SEO for E-commerce Product Pages:12 Top Tips
As an e-commerce business owner, do you realize your product pages are the moment of truth for your business?
Great product pages are vital to a successful e-commerce store, yet far too many sites don’t offer a decent User Experience (UX).
As always, I’ve got some stats to back this up.
According to Baynard, just 15 percent of the 71 top-grossing websites in the United States and Europe have a good product page UX. The survey also found that no site could claim a perfect UX performance.
These stats are a real shame because each visitor that makes it to a product page represents the heavy lifting and money the site owner spent to get them there.
Let’s be clear: Your product page is not the time to squander that hard work. It’s up to you to create an incredible user experience and to understand what your e-commerce customers want from your store.
Just so you know, here’s one definition of a good product page UX:
“It focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations.”
This definition varies from site to site and industry to industry, so it’s up to you to test and find the mix that works best for your site.
However, there’s more to UX than satisfied customers. When implemented correctly, UX can play a vital part in your product page’s SEO. You see, SEO and UX are two sides of the same coin.
You need to optimize your site to attract traffic, and once you get visitors there, you need to give them a smooth UX that keeps them on your site.
With that in mind, below are 11 ways to get more from your product pages and update your e-commerce SEO product page strategy, with examples.
Note: What works for these sites might not work for yours. Test features and functionality against your existing product pages to determine what works best for your business.
Tip One: Cut the Clutter
Whether it’s because they’re not sure what page elements drive sales or because the website owners can’t agree on what’s important, businesses end up cluttering product pages with dense text and frivolous functionality. It’s up to you to fight for simplicity on these pages.
Aside from enhancing the browsing experience, clutter-free pages help your sites load faster, aiding your product page SEO. The quicker your site loads, the faster search engines can crawl it, helping to maintain your page’s ranking.
Here’s a great example from Abercrombie & Fitch.
Everything about the Abercrombie & Fitch page is clutter-free. From displaying only the most basic browsing elements to the neutral color scheme. Its product pages are crisp and clean, enabling distraction-free browsing and faster loading times.
Tip Two: Clear Calls-to-Action
At this stage, confusion can kill. You want the ‘Add to Cart’ and ‘Proceed to Checkout’ buttons must be clear, consistent, and obvious. That means using a contrasting color, so your calls-to-action stand out and spur shoppers onto the next steps.
As for your product page’s SEO, when used correctly, calls to action can help improve a website’s ranking in search results. This is because they can help increase the click-through rate (CTR) from SERPs. A higher CTR often indicates to search engines that a site is relevant and valuable, which can lead to higher rankings.
Tip Three: Think Speed
Product pages need to be snappy and responsive. Laggy pages can kill confidence and breed impatience, both conversion killers. Ditch the overly designed pages for ones that load fast and respond even faster. Nordstrom is one example of a site that takes product page speed seriously.
Nordstrom’s pages load very fast because of the economical use of CSS styles for background and border elements and its minimalist design. Descriptions are brief, but with enough detail to tell shoppers what they need to know, while the star ratings above give consumer confidence.
Nordstrom’s example brings me back to the importance of fast loading times.
According to research by Digital.com, 53 percent of customers expect a page to load within three seconds. If you want to boost page speed and enhance your product page SEO at the same time, keep your site lightweight, free from unnecessary apps, minify files, and limit image sizes.
Tip Four: Awesome Product Photos
We all know a picture tells a thousand words, but they also aid your product pages’ SEO. How? They increase engagement and improve accessibility, and alt text provides additional opportunities for SEO optimization.
Aside from their SEO benefits, product photos, particularly for physical goods like gadgets, apparel, and home goods, are critical for building confidence and giving the user a firm grasp of what they’re buying.
The takeaway? Invest in good photography up front, and highlight and provide access to multiple views and photos in the UI.
Look at this example from American Muscle:
American Muscle has a great collection of photos for almost every product from every angle, on and off the car, and also allows customers to upload their pictures. These customer shots are often better than the corporate shots and include angles that customers want to see.
Tip Five: Create A Product Video Showcase
We’ve covered how photos do a lot to showcase a product, build SEO, and also build customer trust. But what if you want to take this to another level? Video could be the answer.
In many ways, video builds on a lot of the same qualities that high-quality images have. Your customers can see high-quality imagery of your product not only from all angles, but also in motion.
Also, 86% of marketers report that video is their most effective tool for generating leads. It’s proven that video is a useful tool, so why not put it to use for your products?
If you want to see this in action, look at this product video from Patagonia for a child’s coat:
Customers on the Patagonia website can click a thumbnail marked “Product Video” and get a high-quality video with music showing all angles of the coat, from the smallest details to a full-body shot.
For a parent shopping for winter clothes for their child, this is the perfect way to find if the coat is the best fit for their needs.
Conclusion
Product pages can make or break your websites. It’s up to you as an e-commerce website owner to create a UX that converts as many visitors into customers as possible.
However, you also need to consider that a fantastic UX goes hand-in-hand with implementing a successful SEO strategy for your product pages.
By experimenting and testing with these 11 tips, you can identify the main conversion drivers on the product pages for your website.
#facebookmarketinginsalem #facebookmarketingcompanyinsalem #facebookadvertisingagencyinsalem #digitalmarketingcompanyinsalem #digitalmarketingagencyinsalem #bestdigitalmarketingcompanyinsalem #digitalmarketinginsalem #digitalmarketingservicesinsalem #topdigitalmarketingcompaniesinsalem #top10digitalmarketingcompaniesinsalem #socialmediamarketingcompanyinsalem #bestdigitalmarketingagencyinsalem #marketingcompaniesinsalem #bestdigitalmarketerinsalem #marketingagencyinsalem #socialmediamarketingagencyinsalem #socialmediamarketingsalem #digitalagencysalem #digitalmarketingservicessalem #topdigitalmarketingagenciesinsalem #listofdigitalmarketingcompaniesinsalem #socialmediaagencyinsalem #onlinemarketingcompanyinsalem #salemdigital #smmcompanyinsalem #digitalmarketingpriceinsalem #topmarketingcompaniesinsalem #contentmarketingcompanyinsalem #digitalsalem #bestadagencyinsalem #salemdigitalmarketingcompanies #digitalmarketingservicescompanyinsalem #onlineadvertisingagencyinsalem #onlinemarketingagencyinsalem #bestmarketingcompaniesinsalem #onlineadvertisingcompaniesinsalem #digitalmarketingfirmsinsalem #toptensocialmediamarketingcompaniesinsalem #digitalseosalem #bestdigitalmarketinginsalem #youtubemarketingsalem #youtubemarketinginsalem #youtubepromotionsalem #youtubepromotioncompanyinsalem
