This site uses cookies and other tracking technologies to make possible your usage of the website, assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide better user experience.

By using the website, you agree to our Privacy policy

Accept and continue

Report a bug

Cancel
6389   51   5
SEO 8 min read April 16, 2018

Creating A Killer Product Page For eCommerce Website: 7 Tips To Boost Conversions And Improve Rankings

How To Make Your WordPress Site Ready For The Mobile Speed Competition

Igor Gorbenko
Digital Marketing Expert
Product page is where your visitors make a decision to become your buyers and designing a page should be approached carefully. This article will give you some tips as to what you should pay attention to when designing a Product Page.
#1

URLs should be readable and informative

Your URLs must contain full product name, not the index or serial number that you assigned to it:

www.website.com/product-03100.html

www.website.com/LG-E960-Google-Nexus-4.html

Here's how complete URL should look like (complete as in containing all categories and subcategories where the product is listed):

www.website.com/catalog/phones/nexus/
LG-E960-Google-Nexus-4.html

Don't create duplicate pages if your product is listed in more than one category:

www.website.com/catalog/phones/nexus/LG-E960-Google-Nexus-4.html

www.website.com/catalog/phones/LG/LG-E960-Google-Nexus-4.html

www.website.com/catalog/phones/google/LG-E960-Google-Nexus-4.html


To avoid this, Product Page URL should contain only constant parts that are common for all URLs:

www.website.com/catalog/LG-E960-Google-Nexus-4.html

or www.website.com/catalog/phones/LG-E960-Google-Nexus-4.html
#2

Improving text relevancy

Here's a list of things you should have on hand to work on the relevancy of your on-page text:

  1. Keywords;

  2. Synonyms;

  3. Topical fields;

  4. List of stop words;

  5. Data on related searches from Google's SERPs:
#3

Mandatory elements of a product page

There certainly is a difference between Product Pages of Clothing, Electronics, Foods and other items, but there are certain guidelines that apply to most and number of elements that should be present on any Product Page.
  1. Photo of a product.
  2. Price and calculated discount.
  3. Expandable photos.
  4. Photos from different angles.
  5. Add to cart (buy) and bookmark buttons.
  6. Product options.
  7. Detailed description.
  8. Information about the purchasing process.
  9. Easily accessible contacts or support.
  10. Breadcrumbs.
#4

Catchy product photos

Product photos play a crucial role, adding a unique spin on your product photos can add personality to your online store. Make photos from different angles so that your customer can clearly understand how the item looks like. For example, if you sell sneakers, make even a photo of the sole, especially if it's a strength of this model. Don't be greedy when it comes to making awesome photos, find the high-skilled photographer to get really decent pictures.
Tara Hornor knows how to make a product photo catchy and creative, check out her article.
#5

Clear call-to-action

The main goal of the product pages is to sell, so that "Add to cart"/ "Add to bag" buttons should be clear and visible. Don't make your customers wasting their time on searching for this button. Moreover, it should be a button, not a text link or something else, so that customer understands that it's the place where he/she has to click. You can see a great example of call-to-action button at the screenshot below, it's orange and big, so that it's impossible not to notice it.
#6

"Out of stock" product page

There are two popular mistakes that online stores regularly make with "out of stock" pages. First and biggest mistake is removing the item from catalog and removing the page from website. This is something that shouldn't be done even if you never plan to restock on the missing item.

Matt Cutts in one of the videos on Google Webmasters' YouTube channel said that the best solution for the page with out of stock item for the big eCommerce website was using 404 error there. As for me, it seems quite irrational. When person sees 404 error the first thing that comes to mind is that the website is broken or something is wrong. There are great chances that after seeing 404 page a customer will leave this online store and choose another one for shopping. Seems that it isn't the effect you are waiting for.

Second mistake is not as crucial but very popular. A lot of stores simply make the listing inactive and put an "out of stock" tag next or over the price:
Here is another example of poorly designed "out of stock" page:
The first thing that the customer's eye catches is a discount price written in red. Let's imagine that the girl is searching for a beautiful jumper, she sees this one, she likes its color and design, then she notices that there's a great discount and it costs only £15, moreover it has great reviews 4 out of 5 stars. She starts searching for the "Add to cart" button and only after this she mentions that all sizes are struck through. Have you already found the info that this item is out of stock? Well, it's written in small font at the bottom of the screenshot. I think it's quite frustrating to understand that the item is out of stock when you've already imagined yourself wearing it (imagine yourself in this scenario).

Seems like good stores have everything in stock, plus it's hard to search for products that are not for sale, so I couldn't find a decent example of a properly designed out of stock page.

Here's what every "out of stock" page should have:

  • eye-catching "out of stock" sign;

  • similar items;

  • most popular items;

  • items on sale;

  • notify me button.

It's necessary to offer other items in place of sold out items to keep website visitors and increase conversion. Moreover, offer the similar items not just according to the category, but also take into account the color and brand.
#7

Additional value for product page. Case

Additional value is a great way to improve ranking of a product page. The kind of additional value totally depends on the type of the online store. Here's a small case from Netpeak Marketing Agency related to our subject:

Project: online shop selling dashcams.

Problem:

  1. Low product page ranking.

  2. Content rewriting didn't give any results.

  3. Improving ranking of all product pages through backlinks is expensive.

Hypothesis:

  1. Text is not the best type of content for this type of wares.

  2. Users want to see the result, a video shot with a dashcam they're interested in.

  3. Videos will keep the visitors longer and improve behavioral factor.

Possible solution:

  1. Add examples of a video to the Product Page.

  2. Take videos from manufacturer's youtube channels.

Result (after adding videos to the product pages):
As you can see the number of visitors increased dramatically after videos were added. Try to come up with how you can add additional value to your online store. It can be sample photos for smartphones or cameras, 3D overview, or unboxing and so on.
I hope that these tips will come in handy for you, feel free to ask your questions.

Rate the article on a five-point scale

(The article has already been rated by 0 people on average out of 5)
Found an error? Select it and press Ctrl + Enter to tell us

Recommended posts

Subscribe to our newsletter
Keep up to date with our latest news, events and blog posts!
Sign In Free Sign Up

You’ve reached your query limit.

Or email
Forgot password?
Or email
Back To Login

Don’t worry! Just fill in your email and we’ll send over your password.

Are you sure?
Please pick the project to work on

Personal demonstration

Serpstat is all about saving time, and we want to save yours! One of our specialists will contact you and discuss options going forward.

These may include a personal demonstration, a trial period, comprehensive training articles & webinar recordings, and custom advice from a Serpstat specialist. It is our goal to make you feel comfortable while using Serpstat.

Name
Email
Phone
We are glad of your comment

Upgrade your plan

Upgrade your plan

Export is not available for your account. Please upgrade to Plan A or higher to get access to the tool. Learn more

Sign Up Free

Спасибо, мы с вами свяжемся в ближайшее время

Invite
E-mail
Role
Message
Optional

You have run out of limits

You have reached the limit for the number of created projects. You cannot create new projects unless you increase the limits or delete existing projects.

I want more limits

Christmas is a time for miracles.

You are almost on the finish line of our Christmas quest. The last brick of your lego-promocode is left on the way up 55% discount.

Did not find previous lego-bricks? Fill the form anyway.

Name
Email
Phone