So, today I want to talk a little about a part of eCommerce which is both extremely important and very often badly executed – The product page. I’ve been involved in many eCommerce stores spanning a wide range of markets as an SEO consultant, not only that but I’ve also had a couple of online stores myself. The fact that most of my shopping is done online too means that I can come at this subject from a number of angles, SEO consultant, store owner and shopper.
We’ll just drive right in and run through what I believe are the elements required to create the prefect product page. In true X-Factor style, these are “in no particular order”…
One of the big things SEO’s talk about is “User Generated Content” (UGC) which essentially means you are getting others to create content for you (just my style!). Content created by your customers is absolute gold for the search engines because it’s unique and highly relevant to the product, not only that but customers will also use all sorts of long tail key phrases that you may never have thought of.
*Shopper Tip* – Browsing an online store which has a blank box under “Product Reviews” for every product does not inspire confidence. Hold off switching this feature on until you are confident you can get a decent amount of reviews.
*Cliche alert* Content is king, actually not quite. Fresh, unique, descriptive, useful content is king in terms of search engines (and customers). Simply copying the stock product description from the manufacturer’s, or even worse a competitors, website just isn’t going to cut it. It’s ok if you want to use the manufacturers description as a starting point but you need to create something unique to your site, something that will make the search engines want to index the page and make customers fall in love with the product.
The key to writing a killer product description is to be creative and to work hard at it. It’s so easy when adding hundreds of new products to save time in this area but if you put the time in you will reap the rewards later on.
They say *Cliche alert* a picture’s worth a thousand words , I don’t necessarily agree (depends on the picture, and the words don’t you think?), but it is true to say that for almost all products the ability to actually see what’s on offer is important, very important. The main points
- High pixel quality
- Multiple angles
- Large size
- Good lighting
Even better than even the highest quality image has got to be video and I’m seeing more and more eCommerce sites pop up using product videos all the time.
This is something again which many stores do really, really badly for two main reasons. Firstly there’s too many! I’ve seen product pages in the past with 20 or more related products on each page, seriously, that’s too many! Secondly the point of related products is that they are related to what I’m currently looking at. If I’m looking at a pair of men’s trainers I’m probably not interested in your summer dresses, right? (They never have my size anyway)
Using related product functionality well can really help to cross sell your items and increase your average cart total, doing it badly can just distract customers from getting to the checkout.
*SEO Tip* Related products is a great way to internal link your product pages, meaning search engines spiders can find them more easily
Social sharing buttons
Social is everywhere now, Facebook, Twitter, Google+, Linked in have hundreds of millions of people signed up and can be an extremely effective way of promoting your products/store and ultimately increase sales. By adding these buttons you are providing customers the opportunity to tell their friends (your potential customers) what they’re doing on line, and what they like.
Add this is an excellent place to get free buttons for your website. You need social sharing buttons on your product page. Simple as that.
*Shopper tip* Too many social buttons can put people off, just using the major 3 or 4 social sites is probably enough.
Ok, so that’s it, my 5 must haves for the perfect product page. Let me know what you think by connecting with me on twitter