When it comes to your product pages, all you gotta do is put a few high-res pictures in, make sure there aren’t any typos, and make your “Checkout” button big and clear, right? Well, not quite.
Think of it this way: A great product page doesn’t simply convey information to shoppers… It also preempts any questions that shoppers might have, provides social proof for their peace of mind, and convinces them to make that purchase – all while appeasing search engines. In this article, I’ll teach you how to optimize your eCommerce product pages for SEO and conversions.
These tips will make your product pages so much more effective at converting casual browsers into actual paying customers. (One of them, in particular, helped an eCommerce store increase their conversion rate by an insane 400%!)
Ready? Let’s jump straight in!
1. Create detailed and unique product descriptions
Look, I know it’s super tempting to just lift your product descriptions from your manufacturer, but this is a bad, bad idea. Here’s why: Research shows us that the most important factor that motivates shoppers to make a purchase is “detailed product descriptions”. Yup, when it comes to motivating a purchase, detailed product descriptions are more crucial than customer reviews. They’re even more important than the price of your product! Also, unique product descriptions are super important for eCommerce SEO.
Google frowns heavily upon content scraping, which is the practice of “stealing” content from other websites, and publishing it on your site. In fact: To discourage people from content scraping, Google penalizes websites with large amounts of duplicate content. If I were you, I’d try to make my product descriptions as original as possible!
Here’s a brief guide: Build your descriptions around one primary keyword, and add a bunch of other secondary keywords for extra SEO juice. Let’s say you’re working on a product page which features a inflatable flamingo float, and you know you want your primary keyword to be “inflatable flamingo float”.
How do you decide what secondary keywords to use? Go to lsigraph.com and plug in your primary keyword and it’ll spit out a whole list of secondary keywords for you to choose from.
Now that you’ve got a list of keywords, the next challenge is actually using these keywords on your product pages. Basically, weave your keywords in and don’t overstuff them.
Reviews are also great for getting in secondary keywords – so place your reviews on your product pages, instead of a separate, standalone page.
At this point, you might be wondering: What if I have thousands of products on my eCommerce store? I can’t possibly create unique product descriptions for each item! Is my business doomed to fail? Under those circumstances, I recommend you:
- Take down the listings for your products which aren’t selling, and
- Hire someone on Upwork to create unique product descriptions for the rest of your product pages
At the end of the day, you don’t want it to look like you simply scrape content off other websites. Once Google suspects you of foul play (even if you’re not doing it to game search engines) they’ll slap you with a penalty – and this will make your search traffic drop drastically.
So work on those unique product descriptions ASAP!
Pro Tip: If you’re on Shopify, use the Plug In SEO app to optimize your product pages (and the rest of your store) for SEO.
2. Feature product videos
Product videos are crazy awesome for conversions, and here are some case studies to prove it: By featuring videos on their product pages, Zappos boosted their sales by between 6% and 30%.
On Ice.com, shoppers who viewed video on product pages contributed to a 400% increase in conversion rate. And Shoeline.com saw a 44% increase in conversion rate in their product pages which contain videos. Now you know exactly how powerful product videos are, let’s talk about how to create these videos. Here’s the good news: you don’t need to purchase a ton of fancy equipment or rent an expensive studio space to make your own product videos. This guide will show you how to build your own photo studio (which can double up as a video studio!) at home.
Once you’ve got your makeshift studio ready, it’s time to plan your video! If you’re going for a simple product video, just list down the different shots that you need to capture – for example, an unboxing shot, a shot of the product rotating etc. If you’re going for something a little more complicated, you might want to come up with a video storyboard to plan your sequence in detail.
The next step is to film your video, and edit it. When you’re filming, try to shoot clips that are 5-10 seconds long. This makes it easier for you to dispose the material which you don’t need – and you’ll also be able to upload the clips which you do need more quickly. Also, don’t frame your product too tightly. Leave some space above, below, and to the side, so that you have a “buffer” to work with if you want to edit text in later on.
Done with your filming, and ready to edit your video? Here are some free video editing softwares for you to choose from.
A word of advice: Don’t overdo it with the filters, animations, overlays, and fancy font.
Remember: the star of the show is your product. You don’t want all these unnecessary elements to overpower the product, and distract your audience.
3. Feature User-Generated Content
If you’re not familiar with this term, User-Generated Content (UGC) simply refers to content which is created by a brand’s fans. As an eCommerce store owner, you’ll find these two forms of UGC particularly relevant: Reviews and pictures. First, reviews produce an average 18% uplift in sales, and they’re a tried-and-tested way of boosting revenue.
If you haven’t already done so, come up with a strategy to score as many reviews as possible. Once you’ve gotten those reviews, don’t let them rot in your excel sheet – feature these visibly on your product pages! On the topic of collecting reviews: There are several ways you could do this, but I like to add a one-liner to my delivery confirmation email template: Please take a second to review this product – you’ll be helping out your fellow shoppers!
Alternatively, if you want to get a ton of reviews right away, you can also incentivize shoppers to leave reviews. For example: implement a scheme where customers who leave reviews to get 10% off on their next order. Okay, moving on to user-generated pictures.
When you feature user-generated pictures on your product pages, this generates social proof and makes it easier for your shoppers to relate to your brand.
On top of that, it bumps up your conversion rate as well: After watch brand CLUSE started showcasing their customer’s photos on their website, their conversion rate increased by an impressive 19%.
Want to use your customer’s pictures on your store as well? You have two options: First, the manual way is to search through your branded hashtags, save the pictures which you want to feature on your product pages, and then upload each picture individually. Second, you can sign up with a platform such as Photoslurp, which allows you to automate the entire process.
Regardless of which option you choose, you’ll have to encourage people to post pictures of your products online, so that you have a sizeable pool of pictures to choose from. How do you do this? On your product packaging, include your branded hashtag(s) and a one-liner asking your customers to snap and share pictures of their items. If you’ve got a sizeable Instagram following, you can also ask your customers to share their pictures to stand a chance of being featured on your page.
It’s just a matter of reframing how you say it (eg: we’ll credit your picture, and give you a shout-out to our 100k followers!) so you can get your customers excited at the prospect of being featured.
Alternatively, if you want to try something more direct, simply gift vouchers to your customers who take pictures of your products and tag you in them.
Okay, that’s all I have for you on the topic of UGC. Moving on!
4. Provide adequate sizing information
Here’s the thing: It really sucks when you purchase an item online and await its arrival with bated breath… only to realize that it doesn’t fit you when it arrives. Of course, many eCommerce stores try to make up for this with a great returns policy. But this doesn’t change the fact that returning items is often troublesome and time-consuming.
So here’s what I recommend: If you’re selling clothes, shoes, or any product that comes in different sizes, go above and beyond in providing your customers with adequate sizing information. At the most basic level, you should definitely have a sizing chart on your product page.
On top of that, specify your model’s height and weight, as well as the size of whatever item they’re wearing (eg Our model Kate is 5’5 and 110 lbs. She’s a US size 8, and she’s wearing a size S in this picture). Last but not least, provide a visual aid which allows your customer to better understand the fit of an item.
Make sure you feature these visual aids within your product pages, though – no one is going to see them if they’re hidden away in your FAQ section. If you’re trying to keep your product pages neat and streamlined, don’t sweat it. You can always have the visual aid open up in a drop-down tab, or a pop up on click.
The key is to give your customer as much sizing information as possible so that they feel confident in making that purchase.
5. Implement live chat to find product information gaps
Live chat is an efficient way of handling customer enquiries: true or false? If you answered “true”, you’re not wrong. But there’s another “hidden” benefit of live chat which you might be missing out on. Live chat is great for highlighting product information gaps! As eCommerce store owners, we’d like to think that we know our customers like the back of our hands.
But consider this: Your customers aren’t 2D characters – they’re multifaceted people whose needs and wants are constantly evolving. So yes, you might’ve drawn up your Buyer Persona, mapped out your Buyer Journey, and surveyed your existing customers – but that doesn’t mean you know everything there is to know about your customers. Which is where live chat comes in!
So yes, you might’ve drawn up your Buyer Persona, mapped out your Buyer Journey, and surveyed your existing customers – but that doesn’t mean you know everything there is to know about your customers.
Which is where live chat comes in! Let’s say you have an eCommerce store selling stainless steel jewelry, and you’ve already included all the care instructions for your jewelry on your product pages. You think your product pages are complete, but you can’t be 100% sure. As you browse through your live chat transcripts, you realize you’re getting a ton of questions about whether a certain product is durable enough for everyday wear.
Since this is something that your customers are clearly concerned about, add that information into your product page!
A final word on optimizing your eCommerce product pages for SEO and conversions
Every time a shopper lands on one of your product pages, you get a stab at convincing them to purchase a product.
If your product page is well-optimized and provides your shopper with all the information they need, that’s half the battle won. All things being equal, there’s a higher chance of your shopper making the purchase.
But if your product page is a mess and your product information is incomplete?
You’ll probably lose your shopper to a competitor. And if they have a positive experience with your competitor, they might never return to your store… which means that their entire Customer Lifetime Value goes down the drain as well. 🙁
If you’re serious about eCommerce and you’re in it for the long haul, you can’t afford to neglect your product pages.
So get down to business and implement the tips I’ve just shared with you! If you liked this article, please take a minute to share it with your eCommerce friends!
Author´s Bio: This is a guest post by Bill Widmer. Follow him here.