Optimizing an E-Commerce Page
July 12, 2017
July 12, 2017
When it comes to ecommerce, conversions are key. Turning a site visitor’s interest into a purchase is tricky. If you’re not selling face-to-face, is your ecommerce page correctly set up to do the sales pitch for you?
While there is not a single product page out there with a 100% conversion rate, there are basic, proven methods you can use on your pages to increase the chances of the customer hitting that all-important add to cart button.
Proper URL Structure
First things first, customers need to be able to navigate to your website. A clean URL structure is essential if you want your page to be indexed and hopefully ranked by search engines. Avoid multiple domains, keep them short and readable.
Good URL: vapestore.com/blog/7-best-vaporizers/
Bad URL: vapestore.com/d?=6r77<!~
On a basic level, avoid using unnecessary characters, omit stop words, and limit the number of redirects if you’ve decided to change a URL or delete a page. If you can put your exact keyword in the URL in a way that makes sense, great.
Formulating a Title
The page title and SEO title describe what is on your product page to both consumers and search engines. Titles should be short, concise, and accurately describe the product. Avoid long titles packed with specs and keywords. This can appear spammy to search engines, and searchers will most likely not click on search results with these types of titles. Save the details about the product for the product description!
The title should include the product name, brand name, and attempt to reflect a search query related to that particular product.
Correct title code:
Keep in mind that Google will display about 60 characters. If your title is any longer it will get cut off. You can use SEO plugins to avoid any character limit issues.
Compelling Meta Descriptions
A proper meta description is a summary of the contents of the page. The meta is the short snippet of text below the blue link in search results.
This example is a meta description for the homepage of an online headshop. To make the description compelling, they’ve included products they offer such as bongs, glass pipes, vaporizers, and accessories so that the searcher can decide if it’s a link they want to click on. They also mention that they offer free shipping in the U.S. which could make their search result more enticing to click on.
Meta descriptions can be any length. However, it is best to keep them under 160 characters to avoid them being cut off.
<meta name=”description” content=”This is a meta description.”>
Just like with titles, you can use this HTML code or use an SEO plugin to formulate the meta description.
These descriptions are not ranking factors, meaning that they should be crafted with only the consumer in mind and avoid misplaced keywords and ditch the meta keywords. Writing compelling copy that draws the searcher in is the best way to craft a meta description.
Rich Product Descriptions
The title successfully describes the product you are selling to both consumers and search engines. Providing details and specifications is the next step. Adding a product description to your ecommerce pages indicates to search engines that there is valuable content on that particular product page.
A correctly optimized product description should be no less than 300 words and avoid keyword stuffing. Although keyword density isn’t as important as it once was, keywords should only be placed in a way that makes sense.
Product descriptions are obviously written as a sales pitch, no matter how creative or witty. To capture the more skeptical consumer, consider adding a product review section in an easy-to-find spot on the product page, as well as social sharing buttons.
These forms of social proof can help influence purchasing decisions of future site visitors.
Images That Sell
Product images can be a make or break factor when it comes to closing a sale online. Even if your page has a beautiful layout, description, and review platform, a grainy product image can close the door on any potential sale that you may have had.
If you’re taking your own product images, invest in a quality camera and put your beloved iPhone aside. Make sure to get shots from multiple angles and save the images as a file type and resolution that is conducive to a product page.
So we don’t ignore search engines in all of this, don’t forget the image title and alt attributes!
Don’t Ignore UX
A lot of marketers get caught up optimizing their pages to appeal only to search engines and forget about the actual person who is navigating through the website, category pages, and product pages. User experience is massively important for both ranking and closing sales.
So you wrote a 500-word, keyword rich product description? Awesome. Your meta descriptions and titles are perfect for Google? Great.
Be sure that your product pages are visually appealing and are easy to navigate. Avoid dead end pages on your website and make sure that users can easily get from your home page to your product pages and vice versa.
Visitors should easily be able to select color options, click through images, find the add-to-cart button, and navigate to their shopping cart.
A good rule of thumb is to use your favorite ecommerce sites for inspiration. While your product pages should be uniquely crafted around the products you’re selling, there is no need to reinvent the wheel.
Now that you’ve crafted an optimized ecommerce product page, always look for ways to make it better. Take note of which products sell best on your website and use their pages as a template to bolster your products that aren’t performing as well.
Search engines value fresh content, so if you haven’t made any changes to a page in a while try revamping the product description or add new pictures and product videos.