Product pages are one of the most important sections of an ecommerce website. Although other pages are important, the design of your product page is likely to have one of the highest impacts on conversion rates. A well designed product page with good usability can help increase ecommerce sales and keep customers coming back to your website for more.
In this article, we take a look at 7 common product page mistakes that can affect sales and cost your business dearly.
1. Incomplete Product Descriptions
From my experience, this error usually is made by online gift stores (in the broad sense) and online clothing shops. Unfortunately, the complete lack of a text description of the product virtually puts an end to the chances of the page being in the top 10 of a search engine query, even in the case of low-frequency queries. So be sure to add a description to the item card; do not kill your page?s chances.
2. Lack of Images
Images are very important on ecommerce websites and have an impact on product sales. Including multiple images is an easy way to make your products more appealing and for motivating customers to purchase your products. Providing a single image or low quality images is not enough. and can hurt sales.
It is equally important for the images to be clear and sharp and the user should have the option to enlarge the images.? See image below.
3. Absence of Product Reviews
Product reviews is a must-have feature for ecommerce websites. Studies show that more than 2/3rd of all purchases are influenced by reviews. Customers trust the opinions of other users who have had the experience of using the products far more than sales copy provided by the seller themselves. Displaying reviews on your product pages is an effective way to address this and can influence product sales. Reviews make your products and your website trustworthy and also contribute to the content of the page, resulting in better search engine ranking.
4. Not Having ?Search Engine Friendly? URL?s
One of the common problems with database driven websites and CMS platforms is that the page names or URL?s that are created are in a format that is difficult for search engines to read e.g. ?www.your-website-name.com?product_id=102&category_id=1?.
However, the right customisation and plugins can result in keyword friendly URL?s that are more memorable and easier for search engines to index e.g. ?www.your-website-name.com/category/product-name/?. This format is not only better for branding but also improves your chances of ranking favourably on search engine results.
6. Incorrect Keyword Selection
Keywords are at the heart of every successfull SEO strategy. Correct keyword choice is essential to ensure your product pages appear for the right searches, both on search engines as well as on website searches. It is very important to avoid guess work and choose keywords that customers are actually searching for. I would recommend using Google?s Keyword Tool to check search volumes. This will prevent you from optimising your product pages for keywords that no one is searching for.
Many ecommerce websites also make the mistake of optimising the product pages for broad keywords instead of specific. E.g. It is much better to optimise your page for ?Black Suede Shoes for Men? as opposed to ?Men?s Shoes?. The chosen keywords should then? be used in the Meta Title and description as well as in the product title, description and image descriptions.
5. Insufficient Optimisation of Product Pages
Every day I come across ecommerce websites where the entire website is optimised for generic keywords as opposed to optimising each product page individually. Making sure each product page is appropriately optimised is essential to ensure prospective customers are able to find your products on search engines and other external sources.
Simply choosing the right keywords and adding it to the Meta tags of the page is not enough to ensure good ranking. The chosen keywords should also be used in the product title, description, image descriptions and as part of the search engine friendly URL structure.
7. Ineffective Social Sharing
Studies have shown that social sharing can boost ecommerce sales. It is very important to provide social sharing option on your product pages. You should make it easy for visitors to share products on social media. There are many free social media plugins that you can use e.g. Share This and Add This that include share buttons for dozens of social networks. Where sharing buttons are placed is also important. Just below the product title or next to add to cart button tends to work well.
Conclusion:
There are several factors that affect the overall succeess of an ecommerce business including a streamlined checkout process, usability, design of the website, and more. Of all these factors, the design of your product pages is one of the most important. Avoiding the common product page mistakes discussed above can help your ecommerce business to improve usability and increase sales. You may also wish to check out our post on
What About You?
Does your ecommerce website suffer from the above mistakes? We would like to hear from you. What other features do you offer on your product pages? Please share your response by leaving a comment below.
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Source: http://www.kronikmedia.co.uk/blog/ecommerce-website-product-page-mistakes/5830/
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