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[How-To] Increase Conversions on eCommerce Product Pages

When you think of conversions on your eCommerce site, a few key areas come to mind. One is landing pages, another is your contact form, but what about the most critical area?

We’re talking about your product pages.

After all, product pages are the first step where customers will decide whether or not to “convert” and add a product to their carts. And as such, taking the time to optimise each of these pages properly is essential to generating more conversions (and subsequent sales).

But, where to get started? Below, we’ll discuss 7 factors you must consider for the best results on each of your product pages. Let’s get started!

1. Use Keywords and Brands in Page Titles

How do customers search for your products? More importantly, have you accounted for how your customers search when naming your products?

If not, customers may not be able to find what they’re looking for, especially if they’re using on-site search functionality or are hunting for products via search engines.

Make sure to use common keywords in page titles as you name each product. Doing so ensures your customers can always find what they’re looking for, regardless of what this might be.

2. Create a Keyword-Rich URL Structure

As you add products to your site, URLs are often automatically generated for each page. Sometimes, this results in a random collection of numbers and letters that say nothing about the content on the page.

You should always use a URL structure that clearly identifies what the page is about. For example, if the category is electronics and the product is a particular television, the URL should look something like this: www.yourwebsite.com/electronics/television-model-goes-here.

Do this for each page to ensure search engines clearly understand what each page is about for better rankings.

3. Create H1 Tags for Every Page

Do you use relevant title tags (H1 tags) throughout your product pages? You should! After all, title tags are one of the most important factors search engines use to determine what a page is about.

If you don’t use brand names or keywords in the title tag, chances are that you’ll be passed over and other websites and results will be put before your brand. But when used properly, title tags can serve as another critical factor for your site’s SEO rankings.

4. Craft Unique, Descriptive Content for Each Product

The content you use on each product page matters. In fact, unique, relevant content is important both for SEO purposes and when you’re trying to make sales by connecting with buyers.

For many eCommerce sites, the main issue is duplicate content that has been lifted from manufacturer websites. With so many product pages to manage, storeowners feel as if they have no other option to fill up the pages and publish a website quickly.

However, it’s important to take the time to write high-quality, unique descriptions for each page. Doing so will propel you above competitors who use manufacturer descriptions while facilitating relationships with customers seeking engaging content that converts.

5. Feature Reviews From Previous Customers

Did you know 63% of customers are more likely to make a purchase from a site that features user reviews? It’s true! And most importantly, it reveals why you should do the same for your site.

More importantly, “site visitors who interact with both reviews and customer questions and answers are 105% more likely to purchase while visiting, and spend 11% more than visitors who don’t interact with user generated content.” As such, it’s vital to ask for previous customer reviews and feature them prominently on product pages.

6. Build Social Proof

Product reviews are one form of social proof you can use on product pages, but there are others as well! In fact, you may want to feature customer case studies (if you have any) as well as testimonials from customers about your brand or products.

Doing so will establish trust and increase the likelihood of sales. Remember, 77% of customers will seek out reviews or other forms of social proof before making a purchase online. Make sure you offer what these buyers are looking for to generate sales for your business.

7. Place Your Button “Above the Fold”

The fold is the area of your website visible before users have to scroll. This is the website equivalent of “real estate gold” because all users will see this part of your page, whether they eventually decide to scroll down or bounce off instead.

In any case, placing your “Add to Cart” button above the fold is essential for conversion rates. This ensures all users can find the button easily and make a purchase if they choose to.

Optimise Your eCommerce Store for Success (and Sales)

When it comes to your eCommerce website, every page matters. By using the 7 tips above, you can be on the way to optimising each product page to ensure it is ready for search engines and buyers alike!

If you’re unsure where to get started or are overwhelmed by the thought of optimising all of your product pages on your own, Adonis Media can help! Contact a member of our team today to create a customised content strategy and establish SEO standards for your site! We look forward to speaking with you!

Key Takeaways

Using keywords and brands in page titles helps search engines and buyers alike find your product pages (whether searching internally or externally).A keyword-rich, clean URL structure tells search engines what each page is about.Use keywords and brands in H1 tags to ensure search engines understand what the page and content are about.Create unique content for each page to avoid duplicate content and stand out amongst competitors.Feature product reviews from previous customers to ensure buyers have the resources they need to make a decision (and decide whether or not your brand is to be trusted).Build social proof by featuring testimonials, case studies, and other elements alongside customer reviews.Place your “Add to Cart” button above the fold to ensure every customer that lands on the page is able to easily locate it.

Now it’s your turn: How do you optimise your product detail pages for better conversion? Share your best practices in the comments below!

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