Need some help turning your eCommerce product pages into customer converting machines? Check out our Ninja tips on how to supercharge your eCommerce product pages.
While many modern websites now come with pre-built eCommerce functionality, making these product pages as effective as possible can take considerable time and effort. To help you optimise yours, we’ve put together some useful tips that can help your pages pull their weight.
Write Unique Optimised Content for Each Page
The prospect of writing unique content for every product page might seem daunting, especially if you have hundreds of products, but doing this well can bring some seriously powerful benefits to your search ranking.
Many eCommerce sites rely on optimising their entire site for a handful of specific keywords, but optimising each product page gives you the chance of showing up at the top of Google for each specific product. It’s going to be a time-intensive task, but for every page you optimise properly, you’ll have a higher ranking in Google for that specific page. Plus, are your competitors going to take the time to do it?
We’ve seen businesses dominate their competition thanks to the time they’ve taken optimising each and every product page, so it’s well worth doing as there are some seriously sweet benefits to be had.
There are no shortcuts!
Don’t try to take a shortcut by copying large portions of text off of each product page and the just changing one or two keywords to fit a different product page. While it’s unlikely Google will penalise you for it, if it thinks you are trying to manipulate the search rankings with duplicate content, it will bring the hurt. Plus, copied content is obvious, looks rubbish, and won’t give you any kind of SEO benefit. We’d also recommend you avoid using copy from the manufacturer’s product description. Google will see this as stolen content and will usually give you some form of penalty for it.
Instead of relying on other people’s copy, just write fresh content.
Focus Each Product Page On a Specific Audience
Imagine you own an online eCommerce shoe store. How would you sell a pair of kids shoes that glow in the dark? How about shiny formal shoes for work or a wedding? Both would need a totally different approach.
Think of each of your eCommerce product pages as their own little website, requiring unique wording, style and selling points. Who is your ideal buyer? How would you interest them in that particular product?
For example, the kids shoes would use fun, quirky language, whereas the business shoes might focus more on style and looks.
People Don’t Just Want Specs — They Want Benefits and Experiences
You already know your product inside out, so it’s always tempting to focus purely on its details when you’re writing about it. Instead of focusing on the details alone, explain what those details offer in more detail.
Think of what your product is, who it’s for, and how it can benefit your target customer.
Take the classic example of laptop specs. You’ll see mentions of CPUs, 8GB of RAM, terabyte HDDs, or optional SSDs that can mean absolutely nothing to a first time laptop buyer.
But, if you explain that the higher GHz helps to run multiple programs, or the terabyte hard drive allows them to store thousands of songs and movies, it’s a lot easier to sell the product and suggest why they need it. Remember to explain and sell the features, not just list them.
Keep It Short and Sharp
Web users don’t read web copy — not all of it, anyway. Users skim over the page soaking in the information that stands out first, so aim to write content that sticks out. They want to get the answer to their question straight away, and the question is “Is this product something I want to buy?”
Pick out the big selling points of your products using specific formatting like bold text, larger fonts, bullet points, and other eye-catching formatting. Let’s use our laptop as an example:
- The 3.5GHz CPU offers a blisteringly fast experience, even when running multiple programs.
- A terabyte hard drive gives you space for all your images, videos, music, and films with plenty of room left over.
- Long-lasting battery life gives you all the power you need to get your tasks done throughout the day.
- Optional SSDs give you incredibly quick start-up times, plus fast access to all your files and documents whenever you need them.
Use Images as well as Text
Images are the first thing your customer will look at when they see your website, so it’s really important to get them perfect. Since you can’t put your products in your customer’s hands when selling online, the next best thing is large, high-quality images that showcase the product. If your images are small, pixelated or badly lit, you’re lowering the implied quality of your item.
A growing trend we’ve seen (and love) is the use of GIFs on product pages. It’s a great way of showing off your products from a bunch of different angles, and your customers won’t be able to resist watching. Make sure this doesn’t slow down the loading times for mobile users, though.
Getting your eCommerce product pages right can be tricky and time-consuming, but smashing this area of your site can have some significant benefits for your business. And remember, if your competitors can’t be bothered to do it, take advantage and dominate!