Search Engine Optimization And Conversion Tips For Product Pages

.tags Many e-commerce sites have hundreds and hundreds of product pages, but very poor utilization of what is actually a powerful search engine optimization, link building and sales resource within their site. The product page is the last point before a consumer makes the decision to buy, and just as in the atmosphere of an ordinary shopfront, purchasers are looking for very specific things. Even if your website has heavy competition for the particular products you sell, there are some fantastic ways to ensure that your website is the one that gets the clicks, and that people ultimately make the decision to buy on. And here’s a tip – it has very little to do with whether your products are priced lowest.

Informative/creative titling
When people are flicking through newspaper headlines or blog posts, they use the title as the only indication of what they might want to read. The same is true of products in an e-commerce store. However, you do have be careful – a balance between precise description and creativity can be difficult to achieve. In search engine optimization terms, a domain with good credentials coupled with a precise match to a search term will get the closest to number 1 position. However, link building is also an integral part of search engine optimization, and people are more likely to link to creatively or compellingly titled items. Additionally, search engine ranking optimization is little value without associated conversions – you’ll need to do some A/B testing using your web analytics package to determine which title represents the best balance.
Images

In a physical store, customers can pick up a product, turn it around and check it out from every angle. The stores that offer the closest approximation of this on the web are often the ones that get the best conversion rates; people are inherently fearful of wasting money on a product that might not be appropriate, and extra visual information helps to alleviate that fear.
Additionally, if you do your own photography of in-demand and widely sold products, there’s a likelihood that people will ask to license them; another platform to assist with link building and therefore search engine optimization.
Precise, functional descriptions

The description is the second most important part of your product page, after the images. Descriptions should fulfil several criteria for good search engine ranking optimization and link building potential, as well as for good conversion rates:

– They should include all of the important technical information that the packaging does

– They should include any information that people would usually ask a salesperson, if they were in store

– They should include an explanation of the benefits of this product

– They should include NO non-specific praise words – ‘stunning’, ‘gorgeous’, ‘effective’

– They shouldn’t mention the price – this should be displayed elsewhere, and people will either mistrust or skim over any discussion of how it compares to other stores
Include user-generated content

This can be comprised of ratings and/or reviews, and most importantly should not be censored. A single poor review in amongst five good reviews is actually worth more than those five good reviews … because it helps people to trust in the neutrality of the reviewers.

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