Best Practices for eCommerce Product Pages in 2022
Brent PetersonMay 26, 2022
Researchers from Insider Intelligence predict that eCommerce sales in the U.S. will surpass $1 trillion for the first time in 2022. WIth hundreds of thousands of retailers competing for the attention of American consumers, product pages matter today more than ever.
According to BigCommerce, every successful product page shares 7 common features:
- A featured product image
- A gallery of product photos
- A concise product overview with the title, price, features, and customization options
- A description of the product
- Social proof, such as customer reviews and ratings
- Additional product suggestions related to the item
- Contact information for customers with more questions
In this article, we’ll unpack the most important things you can do to optimize your product pages to increase conversions and boost your search engine rankings this year.
Optimize your product catalog
Consistency among your product pages is a key indicator of a well-designed website and a trustworthy brand. The practice of product catalog management aims to create uniform pages where customers can easily find the information they’re searching for. This practice can also be extended into omnichannel marketing strategies to maintain consistency across all social media and selling platforms.
A simple way to create uniform product pages is to use the same aspect ratio and product scale for each item in your product catalog. You can also use square images to ensure that pictures show up clearly regardless of what kind of device your customers are using.
Update product copy
An essential part of managing your product catalog should include revisiting your keyword research strategy. Your product descriptions, titles, and product page URLs should all reflect the most relevant keywords that your target audience is using, so they should be checked and updated as needed. This will help ensure that your customers will find your page before they reach your competitors!
There are a variety of free keyword research tools you can check out, such as Google Search Console, Google Ads Keyword Planner, and Ahrefs Keyword Generator. Once you have a list of short and long-tail keywords to implement, start adding them into your product copy.
As an additional tip, make sure your product title includes a target keyword, but try not to exceed 60 characters. Anything longer than 60 characters will get cut off on Google search results pages!
Include a FAQ section
In order to convince first-time customers to try your product, you’ll need to reassure them about any questions or concerns they might have at first. Consider including questions such as:
- When will my order arrive?
- Where is your company located?
- How is the product made?
- Where do you source your materials?
- What size should I get?
- How can I contact the company with more questions?
If you want to further improve your product pages, you could look into getting a chatbot for your website! That way, anyone who has questions can get immediate responses 24/7.
Optimize media files
Google prioritizes pages with video content, unique photos, and other multimedia content. However, the search engine algorithm also looks for sites with fast loading times. In order to provide people with valuable multimedia content without slowing down your website, optimizing every visual content element is crucial.
First, start off by doing an audit of the content you currently have on your product pages. Try to eliminate any unnecessary images, GIFs, or charts, and then work on optimizing and compressing the remaining content. If you just have high-quality photos of the product from every angle and a video tutorial about using the product, you’re on the right track!
Show off UGC
The vast majority of frequent online shoppers check social media and read customer reviews before they decide to buy something from a new online retailer. User generated content (UGC) is one of the most valuable tools that eCommerce marketers can utilize to attract more customers since it offers unbiased feedback from people who bought the item — not clever advertising from a marketing team!
If you add UGC or customer ratings to your product pages, other visitors will see your business as transparent and trustworthy, and they’ll immediately get a sense of how happy people are with the items they ordered.
Get a performance tune up
If your website isn’t performing as quickly as it used to, there could be a number of factors to blame. A slow website can destroy your SEO rankings, hurt your conversion rate, and deter potential customers from returning to your store. Make sure you’re doing everything you can to create an excellent browsing experience for everyone who visits your eCommerce store by using Wagento’s free performance evaluation tool or by connecting with an expert web developer today!
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