Customers like to get information before buying. They want to read about all the essentials and advantages, as well as make comparisons. Hence, if you succeed in meeting their needs, you will bring them to a buying decision. Since 2010, Tigran Mirzoyan, CEO at Smarketa.com, has worked to grow e-commerce businesses, so now he shares his experience and tips on how e-commerce websites can take their product pages to the new level.
CEO at Smarketa.com
People visit e-commerce websites to get informed about the product and service they pay for. If you fail in providing them with the experience they expect, you will help your competitors outrank your business and get a competitive advantage. So, here are some essential ways to take your product pages to the next level with the help of your website.
#1. Have a well-designed call to action (CTA)
Having a well-designed call to action button will drive and encourage your visitors to come to their final decision: to buy. Having a descriptive and well-optimized product page is more effective if you manage to convert them into a lead.
Many visitors have no idea about their next step, so your call to action can become a great guideline for them. Hence, you need to give clear reasons to your audience why they need to take the desired action.
#2. Optimize your Website for SEO
SEO optimization is essential for helping your customers reach your product. Here all SEO factors matter. From website speed to navigation, mobile-friendliness to reviews: in short, consider every detail that is essential for search engines.
Another important factor is the keywords. Do keyword research to find out the best ones through which your buyers can reach your product. It is an essential SEO principle, which each marketer should consider. For example, you can use Semrush.com or Serpstat.com to do your keywords research.
Example of a checklist for SEO optimization
#3. Share relevant, detailed and quality information
The online marketplace has evolved. Cheating the customer and search engines with irrelevant and poor information will harm your business or may even fully destroy it. Information can cost a lot of money for you. Hence, for avoiding penalty and ranking drop, you should keep your business far from plagiarized and copied ideas.
It is always important to write relevant information, especially when you are writing texts. If your e-commerce shop has launched paid ads, we recommend you to read the article “How to write texts for paid ads in 4 steps”.
#4. Include eye-catching product images
A quote says: It is better to see something once than to hear about it a thousand times. To create a nice impression on your customer, you need to include a well-optimized product image on your website.
For example, according to Shopify, you can follow these easy steps:
- name your images descriptively and in plain language;
- optimize your alt attributes carefully;
- choose your image dimensions and product angles wisely;
- reduce the file size of your images;
- optimize your thumbnails and use image site maps.
Getting a visualized experience before making a decision increases the chances of selling it. Besides, it helps customers to compare and choose something, taking into consideration the factors that cannot be described by words. Here’s an example of the product page:
Source of the image
#5 Improve your content strategy keeping relevance and accuracy
Everything begins with content: no matter it is video content, a text or interactive content. Creating engaging, relevant and cohesive content can deliver the right message to your customers, making them buy. For this, you need to follow certain tips, like:
- understanding the buyer’s journey;
- keeping quality, accuracy, and consistency;
- updating your information;
- remaining a steady brand voice.
I also recommend you to read the article on Niel Patel’s blog “38 Content Marketing Stats That Every Marketer Needs to Know”. It will be useful for you to understand the importance of content, especially in the e-commerce sphere.
Example of the detailed content and product description on the website
#6 Ask your customers to leave product reviews
Being an integrated part of online marketing and branding, product reviews have received an important role. People trust reviews since it informs them what takes you apart from similar brands.
Since they promise leads, promoting your customers to leave reviews can bring your product page enormous success. Asking your buyers for sharing their experience will bring your brand a competitive advantage. Besides, reviews have become a great ranking factor and can provide your website with visibility and accessibility.
Example of the page with customers reviews for products
#7 Consider the compatibility of the website
To avoid future errors and disturbance of your website, it is a great idea to check your website compatibility on current browsers, be it a desktop or a mobile gadget.
If you fail in optimizing it to load fast and errorlessly on all devices, then you can forget about an effective product page. There are many tools online, which help in checking whether you get the desired results. For example, you can try the following ones.
Mobile compatibility example
#8 Activate live chats or take advantage of AI tools
What can provide a good experience better than professional customer service? Including live chats in your product pages allows users to get fast and accurate responses. Due to it, you create a great UX and effective sales. If you do not have 24/7 live support, it is a good idea to design a chatbot. It will give a customer fast and personalized responses.
Example of a chatbot on the website
We also recommend you to read the article “3 Money-Making Tactics for Selling with Chatbots: How to Sell Products Online Using Chatbots” to discover more information about chatbots and how they can bring you profit.
It is essential to make sure that your product pages are properly optimized for your website and for search engines as well. In order to provide a great shopping experience, you need to audit your website to make sure it performs the way you need it. Follow the marketing guidelines to get better results. Improve all the possible aspects of your business, and you will manage to have business growth.
And don’t forget to use the next 8 tips to make the product page perform better on your e-commerce website
1. Have a well-designed call to action.
2. Optimize your website for SEO.
3. Share relevant, detailed and quality information.
4. Include eye-catching product images.
5. Improve your content strategy keeping relevance and accuracy.
6. Ask your customers to leave product reviews.
7. Consider the compatibility of the website.
8. Activate live chats or take advantage of AI tools.