The eCommerce industry is rapidly growing and many brands struggle to boost their e-commerce conversions. They mainly focus on optimizing their carts and checkout pages to increase sales. But in fact, the majority of customers don’t even reach that point and decide whether they should buy your products or leave the site while on product pages. No matter what marketing strategy you use and how high your traffic is, if your product pages aren’t optimized based on the search demand, you’re not likely to get any sales.
In this article, we’ll discuss how you can optimize the product pages of your eCommerce website to significantly increase the odds of product success.
What is eCommerce Product Optimization?
eCommerce product optimization is a practice to improve a product listing to make it more attractive to customers to get more traffic and increase sales. An optimized product page is specially designed to be found in search results of different search engines and can convert browsers into actual customers. Showing in the top search results of all leading search engines is the main goal behind optimizing product pages.
Why Product Optimization is So Important?
When someone performs a Google search for your products, chances are they may not be able to find it in search results if your product pages aren’t optimized correctly. Every product page must be supported by keywords buyers are using to search that product. But before optimizing your product page, it’s important to do keyword research to know the search terms to drive more traffic. eCommerce product optimization is one of the key decisions that can make or break any business. So, unless you don’t want to miss out on your potential buyers with poorly optimized product pages, consider optimizing them without wasting a second.
How to Optimize Your E-commerce Product Pages?
Here are some tips to optimize your eCommerce product pages:
· Use Keyword Strategy
Keyword research is the first step for product page optimization. Always search for product-related words or terms you think users are searching for when conducting keyword research. If you have competitors who rank higher than you in search results, use their site to get keyword ideas.
· Use Unique Title Tags & Meta Descriptions
Properly optimized title tags and meta descriptions can do wonders to enhance your product page SEO. Each page title of your website should be unique so that users can easily differentiate between them. Page titles should include keywords relevant to the content of your product page. Create bespoke and meaningful page titles for the most important pages of your eCommerce site. Write a unique meta description no longer than 130 words for each page. Make sure to target a unique keyword for each product page to engage visitors and improve CTR.
· Include Longer Content on the Most Important Pages
The longer content tends to rank better in Google which also applies to e-commerce sites and can help increase conversions. Write a long product description of up to 1000 words of content for your 10 most important product pages.
· Schema Mark-Up on Product Pages
Schema markup on product pages helps search engines to understand the content and purpose of the web page and index them properly by showing product cards. It will enhance the appearance of your product pages in the organic search listing which is the best way to drive more clicks and boost sales.
· Use High-Quality Imagery & Videos
How pleasing your website is to use would boost overall user experience and contribute to the site rankings. Having clear, crisp images and helpful videos would help illustrate your content to users, increase customer traffic, and convert more leads.
· Test Landing Pages
A good landing page has the power to convert visitors to leads. Use tools like Google optimize and Optimizely to test even the smallest variations within product pages and figure out the ideal configuration to raise your conversion rate.
· FAQ Content
The product pages must have an FAQ section marked up with FAQ structured data. The FAQ section should answer all possible questions users can ask about your product. When users can easily find the information they’re looking for, they are more likely to purchase your products.
· Share Customer Reviews
Product pages with customer reviews are proved to have higher conversion rates than those with no reviews. Reviews are the most influential form of customer content that has huge implications for SEO.
· Improve Page Speed
The page loading speed of your site is one of the signals used by Google algorithms to rank pages. Minimizing your page loading time can increase your eCommerce store rankings by providing a better user experience.
· Fix Technical Errors for Product Pages
If your site has technical SEO problems, it will affect your rankings. Audit your product pages for technical issues like duplicate content, lack of sitemaps, slow loading pages, browser incapability, split link equity, and server errors.