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!
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.
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.
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.
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.
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.
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.
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.
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!
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!
SEO isn’t a concept that’s easy to grasp, no matter how long you’ve known about it or worked to build organic traffic for your site. But with focused efforts and dedication, you can experience ROI and increased traffic that makes a real difference for your bottom line.
Of course, not all SEO efforts are created equal. With limited budgets compared to major retailers, going after high volume keywords often means ranking where customers won’t even see your business. But luckily, there’s a way to attract traffic in a way that is cost-effective and beneficial for your bottom line. That strategy?
Long-tail keyword optimisation.
Unlike typical keyword phrases, which are often just one or two words, long-tail keywords are typically longer and more specific.
For example, if you run an online eCommerce furniture business, you wouldn’t just target “chair” for your product pages. Instead, you’ll choose an extremely specific keyword phrase like “contemporary dining table chair” to better direct interested, relevant traffic to your site.
The best part is that major retailers often compete using shorter keywords with larger search volumes because they have the budgets to do so. But because you’ll be going after long-tail keywords with smaller volumes, you’ll be able to gain traffic that your competitors may not be going after. And with this audience, you can grow and sustain your business (without spending endless resources on your SEO budget).
As is the case with all keywords, you must use them carefully to ensure that you aren’t over-optimising your site. And if there’s one place to appropriately use long-tail keywords, it’s on product pages.
Often, product pages are where the most specific keywords will bring in the most specific, interested traffic to your site. As such, it’s important to choose your keywords wisely so that you’re using keywords only a handful of times on each page and letting the keywords do the work for you.
Specifically, you should look to insert keywords in:
Product names Product descriptions Page titles Page title tags and meta descriptions (in search engines) Page URLs File names for pictures
One of the most important areas of any product page is the description itself. After all, it’s in this short amount of text that you show users why they should want to purchase your products, which problems you solve, or which wants you fulfill.
When creating your product descriptions, it’s important to focus on making each unique, emotionally engaging, and contextually relevant, inserting the long-tail keyword only once. In fact, putting too many keywords in the description (and on other areas of the page for that matter) will work against you and make it appear as if you’ve over-optimised the page on purpose to boost rankings. However, you will suffer poor rankings if you try to fool the search engines in this way.
For the best results, always write for your customers (not the search engines). Doing so will always benefit your business.
More (interested) eyes on your products means more sales and with long-tail keywords, generating additional traffic is simpler than ever before.
While long-tail keywords are important, they are only one component of an organic SEO strategy. For a fully customised SEO optimisation plan, the experts at Adonis Media can help. Contact a member of our team today to discuss your needs and how we can combine long-tail and traditional keywords to build traffic and grow sales for your business!
Long-tail keywords are longer, more specific keyword phrases with lower search volumes. They allow you to target traffic that is often overlooked by larger retailers. It’s best to use long-tail keywords in product names, product descriptions, page titles, page title tags and meta descriptions, page URLs, and file names for pictures. When creating product descriptions, choose one long-tail keyword most appropriate for that product. Only use it once and create a unique, engaging description written for customers, not search engines. When creating content, always write for humans, not robots. Use keywords sparingly for the best results.
We want to hear from you: Do you use long-tail keywords on your site and if so, what kinds of results have you experienced from doing so? We look forward to reading your replies in the comments below!
Amazon is the eCommerce giant that all stores feel that they must “compete” with. But, how are you supposed to compete with a company with endless resources, an excellent on-site customer experience, and customer support that often goes above and beyond the rest?
There are actually 3 rather simple strategies you can use to emphasise how you differ from Amazon. And by following each, you can show customers not only why they should shop with you once, but repeatedly for years to come.
Amazon is the ultimate resource in terms of product diversity. There are very few things that you can’t find on the website. And while this is great for some customers, others may be looking for a more focused, carefully-chosen selection to reduce the time spent looking for what they need.
Carefully select each product or service you offer on your eCommerce site to give customers a limited range of premium quality options. In fact, studies show that customers are more likely to make a purchase (and purchase more) when given fewer choices. As such, you should consider your store more of a boutique shopping experience to stand out (and stand above) Amazon for your specific niche.
While Amazon’s site design is clean, intuitive, and user-friendly, it doesn’t really say much about Amazon as a brand. After all, they offer hundreds of thousands of products, so how much of a personalised brand can they create?
Luckily, you can create a personalised brand. Create a site with design that reflects your brand and personality and you can easily make connections with customers. Great design also takes things a step further and builds trust with customers, giving you a simple way to stand out.
Amazon’s customer service is good, but yours can be better. As a small business with a smaller clientele, you can provide high touch customer service that makes your customers feel more valued than if they were to do business with a large eCommerce platform like Amazon.
You may want to add small things like add handwritten “thank you notes” to packages or follow up on each purchase with an email personally thanking customers for their purchases. Doing so is a great way to stand out and make customers feel as if they’re appreciated beyond just the money they spend.
With the 3 simple strategies above, you can stand out not only from Amazon, but from smaller competitors in your specific industry as well.
If you’re struggling to stand out, Adonis Media can help. Contact our team today for a personalised strategy designed to deliver on your specific goals for your eCommerce business. We look forward to speaking with you!
When you carefully select each product or service and offer a limited selection, you increase the likelihood of making a sale because you won’t overwhelm customers. Through a branded, personalised design, you can establish trust and make a personal connection with every customer that comes on your site. High touch customer service makes customers feel valued and prompts them to shop with your brand on a regular basis.
We want to hear your thoughts: How do you set your store apart from large eCommerce platforms like Amazon and even smaller competitors in your niche? Share your techniques in the comments below!
Customers leave sites all the time. In more rare instances, they leave brands altogether.
But, why?
In truth, it’s not simple to explain why most customers abandon carts or bounce off your site. But average cart abandonment statistics suggest that up to 68% of carts are abandoned, so there has to be a reason, right?
There are! And below, we’re going over the 5 most common reasons users abandon carts or bounce off your site (and how you can make them stay). Let’s get started!
Visual content is amongst the most popular forms of content today and if you aren’t publishing high-quality, diverse product photos and videos, you’re driving away potential sales. Remember, product photos and videos are the only way customers can visualise how your products or services will fit in with their lives.
How to Fix It: Take a variety of photos from different angles and images that feature the product in use. Also include a video showing the product to really bring your products to life.
Trust today comes in the form of clean, modern web design and clearly featured security seals. Without both, customers will hesitate to make a purchase, especially if they get to the checkout page and see no security seals reassuring them that their information is secure.
How to Fix It: Feature security seals throughout your site (or at least on product pages and throughout the checkout process). Also invest in modern, simplistic design to show that your store is up-to-date and set-up for positive user experiences.
How can customers make a purchase if they aren’t able to find what they’re looking for? If your site suffers from poor navigation or a lack of categorisation, you’re driving customers away who don’t want to look through page after page to find what they want.
How to Fix It: Make navigation and your site as simple as possible to guide users to the products they want so they can make a purchase. This means taking the time to categorise products and allow users to filter their searches to find exactly what they came to your site looking for.
If you aren’t offering guest checkouts, have a long, over-complicated checkout process, or have a checkout that adds in hidden costs before the end of the process, you’re missing out on sales. Customers want to know what they’re getting themselves into before they ever begin the checkout process.
How to Fix It: Make sure your checkout process is no more than 5 pages, always offer a guest checkout option, add a progress bar to the top of the checkout process, and include all shipping and tax costs up-front to avoid hidden costs. This will reduce cart abandonment after customers have already reached the checkout page and begun the checkout process.
Are you there for customers when they need you? If you don’t offer your contact information in a visible place on each page of your website, they may think that you aren’t (even if you are).
How to Fix It: Offer support in multiple forms (live chat, phone, email) and feature this information throughout your site. Doing so reassures customers that you’re there for them, even if they don’t need to contact you.
While cart abandonment and customer bounce rates are inevitable realties of operating an eCommerce store, you can take steps to reduce these issues and keep customers on your site (hopefully long enough to make a purchase!).
If you’re struggling to optimise your site, the team at Adonis Media can help. To discuss your needs and construct a strategy to build meaningful relationships with buyers, contact a member of our team, today!
Poor merchandise videos (or a lack of videos) can cost you sales. Feature your products from different angles and in videos for the best results. Provide trust reassurance through security seals and a modern, clean website design. Take time to categorise products properly and simplify navigation so customers can easily find what they want without having to go through page after page of products. Offer a short, measured checkout process with guest checkout options to prompt customers to complete their purchase. Highlight your contact information throughout your site and offer live chat, email, and phone support if possible.
When you’re looking to improve conversions, the first place you think to begin probably isn’t with shipping options. But statistics don’t lie and according to consumers, 93% would make more purchases online when given free shipping.
And shipping benefits don’t stop there. In fact, offering varied shipping options gives you the ability to increase average order value and create lifetime customers out of customers that may otherwise purchase only once and never return.
So, are you ready to learn how to structure your shipping options to make a difference for your eCommerce store? Let’s dive in.
Not all promotions are created equal, and this includes shipping promotions. And while your customers love shipping options, you must offer the right options to generate sales.
For the best results, you should choose options that encourage customers to shop, including:
Free Shipping – If you can offer a permanent offer for free shipping on orders of a certain value, customers will return and shop again due to this predictability. Tiered Shipping Options – Don’t just offer basic shipping. Offer two-day, next-day, and other options when possible so customers can receive their merchandise according to their schedule and needs. Free Return Shipping – Free shipping is great but with free return shipping you eliminate any potential risk in purchasing the product. In fact, 2 out of 3 shoppers say they would purchase more online if returns were free. Just make sure you carefully outline return policies so your own offer doesn’t work against you.
All too often, eCommerce storeowners hear that they can improve conversions with shipping options and take things too far. By doing so (and over-complicating how your shipping options work and how much each costs), you’ll send buyers searching for alternatives (i.e. your competitors).
When you list out the options on your website, you should outline each option as clearly as possible. Don’t include times on your shipping cost chart. Instead, just include the costs, the timing, and the destinations. Doing so will give customers a hassle-free way to understand what they will be paying for shipping before they ever get to the checkout page.
No customer will know that you offer free shipping or other shipping-related offers if you don’t make this clear on your site. As a result, you must put your shipping promotions in highly visible areas to make sure no customer misses the discount and moves on to a competitor as a result.
You may want to make graphics that communicate “Free Shipping on Orders [insert amount]+” or “Free Shipping on Your First Order!,” amongst others. No matter what you do, make it big and bold so it can’t be missed.
Shipping options may seem like a straightforward part of what you have to offer customers but it’s much more than that. And by creating offers like those mentioned above, you can make sure that shipping always works for the benefit of your business.
Need additional assistance with your shipping options or creating other offers that increase conversions? Contact the team at Adonis Media today to discuss a customised conversion rate optimisation strategy that delivers on the goals for your business!
By offering free shipping, tiered shipping options, and free return shipping, you will convert more customers on your site. Don’t overcomplicate your shipping charts! Include costs, destinations, and timeframes to make each buyer’s on-site experience as straightforward as possible. Create promotional graphics in key areas on your site so all customers know what they must spend for free shipping or how to qualify for other shipping discounts.
Do you use shipping to increase conversion rates? Which methods have worked best for your business? Share your own story in the comments below!
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