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E-commerceEcommerce product pagesMarketingSEO

How to design the layout of eCommerce product pages

By September 24, 2020No Comments

If you’re wondering ‘how can I get more website traffic’, there are plenty of options to help you grow your eCommerce website traffic organically. 

From carefully selecting your chosen keywords to social media marketing, boosting the number of visitors you get to your eCommerce website can be a full-time activity. 

There are so many ways to attract more visitors to your website, but one of the most underrated ways is to make sure the layout of your eCommerce product pages is on point. 

What do we mean by that?

Tips on SEO for eCommerce product pages

When you’re building your eCommerce site, one of the most overlooked aspects is optimising the individual product pages themselves. 

The importance of SEO for eCommerce product pages can not be overestimated. Optimising your site’s product pages will be the difference between a dribble of website traffic and a torrent of visitors. 

Consider some of these SEO best practices for eCommerce product pages.

  • Pick your keywords

Your chosen keywords play an essential part in getting your product pages to rank in the search engine results page (SERP). 

Use keywords that people searching for your products or services are using in their search. 

Don’t just include generic keywords, think outside of the box – people search for all sorts of things, not just the name of your product. Include the colour, the configuration, the model type, how it’s used, you get the idea. 

Use keyword tools such as Google Adwords or keywordtool.io to help you. These tools will show you the most popular keywords or long-tail phrases that users are using for each product category. 

 

  • Optimise your URLs. 

 

It isn’t just your content that will attract more traffic to your website, a clean and friendly URL will also have a hand in getting more eyes on your prize. 

Not only does a clean URL look more attractive to visitors, but it will also help Google Autobots easily identify what each of your product pages is about. 

When optimising your URLs, keep it simple:

    • Category page – websitename.com/category name
    • Sub-category pages – websitename.com/category name/sub-category
    • Product page – websitename.com/category/sub-category/product-name

It really is that easy.

  • Optimise your metadata

Type a search into Google and check out the list of websites that are displayed. Underneath each website is a sentence or two detailing (in brief) what the site is about. 

That right there is metadata. 

And that is what you need to include for EVERY product page. Not just the categories. Every product page. 

It’s a ballache, but it’s what will stand you apart from the competition. This information is integral in capturing your audience’s attention and driving more traffic to your eCommerce site.

 

  • The layout of eCommerce product pages.

 

Your individual eCommerce product pages are more important than your homepage when it comes to pleasing your visitors. So spend your time optimising each product page and reap the rewards in sales.

The layout of eCommerce product pages

When doing website design, far too many eCommerce owners waste time overly optimising the homepage layout when they should be focused on optimising the pages that will maximise the return on their investment, i.e. eCommerce product pages. 

Why? 

Because your products are what your customers are after, not your home page. 

This is especially important if you’re a new business because people won’t be searching for your brand name if they don’t know it, they’ll be searching for the products you retail. 

Enhance your product pages and give your users the best UX. 

How?

1. Include plenty of engaging images. 

Our primitive brains love a good eye-catching visual, so if you want your customers to stick around. Don’t be shy with them. 

  • Use images that showcase your product in action and let your audience see how easy it is to use for themselves. 
  • Make your feature image a clear and easy to understand an image or your product in action.
  • Don’t forget to include Alt-tags for all of your product images – if you don’t accurately describe them, how can Google match your images up with what your customers are searching for?
  • Make sure all of your visuals are high definition and include zoom in and zoom out feature – people like to get up close and personal, so let them.

2. Include videos.

If a picture paints a thousand words, imagine how many words a quick video can incorporate. 

We are visual creatures after all and videos feed our habit. But more importantly than that, a video lets your audience go beyond a 2-dimensional image and allows you to tell a story with each of your products and shows your audience why they should buy it. 

3. Write unique product descriptions.

Images and videos are great for enticing customers, but in order for them to find your products in the SERP in the first place, you have to write unique product descriptions so that Google can index your product pages accordingly. 

Don’t write about the features of your products, however, users don’t care (so much) about those. No, what users want to know is how your product is going to benefit them. Sell the benefits of your products, not their features.

4. Use whitespace.

Don’t pack out the product pages with as much information as you can. Instead take advantage of the page’s whitespace. 

Whitespace in graphic design helps to reduce the noise on a product page and focuses the eye where you need it to go. I.e on your product.

5. Upsell with product suggestions.

Demonstrating how customers can use your products and reap their benefits for themselves is one thing, but upselling your other products or cross-selling with a ‘you might also like’ tab? Priceless.  

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