The product page is the most important part of any eCommerce website. This is where customers go to find everything they need to know about your product and, potentially, make a purchase. As such, you want it to be good. You need to pull your customers in, tell them what they need to know, and convince them that your product is the best. No pressure, right? Lucky for you, we’ve compiled some tips and best practices to help you create the best product pages possible.
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An engaging product page is of course important to any business, but there’s a bit more to it than simply using bright colors or attention-grabbing CTAs. There’s a rhyme and reason to it, and it starts here.
A confusing product page is a one-way ticket to lackluster returns. If potential customers find your page but are unable to use it, they’ll leave and find something else. You want to use your brand’s colors to distinguish your website, but don’t go overboard. Plenty of negative space keeps users from feeling overwhelmed. Have all the information a customer might need but put it in places that are easy to find, such as a sidebar or in the product description. If you have a customizable product, ensure that the customization system is intuitive and easy to get to. And finally, make sure the add to cart button is easy to see. Make it stand out by using a different, contrasting color.
Including a “similar products” feature is a great way to increase your conversions. Maybe a customer clicked on a page and the product wasn’t quite what they were looking for, but then they see that you offer something else that they need thanks to a “customers also viewed” feature. From here they’ll keep exploring and maybe make another purchase.
Whether you’re just begging to build your product pages or looking to refresh them, Commerce Pundit can help you design engaging pages that will draw your customer’s attention.
It probably goes without saying that trustworthy websites lead to repeat customers. Product pages are a prime place to build this trust, as they’re where customers go to learn information about your products. When building your product pages, you need to consider what a customer needs to know and how to present that knowledge in an engaging way. Let’s explore how to engage your audience on your product pages.
Featuring FAQs on your product page is probably the best thing you can do. When customers come with questions, they can get them answered quickly with no trouble. Give extra details about your product that you think the customer would want to know, and link to other pages on your website for any extra context. Also, they won’t need to leave your site to find the information they need. You can even include keywords here to help your search rankings.
Even though online shopping is as popular as it is convenient, not being able to see the product in person can give some customers pause. They need to see it and get an idea of how it would look in their home, or on their body if it’s clothing. This is where photos and videos come in. Showing multiple angles of your product in photos lets customers see it like they are seeing it in person. You can look into getting 360-degree shots of your products to give your customers an even better view. They are not cheap, and tend to be labor intensive, but they have been shown to draw customers in. Videos can show how a product looks or how to put it together. The other great thing about using videos? They’ll also boost your rankings. Videos lead to interaction, which means more clicks, and watching the video means more time spent on your page.
Now that you’ve convinced a new customer to check out your site and buy your product, you need to make sure they get the word out. Social sharing goes a long way in growing your business. When creating your website, place social sharing links in conspicuous places that are easy to get to. This will incentivize your customers to tell everyone how awesome your website is and how excited they are to get their order.
Before a customer makes a purchase, they need to know about your policies. After all, if they’re unsure about their return window or if they need to pay for their own shipping for said return, they’ll look elsewhere. Being transparent about your policies shows that you have nothing to hide, and that you’re a trustworthy company.
Customers trust customer reviews above everything else. They can’t see the product before it arrives, so they need to know that it’s worth their time and money. Feature reviews on your page to tell customers what’s great about your product, and to show how much other people love it. Ask for reviews through emails or direct links and, for an extra incentive, offer a discount. The reviews will start coming in and you can start showcasing them on your website.
Now for perhaps the most important part of all product pages – the product description. Here you’ll put all the necessary information your customers need to know before they buy. This is also a place to maximize your website’s SEO with keywords and engaging content. Let’s break it down.
Placing keywords in your product description will do wonders for your website rankings. Once you’ve determined the keywords that your target audience is searching for, determine the best way to fit them into your description. You’ll want to logically place them, i.e., not keyword stuff. So long as everything makes sense and is still readable, you’re on the right track.
Nothing is worse than a boring product description. This is where you really need to sell someone on your business, so you must do everything you can to grab their attention. First off, avoid typing everything in a big block of text under your product photo. This looks like way too much information to sift through and could drive customers away. Instead, opt for bullet points listing out the specifications of your product. And, while you should include everything the customer needs to know, don’t get bogged down in the jargon. Again, you’re trying to grab their attention and make a sale, and if they must leave your site to google a term you may have just lost them. Use a conversational voice that makes the customer feel welcome, like they’re entering a store with a kind, knowledgeable salesperson. Above all else, be confident in your product description. Talk about what makes your product the absolute best.
Now that you’ve nailed down the look of your product pages, you can start thinking about the technical aspects that will help you optimize. Everything from photos and videos to design helps your website rise through the ranks, and we’re going to go over how you can use these to your advantage.
You never want your product page to load slowly. A slow loading page means less people sticking around to explore and a quick drop in search rankings. The top reason for slow loading speeds is large images on your page. You want to use pictures on your site, but you must make them crisp and consistent. Not only will consistency add to the professional look of your site, but it won’t throw off your loading speed.
When building a product page, it’s all about the optimization. Structured data, the data that Google receives to tell users what your page is about, and alt text, the description of any picture on your site, are incredibly important to your SEO. As it turns out, you can put keywords in your alt text to help your site rank. Structured data will help you better reach your target audience because it allows Google to identify similarities between what people are searching for and what’s on your website. Both things combine to create a better optimized website that’s sure to get incredible results.
Once you’ve gotten someone to explore your page, it’s important to make sure they stick around to see what you have to offer. We’ve already discussed FAQs, but what if a customer has a question your FAQs haven’t answered yet? The best solution to this is a live chat feature. Here a customer can ask a question directly and get an answer almost immediately. If they see that you’re knowledgeable and they can get the right answers from you, they’ll know you’re the real deal and stick around to explore your site.
So, you’ve set up your pages. You have the right pictures and the right look, and you’ve set it up exactly how you need it to be. But you can’t launch it quite yet. You need to test your pages first to ensure that everything works properly. Make sure your pages load quickly, your CTAs are easy to find, and overall that the work the way they need to. Once you’ve worked out any surprise bugs, you’re ready to launch.
Product pages are integral to a good ecommerce website. Not just because they showcase what you have to offer but because you can leverage SEO to make them rank higher. Now that you know what makes an amazing product page, you’re ready to start building the best website for your business. If you can be patient, pay attention to what is and isn’t working, and get through the tedious parts of product page building, you’ll do just fine.
Ready to build your own product pages but need some extra help? Commerce Pundit is an SEO agency here to help you create the best ecommerce website there is. Whether you need a product page for your website, Shopify product pages or Amazon product pages, we’ll work with you to make it happen. Want to learn more about our many services? Set up a meeting with us today!