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There are so many components to a great product page, there isn’t space to cover them all here. However, there a few critical factors that can mean the difference between making a sale and losing one. If your product pages fail to meet these basic standards, you could be in trouble. The Right Keywords If you don’t get your keywords right, you’re making yourself invisible. What’s the right keyword? It’s the one people search for when they’re looking for your product. For example, if you sell regulation size soccer balls, and you list it as ‘ball’ or even just ‘soccer ball,’ you’re losing out on traffic and sales. If you aren’t comfortable doing your own keyword research, a professional ecommerce SEO agency can help. A Clear Path to Purchase Some big retailers clutter up their product pages with a lot of extra options and tangential information, which has encouraged many small businesses to follow suit. This is a mistake! Big retailers get away with it because everyone is already used to their layout. As a small retailer still building a customer base, you need to make the path to purchase perfectly clear. In addition to a quality picture of the product, you should have whatever options are available (size or color for example) and a big ‘buy’ button right where it can be most easily seen. Navigation Information Your product page may be the very first page on your website that a searcher lands on. Before they buy anything from you, they’ll want to know who you are, where they are and what other products might be available. You can give them all this information by placing it across the top of your page. This way they can read about your company, explore your other products and see how products are organized with a single click. If your website’s structure is such that it can’t be easily navigated in this way, consider getting ecommerce SEO services to correct it. Detailed Descriptions It’s tempting to think that great images are all you need to sell a product, but detailed descriptions are important for two reasons. First, they give search engines something to ‘see’ and a quality description can help your product page rank higher. Second, they help buyers understand if and how the product meets their needs. Anticipate the questions a buyer might have, like what the product is made of, when it can be delivered, if there is a warranty. Having their questions answered gives them the confidence to click buy. Creating a winning product page is half art half science. If you follow these basic ecommerce SEO strategies, you’ll be on your way to better conversion rates.
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