Product pages are a key element of a company’s website as they offer the bulk of the information on a product or service. Product pages also stand as one of your company’s last chances to convince customers to trust your company and buy from your site. Below we share five key tips to help keep your product pages fully optimized, ranked high, and in the eyes of potential customers.
How Do Product Pages Affect Your Website?
Product pages can lead a company’s website to success as they affect site ranking, customer opinions, and brand reputation. If a product page is poorly optimized it will affect your overall site’s ranking as Google likes to see a completely optimized site. Along with a lower overall site ranking, poorly optimized product pages drive customers away as they will not feel confident in buying a product from your site. Creating informative, interactive, and detailed product pages will keep your customers’ trust and keep your site ranked high.
5 Tips for Your Product Pages
1. Customer Reviews
Customer reviews are a key characteristic of product pages as they demonstrate credibility and social proof. Credibility and social proof are imperative as they show potential customers that your company is reliable, trustworthy, and will deliver products exactly as promised. Magento shared a study that stated, "Customer reviews convert 58% more visitors and increase revenue per visit by 62%." Social proof and credibility can also improve your product page optimization because pages that are frequently updated and shared through social media are rewarded by Google with a higher ranking than websites that are not. Customer reviews will help to continuously establish your site’s integrity and act as free marketing for your brand.
2. Social Media
Social media is power. Now more than ever, social media can help make or break a company. By adding social share buttons such as Twitter and Facebook to your product page you are giving your customers the opportunity to share your site and the products you offer. Similar to customer reviews, social share buttons help further establish social proof. People are more likely to trust their friends and family for product recommendations over random people or advertisements, and positive social media shares will gain the attention of a customer’s followers. Social sharing buttons help optimize your site and increase product page views and site traffic.
3. Optimize Product Pages for Mobile
Mobile is everywhere. More popular than ever and only continuing to increase, over 30% of all U.S. eCommerce sales are made on mobile devices. Product pages that are not optimized for mobile have a higher bounce rate and result in loss of customers. Not only are customers being lost, Google is ranking your site lower. In 2017, Google plans to heavily factor in a site’s mobile optimization when ranking a website. Therefore, creating product pages that can be easily and quickly accessed on mobile devices will improve your ranking and user experience.
4. URL Structure
URLs are an important but commonly overlooked aspect of a website. Cluttered, uninformative URLs can have a negative effect on a company’s site ranking. When formatting URLs for a product page, be clear and include keywords that accurately describe your product. Creating straightforward, informative URLs will be appreciated by your customers as they will know exactly what to expect. Intertwining key words from your URL and meta description can also help to optimize your product pages, as it shows organization throughout your site. Product pages constructed with clear URLs will help increase your product page SEO and overall site ranking.
Product and offer schemas offer your customers a quick and straightforward user experience. They work together to offer a snippet of important information that will entice a customer to click on your product page. For example, including product schemas in your meta description will easily inform your customers on the price and brand details, while offer schemas show stock and currency. This direct information will help attract those who are serious about buying your product and offer them convenient details. Schemas can also influence your Google ranking as the more detailed schemas a website has, the higher it will rank.
Don’t Stop Updating Your Product Pages!
While there are many pages involved in your company’s website, don’t overlook your product pages. Remember to continuously update them with new customer reviews, prices, and product changes. By creating clean, detailed URLs and providing a mobile-friendly user experience, your product pages are on the way to being fully optimized and therefore helping to increase your website’s overall rank!
Need help optimizing your product pages? Contact our team.