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5 Ways To Optimise Your Product Pages

Conversion Rate Optimisation

Stephanie Fenton

20th August 2015

5 Ways To Optimise Your Product Pages It’s that time of year again - the days are getting colder, the nights are getting longer and hopefully most of your summer sale stock has cleared to make room for your autumn/winter collections.
Optimise your product pages with these 5 simple tips...

  1. Use your meta content to help your organic listing stand out from the competiton.
  2. Use your product description to highlight all the features and benefits.
  3. Compress images to prevent them from slowing down your page.
  4. Make sure it's easy for users to navigate your site and complete their purchase.
  5. Share your new product pages with search engines and influencers.

Stand out against the competition

It’s likely that you’re not the only person selling your products - unless you’ve hit upon a very niche market! But you’ve got your own USPs - make sure you get them out there, potential customers need to know. You need to stand out from the crowd - it’s a jungle out there! Stand out in search engine results pages by promoting USPs in your meta content. Do you offer a better delivery service? Do you offer hassle free and easy returns? Have you got the largest range of that product category or brand online? Check what competitors say in their meta content and say it better. Think of meta content as an advert for your page.

Provide clear information about the product to potential customers and search engine robots

Your customers need to know what they’re buying and Google needs to know what you’re selling - they are not mind readers. Ensure product descriptions are clear and concise. They need to be readable by human customers but hit the mark when it comes to search engine optimisation. This is your chance to sell the product to potential customers - think about how you would describe the product if a customer was browsing your bricks and mortar store. Use adjectives that appeal to your target audience - make sure you mention all the key features and benefits. Poor descriptions are a common reason for high return rates. Avoid abbreviations - unless widely and commonly known by your target audience. Don’t forget to optimise for search engines - what are the key phrases people would query when looking for your item or products?

Optimise your images

Customers buy with their eyes. If they can’t visualise the product, it could be a barrier to conversion. Make sure your images represent your products the best they can. But don’t forget Google - make sure your images have descriptive alt text - this will help the search engine robots understand what your image is about. When writing your alt text include key phrases you think your target audience might use when browsing image search. Be sure to use a CMS that compresses images (without losing quality) so that they don’t slow down the page load. Make sure you provide the ability to zoom into key product details (or provide close up shots).

Ensure users can continue their journey and complete their end goal

Your customers have found what they’re looking for. They’re excited. They’re ready to buy - it’s all going well. And then, they get lost! Make sure your customer journey is as smooth as possible - get your internal links rights and be sure you’re giving your customers all the information they need to navigate through your website from start to finish. Test common user journeys across all device types. Do you come across any issues? Is there any key information you can’t easily find? Every page should be accessible within 3 clicks of another and you should be aiming to provide links to complementary content that will enhance a user's visit. Key information should always be shown above the fold. Make sure contact and delivery information is easy to find site-wide. Be careful not to use too many fonts and colours as it can make your page cluttered and distract from key calls to action.

Make sure search engines and potential customers know about your new products

New stock online? Excited about it? Well tell someone! Ensure your website promotes new products - maybe develop a ‘New in’ section and make sure any new pages are automatically added to your XML sitemap. Consider working with bloggers - independent voices within the market who can do wonders in promoting your new products. And not forgetting email marketing and social media - ensure all these channels are communicating the same message to increase the ‘noise’ and ‘conversation’ about your new products.

If anything we've said jumped out at you (or if any of it was news to you), then give us a shout and we’ll be sure to help out where we can. 

Stephanie Fenton
Stephanie Fenton

20th August 2015