Product descriptions are meant to convince a brand's customers to buy their products. But if a shopper can't find a brand's product description, then it's a huge wasted opportunity. Hence, brands need to make sure that their product descriptions pop up higher in the search rankings. But how do brands go about achieving that?
By crafting a clear and concise product description so that Google can find it easily. This is called search engine optimization, or SEO. SEO is a set of practices that help will search engines classify a brand's website so their audience can find their website easily. Brands need to make their product pages descriptive enough so that Google will easily find them.
In this blog, we will talk about the 7 steps to product page success, ultimately helping brands ensure a smooth customer journey.
- Use high-quality images
Product images should always be a topmost priority because they are usually the thing that most customers want to see first in order to help make a buying decision. Majority of consumers consider images essential when making purchase decisions. Product photos are one of the most important features of any product page, and brands need to think of them as the foundation of their product page.
The better the product photos are, the higher the chance of persuading audiences to buy them.
- Place keywords in the copy
For product descriptions, it’s not usually necessary to agonize over keyword selection. If customers are looking for a specific product by a brand, then they can type the name of the item which will usually be the main keyword.
However, there are certain pitfalls brands should avoid. Brands should refrain from using the manufacturer's description of a product verbatim. If brands do this, then the product won't stand a chance because there will be many others who will use the same language. To differentiate themselves from the rest, brands need to place unique keywords in their descriptions that are relevant to their audience.
- Show clear pricing
Product pricing should always be visible clearly because customers don't like to go hunting for the cost of specific items. No customer is going to buy a product without first knowing its cost, so it’s a good idea for brands to place it high up on the product page.
No matter how valuable a brand's product is, customers will always want to know its price before making a purchase. Hence, it is imperative for brands to display the pricing as clearly as possible on their product page. The pricing should always be placed near the product title or the "Add to cart" button. This is due to the fact that customers are usually automatically drawn to these areas, making the price easy to spot.
- Place persuasive CTAs
CTAs or Call-to-action buttons are a crucial part of the customer journey from browsing to purchase. For brands, getting shoppers to click on their CTA should be the main goal of their product pages. Without CTAs, shoppers won’t want to add the products they love to their cart, meaning brands will miss out on these purchases.
It will be vital for brands to have their CTA high up on the product page. It should be easily visible, easy to click, and easy to understand. Making it stand out by using a bright or contrasting color will help capture the audience's attention while directing their gaze towards the button. Lastly, the CTA should be commanding enough that the customer is compelled to click on it.
- Write clear, concise & informative product descriptions
Product descriptions are like platforms built around a brand's product images. They support the product photos while helping customers understand what the product is and why they should buy it. In short, product descriptions give brands a chance to get persuasive and really sell the product.
Most shoppers look for quick, easy, and scannable product pages. Hence, brands should make sure to write short and snappy descriptions at the top. Then, further down the page, they can have slightly longer, more detailed descriptions that get into the ins and outs of the product.
- Provide accurate product recommendations
Product recommendations are a useful and effective way for brands to keep customers on their site. It also increases the value of each transaction, while creating a more personalized shopping experience.
If brands can provide accurate and helpful product recommendations, it's a great way of securing another purchase while keeping a customer on-site even if they didn’t like the first product they viewed. Another great way to suggest products is to feature other products for sale within product photos. For example, a model might be wearing a jacket and a shirt as well as boots. Customers can “shop the look” or “complete the set” and fill up their basket along the way.
- Avoid too much duplication
One of the surefire ways for brands to mess up their product descriptions is to use a lot of duplicate language on their own site or copy descriptions from other sites. Avoiding duplication in product descriptions is one of the hardest things but it's crucial for SEO success. Duplicate content doesn’t do well in search engines, especially when it's on the same site.
There are a lot of ways brands can tweak their ad copy to make it appealing to humans, but search engines want clarity. If a brand's product descriptions aren't popping up as high, they are advised to make SEO changes and see how the ranking moves.
Wrapping up
Crafting an effective product page isn't something brands are likely to achieve in one sitting. It will take time, research, and a whole lot of trial-and-error. The above-mentioned tips will surely help brands make the job easier. Other important features include customization options, shipping and returns information, and an FAQ section.
Brands should remember that the main purpose of any product page is to persuade customers to add the product to their basket and then complete the purchase. Hence, brands should always put the customer at the forefront of their design decisions.
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