E-commerce stores generate most of their income from their product pages. The reason being that product pages allows customers to add products to the cart and afterwards complete purchases through the checkout mechanism.
In this article we discuss how entrepreneurs can optimise their product pages in order to generate more sales.
1. Optimise meta-tags, meta-descriptions and title tags
The meta tags, title and description should provide a break down of the what the product is. These meta attributes and title should be optimised in a manner which provides clarity on the benefits of the product as well as providing solid reasons why consumers should buy the product. Ensure that the relevant keywords associated with your product are included in the product tile aswell as in the product description.
Optimising these terms are very important, as they appear in Search Engine results related to the specific product. Search Engines display the product title and the brief meta description in search results.
A basic example, is searching for Red Velvet cake. The search engine result is shown underneath.
2. Keep Bounce Rates Low
Bounce rate is defined as the percentage of visitors who come to your product page or a specific page and leave without viewing any other pages on your website. With e-commerce sites this means that potential customers land on a product page, but do not proceed to the checkout page or view any other product pages. If Google Analytics is installed on your website, it will enable store owners to view the bounce rate percentage. If your average bounce rate, for example, is 95%, this implies that 95% of the people who visit your website leave after only viewing the page they entered on. This indicates that the website is not retaining visitors. This could potentially also have detrimental effects on the SEO ranking of your product page.
The key is to make sure that once potential customers land on a product page, they either complete a purchase or visit other pages on your e-commerce site. This can be achieved by focusing on the product. Ensure the following :
- The product description must be appealing. Customers must understand the benefits and reasons to purchase the product from reading the description
- Make use of high quality product images
- Make use of video to quickly and easily explain product details
- include product reviews on the product page
3. Leverage Heading in order to rank higher in Search Engine results
Make use of <H1> and <H2> Heading tags in your product titles. This shows search engines that the product titles represent a very significant part of the page. The heading should describe the product. Also endure that the relevant keywords for your product are included in the product title.
The product tile in the example underneath makes great use of the <H2> tag
4. Include a feature list on the product page
Customers tend to search product features when they are looking for products, using search engines. Having bulleted lists of product features on the product page, also allow products to appear in search results for product features. A product feature list is thus a great method to increase SEO ranking, to increase traffic to the product page and ultimately to increase conversions.
Creating links to related products or additional add-ons for a product are a great way to increase revenue through product pages. Cross linking enables Google to easily index more of your product pages. This means that more these pages will appear higher in search results. This has the potential to increase traffic to your site and thus more potential customers who could end up buying from your store.
These are 5 straightforward methods to increase traffic to your product pages using basic Search Engine optimisation techniques.