In 2016, global ecommerce retail sales were a giant $22.049 trillion. Those numbers have been estimated to go as high as $27 trillion this year in 2020. The ecommerce industry is super vibrant and only growing every year, as more and more people turn to shopping online. This is great news for industry sellers, but it also means that competition is on the rise and sellers have to up their games to rise to the top.
This means you have to have great product pages that differentiate themselves from your competitors. You want to optimize your product pages because they are how you sell your product to a customer. These pages give your visitors vital information about your products that can persuade them into buying. If your product page is well-designed, simple to navigate, informative, and visually stunning, you can maximize your customer conversion rates.
Let’s get to it! Here we’ll go through some tips on how to optimize your product pages so you can stand out from the crowd and have happy, returning customers.
When marketing a product on the internet, a huge factor is where it ranks on a Google search engine (or Yahoo or Bing, respectively.) If your pages aren’t made with SEO in mind, your product will show up lower in searches, and you’ll have less traffic and ergo lower conversion rates. Likewise, without compelling product descriptions, your visitors may become bored and leave for elsewhere.
You want to create pages with unique text content and photos or graphics so that your pages are optimized for higher search engine rankings and visitors turn into paying customers. Make sure your copy is SEO friendly. This can be done in the following ways:
Optimizing a product page is nothing without clear, crisp images. According to a recent marketing report, 67% of consumers find images extremely important in their decision making process before buying. Capture your visitors attention and highlight the features of your product with great images.
Having great photos isn’t enough- you also need to have tools available to help customers navigate the images. Options and ideas here are zoom features, ability to see multiple angles of the products, and models to advertise the size or shape of products.
Connected to the previous tip, you also want to make sure you give customers tools so they can see different colors, sizes, and quantities of your product. You want these tools to be easy to use and seamless, so customers don’t have to struggle to see what they want to see.
Size widgets and color panels that auto-update when you drag the cursor over or click are some starter ideas, but you can go virtually anywhere here.
Using videos to sell products is relatively new in the ecommerce field and elsewhere, but that doesn’t mean you shouldn’t give it a shot! Videos get raving high reviews from marketing experts. Videos can increase the likelihood of visitors buying a product, spending longer on your site, and spending more per order. Customers themselves also find videos super useful in the decision making process.
For some products, though, video isn’t needed. Use your best judgement here. A shirt likely doesn’t need a video, but a more complex product like a car engine or anything technical may benefit hugely from video involvement.
If you’re not asking for customer feedback, you’re doing it wrong. Users know firsthand what helps them navigate and website and convince them to buy, so ask them for this knowledge. Negative reviews mean your visitors aren’t satisfied- so find ways to change what they’re unsatisfied about, and get better reviews in the process.
Having a review section right on the product page may not be your best bet, as Amazon knows when negative reviews flood in, but if you truly believe in your products you should trust your reviews will be amazing.
Use trust signals to your advantage. Being 100% secure and having 5 star ratings is great, but also make sure to answer questions related to shipping, shipping cost, estimated arrival time, return questions, and so on. Answering these questions up front saves you time, as clients won’t have to email or contact you with inquiries.
While the above tips may take more time to implement, here are some simple best-practice tips that are just as important.
There are so many ways to optimize a product page- take these tips and build upon them. The sky is truly the limit here. Your product pages’ designs should ultimately keep the customer in mind, as well as catering to the needs of your site and its traffic. Stay true to you and your brand, stay relevant, and stay ahead of the game.