Creating a product page is easy. But creating a good one? Not so much. A good product page helps you stand out from your competition, provides a quality shopping experience for potential customers, and ultimately converts the most possible people into customers.
Here are five best practices to help you consistently create high-quality product pages.
1. Prioritize your target keywords
Your customers use specific words and phrases when they search for products in your category. They might use a handful of terms to describe your category, or they might search for specific features and benefits. Good product titles and descriptions include the main keywords that should lead customers to your products, so that when they use those terms, your products show up in the search results. Since you have limited space (especially in your titles) be sure to keep a prioritized list of the terms your customers might use to find your products.
2. Be responsive
When you quickly respond to questions and comments on your product pages, it shows potential customers that you value quality and service, and it can change some customers’ bad experiences into good ones. Every time someone posts a negative review on one of your pages, you should respond with the intent to correct misunderstandings, own mistakes, and show that you’re listening. And when customers post questions, provide a thorough response and consider updating your product description to proactively answer the question for others.
3. Keep quality high
If your product page copy is riddled with typos, or your images look unprofessional, that’s a huge red flag for consumers. It makes your product and your brand look cheap. (And it makes it easier for your competitors to look good.)
Sometimes quality slides accidentally, like when brands try too hard to maximize keywords or cram in every feature in benefit. Don’t force keywords into your copy if they don’t fit. Make sure your descriptions sound natural and adhere to your brand guidelines.
4. Test and optimize
Creating the perfect product detail page is a bit of a moving target. If you want to stay on top, you need to constantly play with the order of features and benefits, experiment with new types of enhanced content, and adjust your copy to fit seasonal trends in search. Be sure that you test one change at a time so you can measure the impact of that specific change, and make an effort to optimize your product pages on a regular basis.
5. Regularly evaluate your product pages
For every component of your product page, there are numerous factors that impact its effectiveness. If you want your product pages to be compelling, helpful, and competitive, you need a process for evaluating them and identifying room for improvement.
