How to Optimize Your eCommerce Product Pages to Drive Sales
By Arielle Mullen, Senior Digital Strategist
Effective marketing in the digital age has never been more challenging as industries across the board have become more saturated and competitive. Small-to-midsize businesses are among those hit the hardest, as they struggle to compete with big-box stores and the ever-present, ever-lengthening shadow cast by Amazon.
In the current eyeball economy, the struggle to capture customer attention has grown tremendously, especially when it comes to eCommerce. While tactics like paid search and social ads can be helpful to drive traffic to your site (if you’re doing it right), many businesses are often missing a critical piece of the conversion puzzle – optimizing product pages.
Product page optimization can be a low-cost tactic for significantly improving your conversion rates—it just takes time. Before spending money on influencer outreach, social ads, or any other pay-to-play method, we highly suggest taking the time to review your product pages to ensure they are fully optimized for your customers’ shopping experience.
Not sure where to start? We’ve got you covered! Below you’ll find a list of what every product page should include, insider tips on how to write successful product descriptions, and the fundamentals of using SEO to drive conversions.
These are the absolutely crucial, must-have elements to optimize your eCommerce product page:
- Mobile-friendly/responsive pages: In today’s digital world, where everyone is glued to their mobile phones, it is imperative that the page is mobile-friendly, meaning your regular website should be able to shrink down to be small enough to display on a mobile device. The user should be able to zoom, scroll and access all functions. Remember, websites that are optimized for mobile rank better than those that don’t.
- Price – Price along with any additional charges should be transparently mentioned. Customers might be put off if VAT or shipping charges are added later at the time of check out.
- Descriptive product name – Product names also affect search rankings to a great extent. Ensure that your product’s name is to the point and includes the necessary descriptions customers might be searching for, like the material, model no., or color.
- Variant options (color, size, etc.) The product description must indicate if variants of the product are available, size options, color choices, etc. Product variants help bring a broader and more personalized offer to the customer.
- Product availability – Product availability should be indicated up front. It would be rather frustrating for your customer if they get to know that the product is not available after they have gone through the details and made the purchase decision.
- Informative description — Include relevant product specs. Use product descriptions showcasing function, target audience, unique qualities, and why the viewer should buy. Clearly highlight some other information like shipping info, warranty, replacement info on the product page. This will make your site look professional and will help you sell your product.
- Clear images showing the product from multiple angles – Photos are vital to your product pages since online shoppers can’t see your products in person. Customers make a value judgment of the product based on the look and aesthetic of the images.
And these are the non-essential but very good-to-have-elements for your product page:
- Related products – Adding related products to the product page works because they remind customers of what they need or may want, say, extra memory for a new laptop, a protective case for a new mobile, or accessories that match a new dress.
- Enlarged image functionality – There are several benefits in giving your potential buyer a good look at the item they want to buy. Customers are likely to look at the product’s image and decide the purchase much faster than they can by reading the text.
- Registry/wishlist options: Having the option of saving an item and order it later can have enormous implications for your business. The feature also helps you expand your customer base
- Return policy – A straightforward returns, refunds, and exchanges policy builds trust. A solid eCommerce return policy can make or break a sale or turn a visitor into a customer for life.
- Customer reviews & ratings – Positive reviews influence your customers’ buying decisions and ultimately boost your sales. According to stats by Testimonial Engine, 72% of customers won’t take any buying actions until they have read reviews.
- Secure checkout/security badge – The payment gateway that you choose for your eCommerce site should instill trust in your clients as they make their purchases. Secure payment processing facilitates the transfer of online payments, client data, and other sensitive information and protects against fraud and other security issues.
- Product video Product videos or Videos showing real people using the products can help boost the conversion rates. Most importantly, having a product video is statistically proven to increase sales conversions enhance SEO for your eCommerce company.
- Link to FAQs – Not only does an FAQ with links to related content provide your user with a more profound experience of your website, but it also boosts your internal link-building, which is an important search ranking factor.
Write Product Descriptions That Successfully Drive Conversions (AKA how to write descriptions that will make people want to hit the ‘BUY NOW’ button).
Product descriptions educate site visitors about your product, then persuade them to buy. But just a list of features isn’t enough to sell a product. Truly effective product descriptions need to entice shoppers, help them understand what your product will do for them, and explain why yours is better than the rest—tt is this extra effort that can help visitors understand the product so well that nothing is left to prevent them from becoming a customer.
- Know your audience. Put yourself in the shoes of your website visitors (important note: “everyone” is not your audience). Consider their location, age, gender, interests, education, income, and language. Keep in mind that you are not necessarily your target audience, as you already have all the information. Is there a how-to guide or product demo that you can include or link to? Practicing empathy and writing with the intended audience in mind will yield product pages that are more successful in driving conversions.
- Don’t use “sales speak.” Everyone gets constantly bombarded by ads online. As a result, we’ve become experts at ignoring marketing messages, and in eCommerce, there are few deadlier sins than using sales speak on your website. Authenticity is the key, and when writing product descriptions, it’s best to use a more genuine, conversational tone in an active voice.
- Make sure your descriptions are easy to scan. Use white space and bulleted or numbered lists to make your content clean and easy for the viewer to digest.
- Focus on the benefits. Don’t just include bare-bones information about your product. People want to know how your product will solve their problem or fulfill their needs.
- Check your spelling & grammar. There’s no quicker way to lose your audience’s trust than when you have spelling or grammar errors on your website. Even if you feel confident in your writing abilities, always have at least one other person review your work.
This BBQ on Lowe’s website is a great example of an optimized product page.
As you can see, this product page includes the following elements:
- White space
- Product features in bullet point format
- Ratings and reviews
- Product availability
- Mobile responsive design
- Clear images & a product demo video
- Informative description
- A link to learn more about the product
Lastly, don’t forget one of the most important factors that can make or break the success of your product pages: search engines!
Here’s how to optimize for search engines:
- Don’t double-up. Tempting though it may be to use duplicate descriptions for similar products, this is a definite no-go. Although a website visitor might not immediately notice this, search engines will, and it could negatively impact your SEO as a result.
- Use a data feed to save on time. Using a data feed will allow you to distribute your products on Google Shopping and other online marketplace. The better your product page is, the higher you’ll rank in the results.
- Check out the competition. Knowing what your competitors are doing will give you an understanding of where you fit within your industry. Consider conducting a competitive analysis to see if there are tactics that are working for others that would be beneficial to incorporate into your strategy.
- Fold high-value keywords in, where you can. Avoid keyword stuffing, but use them where it makes sense. Add keywords (the same ones, if possible) to your page titles, meta descriptions, ALT tags, and in your product descriptions.
- Mind your product names & categories. Pull up one of your product listings on your website and look at the URL. For best results, it should adhere to the following structure: main domain, product category, product. For example: www.yourwebsite.com/productcategory/product.
- Test, retest, then test some more. If you’re not sure of the description length, featured image, or product title that will drive the most conversions, try A/B testing. Keep in mind though to only test one variable at a time. Otherwise, you’ll have a difficult time attributing the results to any single element.
Investing time into improving your product page content is one of the most impactful things you can do to boost sales and drive conversions. You might need to experiment a bit to discover what will resonate best with your target audience, but once you’ve developed a clear formula, it will be easy to replicate and apply to all future product listings.