Optimising Your Product Pages
We have reached the sixth step of the “10 Steps for an effective e-commerce strategy” series. At the bottom of the page, you will find links to all previous articles.
Online shoppers have precise (and very high) expectations when surfing the web: whether the goal is to inquire or buy, the page’s evaluation time is short. Over half of shoppers spend less than 15 seconds on a website, before moving onto another page that responds to their expectations.
It becomes important to grab shoppers and ensure their attention on your product pages for an effective digital commerce strategy. Optimizing the product titles as well as the description is crucial in order to be sure that it is displayed in the search results on a retailer’s website.
Appearing high is important as 76% of respondents in the e.fundamentals ‘YouGov‘ survey stated they select the product in the first few lines of a search result. To ensure the selling of your product, it must be “findable.” If your listings are optimised for search, your products will be at the forefront of the digital shelf. On the other hand, a lack of optimisation brings you “to the warehouse,” away from the customer’s eyes and cart.
Third parties e-retailers are responsible for offering the shopper an attractive layout and structure which facilitates the journey. However, it is your task to make sure that these well-formatted pages are optimised.
For example, you might check that the product images and brand messages are consistent across the board and that the essential key selling points are well expressed. Product images also play a massive role in engaging visitors and other forms of media to increase conversions.
In addition, the content of the product page can also be optimised based on the type of product itself and the experience you want to offer the shopper.
In the whitepaper edited by our Strategists, you can learn more about which elements are important to consider – thanks to the content – to build an online consumer experience capable of maximising sales. You can download the whitepaper for free at this link.
Read the other steps to optimize your eCommerce strategy here:
- Step #1 – Writing and sharing your strategy with the team
- Step #2 – Being expert about your market, competition and customers habits
- Step #3 – Analysing Shopper Insight Data to Inform Your Plan
- Step #4 – Defining your positioning and marketing goals
- Step #5 – Choosing sustainable online retailers