As an online wholesaler, your storefront is your home page and product page. What your product retail page looks like is imperative to your business, as it determines how high search engines will rank your products and how well visitors will turn into buyers and customers.
Optimising your product retail page increases your conversion rate and the traffic delivered to your site, which, in turn, means more profit. There are several ways to optimise your product retail page for better SEO rankings and traffic. Here are four tips to do that effectively and pull in those customers and bring in the revenue. However, you should know that this isn’t an overnight, instant miracle: it is a gradual process. Thus, you won’t be seeing any results after two days of constant work, you’ll see it after months.
Tip #1: Use High-Quality Images Of Your Products
The quality of your product images, believe it or not, affect your conversion rates. Make sure you have great quality images of your products, and they should be large enough and clear.
Display these images on clear and consistent backgrounds. It could be a white space, a simple background colour, or a theme that is not cluttered and at the same time not boring. The background should complement the product and should be in agreement with the rest of your website. The borders surrounding the product image should be of the same thickness and width.
Subconsciously, your visitors take note of these things, and they can feel a bit off-putting if things are not symmetrical or the background is ‘loud’. Also, show the product in a context where necessary. For example, a hand-held sewing machine can be shown in context by a hand holding it and stitching some cloth. This puts the product in context and shows scale (actual size of product) and how it fits with the medium to be used with it (in this case, the hand). Provide different angles of your product images for customers to see, especially for your best selling products.
Tip #2: Clearly Show Shipping Costs And Shipping Details
Another thing you can do to optimise your product retail page is to show the shipping costs up front on the product page. Ignoring this practice may turn customers away from your website and on to the competition.
Showing the product price clearly may not be enough. Hiding the shipping fee may hinder customers from successfully buying the product. That’s because they’ll feel tricked as the product price is different from the checkout price.
Try to make the shipping fee a flat rate for all or most of the products, and place that fee at the top or bottom of each product image. That way, customers will know directly what they will be paying in total for that product. Offer free shipping whenever possible, and let the customers know what delivery methods are available. Moreover, let them know how long it would take each type of shipping method to get their purchases to their desired locations.
Make it possible for customers to track their orders by themselves through their emails or their phones, as this shows you have nothing to hide and you are honest in your dealings with customers.
Tip #3: Create Great Content For Your Product Pages
This works both ways, for search engine optimisation and for attracting customers.
Make sure you use the relevant keywords in your page titles, in the meta descriptions of products, and in the URLs of those pages. These will help search engines rank your product pages and help drive traffic to your website. Informative page titles and product descriptions attract more customers.
Your product descriptions should be honest, clear, provide helpful information, and should be fun to read. Grammatical errors should not exist in your content. It should also be catchy, but should not detract from the main purpose of the content: to inform and convince. Your content should make customers want to buy from you, and allow search engines to index your product pages for more customers to see you.
Although some companies use the product descriptions that have been handed down by the manufacturers, it would be in your best interest to modify the description and personalise it to fit your business and audience. Doing so makes your content unique and will avoid any duplication as other websites may do have this practice of simply copying and pasting product descriptions as is.
Tip #4: Add FAQs And Reviews To Your Product Page
FAQs can be added to a product’s page to show visitors the typical questions that customers have asked that have been answered. The product description might not tell visitors all they need to know, but seeing the FAQs section will let them get the extra information that they need.
Do add product reviews to your product retail page. Every product page has the product image in HD, the product description, and the product reviews won’t be out of place there. This adds a feel of truthfulness to whatever you have said about your product in the description, convincing people that other individuals have actually used the product, and this is what they had to say about it.
Between the product description, the FAQs, and the product reviews, you have got everything covered.
Using these four tips to optimise your product retail page will produce an increase in SEO rankings, an increase in traffic, impressions, and, ultimately, conversions. Try not to overdo anything, like saturate your content with keywords, or flood your product pages with product descriptions and blatant sales pitches on why customers should buy your product. This will keep the customers away and will negate the effect that optimising your product page should have.