Think of product pages as complementary to category pages. Whereas your category pages are high-level, target short-tail keywords and useful higher in the funnel, product pages are niche, target long-tail keywords and where the user takes action to become a customer. Ponder this snippet from a Yoast article, which sums the relationship up well:
“If you sell bathing suits and you optimize every product page, all those pages will compete for the term “bathing suit”. You should optimize them for their specific brand, make & model and link them all to the “bathing suit” category page. That way the category page can rank for “bathing suit”, while the product page can rank for the more specific terms. This way, the category page prevents the individual pages from competing.”
A product page is inherently more actionable, meaning the copy that you write needs to be actionable. A product page is normally where you will utilize your sales copy talents.
A key element to product pages is a fully-integrated design. Everything from product carousels and videos, reviews and testimonials, a zoom function or even clothing size choices. If you have a visually sound product page design with compelling design, the copy mainly needs to pinpoint the benefits, specs, description and price.
Find out more great tips; read out post, SEO Copywriting Tips
When the user hits a product page, they most likely know that they want the product (or one similar), all they need is the right persuasion. Take a look at a North Face website’s product page below. It offers every bit of information that the consumer needs to reaffirm their decision to make a purchase. Reviews give a third-party confirmation of product quality, while the simple grey box cleanly presents details, benefits, features and specs. Also, it’s fun clicking around on the different colors offered – there’s even a video that showcases the jacket.
Well written product descriptions will boost SEO and conversions — and if you don’t have the wealth of designers and writers at your disposal like North Face does, there’s a little formula that might help the average marketer a little help when writing product descriptions:
3-5 Sentences of Product Storyline + Bullet Point List of Specs or Features = Engaging Product Description[d]
When it comes down to it, product descriptions should set proper expectations for what the consumer should expect from the presented product. If you’re being honest with your descriptions you should see return rates and customer service questions decrease, while conversions increase.
To the average Internet user, ecommerce comes off as a dry industry. That’s why you need to humanize your company, presenting a solidified brand voice centered around a congruent message. If you’ve put ROI front and center of your ecommerce marketing strategy – well, my friend, you’ve already lost.
Here are some ways to improve your ecommerce messaging:
- Offer them something they can’t refuse
- Build friendships
- Say thank you
- Retarget appropriately
- Run social tests
Reducing Sales Friction
With all this talk of making a sale, we should talk about what prevents it–that is where does sales friction appear in your online store’s path to purchase? There are a number of elements to consider:
Enhanced security features
Enhanced security features on your online store seem like a good idea – when you’re shopping online you don’t want your credit card information landing in the hands of criminals. Of course, many are familiar with the infamous Target hack of 2014, in which millions of target consumers’ personal information was breached. But too many security measures on your website will actually hinder sales. An https:// website should be sufficient enough – don’t make the consumer go through a slow-loading CAPTCHA.
Not only do slow-loading web pages frustrate users, it negatively affects your SEO copywriting strategy. Online, there are most likely hundreds of other companies competing against you, don’t give the consumer a reason to bounce from your site and head to theirs. Also remember the average attention span of a web user is about eight seconds (and will only keep going down), giving you limited time to catch their business.
Just as slow-loading pages affects user experience and SEO, so too does not having a mobile marketing strategy. While desktop still converts more users, traffic to ecommerce websites now account for nearly 50 percent of overall online U.S. retail traffic according to an IBM report. Additionally, eMarketer expects mobile to overtake desktop for US search ad dollars this year, rising from $8.72 billion to $12.85 billion—just slightly above desktop’s $12.82 billion. At the same time, there will be 156.4 million mobile phone search users in the US, representing 49.0% of the population. This has huge implications for your ecommerce and PPC strategy – in other words, get yourself a mobile website.
Direct your audience
Using clear calls-to-action buttons, whether it’s a link to another page, a phone number or form, give your site visitor a specific next step. Consider the online sales funnel when linking CTAs. Don’t link a CTA from a sales-oriented blog to the homepage, instead link it to a contact form.
Writing Sales Copy
Not all copy on your webpage will be sales copy – in fact, most of it shouldn’t. But, like the example used above, you need to persuade the consumer at the point of purchase.
Since the consumer is already on your product page, they have done enough research to navigate towards a specific product. They are in the “desire” phase of the funnel. They are through the “research” phase, no longer searching general informational keywords on Google, like “benefits of this ecommerce product” or “the top ecommerce product for 2015.” They are done with the “interest” phase, searching keywords like “The best ecommerce product of 2015.” They are now considering purchasing your product.
Push them into the final stage of “action” with persuasive sales copy.
Do you need help with product page copy? We help online brands of all types succeed with solid commerce strategy. Learn more about our SEO copywriting services and find out how we can assist your business.