With eCommerce offering a great platform for budding entrepreneurs to make it big, more and more people are looking for effective ways of building a successful online store. While there is quite a lot to be said about implementing a sound online marketing strategy, the truth is that many web stores fail at the basics. If your website design doesn’t allow customers to get the information that they need, purchase items with relative ease and find your pages quickly when performing a search, then marketing becomes a moot point. The most important part of optimizing an online store is making sure that the product pages look great. So, how do you go about creating product pages that are easy to find in searches and turn visitors into customers? Here are a few important steps that you need to take.
1. Do some keyword research, but don’t stuff the page full of keywords
Before you can move on to creating good title tags, URL structure and product descriptions, you’ll need to find out which keywords will work best for you. There are plenty of effective keyword research tools available, and you can do the research fairly quickly, but it’s important to try and think like an average shopper. The focus should be on long tail keywords, and you’ll have to understand the current market trends in order to find the right phrases, e.g. “silk fitted button down shirt” may not work as well as “women’s tailored silk shirts”.
2. Make sure that your URL’s are short and readable
Google advises people to use a short and descriptive URL structure, as it is the best way of attracting the attention of both the online shoppers and search engines. You don’t want your product page URL’s to be a bunch of chaotic letters and numbers. As a general rule, you shouldn’t have too many subcategories unless they are really necessary, and should make sure to use hyphens, keep it short and avoid stop words.
3. Create unique title tags and meta descriptions that make sense
Your page URL and the title should convey the same information – they don’t have to be word-for-word copies, but you want the shoppers to be clear about what they are getting, and you want to ensure that the page is easy to find. Titles that are stuffed with lots of information look incredibly messy – you need it to be snappy and to the point, so that there is no confusion. Meta descriptions can also be a useful tool, as they give the potential customer some extra information on the product, and it’s not that difficult to be a little creative when writing them.
4. Write compelling, informative and fun to read product descriptions
This part is the bread and butter of your product page, and it has to grab the visitors’ attention, give them a reason to buy the product and sell them on the wonderful experience that owning such a product affords them. Don’t simply list the basic characteristics, go into things such as:
- The intricacies of the manufacturing process
- The manufacturer’s long history of success in the field
- How it feels to use the product
- Who the product is designed for
- What type of tasks or occasions the item is best suited to
You can use humor, adopt a fairly personal tone and tell a story. Remember, you are not just describing an item to someone, you are making a sales pitch. So don’t let the product pages sound like a robot wrote them – think of an experienced used car salesman who tries to make an emotional connection with the customer and tell them exactly what they need to hear to get excited about owning a particular model.
5. Include user-generated product reviews
Product reviews are a simple way to add some more unique content to your product pages, and improve your credibility without investing any additional time or money. Word of mouth is one of the most effective ways of selling yourself a reputable company, but even if we set aside the fact that product reviews inspire a bit more trust, they are a great choice as they allow more experienced users and loyal customers to share their thoughts on particular products.
Someone who has done business with you in the past and has used several of your products will be able to tell new customers all about some of the details that your product description might lack, e.g. discussing durability over a long period of use, creative ways of using the product and combining it with other products, or provide a few good maintenance tips.
6. Add high quality images and videos, with good ALT tags
Online shopping is an attractive prospect because it is private, comfortable and incredibly simple. However, since people are buying something that they cannot closely examine with their own hands or try on, they will be looking for plenty of images and potentially videos. High resolution images, taken under the right lighting can help your customers get a closer look at some of the key features, examine the item from a variety of angles, take a look at what’s inside and what makes the product tick, see how it looks on a model or how it performs and so on. You also want to make sure that your images have appropriate ALT tags that allow them to be picked up by crawlers and give you a better chance to rank higher in the SERP’s. They can also help visually impaired customers get an idea of what is shown in the images.
Having well-designed product pages as well as a well optimized website allows your eCommerce enterprenureship to attract more visitors, and ensure that the majority of them will actually go through the checkout process and buy something. It’s not all that difficult to create a great product page, as long as you invest a bit of time and follow the important steps outlined in this article.