Optimizing Product Pages to Drive Sales
AKA how to grow your revenue by making (free) changes to your website.
By Arielle Mullen, Digital Strategist
Effective marketing in the digital age has never been more difficult. As industries across the board have become more saturated and competitive, small-to-midsize businesses are among those hit the hardest, as they struggle to compete with big box stores and the ever-present, ever lengthening shadow cast by Amazon.
At the same time, the struggle to capture customer attention has grown, especially when it comes to ecommerce. While tactics like paid search and social ads can be helpful to drive traffic to your site (if you’re doing it right), many businesses are often missing a critical piece of the conversion puzzle – optimizing product pages.
Taking the time to optimize your page can be a low-cost tactic for hugely improving your conversion rates, it just takes time. Before spending money on influencer outreach, social ads, or any other pay-to-play method, we highly suggest taking the time to review your product pages to ensure they are fully optimized for your customers’ shopping experience.
Not sure where to start? We’ve got you covered! Below you’ll find a list of what every product page should include, insider tips on how to write successful product descriptions, and the fundamentals of using SEO to drive conversions.
The Absolute Must-Have Elements
- Mobile-friendly/responsive pages
- Variant options (color, size, etc.)
- Descriptive product name
- Product availability
- Informative description — include relevant product specs
- Clear images showing the product from multiple angles
The Good-to-Have Elements
- Related products
- Enlarged image functionality
- Registry/wishlist options
- Return policy
- Customer reviews & ratings
- Secure checkout/security badge
- Product video
- Link to FAQs
Tips & Tricks: Product Descriptions that Drive Conversions
Know your audience. Put yourself in the shoes of your website visitors. (Important Note: “Everyone” is not your audience). Consider their location, age, gender, interests, education, income, and language. Keep in mind that you are not your target audience, as you already have all the information. Is there a how-to guide or product demo that you can include or link to? Practicing empathy and writing with the intended audience in mind will yield product pages that are more successful in driving conversions.
Don’t use “sales speak.” Everyone gets constantly bombarded by ads online. As a result, we’ve become experts at ignoring marketing messages, and in ecommerce, there are few deadlier sins than using sales speak on your website. Authenticity is key, and when writing product descriptions, it’s best to use a more genuine, conversational tone in an active voice.
Make sure your descriptions are easy to scan. Use white space and bulleted or numbered lists to make your content clean and easy for the viewer to digest.
Focus on the benefits. Don’t just include the bare-bones information about your product. People want to know how your product will solve their problem or fulfill their needs.
Check your spelling & grammar. There’s no quicker way to lose your audience’s trust than when you have spelling or grammar errors on your website. Even if you feel confident in your writing abilities, always have at least one other person review your work.
The listing below from Lowe’s is an excellent example of a product page that’s highly optimized:
As you can see, this product page includes the following elements:
- White space
- Bullet point information
- Ratings and reviews
- Product availability
- Mobile responsive design
- Clear images and a product video
- Informative description
- Link to more information
Tips & Tricks: Optimizing for Search Engines
- Don’t double-up. Tempting though it may be to use duplicate descriptions for similar products, this is a definite no-go. Although a website visitor might not immediately notice, search engines will, and it could negatively impact your SEO as a result.
- Leverage a data feed. Using a data feed will allow you to distribute your products on Google Shopping and other online marketplaces. The better your product page is, the higher you’ll rank in the results.
- Check out the competition. Knowing what your competitors are doing will give you an understanding of where you fit within your industry. Consider conducting a competitive analysis to see if there are tactics that are working for others that would be beneficial to incorporate into your strategy.
- Use keywords and phrases. Avoid keyword stuffing, but use them where it makes sense. Add keywords (the same ones, if possible), to your page titles, meta descriptions, ALT tags, and in your product descriptions.
- Mind your product names & categories. Pull up one of your product listings on your website and look at the URL. For best results, it should adhere to the following structure: main domain, product category, product. For example: www.yourwebsite.com/productcategory/product.
- Don’t forget to test. If you’re not sure of the description length, featured image, or product title that will drive the most conversions, try A/B testing. Keep in mind though to only test one variable at a time. Otherwise, you’ll have a difficult time attributing the results to any single element.
Investing time into improving your product page content is one of the most impactful things you can do to boost sales and drive conversions. You might need to experiment a bit to discover what will resonate best with your target audience, but once you’ve developed a clear formula, it will be easy to replicate and apply to all future product listings.
Work with industry experts and get the guidance you need to develop a funnel that delivers results. Interested in learning more? Check out the MTO EDU Digital Marketing Membership Programs we currently offer, or get in touch with our team!