Maximise Conversions with Optimised Product Pages

2018/06/11 08:00

How to create a product description for your ecommerce

Tips for optimising your product pages to send your conversion rate through the roof.

The ecommerce sector is expanding at a rapid pace with global retail ecommerce sales set to reach $4.5 trillion by 2021.

Competition is fierce and because conversions are your livelihood, page optimisation is a top priority.

While getting customers to your site’s homepage or even your product category pages are great, until they reach your individual product pages, you’re always going to be one step away from a full conversion. Product pages are going to help you make the sale, which is why they deserve extra attention.

Below, we will outline some key product page optimisation tips to help you boost your conversion rate.

Key product page optimisation tips for 2018

• Choose a layout that works. How each element on your product page is laid out and the order in which they loads makes a big difference to your conversion rate. If we look at most popular ecommerce stores, their product images are the most prominent feature on the page and load directly after the logo and navigation, followed by the product title and call to action. Make your images and product titles the main attractions on your product pages to encourage users to head directly to the Add to Cart button.

• Speaking of images…When you’re relying on product sales to grow your business, images are everything. Make sure that you’re using high-quality images that have been optimised for the web. This means that while your images are good quality, they won’t slow down your page load times and can easily be viewed on both desktop and mobile devices. It also pays to mix up your photography and offer shoppers different product angles. If you don’t have a professional camera or experience with product photography, it’s best to hire a professional to assist you with your website images. Don’t forget the image meta-data for SEO purposes!

• Choose a catchy title. Use a catchy title to grab the attention of potential customers. It’s probably also the first thing that they will see on your product category pages too, making this a great starting point for a high-converting product page.

• Details matter. The more information a shopper has about a product, the easier it is for them to convert. Include as much information as possible on each of your products including fabrics and materials, sizing and usage or care instructions. Using a detailed product description will also give you the opportunity to really sell users on your product and you’ll be able to incorporate keywords into the copy for SEO purposes.

Perfect product description for your website

• About those keywords…In a competitive space such as e-commerce, you really need to make sure that you’re helping customers find exactly what they’re looking for, which is where long-tail keywords really come in handy. Generic keywords such as shoes, handbags or toys for children will have high levels of competition, making it very difficult for your website to rank well. Over and above that, people are far more specific when they search anyway, especially with voice search on the rise. When researching potential keywords, rather look at phrases and very specific terms that can be used as keywords instead of using something generic. Include the product’s colour or brand to make your keywords more specific and easier to rank for.

• Make use of structured data. structured data gives search engines detailed information about your products and can be used to help your product pages rank higher in SERPS. Structured data will highlight the following information on your product page:

  • Type – What kind of product it is
  • Name, Image & Description – Self explanatory
  • Brand – The product brand if relevant
  • Aggregate Rating – The avg. rating of the product as well as number of reviews
  • Price & Currency – Self explanatory
  • Reviews – A written review as well as details on who wrote the review

• Don’t shy away from video. A study by Animoto shows that 73% of visitors will make a purchase after watching a product video so if video is a possibility for your brand, using this engaging medium will surely enhance your conversion rates. It’s important to keep the videos brief and exciting and to use a professional to put them together to ensure that they’re of a high quality though.

• Highlight reviews. If you have positive customer product reviews available, displaying them on your product pages will definitely make a difference to your conversion rates. 74% of consumers identify word-of-mouth as a key influencer in their purchasing decision so be sure to encourage product reviews as much as possible.

• Make your Add to Cart button as visible as possible. When you’ve pulled out all the stops to convince a customer to purchase a product, it doesn’t help if it’s difficult to actually make the purchase. Make sure that your Add to Cart or call-to-action button is as big and prominent as possible so that it immediately catches the eyes of shoppers.

• Don’t forget to highlight related products. One purchase is great but ideally you want shoppers to add as many products to their cart as possible, this is where related products really come in handy. Be sure to highlight other products that users would be interested in based on the product they’re currently viewing.

• Be upfront about shipping costs. The more informed a shopper is, the more likely it is that they will complete their purchase. Adding shipping information and costs to your product pages will ensure that shoppers have all the information they need to make an informed buying decision.

It’s important to realise that optimising your product pages is going to be an ongoing process if you want to maintain the best possible conversion rates. It also really helps to stay abreast of any changes that Google makes to its algorithms so that you can update your product pages accordingly.

Are there any other tactics that you will be implementing in order to increase your product conversion rates?