How much time do you spend optimizing your product pages? When I ask store owners this question, I usually get answers of ‘nothing,’ or they spend a whole lot of time. Now, as an e-commerce store, you have probably set up your funnels to drive traffic to your website. That is no small feat. Once you’ve got your funnels set up, you now have visitors coming to your site either through a paid ad, a social media campaign, an email campaign, or simply because they’re interested in your product. But what happens once they get to your site?
Optimizing your product page not only bumps you up to the top of search pages, but it also converts your interested visitors into buyers. When somebody clicks on your link from a search result, and they land on your product page, they are a click away from completing their purchase. Now, how do you get your product page to that point where you’ve got customers just buying as soon as they get there?
Optimizing product pages is simple. Today, we’re going to talk about three simple tips that you can do in under 5 minutes to improve your product pages. Let’s get right into it.
Optimize your Product Page
When your product page is optimized, it performs better. To do that, there are three qualities your product page should have:
- Your product should come across clearly.
- There should be a connection that you make with the customers who are looking at it.
- It should convert better.
To do those things, we want to assume a couple of things to make these tips work. You’ve got a photo of your product on there, and you have your product specifications. You have a thorough, and you’ve got multiple photos and a video, which is something we’ll cover in a different video in terms of how much depth and content, and creativity you can put into those. Follow the tips below and watch your product page convert more:
1. Break up a long product description into tabs.
The first is utilizing the Shopify code to break up a long product description into multiple tabs. Using the H6 tag in the code of your product description, it will automatically create a tab. This allows you to have more depth and more information that’s readily available just by scrolling a little bit down the page instead of having to scroll past paragraphs and paragraphs and paragraphs of content.
Now, this H6 tag is something that works well with most themes, but we have seen a couple of themes where that has been changed. Before applying this to your page, make a test page first and see if your theme is responding to the native coding that is within Shopify. If not, reach out to the developers of your theme and see if it’s in their documentation or if they need to point you in the right direction to make it work.
2. Utilize the Blog Section of your Website
The second tip is to utilize the blog section of your website. The blog section of Shopify is completely underutilized. Unlike the biggest competitor out there for websites, WordPress, or CMS in general, is being used on blogs, and WooCommerce is kind of taking a second seat. Shopify leads with e-commerce, but the blogs are often ignored. Even the additional pages on Shopify are typically ignored. But you don’t have to go elsewhere to get more information on your site.
Start using the blog section of your Shopify store, and start writing different blog posts that show how your product solves different problems. This could be FAQs with more information about your product. It could be a mix of product reviews and testimonials that are coming from your clients. It could be a specific use case that the product was intended for, just explained a little bit more in-depth. These tabs allow you to provide more information, and it allows your customers to read more and understand why they should buy your product.
Alternatively, if someone lands on your blog post, it’s another way for you to have almost a secondary product page because it’s just talking about your product.
From there, you can actually give a big boost to your SEO. By adding a keyword-rich blog post that talks about your product and the situation that someone’s in, or you have the actual product page itself, you’re ranking high on search pages. If somebody reads the blog post, and they want to come back to your product page and buy, you win. If they look at the product page, and they’re kind of on the fence, and they see that there’s more information, and they can read that blog post that relates to them, then they can come back and buy.
This little cycle is something that most product pages miss out on because it’s just too much work for a lot of people to write 200, 300, or 500 words about the product. I would put that into your schedule. That is going to take more than five minutes, and it is not a product page, but it’s certainly a big perk to have on your website.
3. Use reviews and testimonials on your website
The third is being able to implement reviews and testimonials as part of your website. This is not something that will happen overnight. But it is something that will change the game in terms of how your product pages perform. There are so many different apps you can find that some have reviews tied to referrals, and some have reviews that are tied to different product specs. I encourage you to go and really look at the one that’s going to be the best suited for you.
There are specific apps that we consistently use for some of our stores, but that’s based on the size of the stores, the inventories that they have as well as the volume of reviews. Take those reviews and put them into your follow-up sequence on your emails to incentivize more people and remind them to leave product reviews about their experience and how they’re using the product. If someone did a review of your product, add a link within your product page so that people have no reason not to buy from you.
Conclusion
It only takes five minutes to get this set up on your site. This should be something you can do across the board. Installing the review platform automatically works across all of your product pages immediately. For each page, on the other hand, you’re going to go through your product pages, adding those H6 tags and creating tabs to make the shopping experience a lot more enjoyable. Once you have that set up on your website, start working on adding additional content for your site as well as for items that you’ll use elsewhere.