Customers are much more likely to purchase something from a neat, organized store that’s easy to browse through than from a store that’s a complete mess.
Think of your on-page product descriptions as the hypothetical “aisles” of your store. You want your e-commerce site to be enjoyable for your customers, and to give them an enjoyable, easy shopping experience.
Why it is significant to optimize your product pages?
SEO is the biggest reason to optimize your on-page product descriptions.
Some e-commerce stores don’t create original information, and will simply duplicate information found on other sites when selling a certain item. This means that tons of pages with the same image and description exist out there online – and they could be totally killing your conversion rate.
If your store has nothing to set it apart from the rest, then that will be reflected in your search rankings. Your e-commerce store won’t be living up to its potential. And, to top it off, Google and other search engines can penalize you for copying their content. So, it’s definitely something you want to avoid.
Sure, optimizing your on-page product descriptions will take time, but it’s truly worth it. Your customers will enjoy browsing your store, you won’t be penalized, and you will maximize your conversion rate.
Here are 6 easy steps that you can take to optimize your product pages.
1) Begin by keeping product name and URLs original
No matter what you sell, your products need names. When describing your items on your e-commerce store, you should keep it short, while still making sure that you are telling your customers what they should know.
For example, if you’re selling size 8 leather Steve Madden boots, then your product name could simply be, “Steve Madden leather boots, size 8.” Keep it simple, but still descriptive.
Also, the URL that goes along with your product should have the title in it as well. For example, the URL for the boots should be www.yourstore.com/leather-steve-madden-boots.
You should use this format for every single product that you sell in your store. This will make it easy for your customers to find what they are looking for, and it will show that you took the time to make your store organized.
2) Include meta titles and descriptions
Now, you’ll want to optimize your products for SEO.
Creating meta titles and descriptions for your products will help you customers find what they are looking for when they search on Google and other search engines.
A meta description is just a short description of a product that appears below the meta title on search engines. It doesn’t take long to create, but it will make a huge difference in your e-commerce store.
Here’s how you can change meta titles and product descriptions in Magento:
- Log into your store
- Go to Catalog, and then click on Products
- Choose the product you want to edit
- Click search engine optimization
Now, you can fill in the boxes accordingly. Most meta titles are around 55 characters in length, and should be no more than 71 characters.
3) Create your own product descriptions
Sure, this is a time consuming feat, but it’s so worth it. As the owner of your store, you know the most about it, and you know about your products. You’re the best person to write your product descriptions because you’re the most knowledgeable.
You have the opportunity to sell a product effectively with a great product description. By incorporating SEO keywords into descriptions, you will boost your page rankings on search engines.
Here’s the recipe for basic product descriptions:
- A general description of the product
- Any specifications
- Warranties (if there are any)
Remember not to plagiarize and use another description that you found somewhere else. If you see a description that you like posted on another e-commerce store, figure out a way that you can re-write it.
4) Use optimized images
Poor image quality can really slow down your website. Whether you’ve taken your own photos or are using ones from a manufacturer, you have to optimize them. Here’s how:
- Convert all images to .JPEG to reduce their file size
- Edit extremely large images
- Make sure that thumbnails are as small as possible
If you don’t have time to optimize your images, don’t worry. You can download extensions that can take care of this automatically.
5) Use alt text
After optimizing your images to improve loading times, you should make sure that each image has alt text.
Alt text tells search engines about an image. Google cannot interpret images on its own, so it needs alt text to understand them. Alt text is also essential for people with vision impairments who are screen readers.
Alt text is meant to be descriptive, not wordy. For example, good alt text for those leather boots would be “Woman wearing leather Steve Madden boots”, not “best leather boots to wear when it’s cold outside.” Don’t use filler words to describe something. Make sure the lat text is short and to the point.
6) Enable product reviews
Studies have shown that 95 percent of customers read reviews to decide whether or not to make a purchase.
Studies have also shown that posting online reviews can increase conversion rates up to 270 percent. That’s insane. You need to have online reviews.
Here’s how you can enable product reviews on Magento:
- Go to “store” in the admin sidebar
- Go to settings
- Click on configuration
- Click on catalog on the left panel
- Go to the product reviews section and change “allow guests to write reviews” from yes to no
Now, your customers can post reviews!
Follow these tips!
These tips can significantly improve your e-commerce store. You will boost sales and SEO, and you’ll gain new customers. These few steps are easy, but are very effective.