Having an ecommerce checklist for product pages will help you optimize your online store to rank higher on Google and convert more “lurkers” into buyers.
Why aren’t our product pages showing up on Google?
How come so many people look at our products but don’t buy anything?
Many online store owners don’t know what should be on their product pages or how to increase their ecommerce sales. There are many intricacies and complex strategies that can be implemented, but there are also elements that can be put in place to help you achieve greater success. This ecommerce checklist can be reviewed and given to your marketing or web team to drastically improve your product pages.
Not only does this help your product pages rank better, but it will also improve your Click Through Rate (CTR) because when people see the highlighted data in the search results, they are more likely to click that page instead of a higher ranking page without the highlighted data.
The more angles you can show of your product, the more your shopper will feel confident in their purchase. If you can have a photo of the product in use by someone in your target demographic, that also increases your chances even more that your browser will turn into a buyer. By seeing someone like themselves using the product, they more easily subconsciously envision themselves with your product.
Not all products lend themselves to needing a video, but if you can get creative then you should definitely have them. But don’t use the video to replace your product photos, add them to the page to enhance the experience even more.
The same rules apply as the photos, if you can have a video with someone in your target demographic, that will dramatically increase the impact it has. Videos don’t need to be long or complicated. Almost every smartphone has decent enough video quality to take quick recordings to show off your product.
Adding social proof to your ecommerce product pages is a must. Whether you are going to put testimonials, social media content, or actual product reviews, this information will help reduce some of the risk and hesitation that all shoppers have when making a buying decision.
Adding product reviews can not only help you with social proof, but it can also be added to the rich snippets of your page and show up in the search results. Again, this will help you rank higher on Google and improve your CTR.
Today’s shoppers are searching online from anywhere and everywhere. When they are out in stores, shoppers are using their phone to find better deals online. When consumers are at home watching TV on the couch, they’re browsing ecommerce sites from their tablets.
According to comScore, M-Commerce spending reached $4.7 billion in Q2 2013 with a growth rate of 24 percent vs. year ago.
Responsive design allows your website to display for a better visitor experience based on their device (computer, tablet, phone). Don’t miss out on mobile shoppers because they arrive on your site and have trouble navigating or purchasing.
Do you want to build membership for your site, even if the visitor doesn’t buy something right now? Using social logins makes signing up for your website far easier, meaning more people will do it.
With social login, the signup process is just one, single click.
It also helps you keep your customers and reduces the chance that they’ll forget their username or password, basically down to zero. According to research conducted by Blue Research, they discovered that 92% of people left websites because they couldn’t remember their own login information. Do you want to lose recurring customers because they forgot their password?
And because your customers’ accounts are verified by their social media profile, you will immediate, permission-based access to much more information about them. Now you can provide them with a much better experience and build a stronger relationship through customization and personalization.
Once you have a customer signed up for your site, you should be customizing their experience on your website so that they are seeing more relevant products and information to exactly what they are interested in. Not only does this make them feel better, more comfortable, and gives them the ability to find what they are looking for faster, but it also increases their chances of buying, not just one thing, but of related items as well.
You can get as detailed as placing someone’s name on the site (“Welcome back, Dan!”) or it can be as simple as intelligent cross selling. This can be done by showing related products on the product pages, similar to how Amazon does. Think of, “Customers who bought this also bought that” or “Based on your purchasing history, you may be interested in one of these”.
This helps you increase your Customer Lifetime Value by selling more products, but it also provides the customer with a better experience, and that’s what good digital marketing is all about.
Have you made improvements to your ecommerce product pages that had a great impact? What would you add to this ecommerce checklist? Is there anything you would remove?
Leave your questions and feedback in the comments below!