What are the Ways to Optimize the eCommerce Product Pages

1. What are the Ways to Optimize the eCommerce Product Pages So… you have put an extensive effort in bringing your brick-and-mortar store online. Now, you can expect to grow your sales and soon establish your brand as a go-to destination for people looking for the related products that you sell. Everything sounds just awesome… until you find out that your site is not driving an expected amount of leads. Further, most of the visitors coming to your site are not converting. Not sure what’s going wrong and how to fix it? Perhaps the problem lies with the site’s product pages. Are you sure these are optimized enough to be found via search engines or to convert the leads into sales?

2. Relax, you have come to the right place –half the work is done! We’ll tell you how to optimize the ecommerce product pages properly to enhance conversions. Go through the following strategies, implement the same, and witness a change in your conversion rate! Effective Ways to Optimize Your Product Pages 1.Product Image Optimization Let’s start with product images as these are the most crucial elements on a product page. While optimizing the product pages, don’t forget to include alt attributes for the images. These help the search engines to better crawl the images. Simply mentioning image1.jpg doesn’t carry any value to the search engine. Also, alt attribute provides the visually impaired traffic with an alternative to the images. They can use tools to read the text out loud and understand the pictures. Here’s how you can include an alt tag. If a product page features an image of a pink t-shirt for women, the alt tag can be as follow: <img src=”pink-woman-tshirt.jpg” alt=”womens pink tshirt” title=”Womens Pink T-Shirt”/> Also, bear in mind that the filename of the images should have the correct file extension: “gif” for graphics, “.png” for icons, and “.jpg” for pictures. So, alt tag optimization is mainly for search engine, now let’s come to the aspect of user experience associated with the images. Let us tell you, people DO judge a book by its cover. Try to show a product from multiple angles. If you sell unique products (say, an ultrasound pest repellent device) the images should be attractive as well as informative. Also, if your product comes in varied colours (say a t-shirt), include images for each colour variant. This will help the users to determine which one to pick. Most often, you can be confused whether to upload a high-pixelated image or improve the page loading speed. Well, these don’t have to be mutually exclusive (unlike popular assumption!). Here’s how to optimize web page speed without affecting image quality. Incorporate plugins in the site to enhance functionality. For instance, you may enable the users to zoom in the images for a better understanding of the

3. product by using jQuery Zoom plug-in. Various other plug-ins are available for Shopify, BigCommerce, Magento or WooCommerce platforms that allow you to provide a 360-degree view of the product. Leverage the power of these tools. Not sure how to do these? Consider engaging a reliable ecommerce website development company and let the professionals take care of these. 2.Keyword Research Keyword research is a crucial step before optimizing the ecommerce product pages. Look out for LSI or Latent Semantic Indexing keywords – the conceptually related terms that help the search engines understand the content on the page. For example, if one of your product pages sells coffee, “grind”, “brew”, “cold”, “instant coffee”, etc. can be your LSI keywords. These help the search engines to figure out the overall topic of the page and feature the page on the SERP when users search with such terms. Also, instead of generic commercial keywords, use long-tail keywords for more specificity. That’s why, SEO experts recommend you to use “black sports shoes for men” as a keyword instead of “shoes”. Remember, long-tail keywords are less pricey, have lower competition and higher leads driving potential. Here’s a handy guide to search for relevant keywords. Check out the blog to get a closer insight into useful keyword research tools and tricks. 3.Product Description In this section, we will discuss about product page title, meta description, and product information. Meta title –Meta title tags play a significant role in SEO. Each product page should contain a unique meta title. Ensure that your meta-title is 55-65 characters long. Meta title best practice: Buy + Brand name + Product Type or Primary Keyword + Your Store Name Meta description – This explains the search engine crawlers the intent of your page. Create unique meta description for each product page within 155 to 160

4. characters including primary and secondary keywords. Also, use call-to-action words like buy, shop, purchase, etc. to underline the purchase intent. Now let’s come to the product description. Impulsive buy is indeed a major factor in ecommerce but people these days are becoming more concerned with the quality of the item. From the materials used in the handloom outfit to the ingredients present in cosmetics and the duration of an electronic device – your visitors are always on a look out to learn all about the items. Make sure that the info is presented in a user-friendly manner. Divide the info in subheadings. Keep <H1> tags for product title and <H2> and <H3> tags for subheadings. You can include primary and relevant keywords during formulating heading tags. Include relevant info such as materials and components of the products, features, maintenance and care instruction, info about the brand, size / capacity / dimension, return policy, etc. You can also add a how-to guide while introducing less known products. Explain how your product can solve the customers’ problems. And how to do that? Directly address their pain-point in your product description. If you don’t want to clutter your page with too much content (which we appreciate), you may use UX features like pop over boxes, drop down tabs, or display content when the users hover over a graphic element. You can also use list or bullet points to help people get the info at a glance. Also, instead of overtly optimizing the product page content by forcefully implementing thousands of keywords, pay attention to write engaging and humanized content. Remember, product page optimization is more for the visitors than for the search engine and you may already know that user experience play a huge role in improving search engine ranking! 4.Include Videos You may wonder when product images are already there in the site why include videos? Well, statistics suggest that about 90% of people are influenced by product videos to buy a product. And videos have the ability to convert more number of visitors into customers compared to any other digital element. This is due to the fact that a video can show the way a product should be used in real and can go beyond a product description. So, if your product is a bit complex and needs a demonstration of its use, then a video can be your best bet to

5. convince the would-be buyer. It can be an effective medium to market your product. 5.Call-to-Action (CTA): How do you direct someone to buy a product/item from the product page? By using the CTA button right? What if the button is not prominent and lies buried somewhere? The absence of a CTA button can confuse the visitor about the next step to be followed. So, make sure the CTA button is clearly visible. Use larger font or a solid background tab for the CTA and maintain a white space around it. Also, don’t go overboard with CTAs. Direct commands like ‘Add to cart’ or ‘Buy now’ are the best as people are used-to these. Keep your creativity for copywriting and branding! 6.Social Proof of Products: People (other than your mom!) buy your product not because they love you. No matter how great or unique your product is, consumers may hesitate to be the first buyer. They would want validation from others and look for social proof. If statistics are to be believed then about 87% of consumers trust a product review similar to that of a ‘word-of-mouth’ (Source: readycloud.com.) Hence, encourage more ratings reviews about your products by sending the buyer a follow-up mail or notification. 7.Page Redirect Redirect tags are a saviour in ecommerce product pages. We’ll explain why. Imagine you have a popular product. It definitely has a huge amount of traffic and search engines are ranking it well. After a few years you may replace the product with a newer version or a similar (and relevant) item. Would you like to lose all the traffic or ranking by removing the page in one-go and frustrate the leads with a 404 error page once they click the product link on the SERP? No need to answer, we can sense your anxiety! Place a 301 permanent URL redirect tag on the old web page and send all the potential customers to the new page. That way, you won’t have to lose any traffic or search engine rank! Sounds cool, right? However, if you are not sure how to implement redirect tag, consult a top-rated SEO agency for assistance.

6. Conclusion The product page is the most important component of your eCommerce store that can influence your customer to buy your product. And unless the page is optimized to drive quality traffic and boost conversions, your efforts of bringing your brick-and-mortar store into the digital realm will be wasted. Follow these simple steps and you will witness a major change in your conversion rate. Let us know your thoughts. Resource: https://webguruinfosystems782506011.wordpress.com/2020/10/08/what- are-the-ways-to-optimize-the-ecommerce-product-pages/ ……………………………………………………………………………………………………… WebGuru Infosystems Y8, Block-EP, Sector V, Salt Lake Kolkata-700091, India Website: https://www.webguru-india.com/ Email: enquiry@webguru-india.com Phone: +91-8420197208 Follow us on: