display product variations? Follow these simple action steps, and you’ll have variable products set up in no time.
Step 1: Add Your Product Attributes
Define your product attributes—details like size, color, and pattern for physical items, as well as file format, language, and version for digital products. Doing this first helps you create variations more seamlessly in the next steps.
To start, simply login to your WordPress dashboard, go to “Products,” and then, click “Attributes.”
Next, add your product attributes, like size and subscription plans, in the “Name” field. For the “Slug,” just use the same thing you put under “Name.” Do this same process for as many attributes as you have.
Once you have your attributes, configure your terms:
This is where you can add the specifics. So for size, you should enter attribute values like Small, Medium, and Large. You need to add each attribute value one by one. For example, enter “Small” in both the “Name” and “Slug” fields. Then, do the same for each value.
Step 2: Create A Variable Product
Go to “Products” and click “Add New” to create a new product, or choose an existing product to edit. Then, in the product data section, choose “Variable product” from the dropdown menu.
Step 3: Assign Attributes To The Product
Assign attributes to let customers see and select various options on the product details page. It makes shopping easier and lets you organize your products better.
How do you do this?
In the product data section, go to the Attributes tab. Then, add one of your created attributes to begin.
Once you click the “Add” and “Save Attributes” buttons, you need to fill out the attribute values using the terms you created earlier like Small, Medium, and Large:
Additionally, check the “Visible on the product page” and “Used for variations” boxes so your customers can see these custom attributes on the shop page. Then, simply click save and do this again for your other variable product attributes like colors.
Step 4: Create Product Variations
You have 2 choices here when you go to the Variations tab: go with “Generate Variations” to save time or pick “Add Manually” for more control.
When you click “Generate Variations,” it automatically creates all possible combinations of your attributes. For example, if you have sizes and colors, it will generate every size-color combo for the product you are adding or editing (see step 2 instructions).
For “Add Manually,” you need to add each variation one by one. Use this if you have specific variations or need to customize each one. For instance, maybe your small T-shirt is not available in blue and red. This gets time-consuming if you have multiple options.
No matter what you choose, you can edit each product variant to add other details like a photo, price, SKU, description, and stock quantity.
But if you sell digital products like online courses, quality control software, or website themes, you need to tick both the virtual and downloadable boxes to remove all unnecessary details like shipping settings.
Plus, it avoids triggering the shipping calculator when the customer adds something to their online shopping cart. Then, when you select these options, you’ll be prompted to upload the downloadable files for your customers.
If your product details are the same for every item, use the WooCommerce bulk variations to save time:
Lastly, click the “Save Changes” button once you are done.
Step 5: Publish & Test
Review all variations to make sure the information is correct, and then, it is time to publish. Once it is live, view the products on your store to guarantee they display variations correctly.
You can select different options to test and verify that prices, images, and stock levels update as expected. With this, you are sure that when customers add variations to their cart, they get the right product.
Doing all these steps if you have hundreds of products is time-consuming. It is more efficient to hire a virtual assistant to manage this since they can update your existing products with new variations or add new ones to your inventory. Leverage them to focus on non-repetitive, strategic tasks.
6 Best Practices When Using WooCommerce Product Variations
Learn how to better organize, manage, and maximize your WooCommerce variable products with these 6 best practices.
1. Plan Your Variations
Plan the different options for each item before you create variable products on WooCommerce. This keeps everything organized and ensures a smooth setup process. Plus, it helps you save time and avoid mistakes later.
How To Do This
First, brainstorm all possible variations for your product. Think about size, color, material, and any other options your customers might want. Then, write these down on a spreadsheet. For example, if you sell t-shirts, you can do a list like this:
Next, use inventory management to create a detailed plan. Here’s how:
- List your inventory: Write down all your products and their variations. Include details like size, color, and material.
- Assign SKUs: Give each variation a unique SKU to track each item easily.
- Set stock levels: Decide how much stock you want to keep for each variation. Note these numbers down.
- Track stock: Use an inventory management system or a simple spreadsheet to keep track of stock levels. The former will update your stock automatically. But if you are a small business using a spreadsheet, update it whenever you sell or restock an item.
You should also set reorder points to prevent running out of items. Here’s how:
The Reorder Point Formula | inFlow Inventory
The Reorder Point Formula | inFlow Inventory
Variation planning is especially vital if your inventory is tied to the availability and reliability of multiple suppliers. Applying this practice helps you avoid stockouts and delays. It also gives you a chance to negotiate better terms and lead times to guarantee a consistent supply chain.
2. Leverage Variation Swatches
With eCommerce sales expected to hit $6.3 trillion this year, you need every trick in the book to grab a slice of that pie. One powerful trick is variation switches, they let you display options right on your product and shop pages.
Use it to simplify your customer’s decision-making. Let them see what your shirt or shoes look like in Red, Pink, Blue, and more. This can help rescue cart abandonment because customers will see exactly what they are getting, making them more confident in their purchase.
How To Do This
Download a WooCommerce variation swatches plugin to turn your product options into eye-catching color swatches and size label swatches.
Here’s how to add variation swatches for WooCommerce:
How to Add Variation Swatches To WooCommerce – FREE PLUGIN
If you want to dig deeper, you can use another product variation swatches plugin like ProductX.
3. Offer Product Customizable Options
People love adding a personal touch to their items, making them feel unique and special. So let your customers personalize products to encourage them to purchase and increase your conversion rates.
How To Do This
Offer custom ordering with Customily, a WooCommerce plugin. To use it, do the following:
- Choose a plan that fits your needs and install Customily on your store.
- Use the design studio to create personalized, customizable designs.
- Link your custom designs to your WooCommerce products to enable custom ordering.
Here’s how it is in action:
Introducing Customily
If creating the design on the software gets overwhelming for you, get an entry-level designer or marketing assistant. Let them bring your vision to life and make your product pages and photos attractive enough for shoppers to click the “Add To Cart” button.
4. Stay SEO Friendly
Do not let any option go unnoticed. Be SEO-friendly to guarantee that no matter how many item variations you have, they all stand a chance to get discovered by customers on search engines. With this, you can get more customer purchases and higher sales.
How To Do This
Start with your product descriptions. Include relevant keywords your target audience is likely to search for. Use Semrush’s Keyword Magic Tool. Simply input a term related to your product and use the filter like this:
Focus on search terms with transactional intent because people who use them are ready to buy.
Also, look for long-tail keywords since they are specific and less competitive, making it easier to rank for them.
Additionally, describe the variation clearly and highlight unique features. For example, if you are selling water bottles, mention the materials, size, whether it is thermoplastic, how many hours it can hold hot or cold water, and the colors.
Next, use Alt Text for images. Describe the image content with keywords to improve search engine visibility. For example, “32 oz blue stainless steel water bottle.”
You should also optimize your product titles. Include the main keyword you want to rank for and be as specific as possible like this:
- 32 oz Insulated Stainless Steel Water Bottle – BPA Free.
As for your URLs, keep them short yet still descriptive like this:
- www.yourstore.com/32oz-insulated-water-bottle
You can implement structured data or schema markup for each product variation to help Google and others understand them. However, as you can see from the in-depth article we linked, it gets highly technical.
So, it is best to hire an SEO agency to handle it and everything else, especially if you have hundreds of products to optimize. They can make sure your store and every product variation are in top shape to drive traffic right to them.
You should also consider getting a tried-and-tested web design agency. They can make your product pages and overall shop easy to navigate. Let them create an easy-to-navigate website to satisfy your customers and Google’s algorithm.
5. Limit Your Variations
Too many choices can confuse customers, making it hard for them to decide and disrupting their shopping experience. So only include the most popular or necessary items in your store to reduce bounce rates and maximize sales.
How many options should you present to your customer?
There is no magic number, but a good rule of thumb is to keep it between 5 and 8. This gives customers enough choices without burdening them and saturating your site.
How To Do This
Analyze your sales data with WooCommerce’s Products Report. Go to WooCommerce, click on Analytics, then select Products. Then, look at which variations are selling the most and which ones are not moving.
Focus on the variations that consistently perform well. These are the options your customers prefer. From that, you can cut down on variations that rarely sell.
For example, if you sell t-shirts and the XS and XL sizes hardly move, remove them to simplify your offers. But you do not have to do this all at once, especially if you still have many stocks for it. You can phase it out and even use it for a limited-time sale.
Limiting product variations is especially needed if you are an online reseller since you have to adapt to trends more frequently. Unlike having your own brand, where you control production and marketing, as a reseller, you rely heavily on external factors and supplier availability.
You can use this “limitation” to stay agile and responsive to market changes while maintaining a profitable inventory. For example, if you resell trendy shoes, having fewer variations lets you quickly pivot when a particular style or color falls out of fashion. You will not be stuck with unsellable inventory you already paid for.
6. Apply Product Variations Table
A product variations table displays WooCommerce variations in an organized table format instead of a drop-down menu. You can use this to help your customers see all options at once to give them a more efficient shopping experience.
How To Do This
Look for plugins like WooCommerce Product Table. These plugins help display variations in a table format.
To compare each plugin, consider the features like the following:
- Sorting and filtering options
- Support for bulk add-to-cart options
- Ability to display variations in separate rows
Check the customizations like flexibility in choosing columns (e.g., SKU, price, stock status). You should also contact each of them and ask for a demo. Use this as a chance to also review their customer support and see if they are helpful even with the technical tasks.
You can also search the web to see if there are tutorials on how to use the plugins’ features or if they have an active community. Lastly, check the reviews to know if they are reliable and if the plugins receive updates consistently.
Once you have your pick, install it from your WordPress dashboard. Then, configure it to display your variations. Here’s an example:
product variation table for woocommerce
Also, test the table on your site. Make sure it displays all variations correctly and is easy for customers to use.
3 Best Benefits Of WooCommerce Product Variations
Highlight how you can take advantage of each benefit and review them after to see how you can make them work for your store.
A. Drive Revenue With Strategic Promotions
WooCommerce product variations let you target specific customer preferences. You can run promotions on different variations to tap into specific market demands and increase your revenue.
Opportunity: You can highlight underperforming options or draw attention to popular ones. For example, if a particular size or color isn’t selling well, a promotion can boost its visibility. Conversely, you can promote popular variations to capitalize on their demand.
Here’s how you can take advantage:
Implement email marketing automation. Segment your lists by your customer’s past purchases or browsing behavior. Then, use Mailchimp to send targeted emails or automated campaigns to promote your item variations.
For example, let’s say a customer frequently buys medium-sized polo shirts. You can send them a targeted and personalized email showcasing a sale on your other medium-sized polo shirts, including slow-moving and popular colors.
Additionally, you can do bundle deals. Offer a discount for purchasing the bundle to encourage customers to try different options and increase the appeal of lesser-known variations. For example, bundle a slow-selling green t-shirt with a popular black one at a special price.
B. Maximize Cross-Selling Opportunities
Having variations lets you suggest related variants or complementary products to create a more engaging shopping experience. You can tailor cross-selling opportunities to your customers’ specific choices to make them more relevant and appealing.
Opportunity: Increase average order value by promoting additional items. For example, if someone is looking at a blue t-shirt, you can suggest matching blue accessories or similar t-shirts in different styles.
To maximize the opportunity, you need to download the Up-Sells and Cross-Sells For Variations plugin from your WordPress account.
Once you download it, you can configure the settings. Just click the plugin from your dashboard and you can see this:
Then, click “Products” on your dashboard and choose the item you want to edit. Scroll down and click “Variations” to edit your varied products and add your cross-sell or up-sell choices.
C. Enable Scalable Expansion
With WooCommerce product variation, you can use the scalability to introduce new items and options to keep your store dynamic. Ultimately, this feature can support your store’s continuous innovation and competitiveness.
Opportunity: Expand your product line and cater to evolving customer preferences and market trends without overhauling your product or shop pages.
How do you cash in on this opportunity?
Use your WooCommerce Products Report to identify popular variations and potential gaps. If chocolate cakes are a hit, but there’s growing interest in vegan desserts, add a vegan chocolate cake variation.
You can also review what is trending in your niche. For example, let’s say you sell cupcakes. Use Google Keyword Planner to find out what people are searching for related to cupcakes, which is this:
With this data, you can see that vegan and gluten-free cupcakes are popular. They have search volumes ranging from 10k to 100k monthly in the US. This shows a strong demand, making it a great opportunity to add these variations to attract more customers.
Conclusion
Use WooCommerce product variation to transform your online store into a brand that offers a dynamic shopping experience. To get started, plan your variations ASAP. If you prefer, follow our step-by-step guide to familiarize yourself with the process.
But consistently review the plugins you use to make sure they are updated. This way, you can guarantee that you have the newest tools to simplify your product management and drive growth.
To stay updated, read Under30CEO’s in-depth insights. We have the latest on entrepreneurship, startups, finding customers, and career advice. Bookmark the site now and get the updates that matter to you.
Author Bio:
Burkhard Berger is the founder of Novum™. He helps innovative B2B companies implement modern SEO strategies to scale their organic traffic to 1,000,000+ visitors per month. Curious about what your true traffic potential is?
