How to get the most out of your product pages
December and January being key times in any retail calendar for sales. It’s important to ensure your product pages are ticking all the boxes when it comes to maximising your chances of sales and conversions. We discuss a few ways in which this can be achieved.
Focus on your content and imagery
If you’re working for a company or on behalf, you are likely to develop a thorough understanding of what products are available and what they include. However, it’s important to remember that the average user may not have the same understanding. We’ve spotted so many product pages that will include just one low-quality image and pricing, without any useful product descriptions or information.
Ensure your images are good quality. Use as many as you feel will give the user a good understanding of what the product they receive will look like. If your product carries out a particular function you may want to consider short demonstration videos. Pay attention to your product description. Use positive language whilst ensuring that the user has enough information to make an informed decision about buying the product. Including information about the materials used and dimensions can also be very valuable. All of the above adds trust signals to your website and the product.
Encourage and showcase reviews on your product pages
Users are becoming smarter shoppers. They have a better understanding of what to look out for when deciding whether they can trust that the product is as good as the description makes out or whether it might be a risky purchase. Reviews can help here. Showing real-life examples of users who have bought this product and what they think. If possible, encourage users to upload pictures of their products too. Sometimes even reviews can be fake in order to gain more sales. Pictures will help to show users that for your website this is not the case. Schema mark-up can then be used on your reviews to help you to get a star rating on search engine results pages (SERPS). This will encourage more organic traffic to your site.
Optimise your product page for usability and SEO
There are lots of other tasks you can do to your product page that can make a big difference. These areas are often overlooked but can help your page to stand out against competitors on SERPs, help your rankings and encourage more sales once the user is on your page.
- Audit and improve upon your site speed. Nowadays users expect instant loading. Any delay in this can cause frustration and a lack of trust in your site, encouraging them to shop elsewhere. Using tools such as Google Lighthouse can identify areas of your page that are slowing the site down. A key contributor to poor site speed is large image files. Using compression tools such as tiny.png can compress image file sizes whilst maintaining the high-quality imagery for the user.
- Optimise for targeted keywords. Ensuring your page is targeting the keywords related to your product through title and meta descriptions, content and page headings can help boost rankings and visibility online. Therefore opening your product page up to a wider audience. If your product is in a highly competitive space where ranking organically is difficult, investing in paid advertising and combining organic and paid search marketing can help.
- Improve your conversion rate optimisation. Areas we’ve mentioned will all be contributing to improving the conversion rate, but there are several other areas that can improve this too. These include ensuring your buttons to purchase are clear and working. Also testing the transaction process to identify problem areas that may cause confusion or prevent certain users from completing the sale. We would recommend regular CRO testing to explore different page variants to maximise your product page sales.
- Is your site secure? Making sure that your HTTPS and HSTS policies are implemented properly will help to protect your user’s data. It provides the well-known padlock symbol in your address bar. Some browsers and devices now warn users. In some cases prevent a user from accessing a page without a correctly installed HTTPS. Having this in place is crucial to improve sales. A lack of security on your website will also harm your ability to rank organically.
What happens when your product sells out?
Due to the ever-increasing trend of online sales, sometimes products can become out of stock much quicker than expected. Unadvisable outcomes of this would be to take the page down altogether when this happens, leading to a 404 or another error page. This gives the user no information about why they can’t access that page. This can lead them to bounce off the website altogether and visit competitor sites for similar products.
Here we would recommend keeping this page live, with clear messaging that this product is out of stock. Any information that could be provided on whether this product will be back in stock and when would be useful here. As well as an option for the user to fill in their email address to be informed about new stock. Ways to maximise sales before this product returns would be to have a section of the page that lists similar products. This encourages the user to buy an alternative product and to stay on the website.
In summary, in order to maximise sales and conversions from your product page, providing as much information about the product to the user is crucial. Ensure fundamental optimisation such as site speed, security and payment processes are implemented on your page. Consider a strong combined search marketing strategy to encourage more traffic.