When it comes to your eCommerce site, one of the most important pages to optimize are product detail pages if you want to drive conversion and improve sales. This is because product pages have the potential to make or break the success of your products depending on how you set them up.
At the end of the day, when you own a business, selling is everything, and optimizing your eCommerce page to drive traffic needs to be the main priority. Achieving this goal is far easier said than done. Fortunately, there are tried and true ways to create meaningful conversions on your eCommerce sites and some of the below tips can help get you there.
In this article, we will explore the importance of building eye-catching designs when building your site and product pages, how to develop an SEO strategy to drive traffic to your products, and how product images can make the difference between a purchase and a lost sale.
Focus on design and functionality
Designing effective eCommerce product pages can be a difficult task because you need to build something that can quickly catch the eye of someone who stumbles across your site. It only takes a few seconds for a potential lead to decide whether they want to stay on your site or not.
However, everyone has different tastes and what appeals to one person may turn another away. How can you overcome this barrier and design product pages that appeal to anyone?
This is a question that many online businesses face, and thankfully most have taken action to help solve it. For this year alone, 73% of companies have reported investing more in their user interface designs to make them more responsive and appealing to customers. You don’t want to be one of the few that isn’t.
The truth is, you won’t please everyone and if you try to design your product pages to do so, you’re more likely to attract no-one in the end. It’s better to design your store that reflects your brand, as well as what you are offering and trying to achieve.
Pre-made website themes and designs are a great way to save time and energy compared to building a site from scratch, leaving you more time to focus on getting your products and product descriptions ready for launch. They’re also readily designed for optimum functionality and to make the customer web experience easy and simple and are easily customizable so no one website using the same theme looks the same.
It’s no surprise that more and more people are using mobile devices when shopping online rather than desktop computers and laptops. So even if you have the most visually aesthetic website, if it’s not optimized to be viewed on mobile at an optimum speed, it’s more likely that website visitors will abandon a page. Offering features such as mobile apps that customers can use will make their shopping experience more engaging and personal.
Don’t forget quality images and graphics
Lacking eye-catching product images and photos for the products you are selling can make or break new conversions. Choosing the right color scheme for your site and using professional graphic designs to complement your product images is also crucial.
If you’re just starting out with your eCommerce store, there may be a possibility that you don’t have high quality, professional images of your actual products yet to use on your site. But don’t let that stop you from launching your site, Ultimately, having quality photos and images to begin with is better than having none at all.
Another key aspect of product success is encouraging customers to leave reviews with photos of them using your products. This can help potential customers gain a sense of what your product looks like in a real environment, as well as give them additional confidence they need to proceed with making a buying decision.
Revolve your pages around SEO
Very few eCommerce site owners or web designers truly understand how functionality and site structure can actually enhance search engine optimization, which focuses on optimizing page content in a way that allows it to be discovered organically through search engine results.
There are many ways to optimize SEO on your product pages. Identifying keywords that are trending and relate to the products you are selling is one method. This can be done by a quick Google search for your product to see what search results appear at the top of your page. After identifying keywords, you can focus on structuring product headlines and descriptions that include these keywords.
But contrary to what many people think, ranking for popular keywords is only one component of ranking your site higher on search engines. Improving the user experience and including quality images as we’ve already discussed are also good strategies, in addition to targeting local searches and building a diverse backlink portfolio
Ultimately, investing time into learning the fundamentals of digital marketing and what tools work for you and your site will give you an idea of how search engines work, and how to drive leads to your website. You’ll further be aided by using any popular eCommerce platforms such as Shopify or WooCommerce, which come with valuable SEO tools such as keyword planners, tag assistants, page speed insights, and data testing services.
As a final tip, take note that most web users skim through content and subconsciously look for the keywords that are relevant to them. Structuring your website to have a large number of focus keywords will catch the eye of a potential customer quicker than having dense paragraphs describing a product.
Juggling all of these different requirements for building outstanding product pages can be overwhelming, but with the right tools, you will see impactful results. Build a page that reflects your company’s values and what you bring to the table.
About the author:
Sam Bocetta is a freelance journalist specializing in U.S. diplomacy and national security, with emphasis on technology trends in cyberwarfare, cyberdefense, and cryptography.