Don’t Neglect Your Product Pages

Many companies spend countless hours deciding on the designs and content for their ecommerce website’s home page and general category pages. They agonize over which images to use, what keywords to target and what the layout looks like. Those pages are very important, but it’s the often neglected product pages that can have the biggest impact on conversions.

When you have thousands or tens-of-thousands of products, updating product pages can seem overwhelming. You wonder if all that detailed, and sometimes tedious, work will pay off. Try starting with some of your biggest sellers, and if providing more information increases your conversion rate and impacts your bottom line.

Need more reasons to update product pages? Here are just a few to consider:

• There are plenty of places to buy online. If you don’t give visitors what they need, someone else will, and you lose the sale.
• Detailed product information can help you gain visibility for long tail searches, and long tail searches often convert better than general searches.
• You can use product pages to cross sell other products you offer, or to up sell to more advanced models.
• Information from your product details is used for feeds to shopping comparison engines, another avenue to market your products.
• Product pages are where you can outshine your competitors and where distributors can get a leg up on other distributors that sell the same products.

Here are a few things that can spruce up your product pages:

• Detailed descriptions give you great SEO benefit in addition to highlighting features and benefits. Use headings and bulleted lists in descriptions to make them easy to scan.
• Video lets you demonstrate how a product works and show off important features.
• Larger and multiple view images shoppers “see” what they are buying.
• Product reviews from other customers help shoppers make informed decisions. Why not provide customer reviews that help to solidify those decisions?
• Comparison charts can give shoppers a quick way to decide between complex products.

When potential customers are ready to buy, they need certain information to solidify their decision to purchase from your site. Are you providing them with that information?

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