What if you found out that you are spending too much SEO time on the wrong pages of your website? Think about it…which is the first page that you want to promote or work on when trying to boost your online presence and conversions? Your home page, right? Most people opt for focusing all their time and attention on their home page SEO, when they should be spending a lot more time creating product pages that convert.
Ways to Create Product Pages that Convert | Product Page Best Design Practices
1. Include eye-catching images with plenty white space.
2. Enable social sharing features.
3. Create detailed SEO-friendly product descriptions.
4. Display reviews & ratings clearly.
5. Use clear, bold “Buy Now” & “Add to Cart” Buttons.
6. Include videos and 360-degree views.
7. Show a variety of related products on the same page.
8. Display product comparisons.
9. Clearly display all info on shipping, prices, refund policies etc.
10. Include a clear call to action.
11. Use SEO-friendly keywords in the title, body, & description.
12. Optimise for mobile.
13. Create urgency with limited time offers.
14. Provide live chat.
15. Enable “Add to Wish List” features.
Put these 15 tips into action and create product pages the convert browsers into loyal paying customers. Here’s how: Eye-Catching Images with White Space
A product pages layout is more important than you think. In fact, it can influence a customer’s decision about whether to search for their desired products on your website or not. Always, always, always use high-resolution images. Yes, your product pages are going to take time and effort to set up, but you should simply never compromise on the quality of your images. High-resolution doesn’t just refer to how detailed the image is, but also pertains to the size.
You need to include an image that isn’t too big or too small. It’s a good idea to have a medium size image posted that a customer can zoom, if required. White space is essential when posting product images. The images should not have a busy background. White space draws the eye to the actual product and ensures that browsers are focusing on what’s most important. Label your images accurately and think in terms of SEO-friendly keyword labels when doing so.
Social Sharing – Make it Possible
“Sharing is caring” certainly does ring true when it comes to creating product pages that convert. A common feature of high converting product pages is that they can be shared. If a consumer likes what they see, they can share it on various social media platforms and get feedback before deciding to buy. This also earns your products more exposure and could attract other customers to visit the page and buy the product too. Add buttons to your website for social media sharing and allow your browsers to spread the word for you.
Create Detailed SEO-Friendly Product Descriptions
Consumers show a trend towards basing their buying decisions on the following 3 factors:
- Detailed descriptions
- Online reviews
- Price By providing all of these details at once, you are ensuring that consumers can make instant decisions without having to look around. A customer should never have to work to find out more about your product or compare it with others. Lay it all out for them. You can also use your product page descriptions to incorporate some clever SEO by using the correct keywords and providing information that’s relevant to the right industry.
Reviews & Ratings – Product Pages that Convert Display them Clearly
One of the reasons why online shoppers prefer ecommerce websites that display reviews and ratings of their products is transparency. These reviews are genuine thoughts, feelings, and opinions of other customers who have a similar set of interests. Online shoppers tend to trust other shoppers more than they do suppliers.
By allowing reviews and ratings on your product pages, customers will be able to place more trust in the authenticity of the product displays and descriptions and will be more likely to buy that product from you. If you receive negative reviews, do not delete them. Use the opportunity to handle the situation publicly and with a helpful and understanding approach. This will boost customer confidence in your brand.
“Buy Now” & “Add to Cart” – Make These Buttons Clear and Bold
If you have ever visited product pages and found that you like the product, but don’t know how to buy it, then you know of the potential frustration. Customers don’t like to be kept waiting. Make sure that the instructions for making use of the site and how to go about buying your products are extremely clear. To do so, make these buttons larger than others on the page and try make them a colour that stands out. Make sure that you test these features regularly. Websites with glitchy processes frustrate online shoppers.
Videos & 360-Degree Views
If you want to find a powerful way to get customers to buy your products, use videos and 360-degree views. These allow the browser to immerse themselves and imagine using the product themselves. Some ecommerce stores show videos of models wearing clothing items, while others use videos to show browsers how easy a product is to use. 360-degree views are also often used to sell real estate or show off holiday rental options, to name just a few. Humans are visual creatures – we respond well to high-quality, visually attractive content and some of the best product pages in 2018 included these features.
Show a Variety of Products on the Same Page
Product pages that convert often include variety. Online marketers often call this “leaving breadcrumbs”. You don’t want to leave a customer feeling as if they are stuck viewing just one product and then have to use the back button or carry out a new search in order to view more or similar items. This can become frustrating and time-consuming which will send online shoppers running. Providing easy, seamless switching between products is a highly effective way of creating product pages that convert.
Display Product Comparisons
If your product is available in a variety of styles, colours, and sizes, then you are going to have to do an amazing job of ensuring that the customer knows this immediately. It’s important to make it easy for shoppers to see and choose between the options, without having to click around and do multiple searches. You can create effective product comparisons by featuring each product variation side by side and drawing up a descriptive comparison text. Informed customers are more likely to spend more.
The Details – Clearly Display all Important Information
Customers want to have all of their questions answered by the specific product listing that they are viewing. Imagine how quick sales will process if you provide everything required and customers feel confident buying, without making contact first! Make sure that your product page includes all information that might be relevant to shopper. These include:
- Shipping information (if you don’t ship to certain countries, make this highly evident).
- Returns policy.
- Price of the product.
- Accepted payment methods.
- Specifications of each product (sizes, colours, materials used, ratings).
- Company contact details.
Clear Call to Action
Online shoppers want to know what to do next. A call to action changes from one website to the next. For one website, a “buy now” button that sends the shopper to the online ordering system is sufficient. For other websites where custom offers are made, you might want the shopper to fill in a form, provide contact details, visit another site, or similar. Make sure that the next step is as obvious as possible, or you could lose out on sales.
A product pages SEO is just as important as the product itself. The SEO is what will get your product page ranking in search engine results. You can use SEO in the following ways on your product page:
- Use keywords in the product title and description.
- Ensure your meta data includes a title and 60-word description that includes the correct keywords.
- Label all products on the product page correctly.
Optimise Product Pages for Mobile
Optimising your website for mobile is one of the most essential ways to create product pages that convert. According to Statista.com, 75% of females and 64% of males in the UK place orders for products online via their mobile device. If your website isn’t geared towards mobile functionality, you could be missing out on a large portion of the market.
Create Urgency with Limited Time Offers
Often, a hesitant customer will hold-off buying the product and might never actually return to the page. Adding a sense of urgency to your product pages is the best way to get them converting. The idea is to give consumers a sense that if they don’t make a decision soon, they are going to miss out. You can do this by:
- Detailing how many units you have left in stock.
- Showing how many people are viewing the product at the same time.
- Offering a price or the product for a certain time period only – a stop watch is good for this.
- Stating that there are limited units available and that the deal is once-off.
- Clearly marking “expired” and “sold out” products and deals.
Provide Live Chat Assistance
An online shopper with unanswered questions is usually a shopper that puts off purchasing. While you might have done everything possible to provide as much detail about your product, a consumer might have unexpected questions. To ensure that help is quickly at hand, provide a live chat option on each product page. ZenDesk is a popular live chat service that you can add to your website. Alternatively, a professional SEO services agency for businesses in the UK will be able to create and implement such a service for you.
Enable “Add to Wishlist” Features
Some online shoppers just aren’t the “buy immediately” type of shopper. Some like to do a bit of research and product descriptions before making a decision. If you work hard to ensure that your products are of a high quality and that your prices are right, you should have nothing to worry about. But you don’t want to lose your customer while they venture out, discovering a plethora of other products and service providers.
By incorporating an “Add to Wishlist” feature, you can provide your customers with the option of creating shortlists of their favourite products. If you allow customers to create user accounts, you can even send them a polite reminder about their tempting wish list in a few days’ time. It’s a nice way to keep in touch and have your customers remember you.
While these 15 tips are designed to help you create product pages that convert, there’s nothing more valuable than your own research. Each industry has a different set of consumers who behave differently. It’s important to monitor your analytics to have more insight into how they behave on your current product pages and why. You can use Google analytics to find out everything you need to about how your customers use your website. A customer survey can also prove highly valuable as you can use the collected data to find out what frustrates them, what they would prefer, and what makes them choose other product websites over yours.
Be prepared to put some time and effort into fine-tuning your product pages and soon you will find them performing at peak potential.