If you’ve launched your own online store, you already understand the role engaging content plays for high-converting e-commerce landing pages. Producing eye-catching photography and colourful copy for your site is important, and a lot of fun. But your product listings are where you really need to shine. The best product pages have features in common that you may have overlooked. Here are five essential elements that help the most successful e-commerce product pages drive sales.
- Searchable product names
While product descriptions are crucial, it’s the product name that your customer notices first. Your product names should be unique, but descriptive, and include the most relevant features upfront (where possible). Highlight a popular brand name, trending style or colour. Being specific increases the likelihood of aligning with browser search queries from your potential customers. Be sure to add these names to your URLs, headings, and other metadata to increase your product page’s visibility to search engines and ensure a consistent shopper experience.
- Top product benefits and features
Each e-commerce product page on your site should highlight the top benefits or features of the product in a simple, easy-to-read, bulleted list. Look at past reviews and consumer forums to find commonly asked questions about similar products. For example, what type of power source is needed? Does the product come in assorted styles? Is the product cruelty-free? Insufficient information is one of the top reasons that online shoppers don’t purchase, so make sure you’ve answered all their questions.
- Product measurements
Product measurements are often overlooked or confusing, especially when ordering an item from a country that uses different units of measurement. The best product pages take this into account. Keep in mind that your packaging may have different sizing than the product itself. Keep this in mind if you’re selling through curbside pick-up. Imagine you’ve purchased a piece of furniture, but it doesn’t fit in your car. If you sell clothing, be sure to double-check the accuracy of sizing charts to help reduce returns.
- The wishlist feature
If you shop online for clothing, you’ve probably used the wishlist feature. With online shoppers multi-tasking more than ever, chances are high that they’ll abandon their digital shopping cart — especially if your product is out of stock. Incorporating a wish list or ‘favourites’ feature encourages a potential buyer to remember your product, increasing the likelihood that they’ll purchase later.
- Honest reviews — the good and the bad
It may seem counterintuitive, but you need both positive and negative reviews to build a strong customer base. Customers trust a product more when they can read both types of reviews, and trust leads to brand loyalty. So don’t fake it. Online shoppers are increasingly relying on and searching for reviews. Even negative reviews will help increase your search visibility by capturing these searches.
Ready to grow your business in the e-commerce space? Learn more about YP’s turnkey e-commerce solutions when you book a free consultation with a Media Account Consultant. Call 1-877-553-6883 to get started.