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Improve Conversion Rates For Product Pages

June 7, 2016 - fifteen

 Product pages are the most important element of an ecommerce site, but are regularly neglected as such when it comes to optimisations. Here, we’ll take you through some tips to help your product pages receive higher conversion rates.

URL

We regularly talk about the URL as one of the most important parts of SEO, and this applies to product pages too. Not only does the URL signify what the page is about to search engines, but it can also have an effect on the click-through-rate (CTR) to your page, and subsequently, your conversion rate.

In this example, we searched for “leather jackets”.

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If we were to look only at the URLs for each result, we can see that the majority of webmasters have chosen a short URL, which will help to improve the click-through-rate. The result with a long URL runs the risk of damaging the CTR, as it provides an uncertainty as to what the page is about. Long URLs with random characters also look untidy, which can impact the decision of the user at the search engine level.

Title

Let’s take a look at the same example, but highlighting the titles of each page.

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Each of these examples are slightly different, and each seem to target different tactics.

We can see that Hugo Boss rely on their brand name in order to help target their desired audience, using no other copy other than the desired keyword. Whilst this could work as a strategy if you have a highly recognisable brand name, we’d recommend including a little more within your title to convince users to visit your website.

We can see examples of this throughout the other search results. Hidepark have highlighted that their leather jackets are made from “genuine” leather, something that a buyer may be looking for. AllSaints have used another tactic, by using language specifically tailored to try and encourage a conversion. The use of “shop now”, and the word “iconic” within their page titles is meant to encourage a response from the user.

The third result definitely needs some improvement, though. Whilst it does include a unique selling point for the page (pointing out some of the styles they sell), the overly long title causes the brand name to be cut off, again causing the result to look untidy. Whilst you shouldn’t rely solely on your brand name as your unique selling point, it is important that your brand is part of your page title. Customers have more trust in a brand name, so having yours on display will help improve your conversion rate.

Images

Now that you have a user on your page, you need to convince them to buy your product. In order to do this, it is important to have high quality images of your product, showcasing the different features available.

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Carrying on from our example above, here is an example of a product page for one of the leather jackets that appeared in the search results. You can see there are several high quality images available, showing the jacket from different angles, some of the features of the jacket, and how it looks when worn.

A comprehensive visual representation of your product is essential in helping the user along the “customer journey”. By showing them all your product has to offer, they are able to make a well-informed choice. Images are an easy way to show off your product, and allow the customer to gain a better understanding of what makes your product the better option.

Product Description

A clear and engaging description should be available to any customer that wants more information after seeing the product. This should include everything that your customer needs to know about the product before purchasing.

In our example above, that would include: sizes, colours, fit, features, and materials.

Far from just providing a block of text though, you need to make the information easily accessible, to improve your chance of a conversion. In the example above, all the information on the jacket has been split into different sections, each with only a small amount of text, making it easy to find the details you need. By doing this, you allow the customer to find exactly what they’re looking for.

A few important things to consider when creating product descriptions:

    • Unique Descriptions – Each product should have it’s own unique description. As well as helping with SEO, this tailors all of the information to each specific product. With the most relevant information for each product, a conversion is more likely.
    • Don’t Use Manufacturer Descriptions – This is, once again, a double edged sword. By using manufacturer descriptions you are implementing duplicate content on your product page. This is bad for both SEO and User Experience.
  • Short & Snappy – Unlike your informational pages (such as the blog), you want to provide the details as clearly as possible. Don’t make your customers trawl through paragraphs of text to get to the information they want.
  • Get Creative – If you’re in a competitive market, chances are your product description is very similar to your competitors’. Think outside the box to present your product information in an interesting way.

Product Videos

A creative way of presenting descriptions on your product page is through product videos. As we said with the images, buyers respond more to visual elements on a page, so a product video will help increase conversions.

Now, this won’t work for every industry. As we’ve been looking at leather jackets for this blog, we’ve noticed that none of the search results include videos showcasing their products.

This will be because images are sufficient enough to detail a garment of clothing, and the added cost of creating and implementing videos would not cause a huge increase in conversions. However, for any kind of technical product, or any product that has a function other than aesthetics, a video is a great way to explain how it works.

If a customer is fully aware of how your product works, and how easy it is use, they are further along the customer journey and more likely to convert.

Reviews

The final tool in the arsenal of a product page. If a user has seen all of the above, and still needs convincing that your product is for them, other users’ reviews may be all that is needed to sway them.

Customers trust one thing more than anything when looking to purchase something, other users’ opinions. By implementing a review section within your product pages, you offer customers the option to offer their opinions on your products, improving the chances of further conversions.

 

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