More than half of shoppers say ratings and reviews are essential to purchasing. So, it’s no surprise that optimizing your product pages with authentic ratings and reviews increases conversions. However, using CPPs to test your product pages comes with limitations. Getting a large volume of traffic to your testing treatments would be best to get statistically significant results.
Trust
Creating a robust, data-driven rating and reviews strategy is critical to product page optimization. It helps you better understand your customers and meet their needs. You can use customer feedback to make necessary changes to your business and identify and respond to common issues. Providing helpful content beyond basic product information and features is another way to boost conversions. Consider including questions and answers, foundation shade finders, sizing charts, technical specs, and more on your product pages. Getting visitors to your product pages and ultimately making a purchase is one thing, but keeping them there is the next challenge. Reducing cart abandonment and bounce rates is essential for bottom-funnel conversions. A smooth return policy can help shoppers feel comfortable pulling the trigger.
Authenticity
When a visitor clicks on your product page, they want to know you’re for real. They need to trust that you’ll ship the right size, give them accurate shipping information and return policies, and won’t just disappear after they make a purchase. This is why it’s essential to use authentic images on your product pages. They not only add credibility but also help increase conversions. A proper user test is the best way to ensure your website delivers the best user experience possible. User testing can reveal your website’s many structural UX issues – fixing them will improve performance. Regarding product pages, one easy way to boost authenticity is to follow common meta title logic – an explicit identifier (men’s shoes) followed by identification elements (brand, model, color). This will allow your pages to match long-tail search queries better and drive more clicks to your site.
Conversions
A good product page includes essential table stakes like prices, shipping options, details, availability, sizing charts, etc. But it also requires more nuanced content that builds trust and helps convert visitors into customers. Examples include questions and answers, return policies, and customer service commitments communicating what matters to e-commerce consumers. For example, when a visitor searches for a particular product but doesn’t see the proper size or color in the search results, a robust, easy-to-find Q&A section can be a great way to answer those concerns and build conversions. And as Google’s algorithm considers “fresh” content a ranking factor, regularly updating these sections is a win, too. User reviews can also help you identify potential problems with a product or features and create new growth opportunities.
SEO
Product pages are the most essential part of any e-commerce site. They are where shoppers decide to purchase your products, and optimizing them for SEO is imperative. Choosing the right keywords is essential to a good product page SEO strategy. Using keywords with transactional intent helps you stand out in search results and increase discoverability. In addition to optimizing for SEO, making your product pages fast and easy to navigate is essential. Cluttered pages slow the user experience and may cause users to leave your site before purchasing. Using structured data markup can help improve your product page speed. This set of tags added to your page HTML makes it easier for Google to interpret and display your information in rich search results.
