Every consumer loves to have multiple options to choose from. As an online store owner, you’re probably wondering how to add variable product in Woo Commerce to offer these choices to your customers. WooCommerce, a powerful WordPress eCommerce plugin, makes this possible using its variable product feature.
This feature lets you display different variations of a single product. For example, you can showcase five colors or sizes of a shoe for your customers to choose from. These WooCommerce variable product options enhance the shopping experience and make your store more flexible.
Using this feature could feel a bit tricky at first, especially if you’re just starting out. However, with some practice, it becomes easier to manage. You can even explore WooCommerce advanced product variations or plugins that make the setup smoother.
From this article, you’ll get an in-depth understanding of what WooCommerce variable product means. You’ll also learn how to set it up yourself. Let’s get started.
Table Of Contents
- What Is WooCommerce Variable Product?
- How to add a variable product in WooCommerce
- Optimization Tips for Product Variations
- SEO Implications of Product Variations
- Advanced Use Cases and Real-World Examples of WooCommerce Variable Products
- Final thoughts
What Is WooCommerce Variable Product?
By default, WooCommerce allows you to add seven (7) types of products. They include:
- Simple products: These are physical products that require shipping. Examples of products in this category are books, shoes, etc.
- Grouped products: As the name implies, they are a group of simple products. E.g. a set of 10 fancy cups.
- Virtual products: These kinds of products are not shipped. A typical example is a service.
- Downloadable: This could be an electronic product like an e-book or a WordPress plugin.
- Affiliate products: These kinds of products are sold on a different site. You only list them on yours.
- Variable products: This is a product with variations. Every individual product variation has its own image, price, SKU, etc.
Variable products in WooCommerce, being our focus, have dropdowns on them. They allow customers to select options they prefer (maybe the black phone or the white one) through the dropdowns. Typically, they are used for any item that comes in different colors and sizes. Items like shirts, shoes, bags, phones, etc.
How to add a variable product in WooCommerce
We’ll walk you through a step-by-step process of how to add a variable product in WooCommerce. Before you begin, make sure WooCommerce is installed and properly set up on your WordPress site. If you’re new to it, check out our article on How to Install the WooCommerce Plugin to get started. You may also enjoy our guide on the fastest WooCommerce themes to help optimize your store’s performance.
So, let’s begin.
Stage 1: Create Global Attributes
You can’t create a variable product without first adding an attribute. That’s because attributes define your WooCommerce variable product options. For example, a T-shirt’s size could be small, medium, or large. Here, ‘Size’ is the attribute, while ‘small’, ‘medium’, and ‘large’ are the variations. Simple enough, right?
Now, there are two types of attributes in WooCommerce – Global Product Attributes and Custom Product Attributes. Global product attributes can be reused across multiple products in your store. For instance, if you sell T-shirts, attributes like ‘size’ and ‘color’ can apply to every product. This saves time, as you won’t need to repeatedly create the same settings for each item.
On the other hand, custom product attributes are unique to a single product. Once you create a custom attribute, it can’t be applied to any other product in your catalog.
In the next steps, you’ll learn how to create Global Product Attributes—a key part of setting up what is a variable product in WooCommerce.
- Go to Products >> Attribute on your WordPress dashboard
2. Enter the name of the attribute e.g size (the way you want it to appear at the front-end).
3. Click Add attribute at the end of the page. Your newly created attribute will appear on the right side of your screen.
4. Give values to your attribute by clicking Configure terms. Enter the attribute values e.g. small, large, medium. Keep adding values until you are done.
After configuring terms, you should have something similar to the screenshot below.
Yeah! We have successfully created Global Product Attributes. We can apply the attributes to any variation we create afterward. Let’s get down to the next step.
Stage 2: Create A Product & Set the Product Type
As we discussed earlier, WooCommerce has other product types apart from variable products. We need to set the product type to ‘variable products’. To do this, Go to Products >> Add products or ‘edit’ an existing one. Scroll down to the ‘product data’ menu and select ‘variable product’.
That’s it for this step.
Stage 3: Add Attributes to your variable product
Still in the product data section. Click ‘Attributes’.
Select any of the attributes we previously created (in the ‘Custom product attribute’ dropdown, ). Click ‘Add’.
Fill in the values of the selected attribute (in this case, we have small, medium, and large). Since we already created the values in stage 1, you don’t need to type them. You’ll get suggestions to choose from.
Tick the ‘used for variation’ box.
Note: If instead of global, you wanted to use custom product attributes, leave the dropdown set to ‘Custom product attribute’ and click Add. Enter the name of the custom attribute you wish to add (let’s say ‘color’). Then add the values (e.g. blue, red, black and white) in the field provided. Also, remember to tick the ‘Used for variations’ box.
When you are done with either method, click Save attributes, and you’re done.
Quick Tip: Displaying your variable products as image swatches or color swatches may be more appealing to your customers. You can achieve this with the aid of WooCommerce plugins. An example of such a plugin is the WooCommerce Attribute Swatches plugin. This plugin lets you display your WooCommerce product variations as:
- Color swatches
- Image swatches
- Text and radio buttons.
Stage 4: Manage variations – WooCommerce variable product
For every product variation, there is a unique set of attributes. Does that make any sense to you? Ok, let’s break it down. A T-shirt can be:
- Small and black (one variation)
- Large and black (another variation)
- Medium and black
- Small and white
- Large and white etc.
The list could go on and on.
At this stage, we have to set the cost, image, specs of each variation. To do this, click Variations (in the products data section). Select ‘Add variation’ in the dropdown and click Go.
Next step, choose a variation for the variable product from each dropdown (e.g. small and white shirt). Click the arrow to the right to add more details.
Upload the product image by clicking the image icon. Next, fill in the SKU, regular price, sale price, weight, stock status (in stock or out of stock), and dimensions for the product variation.
To add another variation, click Go again. Repeat the process until you have entered all variations. When you are done, click Save changes.
At this point, your customers will have a range of product options to choose from using WooCommerce variations. They don’t have to move from one product page to the other seeking the color and size they prefer.
Optimization Tips for Product Variations
When managing an online store, the way you set up and present your product variations can significantly impact both user experience and store performance.
While the basic setup of WooCommerce variations is straightforward, optimizing these variations can lead to better customer engagement. It can also lead to improved conversion rates, and a smoother overall shopping experience.
Here are some practical tips to optimize your product variations.
Use Variation Swatches
Standard dropdown menus for selecting product options can feel clunky—especially if your store offers many choices. Implementing variation swatches can enhance visual appeal and make the selection process more intuitive.
Swatches let customers view color, pattern, or material options at a glance, which speeds up decision-making and improves the overall shopping experience.
Streamline Variation Choices
Offering too many choices can overwhelm your customers, a problem known as “choice overload.” Evaluate which variations are truly necessary and which could be consolidated.
For example, if you sell t-shirts in several shades of blue, consider whether all are necessary or if a smaller selection could suffice. Simplifying choices can help customers make decisions more efficiently, reducing the chance of them leaving without making a purchase.
Optimize Variation Images
High-quality visuals are essential for showcasing product differences. Ensure each variation includes clear, high-resolution images that accurately reflect the product.
Consider using zoom functionality and multiple angles to give customers a better view of the details, helping them feel more confident in their choices.
Leverage Dynamic Pricing
Not all product variations need to be priced the same. Premium materials or limited-edition colors may warrant a different price point.
Using dynamic pricing for WooCommerce variable product options allows you to reflect true value, manage inventory more strategically, and even incentivize certain purchases (e.g., offering discounts on overstocked items).
Improve Loading Times
Each product variation can add to the load time of your product pages, especially if they’re image-heavy or if there are numerous options. Optimize images and leverage caching solutions to ensure your pages load quickly.
Fast loading times are crucial for maintaining customer interest and reducing bounce rates.
Use Conditional Logic for Variations
In some cases, certain variations only make sense in combination with others. Using conditional logic can help streamline the shopping process by only showing relevant options based on previous selections.
This approach can reduce complexity and make the configuration process more straightforward for customers.
Monitor and Analyze Variation Performance
Keep an eye on how different variations perform using analytics tools. Understanding which variations are popular and which are not can inform inventory decisions and help you tailor your product offerings to match customer preferences.
SEO Implications of Product Variations
Properly managing WooCommerce advanced product variations not only boosts usability—it can improve your store’s visibility in search engines. Here’s how to do it right:
Here are some insights into optimizing your product variations for SEO:
Avoiding Duplicate Content
Product variations often result in very similar pages, which can confuse search engines and harm your SEO.
To avoid this, use canonical URLs that point back to the main product page. This tells search engines that all variations are part of one central listing, maintaining SEO clarity.
Leveraging Long-Tail Keywords
Each variation provides a chance to target long-tail keywords that reflect specific buying intent.
Instead of targeting just “men’s shoes,” try adding terms like “men’s black leather running shoes size 10” into variation titles and descriptions. These detailed keywords often convert better and face less competition.
Structured Data for Rich Snippets
Add structured data (Schema markup) to your product variations to improve how your listings appear in search results.
This markup helps search engines understand your products better and can unlock rich snippets like pricing, availability, and reviews—boosting your click-through rate.
Optimizing Variation Descriptions
Avoid copying the same generic description across all product variations. Instead, tailor each one to reflect its unique features and benefits, incorporating relevant keywords naturally.
This adds SEO value while giving customers better product details and encouraging informed purchases.
User-Generated Content
Encourage buyers to leave reviews and ratings for specific product variations. These reviews often contain valuable keywords and provide fresh, user-generated content that boosts SEO and trust.
They also give potential customers the social proof they need to feel confident in their choices.
Monitoring Performance
Use tools like Google Analytics and Search Console to see how well your variations are ranking and converting.
Track which variation-specific pages draw the most traffic, convert best, or underperform. Use these insights to update your content, imagery, or keyword targeting for better results.
Advanced Use Cases and Real-World Examples of WooCommerce Variable Products
Exploring advanced use cases and real-world examples can illuminate the versatility and potential of WooCommerce variable products across various business models.
These examples not only serve as inspiration but also offer practical insights into how you can tailor WooCommerce to meet specific business needs.
Let’s delve into a few scenarios where variable products have been creatively and effectively utilized.
Fashion Retail: Customizable Apparel
In the fashion industry, a boutique specializing in customizable apparel offers a compelling example of variable product use. For instance, a store could offer a basic t-shirt design that customers can personalize with different colors, sizes, and even custom text or graphics.
Each variation allows for a unique SKU, pricing, and inventory management, enabling the boutique to cater to diverse customer preferences while maintaining streamlined operations.
Key Takeaway: Use variable products to offer personalized options, enhancing customer engagement and satisfaction.
Tech Gadgets: Smartphones with Multiple Specifications
A tech retailer selling smartphones can leverage variable products to list a single phone model that comes in various storage capacities, colors, and bundled accessories.
This approach simplifies the browsing experience, allowing customers to select their preferred configuration from a single product page, rather than navigating through multiple listings for what is essentially the same phone.
Key Takeaway: Consolidate similar products into a single variable product listing to improve user experience and reduce clutter.
Home Decor: Custom Furniture
A furniture store offering custom-made pieces provides an excellent example of variable products’ depth. Customers could choose a basic furniture design, like a table or a chair, and then select from variations in material (e.g., oak, pine, metal), finishes (e.g., matte, gloss, varnished), and sizes.
This setup not only showcases the store’s range but also empowers customers to find or create exactly what they need.
Key Takeaway: Highlight the range of your offerings by allowing customers to customize products according to their specific needs and preferences.
Specialty Foods: Gourmet Gift Baskets
A gourmet food shop can use variable products to offer customizable gift baskets. Customers might start with a base basket and then select from variations like wine types, cheese assortments, and additional goodies like chocolates or fruits.
This use case demonstrates how variable products can accommodate complex combinations and preferences, making it ideal for gifts or special occasions.
Key Takeaway: Enhance the gifting experience by offering customizable baskets, allowing customers to create personalized gifts for various occasions.
Outdoor Gear: Adventure Equipment Kits
An outdoor gear retailer could create adventure kits as variable products, where customers select based on activity type (e.g., hiking, camping, climbing). Each kit could then offer variations in gear size, color, and additional equipment tailored to the activity level (beginner, intermediate, advanced).
This approach not only caters to a wide range of outdoor enthusiasts but also simplifies the shopping process by bundling related products.
Key Takeaway: Bundle related products into kits that cater to specific activities or interests, simplifying the purchasing decision for customers.
Frequently Asked Questions
What should I do if my WooCommerce variations are not showing on the product page?
If your product variations aren’t displaying, it’s likely due to incorrect attribute configuration or theme compatibility issues. You can avail our WooCommerce support service to troubleshoot and resolve the problem quickly.
How do I speed up my WooCommerce store with many variable products?
Having lots of variations can slow down your site. Our speed optimization service can help you improve load time and boost performance.
Can I create product variations without using global attributes?
Yes, WooCommerce allows you to create custom attributes specific to a single product. However, using global attributes is more efficient when you need to reuse the same attributes across multiple products.
Can I set different prices for each variation in WooCommerce?
Yes, WooCommerce allows you to assign unique prices, SKUs, stock quantities, and images for each variation of a product.
How do I display color swatches instead of dropdowns for product variations?
You can use a WooCommerce variation swatches plugin to show visual options (e.g., color, texture) instead of standard dropdowns. This improves user experience and product presentation
Final Thoughts
In this article, you’ve learned the steps needed to add variable products to your WooCommerce store. The process may seem tedious, especially if you have many product variations, but you would get used to it with time. For stores with numerous variations, our WooCommerce performance optimization service can help ensure your product pages load quickly even with complex variable products.
At FixRunner, we’re dedicated to helping store owners run better, faster, and more secure websites. If you’re just getting started or looking for expert help, check out our WordPress support plans to see how we can assist you.
We have a couple of other Woocommerce tutorials that you’ll love. They include: How to set up Paypal on WooCommerce and how to fix common WooCommerce errors.
Have you tried adding a WooCommerce variable product before? What challenges did you face? Let us know in the comments section below.