The goal of any online store is to make profit. If you’ve already set up your ecommerce website or even if you’re doing the invaluable research necessary before any virtual building begins, surely a certain 90s pop-culture reference, in the form of a Jerry Maguire quote, has popped into your head: Show me the money!
And while everything that has been covered here on Ecommerce Rules––from finding the perfect store platform to drop-shipping advice––is vital to a successful online store, when it comes down to it, no money will be made if your product pages aren’t top notch and enticing to consumers.
Product pages are where customers go to not only find your product but all the answers to their questions––it’s the final stop before check out and point of entry for purchases. Product pages should reassure buyers through the wealth of knowledge and information displayed––if done correctly, they strengthen the potential for conversion (when a customer goes from browsing to buying) whereas when product pages are done poorly, they serve as a deterrent for any business transaction to occur.
In this post, we’ll discuss key components of an excellent product page sure to draw people in, encourage them to browse your items, and secure the purchase. Here are 3 tips to optimizing product pages in your ecommerce store.
1. Product Page Photos
As it’s done from a distance, online shopping is a very vision-driven experience; because customers cannot physically hold or inspect items, they must visually assess their potential purchases, and this is why photos are so vital with any ecommerce.
High-quality, professional-looking photos are an absolute must for your product pages. According to Forbes magazine, 67% of consumers deem photos “very important” when they choose a product, and if you think about your own experiences as a shopper, what is more likely to catch your eye at a quick glance, a beautiful image or plain text? This is the mindset you must take when building your product pages––build them from the customer’s perspective. As it is the shopper you’re trying to engage, the page needs to be tailored to their needs.
Product photos should be large and high-resolution, crisp and clear. Choose a standard size for each product’s photo so that your website looks uniform and professional, and as you choose the size, make sure it really shows off your merchandise. The more detailing your items have, consider making the photo bigger to be able to display that. You can also consider zoom capability to show off those minute details, offer multiple views and angles of an item, or have one standard photo that would appear in the product listings and an extended-size version that they can click on. If you go this route, keep in mind that most consumers want a significantly larger picture with this option. Surveys have shown that people get frustrated and turned off when a site promotes a larger image option that is only marginally bigger.
Don’t fret if you can’t hire a photographer or outsource your imaging. We’ve got the perfect post for you on how to shoot the best product photos when you’re on a budget, including tips on staging and a do-it-yourself backdrop, lighting, and the essential equipment you need to produce professional-looking photos in your very own home and without spending a fortune.
2. Implement SEO for Product Pages
Now, you may or may not know much about search engine optimization, but this is a prime time to learn some basics and as you continue to grow your ecommerce, you’ll surely learn more. Search engine optimization, or SEO as it’s often called for short, is essentially things you do to ensure you catch the attention of large search engines, such as Google, that rank your page. What do we mean by rank? Well, have you noticed when you search for something online such as “bikes”, Google returns your search results in a list form with a specific site on top and then more as you scroll down? Your aim is to get your ecommerce store as close to that top search result positioning as possible and the best way to do that is optimizing SEO on your product pages––they’re a treasure trove of SEO opportunity given all their content.
As you get ready to optimize SEO on your product pages, sit down and brainstorm keywords for your online store. These are words or phrases that broadly represent your store and the products you sell. If your company produces custom bikes and bike parts, keywords for your website could be: bikes, bike parts, tire, pedal, bike seat, and so on. Now that you have your list of keywords, disperse them throughout your product pages: in your product descriptions, product listings, and product name.
In terms of naming your product, while you do want to use the keywords, you also want to be more specific and unique when naming your products so that they show up higher in search results. Google and other large search engines love and reward unique content––if your product names and descriptions are generic and word-for-word, off-the-box text that other retailers also use, your website will get lost among the competition. Therefore, when naming your products incorporate both the keywords and some creativity. For a custom, hand-built fixie in our bike shop example from above, instead of just naming the bike “Fixie Bike” on your product page, let’s name it “Masubi Grand Fixie Bike”. If you type the first generic product name into Google, more than 8.5 million search results come up whereas if you look up our more creative, unique name, only 1,870 results come up. As you can see, it’s best to put some thought and original spin on product names to eliminate as much competition as possible.
3. Add Videos to Product Pages
As we discussed earlier, online shopping is a very visual experience. More than a third of the time consumers spend online is dedicated to looking at e-commerce content, so why not offer them even more to look at and encourage them to stay on your site longer? Plus, with advanced technology and video embedding capabilities, adding videos on your product pages not only help with securing conversion and customer engagement, but it can be done simply, and you can also incorporate SEO boosts. With videos, your product page is 53 times more likely to be featured on the front page of Google’s search results (look for an Ecommerce Rules post on video tips soon).
On top of easy implementation and increasing the time visitors spend on your page, videos allow for product demonstrations. Whatever your store’s product, whether it’s jeans (you can show someone modeling the pants so that viewers can see the pair from every angle, plus you could highlight its strengths over competitor products through action) or plumbing repair parts (definitely utilize videos to show repair how-to’s using your products), your online store can only benefit from having videos on its product pages.
And, in case we haven’t convinced you of the importance of videos on product pages yet, one study found that visitors are 64 to 85-percent more likely to buy your product after watching a video. So get recording, or if you’re just starting out and don’t feel comfortable producing your own videos yet, see if the manufacturer of your products has any you can share on your page. This is a good starting point to incorporate videos to your website, and to really optimize your ecommerce store’s product pages, remember professional photos, SEO implementation, and to add quality product videos.