The battle for a sale can be won or lost on a product page.
Structuring and presenting your products correctly for both search engines and humans is absolutely vital when it comes to ranking well and converting browsers into buyers.
Listed below are some simple, yet hugely effective ways to optimize product pages to increase sales, and rank higher in the search engines.
1. Upgrade Your Image
It's not rocket science - larger, better quality images help sell more products. In fact, a recent study showed that larger images can increase ecommerce sales by up to 9%.
Along with image size and quality, you should also consider quantity. Having multiple images for one product, showing different features and angles will only ever benefit your shoppers when it comes to making a decision on whether or not to buy.
Another nice touch you can add to your product images, is consistency throughout your store. Using similar backgrounds, angles and picture sizes will create a more harmonious browsing experience for shoppers.
FiftyThree does a good example of this high quality consistency. Check out their recurring gradient backgrounds and high quality photography found on their Pencil product page below that allow for a seamless carousel experience.
Of course, it's equally important to remember search engines when it comes to your images.
Relevant, keyword rich alt text needs to be added to each image, which tells the search engine robots exactly what the picture is all about. Using alt text correctly can result in a pleasant boost in traffic from image search engines.
2. Play the Word Game
Much like the rest of your website, the wording of your product pages is hugely important in terms of search engine optimization.
Keywords relevant to your product should be included in both the page's title tags and META description. It's also hugely beneficial to include these keywords in the URL string of your product.
A good example would be Evisu's online store. Their product titles are packed with shortened information, yet they are also backed up with extensive descriptions, as shown below.
On top of impressing the search engines, informative product titles and informative descriptions will do wonders for the humans who browse your online catalogue. Titles and descriptions which are frank yet informative create far less confusion, leading to customers feeling more assured about the product they're viewing.
But what do you do if you want to use creative and catchy product names that don't say anything about what the product actually is? You can still do this but you will want to make sure you include descriptive keywords in your product page title tags.
As a rule of thumb, a good product title should make humans want to buy and give search engines the information they need to help people find your stuff. Whereas a good product description elaborates on the details, uses relevant keywords and engages the shopper, without babbling.
3. Keep it Real
Customers browsing through your online catalogue often take product descriptions with a pinch of salt. After all, they were written by you – the salesperson.
So, to get your shoppers to appreciate how good your products truly are, you should consider adding real reviews and testimonials from existing customers.
iPad case specialists, Cardinal Case, do a good job of this, as you can see below. Alongside their products, they have incorporated a short, neat list of positive customer reviews.
Putting these reviews on your product pages creates a level of social proof, heightening the potential buyer's sense of trust in both the product in question, as well as your store as whole. It's an incredibly simple way to make your product pages more persuasive while also supplying search engines with additional relevant content to consider when ranking you.
4. Show Your Wares, But Keep It Uncluttered
The core aim of a product page is to sell. However, many online stores actually end up losing customers via their product pages after cramping them with numerous additional offers and links to related products.
There is certainly nothing wrong with cross-selling, as it can boost sales and lower bounce rates, but moderation – and organization, is paramount. Going over board with related products and banners can scream “unprofessional”, create analysis paralysis and distract the user from checking out.
To keep buyers focused on the product they are already viewing whilst offering more options, display a healthy amount of additional products, without over-crowding the space that you have.
Tea specialists, Luhse Tea, can be looked at as a prime example. As shown in the image below, they display three related products at the bottom of each product page, in a non-intrusive, professional fashion.
The key is to remember that a product page should be built to sell the product it primarily hosts. Cross-selling should be an important aspect of the page, but never at the expense of the main product in question.
5. Go the Extra Mile
Getting the basics right when it comes to product page optimization can work wonders for your conversion rates. But there's always room for improvement.
By incorporating additional features like product videos, 360 degree interactive images and stock notification features, you'll be going that extra mile to convince shoppers that your product is up to scratch, and that your store is willing to make the extra effort to add a personal touch to their merchandise.
An excellent example of this can be found on the product pages of StudioNeat. Accompanying each product, they offer a video which can be viewed without leaving the page, as shown below.
Such additional features go beyond basic product descriptions and allow you to demonstrate how your products work, let you tell the story behind them and persuade your visitors to buy. The more unique and useful you can make these extras, the higher your conversion rate is likely to be.
Your product pages are the lifeblood of your online store.
If they're poorly presented in terms of images and content, or unstructured in terms of search engine optimization, you could risk leaving traffic and sales on the table.
Going that extra mile in terms of additional content will also do wonders for your brand, separating you from much of your competition. The more effort you put into your product pages, the more interested shoppers will be in both your products, and your brand.
So, get to work on achieving a good blend of the above product page optimization steps, and you should begin see your product pages converting browsers into buyers better than ever before.