The Ultimate Guide to Product Page Optimization
Most processes in life are about the journey instead of the destination. We want to enjoy the time we spend reaching for whatever our ultimate goal may be. And it should go without saying, but we hope the destination is one worth looking forward to. Shakespeare once wrote “Expectation is the root of all heartache,” so if the journey raises expectations, the destination has to make sure it delivers excitement as well.
An online shopper’s journey has to lead up to an incredible destination, as well. In the eCommerce setting, however, the destination is your product page. You want to make sure you offer your customers the best customer experience possible throughout the shopping process. Shopping on your site should be something they look forward to instead of dread. But what good is the customer experience if the product page is lackluster?
Luckily for marketplace sellers, the customer’s browsing experience is usually out of your hands. Marketplaces like Amazon and eBay are designed for an enjoyable browsing experience, which leaves you with one job directly on the marketplace: optimize your product page.
On eBay, and this rings true for most selling channels, the first thing that people should notice on your product page is the actual image of the product. It should be large and high definition, with a clean background that isn’t too distracting. Most photographs involve a simple white backdrop for this reason. It’s also important to remember that your actual product should take up at least 80% of the image.
One of the few pitfalls that comes with selling your products online is the lack of physical interaction your shopper gets to have with your products. Your image is the only visual interaction the shopper will have with your product, so it’s important to include as much detail as possible. If it’s clothing, try to show people with different body types modelling it.
Another way you can make up for the lack of physical interaction is with clear and concise product descriptions. You want to make sure you include popular search keywords in the product description to draw their attention. Your product title is limited to 80 characters, so the description gives you a better opportunity to explain your product’s offerings.
On eBay specifically, it’s a good idea to invest in listing upgrades that will not only help you stand out in search results, but will also give you the ability to improve your product’s page. These upgrades include but are not limited to: bolded titles, larger images, subtitles, and more. These can help draw shoppers to your page, and give you more of an ability to describe your product.
It’s been said before, but it should be said again: Amazon is the most competitive marketplace on the internet. There are over 2 million sellers and there are also 244 million buyers. Everyone wants a piece of market share, so many sellers go to great lengths to close a sale. You have to make sure your product page stands out from your competitors to make sure you can seal the deal for your shopper.
Your images on Amazon should be treated similarly to eBay’s. Large, clear, and properly highlighting the product’s attributes. However, to the right of your photo there are 5 bullet points. These bullet points are for you to provide short, concise points about your product that you feel should be mentioned. Because of their proximity to the top of the page, they are read far more frequently than the actual product description.
Make sure you load these bullet points with keywords that you know shoppers will be looking for. Study keyword trends to get an understanding of what shoppers are looking for when they’re looking for items in your vertical. Trends may change throughout the year, so make sure you’re on top of these changes. There’s a 200 character limited, so make every word count.
While you obviously can’t edit them or add them yourself, it’s important to make sure your product page includes star reviews for your item. Encourage your shoppers to leave reviews on either the product or your service. Reviews are incredibly important in the buying process, and can turn a maybe into a definite yes. They also provide shoppers with an unbiased description, which makes the page feel less like a sales pitch and more like an informative page for research.
Selling on an independent webstore gives retailers the ability to completely customize the shopping experience. From the home page to the product page, an independent site can tailor the experience however you’d like it. However, this does take more work and dedication, as well as more SEO and SEM commitment than marketplace listings.
When building your product pages on your own webstore, it’s a good idea to look to incredibly successful retail businesses. Best Buy is just one example of a company whose transition into eCommerce has been beneficial very recently. If you look to their product page, you can see the most important factors in the purchase decision are the largest on the page: the image, the price, and the reviews.
The page has a lot of information on it, but it is divided evenly to be less intimidating. You can view customer reviews if you want, and it gives you the ability to view specifics if you’d like as well. They also use the product page to list any special offers or discounts that could sway a customer one way or the other.
Product pages can make or break your customers’ experience on your site. You obviously want to make sure they have an enjoyable experience, but the product page can really make the difference between a sale and an abandoned cart. Optimize your product page to be clear, concise, and informative, it will pay off in the long run.
Contributing writer: Brian Smyth
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