E-commerce Marketing 101: Creating the Best Product Pages for Conversions

e-commerce marketing product pages for conversionIt’s obvious the core of an e-commerce site is the product, but what might not be obvious is how to design the best product pages to highlight items and increase conversions. Just as with brick and mortar stores, having a well-designed and visually appealing storefront improves the shopping experience. Nobody wants to shop where the products look poorly made, information is hard to find and the navigation is difficult to maneuver. Follow these e-commerce product page best practices, and you’ll see both your conversions and brand reputation increase.

Use High-Quality Photos and Videos

One of the first steps in creating a successful product page is taking aesthetically pleasing photos. Think about it – one of the first steps in any decision-making process typically starts with the basic senses. Does the food smell good? Try a bite. Do the pants feel soft? Wear them. Does the music sound nice? Listen to it. Because you won’t be able to tap into any senses but sight and sound, you must take full advantage of them. Buying online means some customers have not interacted with the desired product in real life. How consumers visually perceive your product can make or break a conversion. In fact, 67% of online consumers consider images “very important” when buying.

Taking e-commerce photography and videography doesn’t have to be expensive or difficult. The four key elements of the perfect product image are:

  1. Camera
  2. Tripod
  3. Proper lighting
  4. Clean, white background or simple, real-life setting

Keep photos simple, vibrant and crisp, with no distractions from the star of the show: your product. Try to provide 3 to 5 product images to highlight all product features and show the item at work if possible. Not everyone has access to a photo studio, but smartphone product photography is easily accessible and possible with the right tools. Shooting a video of your product requires extra effort, but can be extremely beneficial if your product has features that require more than a picture to portray. Use visuals to tell the item’s story.

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Write Engaging SEO Product Descriptions

After you’ve taken some stellar product photos, the next step is writing content. One might think that because you have detailed images, your product descriptions don’t need to cover as much.

A picture may be worth 1,000 words, but don’t fall into the trap. Writing engaging product descriptions is your ticket to increasing e-commerce conversions. Not only does a well-written description give more information to the customer, but it also allows you to optimize your site for SEO, which will increase traffic to your site, and in turn increase conversions. Do some light keyword research to see what your audience is interested in purchasing and learning, then incorporate those into the description.

The key is to keep the SEO product description short enough to not overwhelm the product landing page, but long enough to tell an engaging product story. When writing product descriptions, ask yourself the following questions:

  1. Who is the target audience for the product?
  2. What are the product’s details and technical specifications?
  3. When and where can the product be used?
  4. Why should customers buy the product over something else?
  5. How does the product enhance the consumer’s life?

Speaking of SEO, don’t forget to optimize your metadata. Your title tag, header tags, URL structure, and image alt tags will give your pages a higher chance of ranking and competing in your space. Take that keyword research, and implement it into your metadata as naturally as possible. Meta descriptions are less of a ranking factor and more of a user experience tool, so use engaging SEO product descriptions and a call to action to the product landing page in 156 characters.

After writing your SEO product descriptions and item specifications, you can add a boost to the user experience by including related content. Guide customers to similar products, items that would pair well with the product, and even blog posts that focus on that product. For example, if you are selling hedge trimmers, recommend a guide on how to trim hedges and suggest adding trimmer accessories for a complete package. It’ll give your audience a more engaging buying experience, will show you are an expert in your products and will leave them with more to look forward to once the item is added to their cart.

Highlight the Q&A and Review Sections

In a world of Yelp and Amazon, it’s difficult to ignore the power of reviews. One of the best marketing tools is the word of your customers, as shoppers tend to trust a real person’s experience over simply reading a company’s product description, no matter how well-written it is.

According to Business.com, 85% of consumers consider online reviews very important when making a purchase, and 77% of buyers take the initiative to read through reviews before purchasing. For e-commerce products like electronics, clothing, appliances and books, customers cannot test the items themselves, so they turn to the advice of others.

Harness this power on your product pages. Encourage customers to review their products once they’ve had a chance to try them out by sending a follow-up email a couple weeks after the item has shipped. Potentially offer a discount for future purchases to encourage reviews. Of course, a slew of negative reviews will not reflect well on a product, but if your item quality and customer service are up to par, customer reviews can set you ahead of your competition.

Also, consider including a Q&A section into your e-commerce product page design, where interested buyers can ask questions, and either you or other buyers can provide the answer. The customer product review is one of the best e-commerce marketing tools for not only your products but your brand as well. You know how much effort you’ve put into your e-commerce marketing and product page design, so it’s okay to highlight your successes with customers.

Want more e-commerce insights? Check out Time + Speed: The Hard Truth About Mobile Commerce.

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