If you have an eCommerce website, and you are trying to sell products to consumers online, then there are some features that you need to incorporate on your eCommerce product page to increase trust between yourself and your customers, and improve your conversion rate.
While every website and product offering may be different, there are common elements that signal to users, yours is a website they can confidently purchase goods from. You do not need to have every element from this list, as some may not be applicable, but for any that are relevant to your products, this is the standard you should be aiming for.
Product Description
Every product page should feature a short product description, offering an overview of the top selling points for the product, as well as a longer product description, highlighting the features and benefits of the product, as well as its uses. You can also include specifications including measurements, dimensions, materials and care instructions.
For SEO best practice, we recommend a minimum of 200 words per product page.
Product Images and Videos
Include high resolution product images and videos that showcase the product from multiple angles so customers can know what to expect when they receive it in real life. For application-based products, include images and videos of the product in use, as well as results.
We advise starting with a minimum of 6 images per product, and you should always keep them to 100kb or less so that they don’t cause loading issues on your page. You should also make sure to complete alt text and descriptions for every image, using a well-named file structure (hint: image001 will not help search engines to understand what the photo is showing!)
Product Configurator
If applicable, include a product configurator that allows customers to interact with a 3D rendering of your product so they can know what to expect when they purchase. This is ideal for customisable products.
There are an estimated 24 million eCommerce stores across the globe (according to Forbes), make sure yours stands out.
Pricing and Availability
Be transparent with your pricing to increase trust between your customers and your business. Show applicable taxes, shipping costs and any other fees, as well as any available promotions or discounts.
Hidden costs could make you seem untrustworthy.
Customer Reviews and Ratings
Include positive customer reviews and testimonials to provide social proof and boost your credibility. User-generated content helps customers make an informed purchasing decision as they may believe companies to be biased about their products.
Search engines find user-generated content valuable so it boosts rankings.
Product Comparison
Include a comparison table that clearly highlights the differences between the products in your product range, along with a comparison versus competitor products in terms of features, benefits and price.
This is most effective when you have a direct competitor product.
Warranty and Returns Policy
Explain your warranty or returns policy to your customers so they feel confident purchasing your product, knowing they can receive support if the purchase doesn’t work out for them.
This increases trust between you and your customer.
FAQ Section
Provide a clear FAQ section that answers frequently asked questions from customers. By preempting and addressing these common concerns you can increase trust and help customers make an informed purchasing decision.
FAQs also reduce the number of people contacting customer support.
Live Chat Function
If applicable, have live chat support, including a homepage pop-up, that enables customers to receive immediate answers to their questions. This boosts satisfaction and trust, while minimising the impact on your customer support team.
Live chat can be managed by a person or with AI using preprogrammed answers.
SEO Checklist
Each of these elements are important for building trust and credibility between you and your customers once they have found your website. The next step is to consider how you will optimise your product pages so they rank well in search results for your potential customers.
This is where search engine optimisation (SEO) comes into play. Doing some research into what terms and phrases your target audience is using, and utilising this research within your product pages, will help you push higher up the rankings, and become more visible in the online space. For improved SEO consider implementing the following elements.
Keyword Research
Use keyword research to identify the key terms and phrases your audience is using to search for your product. There may be multiple words that describe your product, such as vacuum, vacuum cleaner or hoover, but it could be that one is the most popular so you’ll want to target this. In some cases, there may be equal searches for multiple keyword alternatives, so you can consider other metrics such as keyword difficulty when naming your products, product categories or collections.
Optimise Content
Once you’ve identified these keywords you can then insert them into the page URLs, title tags, meta descriptions, product names and product descriptions. This will let search engines know what product you’re selling, and what searches your products should be appearing for.
- Frontload keywords to enable search engines to easily crawl the content and index accordingly.
- Use relevant keywords in image filenames and alt tags.
- Provide product metadata such as product title, description, price, category and SKU.
- Include user-generated content to improve rankings such as testimonials.
Content Strategy
Once your product pages are fully optimised for online success, look at using a combination of different forms of content to promote your products and answer consumer questions. By using long-form content, such as articles or blogs, and short-form content, such as FAQs and social media posts, you can encourage more customers to your website.
Summary
In conclusion, product pages are a cornerstone of any successful eCommerce website. They not only provide essential product information to potential customers, but also serve as a gateway to your brand. By prioritising clear, accurate, and visually appealing product pages, you can build trust, enhance the customer experience, and drive sales.
Furthermore, by optimising your product pages for search engines, you can increase organic traffic and improve your overall online visibility.
How Browndog Can Help
At Browndog, not only have we helped hundreds of clients build their eCommerce websites, we also built our own – FW Direct. We have decades of experience designing and developing eCommerce websites and helping these businesses with their online marketing strategies.
Our fully-integrated team can assist with initial keyword research and competitor analysis to enhance your SEO, design and develop product pages that meet best practice, and support you with ongoing content to promote your products.
