Top Three Characteristics of Successful Product Pages

What is it that makes your ecommerce site a success? You’ve got them to the product page, they want to buy stuff, they browse around and then … nothing. They click away. What are you doing wrong? This article will look at the three most important features of successful product pages.

(1) Make Sure the Entire Page is Optimized Correctly.

Firstly, make sure your Title Tags are written correctly. Not only do they tell the search engines what the page is for, they also tell your readers what to expect when they get there. Consequently the title tags should include the most important keywords for that page, whilst also being written in a style that makes the reader or customer know that the product they are after is there. Secondly, once they get there, make sure the content is impeccable. Many site owners these days spend a fortune on design and SEO and then pay scant attention to content. Make the product leap off the page and into the imagination of the customer. Make them need that product. And if you can’t do that, hire a copywriter to do it for you. And while you (or your copywriter) is writing that content, throw in some of those keywords again for good measure. When it comes to other features of the page, make sure you avoid flash or frames and that you optimize both your images and your videos with the correct tags and metadata for the search engines.
(2) List the Product Specifications and Prices Clearly and Concisely.

Don’t make your customers search around for the details of the product or for the prices. They don’t want to feel like they are being mucked around, toyed with or taken for a ride. If a product comes in a number of colours, styles or prices, then you make sure they know that and can see all the differences. You have a limited window with your customers, the last thing you want them to do is leave because they are exasperated with the shopping experience you are offering.

(3) Make Sure the Shopping Process Itself Offers Smooth Functionality.

One rule of thumb for your own benefit should be that the quicker the customer can click and buy the better. This works for them too. No one wants to jump through hoops to get their shopping done. So when it comes to shopping carts, the fewer clicks the better. This is the only way to avoid what is known in the business as shopping cart abandonment. Also, make sure that the ‘add to cart’ feature is huge and always in the corner of their eye. Give them the ability to make quick and easy impulse purchases, pay and then leave. Lastly, give them the ability to set up a personal account so they can come back and shop again without having to fill in their details more than once. Again, remember the principle, the fewest clicks and the least work they have to put in, the more repeat business you will get.

There are all kinds of other features you can add to your page once you’ve got the basics right, but make sure you get these three basics absolutely perfect first.

Alex is a writer and SEO consultant based in the Uk. He is currently writing for the contracting sector on issues of finance and tax reduction.