The product pages of e-commerce are resources that you cannot improvise. The reason is simple: here people buy and carry out your business project. You have created an online shop, so you need to push the pages that allow the process to move forward. You have to optimize the product pages.
Creating e-commerce is a long and complex process. Knowing how to use WordPress or any other CMS is not enough to find an online store worthy of the name. The work of SEO optimization for e-commerce is complex, especially if the website is full-bodied. So it has a lot of products in the catalog. Without forgetting the user experience which becomes decisive here: one more obstacle is enough to decimate sales.
Attention to the cards, however, remains central. The home page must be managed in the best possible way, categories are a resource for sorting traffic and positioning the domain on Google for very competitive queries. In the meantime, the product pages remain central. Here are 9 points that must never be missed.
Basic optimization of e-commerce pages
Before focusing on the product pages, I think it is right to summarize what should be present in all the resources of e-commerce. I start from a step related to security: all pages must have the SSL certificate that allows you to switch from HTTP to HTTPS. On e-commerce, this is essential because people leave sensitive data and they need to feel safe. You can’t do otherwise.
Second point: the speed of loading pages. Every second of delay is visits that abandon the resource and purchases that go away. It is your precise obligation to bend resources towards speeding up e-commerce: quality hosting, light images, and clean code are the basis. Then there are the indications of Gmetrix and Google’s Pagespeed that act as a guide.
Responsive design is the basis, that’s clear. However, there are several factors to consider. For example, usability and accessibility: are public actions on mobile phones facilitated? Are there obstacles between the thumb of the potential customer, which does not navigate but moves along a vertical line, and the purchase? Have you done any tests?
And again, do the buttons have enough space, or are they suffocated by other elements? These factors can strongly influence the success of your e-commerce and product pages. Everything else is here.
Title, title tag, and product description
The title welcomes and describes what you are about to propose. In an e-commerce card, this text string must be simple and immediate: it must inform. The same goes for the title tag, the headline you put in the <head> section of the code and which is read by Google. You must also take care of the meta description by inserting benefits (discounts, free shipping) to convince the public to click on your result in the SERP.
Variables, quantity, and price of the asset
There are several micro-content that work to help you sell the product. First of all, there are the variables: if you sell clothes you have to allow you to choose the color, then there are the sizes. And maybe the number: how many pieces do you want to buy? In these cases, everything revolves around simplicity. People need to feel at home. Indeed, in a real shop where he can decide what color, what size, and what variety.
All with a few clicks. Then there is the price that serves to define the deal: it must be evident. But the same goes for anything that should make buying easier, such as discounts with the original price crossed out in favor of the new one. With savings percentages and any VAT included or free shipping.
Pictures of what you are selling
This is a decisive point. Your e-commerce must have images, the online shop cards must describe the product with photos. People don’t have to feel the difference between a store and your e-commerce, or at least you need to limit the differences. In the tab, I want to see the phone up close and in different angles. And the skirt must be photographed in all versions. Otherwise, it doesn’t work, you can’t go on.
Product page with clear photos.
Don’t give up on quality: contact a professional photographer, create clear and sharp exposures. The quality of the shots pays off for your work: investing in images when you prepare the product sheet is a must.
Button to add to cart
The heart of your product sheet. Those who decide to buy do so thanks to this button. And not in any other way. There is all the information that pushes you towards a clear decision. But ultimately this is where the audience clicks when making a decision. Some useful advice: let the button breathe, do not suffocate it, and make it visible with good color. Use a clear call to action and help the click with a series of profitable signals.
I’m talking about the signals that enhance the invitation and push towards the click. For example, free shipping, discounts, times to get the goods home, ease of purchase, payment security.
Short and detailed description (if needed)
Whoever gets to your card needs information. He wants to know how to use the product, how he can obtain concrete benefits, and exploit the qualities you have put in place. The main mistake? Inflate the e-commerce card with a flood of technical information that is not always interesting. So, the solution: first work on a short description and then insert a detailed pop-up.
Testimonials, ratings, and reviews
The leverage to get good results from the e-commerce card. People need the comparison, the right information to decide whether to buy or not. This information comes from those who have already made the purchase. That’s why it’s important to have reviews.
On the e-commerce card, there must be the texts of those who have tried the product or service. I’m talking about testimonials, real individuals with a first and last name that helps you to convince those who have doubts. Without forgetting the rating, the stars summarize the ratings in the SERP with rich snippets.
Related products are very important on e-commerce because they allow the public to discover new resources. And to shop. Especially if the correlation is well studied, not random. It might be a good solution to create useful product combinations, you must not only suggest but show what is best for the user. What it can combine to get the most out of your online service.
Buttons to share the card
Last point: the buttons to share the product sheet on social networks. I’m talking about Facebook, Twitter, and Google Plus without forgetting the dark social. Those are the buttons to send the link via email or on WhatsApp. Many e-commerce, such as Amazon, offer the possibility of extrapolating the code for the embedded and the pure link.
So you can share the page however you like. Evaluate the presence of the Pinterest button: if your e-commerce is particularly prone to visuals, and quality images, having this button can be a resource.
Do you want to optimize the product pages?
Here you will find a list of the solutions you need to improve the product pages of your online shop. Is there anything else to do? Of course, you need to set up tests. You have to try different solutions to get the best result. It is useless to think of being able to publish car insurance e-commerce and leave it stationary. Waiting for it to sell on its own and increase its turnover. Test, test, and more test: this is the way. Do you agree? Leave your experience in the comments.