Product pages often serve as one of the most important landing pages on your website. If a user is searching for a specific product, organic and paid search results are more than likely to be filled with product pages.
This means that your product page needs to provide the perfect amount of information for users and for search engines.
Here’s a checklist to ensure your product pages are performing well in search and reaching the most customers possible.
All good product descriptions should clearly and concisely explain what the product does, use language familiar to your target customers and communicate why someone should choose this product over a competitors.
Product descriptions should be written for customers first of all – with a clear tone of voice, persuasive wording and appropriate length. Descriptions that do this and demonstrate the clear value of your products will be a vital tool for leading your customers through the sales funnel.
However, just as important as selling to potential customers is product copy that targets the most relevant keywords users are going to be searching in Google. Search engine crawlers determine what a product page is trying to sell by scanning and reading the content. If you haven’t included what could potentially be searched by consumers in your copy, you could be missing out on a lot of search traffic. Keywords should be included naturally into the content, and not stuffed in just for the sake of SEO.
Product descriptions should also be unique for every product. Duplicated content can be a significant issue for SEO and should be avoided when possible, especially for large eCommerce websites.
Product Specifications & Information
Online customers are lazy. When viewing a product page, they want all the information they need in front of them and are often put off by having to click through to other pages to find what they need.
This is why all relevant product information should be clearly displayed on product pages. This can include prices, shipping costs, product size, product colours, and technical information.
Including as much relevant information as possible is always useful to the customer as they can understand the product completely by viewing one page. This will encourage them to move them down the conversion funnel in the simplest way possible.
Product imagery is often the first thing a customer will see on a product page. For this reason, you should ensure that your products images look as desirable and as high quality as possible.
9 out of 10 users have said that product images directly affect their purchasing decisions, so it’s vital to get it right.
Every image should be as high quality as possible while still staying under image size guidelines. Images that are stretched or too compressed will instantly send red flags to potential customers.
A range of images that shows your product from different angles is also preferable, especially if your products are dependent on their aesthetics. Having multiple images for each product variation is also a great way to show your customers exactly what they are buying.
Aside from just looking great, your images need to be helpful and answer questions your customer may have about a product. An image needs to give an idea of how it can be used and why they need to buy it.
Videos have also become a useful tool for eCommerce sites. Including videos on your product pages allows sites to give a much deeper insight into a product than a simple image. A video can include voice over and in-depth product demonstrations. This can be a powerful way of showing why a customer should purchase a product.
Social proof is a powerful tool within eCommerce. Seeing what someone else thought of a product can be one of the main things that helps a user decide on making a purchase.
The immediate benefit of reviews is that they can make your future customers feel that much more confident. Having this clearly displayed on a product page increases the chance that they a user will make the decision there and then.
If you need help on creating the best product pages possible, get in touch with eSterling! We are experts in eCommerce web design and digital marketing and have the knowledge and tools to help you create product pages that get users to click that buy button!