Are you using all the effective strategies to drive traffic to your website but conversions aren’t happening? It’s likely that your product pages aren’t effectively optimized to drive sales.
In this article, we’ll discuss 5 practical ways to optimize product pages to increase sales.
Why is this important? Because your product pages are a key part of your ecommerce business.
They provide all the necessary information to help potential customers decide whether to buy or not.
Besides, all your ecommerce marketing strategies are purposely meant to achieve one thing—convince your website visitors to visit your product pages and hopefully make a purchase.
Surprisingly, the average ecommerce conversion rate globally as of November 2022 stood at 3.67%.
Source: Dynamic Yield
What does this mean?
Marketers and business owners need to learn how to optimize their product pages to drive more conversions.
The good news?
This article is going to teach you exactly that.
Let’s get started.
1. Conduct keyword research
Without uncovering how potential customers are finding your products on the web, it will be difficult to target them effectively.
You need to ensure that customers are finding your products easily.
To achieve this, conduct in-depth keyword research to find the search phrases users are entering on search engines when looking for products.
The best thing is that there are plenty of free and paid keyword research tools out there.
For instance, you can start with Google Autocomplete.
To enhance your search, you can use paid keyword research tools like Semrush. Here’s a detailed Semrush review by Attrock to help you understand the keyword research tool.
For instance, these are the results for the keyword ‘best dog food for sensitive stomach’ on Semrush.
As you can see, the keyword has a search volume of 6.6K in the United States and 8.9K globally. If you were selling dog food, this is a potential keyword to optimize your product pages.
Just a heads up: Try to target transactional search intent keywords like procreate tattoo brushes that show that people want these brushes for a specific purpose and are ready to buy them.
2. Analyze your ecommerce product pages
Launching your ecommerce product page optimization strategy without examining the current state of your pages is a waste of time.
Take the time to examine various elements to determine where to optimize effectively.
Focus on giving your customers a good experience. Remember that bad user experience is costing ecommerce businesses 35% of potential sales.
Here are questions to answer:
- Do your product pages load fast on desktop, mobile, and tablet?
- Do they engage your customers with a clear design?
- Do you have enough information to convince customers to buy?
- Do the pages educate your customers effectively about your brand?
- Do your customers get a good experience when browsing your product pages?
Analyze your product pages sufficiently to ensure all the elements are optimized effectively.
You can use landing page builder software like Leadpages or Instapage to design well-optimized product pages.
3. Optimize your ecommerce product page for mobile users
There is no denying that mobile ecommerce or mobile commerce is growing faster than ever.
When shopping online 58% of millennials and 49% of Gen Z say they will start by using their smartphones. In addition, 53% of those who shop online every day rely on their smartphones.
According to Statista estimates, retail m-commerce sales in the United States are forecast to grow to approximately $710 billion by 2025.
What do these statistics mean for your ecommerce business?
You should design mobile-friendly product pages.
Here are some ways to create mobile-friendly product pages for greater sales:
- Keep the Add-to-Cart button visible and above the fold.
- Optimize your text and images for smaller screens.
- Make information easily accessible for mobile users.
- Make your product pages swipe and zoom-friendly.
- Test your product pages and use customer feedback to optimize accordingly.
4. Provide detailed information about products
Customers coming to your product pages are probably looking to buy or do comparison shopping, so pricing the product correctly is paramount.
You need to include as much detailed product specs as you can to enable them to compare.
As a rule, your ecommerce product pages should provide details, such as:
- A well-optimized product title
- Information about the brand
- Size, dimension, and capacity
- The material used to make the product
- Important features and components
You can use a Product Documents extension to showcase further details of your products like instruction manuals, specs, and more.
A good example of a brand that includes detailed product information is Amazon.
Take a look at the information included for this adjustable reclining high-back gaming chair for adults.
Here is another section providing more information about the chair.
Here are some ways to write well-optimized and unique product descriptions:
- Write short and convincing product descriptions.
- Make your copy engaging and brand specific.
- Include your target keywords.
- Adopt a clear structure to boost readability.
Ensure your product details are relevant, useful, and easy to understand.
Some brands also include presentation videos in their product descriptions. You can also experiment with this strategy to improve conversions on your product pages.
Try to add all ecommerce site essentials that help your customer to shopping with pleasure from your website.
5. Include a clear call-to-action
Since you want people visiting your product pages to convert, you need to tell them exactly what you want them to do.
Do you want them to book a call, view a demo, subscribe, or buy? Make it clear.
Having visible call-to-action buttons on your product pages is one of the most effective ways to optimize product pages to boost your ecommerce conversions.
ASOS uses clear CTAs across all their product pages.
Their call-to-action buttons tell users exactly what to do—to add the products they like to the bag.
You can use a color that improves the visibility of your CTA button and try not to surround the button with more text.
Your product pages are a powerful tool to provide useful information about your products and influence customers’ purchase decisions.
We hope this article has taught you the ways to optimize product pages for better conversions.
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