When you’re talking about e-commerce websites, the conversion of visitors from the home page to the product pages can be pretty low. Around 2-2.5 percent of the visitors are converted from the home page to the product page, while customers who land directly on the product page boast a conversion rate of 7 percent. That’s 300 percent more than the people who land on your home page. This is why optimizing product pages is absolutely necessary for an e-commerce business.According to HubSpot, 55 percent of people spend less than 15 seconds on any given page. With a short level of engagement, it’s a no-brainer that your product page has to be absolutely amazing. To capture your visitors’ undivided attention, you must work on some key elements on your product page. Getting them just right is going to take some trial and error. Here are six ways to get started with optimizing e-commerce product pages.
Adding product videos to product pages holds many benefits for the e-commerce business. Zappos capitalized on this strategy with about 50,000 product videos on its website.
There are several SEO benefits to adding video to your e-commerce product pages. First, your pages instantly become more content-rich and link-worthy. Good quality product videos also help increase the conversion rates. Finally, if the videos are embedded and marked correctly, it could provide you with a great boost in SEO.
Our brain is designed to interact better and faster with visuals as compared to text. Creating eye-catching and engaging visuals is the foremost step one should take while optimizing the product pages of your website. Showcase your product and content. People love to envision themselves using/wearing the product, so a representation of that is sure to catch their attention.
Just Add Ice Orchids, for example, showcases not just the product, but places it in a lifestyle image so buyers can picture the plant in their own homes.
The image(s) you choose should be catchy and clear enough to grab and hold on to your visitors’ attention. Using high-definition pictures and the ability for the visitor to be able to zoom in on the product is extremely helpful for them to see product details. As the visitor cannot experience the product physically, the product page should be designed to give them the best possible representation. Adding white space around the product gives the item more clarity and goes along with the minimalist trend most brands follow these days.
Google confirmed that page speed is one of the factors it takes into account for its algorithm. An e-commerce business should heavily consider the site speed, as it plays a significant role in the conversion rates of visitors. A user won’t hang around waiting for your product page to load. As said earlier in the article, the average time a user spends on a page is 15 seconds, so the faster your product pages load, the more time they’ll spend those seconds seeing your content.
The above graph clearly indicates that conversions decrease as page load time increases. Optimizing your page for speed is absolutely necessary.
Your product description for each item should be clear and unique. It should be precise but able to provide the visitor with the necessary information about the product. Creating unique content definitely takes time, but it will greatly benefit your website for the product page SEO. Optimizing your product page descriptions for long-tail keywords is also helpful in generating traffic directly to the product page.
Include necessary instructions for buyers to implement and care for the product, as well. Here’s a detailed yet concise example of how to get the product descriptions and details right on your e-commerce product pages by White Duck Outdoors.
Open graph tags are another addition that can be added to your e-commerce product pages. Graph tags allow you to be precise about how your content is shared across Facebook. With more than 1 billion users, Facebook is a huge potential market for e-commerce businesses, and every organization should take into account how the content they display on their product pages would look on Facebook.
Open graph tags are also easy for you or a developer to set up and put live. The tags sit inside your header, so you will need a flexible CMS or a good developer to make these additions. On an e-commerce site with several products, you'll probably need a developer to set up the tags so they scale across all your products and use the correct elements of the page.
Most e-commerce businesses focus on getting the traffic from the search engines and other marketing channels, including PPC. Your ultimate goal is to sell the product, so you need to make your call to action as clear as possible. Improving the conversion rates can increases revenue without increasing traffic.
Amazon is known for clear, concise CTAs, whether it be Add to Cart, Pre-Order, or Add to List.
The above-mentioned techniques are nothing if not implemented in the right way. Also, it's important you set up your analytics and track your traffic to see where buyers drop out of your sales funnel; only then will you be able to implement the said solutions when and where needed.
Optimize your sales funnel according to the data you have, and then improve the product pages and the sales funnel to get the best out of your website. And keep learning from other e-commerce websites that are doing it right and benefitting from the said optimization techniques.
Share your best e-commerce product page optimization tips in the comment section below!
Jenny Harrison is a passionate marketing and business blogger. She loves to engage with readers who are seeking B2B and B2C marketing related information on the internet. She is a featured blogger at various high authority blogs and magazines in which she shared her research and experience with the vast online community. Currently she is associated with an Orlando based SEO Company ‘PNC Digital’. Follow her on twitter @MJennyHarrison for more updates.