seo-product-page-optimization

10 Reasons Your Product Pages Are Not Doing Well

Your product page is the place where the visitors of your ecommerce store decide whether they should convert into your customers or not. And, you are given only a few seconds to give them the reason to be your customer. Let’s look at top 10 Reasons Your Product Pages Are Not Doing Well.

But, if your ecommerce store or a specific product page is failing to convert, you might be committing all or any of the following mistakes.

Have a look at the most common reason why your product pages are not performing well. Also, know what you can do to fix the flaws and prepare your product pages for higher conversion and sales.

1. Inappropriate URL Structure

Search engines prefer URLs that sound natural when read aloud.

If you read the URL of your product pages out to someone and they have a problem understanding it, your URL structuring approach is not right.

Following image compares three URLs each with different readability. The one in blue color reads natural and gets preference from search engines.

scale-of-readabilty

source:thinksem

What to do?

To ensure that the URLs of your product pages read like plain English, don’t focus on keyword stuffing. Instead, double-check the URLs and read them aloud. Remove anything that sounds meaningless and unnecessary.

The next problem with URL structure might be ‘CANNIBALIZING.’

When multiple product pages on your ecommerce store target the same keyword and search engines display a non-optimal page over targeted page, Cannibalization happens.

URLs of product and category pages should have distinct separations. Incorrect keyword use in URLs will negatively impact your conversion rate.

Imagine your users search “best traveling bag”, and their search results show a product page instead of your category page. If users don’t like this product, they will immediately get off it. Thus showing product pages to your visitor leads to a high bounce rate.

If instead, search results ranked category page, users would be able to choose from various travel bags and have greater chance to browse your full website.

What to do?

Step 1: Replace keywords in your product page URLs and metadata with brand and model number of your product.

amazon-url-1-sample amazon-url-2-sample

Step 2: Add keywords to your category page URLs and metadata.

Step 3: Have the patience to see search engines ranking your pages.

Inconsistent URLs

Automatically generated URLs are good for time and efficiency, but bad for consistency. And, inconsistent URL increases the number of duplicate pages on your ecommerce store.

It means you can, unintentionally, end up creating a page with duplicate content of a category page with a different URL.

Common cases of inconsistent URLs are:

  • mani urne www.
  • Capitalization
  • Not using https

To avoid inconsistent URLs, you can use free tools like Siteliner and Screaming Frog.

2. Using Poor Quality Product Images

Having high-quality product images not only makes your store look great, but also affects conversion rates, sales and drives organic traffic to your site.

So how to present your product with images that appeal to your target audience and maximize your sales? Follow these steps:

  • Plan your images

Decide the following aspects of images for your product pages:

decide-your-image

  • Best image type and size
  • Ideal file type and size
  • Thumbnail images
  • Ideal Image Size

Thumbnails

testing-bag-description

Thumbnails appear in the product category or site search results listings. Clicking on it opens up either a dedicated product page with the larger version of thumbnails or just the larger version. Its size is usually 100 X 100 or 200 X 200.

Product Pages 

Size of product images should be 640 x 640 or 800 x 800. This single image should show the product from various including front, side, underneath, etc.

harrys-products

Zoom

You have two options to do this – take separate close-up shots or integrate mouse hover functionality. 800 X 800 or 1000 X 1000 are enough sizes for mouse hovers. Make sure this feature gives a bird’s eye view of your product to your store visitors.

zoom-pro-demo

  • File Types

JPEG – Standard internet image files because they are easy to compress

GIF – Lower-quality mages used for icons and simpler images

PNG – Good alternative to GIF, support more colors and have no degeneration after repeated saving, but file size tends to be large.

So, preferably, use JPEGs for higher quality images at the smaller file size.

  • Camera and image quality

You can capture product images using a DSLR camera or your smartphone if its camera has a DSLR-like quality.

If you’re using DSLR, know the basics about shutter speed, ISO and aperture. Most product photography requires a small aperture and slow shutter speed. Avoid using a flash.

If you’re using your smartphone, set the camera free of zooms, flash and filters. You can add effects later if necessary. Make sure you click images in natural light instead of artificial light unless you’re an experienced photographer. Also, keep the lighting consistent across the image.

Quick tips

  • Keep the background of products white to avoid distraction.
  • Use reflectors to avoid shadows.
  • Steady your camera with a tripod or smartphone mount to ensure image sharpness.

3. Not Optimizing Product Images for SEO

As mentioned above, images are crucial to ecommerce stores. But at the same time, images add to the weight of your website. HTTP Archive mentions that nearly 64% of a website’s weight is comprised of images. If a product page takes more than 3 seconds to load, around 40% of visitors leave that site.

It means higher load time leads to increased bounce rate and poor user experience.

This is where image optimization helps! Image optimization is the process that is used for reducing image size without compromising its quality by compression, caching or resizing methods.

Besides these, image optimization for SEO involves preparing your images to target the right keywords for SEO purpose.

Image-alt-tag-seo

What to do?

Image properties largely affect the SEO ranking of your product page. Look at what you need to do about optimizing your product photos for search engines using the properties of product images:

File Name

  • Include your targeted keyword
  • Be descriptive and include additional information
  • Separate words using a hyphen (-)
  • Use full words and avoid abbreviations

Check out the following examples:

Non-optimized file name: IMG-008-653

Optimized file name: Delsey-backpack-blue-250X250

Alt Text

The alt text describes your image. It should include your target keyword, full words and descriptors. Avoid hyphens, use spaces.

doritos-alt-tag-sample

  • Use 10-15 words for alt text
  • Avoid keyword stuffing or repetitive words
  • Use plain English
  • Avoid unnecessary words such as if, and, etc.

Good example

<img src=“desly-backpack-blue.jpg” alt=“desly backpack blue sale”/>

Poor Examples

<img src=“desly-backpack-blue.jpg” alt=“desly backpack”/>

<img src=“desly-backpack-blue.jpg” alt=“buy this blue desly backpack to look stylish on traveling”/>

Title Text

Image title appears when you hover over the image. Though the title doesn’t impact SEO of your product page, it can increase click-through rate and conversions, if you include call-to-action in the title text.

<img src=“desly-backpack-blue.jpg” alt=“buy this blue desly backpack to look stylish on traveling” title=”buy Delsey backpack now”/>

Caption                                                            

Captions are not important for product pages. So you can skip captions if they block important parts of your product images or impact user experience.

4. Product Descriptions

Undoubtedly, you want to provide as much details about your product as possible to your customers. But lengthy and unorganized product descriptions are never read. Studies suggest that visitors read only 16% of the words on web pages.

So you have to catch your customers’ attention within those 16% words. Follow these steps to achieve the same:

Step 1: Define buyer persona

To define your buyers’ persona, you have to think from your customers’ point of view. Think about their browsing and searching behavior and consider what and how they exactly want. It will help create customer-centric, personal and persuasive product descriptions.

customer-persona

Step 2: Comprehensive list of features and benefits

Potential customers are not much interested in how your product does what it’s intended for. Instead, they want to know how it makes their lives better. How does it solve their problems?

Start with writing down your feature in the form of benefits using BULLET POINTS and place them below your product name to catch your customers’ attention quickly.

multi-apart-kitchen-appliances

 

Step 3: Create a scannable format

Make your product descriptions easy to scan and easy to read by using:

  • Subheadings for easy skimming
  • Bullet point to catch customers’ attention
  • Large font for better readability
  • Video or photos to entice visitors to buy your product
  • Provide white space to guide readers through the description

Product Description Example of Kindle Paperwhite E-Reader

kindle-paper-whitekindle-product-description-2kindle-product-description-3kindle-prouct-description-4kindle-product-description-5

 

Step 4: Write the first draft

Once you have defined your buyers’ persona and planned your content, start with your first draft of the product description. List and rank the benefits, features list and objections in a logical way.

Make a comprehensive and persuasive copy without worrying about grammar and spelling mistakes.

Step 5: Edit your draft for final product description

  • Review the list of features and benefits to ensure nothing is missed.
  • Check the engagement level. Is the copy appears engaging to your target customers?
  • Improve readability by replacing complete vocabulary with simple words, and follow the average sentence length.
  • Use specific terms instead of generic phrases to increase your credibility.

Step 6: Optimize for search engines

Use keywords, naturally, to optimize product descriptions for search engines. However, writing for your buyers’ persona using phrases they use to search your products will automatically optimize your product description for SEO.

Think like your buyers when writing product description!

5. Omitting Bread Crumb Navigation

Breadcrumbs are important, especially for ecommerce stores. If you are not using breadcrumb navigation on your online store, you are missing significant scope to optimize your product page and losing conversions.

bread-crumb-navigation

Breadcrumbs enhance user experience

Customers easily get lost in deep hierarchies of ecommerce stores. Breadcrumbs help your visitors know where they are currently on your website and how to return to the desired page from their existing location. It lowers the bounce rate and offers a positive user experience.

Google loves breadcrumbs

Breadcrumbs help Google understand the structure of your website. Moreover, Google sometimes uses breadcrumbs to show these in the search results.

Adding breadcrumbs to your store

You can add breadcrumbs to your site in many ways. There are so many breadcrumb plugins available for difference CMSs.

Yoast SEO is the best plugin if your store is based on WordPress. It will do everything necessary to get your store ready for both, your visitors and Google.

Add the following code to your theme where you want to place breadcrumbs:

<?php

if ( function_exists(‘yoast_breadcrumb’) ) {

yoast_breadcrumb(‘

<p id=”breadcrumbs”>’,'</p>

‘);

}

?>

single-post-edit-page

 

You can add it to single.php or page.php, above the page title. Place it at the end of the header.php file if your theme requires. Don’t add it to functions.php as it could create problems.

 single-page-setting

Go to the advance setting and switch on breadcrumb support and choose breadcrumb structure.

6. Deleting Out of Stock Product Pages

Every online store eventually comes to a point when they run out of a product. In this case, most people either delete or unpublished the page.

Result? A broken link!

And, a broken link is not good for the health of your website. It’s because if that broken page gets indexed in search engine result pages for a searchable keyword and users don’t find anything on the page; it will result in poor user experience.

It not only frustrates your visitors, but it can also negatively affect the SEO ranking and properties your product has already gained. Deleting an “out of stock” product page will:

  • Eliminate the organic ranking for this product page, which may lower the ranking of other pages.
  • Remove image rankings generated by your product
  • Get removed from the index because of broken links created due to product image removal
  • Break inbound links to the product page from other websites and blogs.

What to do?

Instead of deleting your “out of stock” product pages, follow these options:

Step 1: Replace the ‘Add to Cart” button with “Sold out” buttonLUMA

When a product is not available in stock, remove the ‘add to cart’ button from the product page and replace it with ‘sold out’ or ‘item unavailable’ button. It will prevent customers from becoming frustrated when they’re unable to purchase the desired product.

Step 2: “Item is no longer available” Note

baby-registry-unavailable

By placing a “product no longer available” on the product page will immediately inform customers that they are unable to buy an item without affecting the SEO ranking of your website or the product page.

Step 3: Provide a link to a similar item

Figure out which products customers, browsing this product page, would be interested. Find the similar product and add a link to the “out of stock” product page to direct customers to similar products. It will keep your visitors engaged with you. The best way is through ‘Related Products’ section that automatically shows similar products on every product page.

Similar-products

7. Not focusing on User Generated Content

Lemonstand states that there are around 24 million online stores in the world. Just imagine how difficult is it to position your store successfully in front of your target audience when there are millions of competitors.

Think social proof!

Social proof is user-generated content, or you can say it’s original, unpaid content created by real product users. It can be a text section, image or videos.

Social proof and customers

Social-proof

source: sleeknote

Social proof nurtures trust through transparency and authenticity. It helps boost your brand awareness and increases your website engagement as customers feel more connected to you.

Social proof and SEO

Featuring testimonials and reviews on your product pages sends web crawlers messages that you’re delivering quality and value to your customers.

To leverage user-generated content for improved SEO performance of your store, encourage your customers to leave testimonials and upload images and videos with their products. It will allow you to rank your product pages for long-tail keywords based on the phrases people use in their feedback.

Social Proof and Social Media

Share customer testimonials on your social media pages to bring more shoppers to your ecommerce store.

social-proof-lifebeam

Don’t forget to respond your customers’ feedback to let them know they’re being listened.

8. No Internal Linking Between Blog Post

The first reason why internal linking is important is that it directs your visitors to the most important pages on your store. But this is only the one perk of internal linking. These links greatly contribute towards the success of your website by passing along their own link authority.

More links mean more authority, which helps to boost your search engine rank for your target keywords.

What to do?

Always include a ‘BLOG’ on your ecommerce store. Post useful and interesting information in the form of articles or blogs on your website blog on every alternate day.

But the most important part is adding internal links to your product within the blog content. For example, if you want to promote a product named “Delsey backpack blue color”, write a post about choosing a backpack or something similar. Add a link to the target product page on the relevant keyword in a way so that it sounds plain English.

beauty-blog-plain-english

Ecommerce blog topic ideas

  • How-to-dos and tutorials
  • Tips on using a particular product
  • Gift ideas and carefully include your products
  • Promote a new product in your store
  • Announce a news
  • Fashion trends
  • Interesting or fun facts relevant to your niche

Quick Tips

  • Use strategic anchor text, between 1-3 words with text that helps identify keywords for your product page.
  • Too many internal links may mark you as ‘SPAM.’ Never do this! Instead, including only 3-4 internal links in one post or one page.
  • Don’t forget to check “opening a Link in the Same Window vs. A New Window” for a positive user experience.

9. Poor Mobile Experience

Mobile devices drive the today’s technology-oriented world. And if your website fails to attract an influx of mobile users, it may be because you are still overlooking mobile experience. It may further impact your overall conversion rates because users will not be able to find you.

What to do?

Minimize typing effort

Mobile users find it a time-consuming and erroneous task to typing on a mobile device, even with a full keyboard. So, eliminate all input fields where customers can enter raw data on the product page. Prevent users from making errors by offering options such as radio buttons and steppers to help customers select only definitive options.

 minimizing-typing-efforts

Let users control the zoom level

Consumers use the image to feel the product. They can become frustrated if they can’t zoom in at a predetermined magnification level on their mobile device.

So put users in control by enabling them to zoom in at their preferred level.

zoom-mobile-option

10. Complex Checkout Process

A lengthy and difficult to understand checkout page disappoints customers. Make sure you don’t commit following mistakes on your checkout page:

  • Designing multiple page checkout

Use a single page checkout to keep the process easy for your customers.

one-page-checkout

  • Hiding shipping cost

This is the biggest reason for high card abandonment rate. You will lose trust and customers will never return to your store. Instead clearly and vividly display your shipping charges either on the card page or the product page. Your customers should be aware of the shipping charges before they checkout.

hiding-shipping-cost

  • Forcing customers to sign-up during checkout

Doing this will distract your customers and introduce more barriers in your conversion funnel. Instead, allow guest checkout, allowing customers to make payment first and sign up with your later. To encourage your customers to sign-up with you, offer a discount coupon for the next purchase.

begin-checkout

  • Limited payment option

Don’t limit your customers with payment options. Offer reliable and safe options such as EMIs, card payment, net banking and more safe options, transparently.

limited-payment-option

  • Unnecessary questions and fields

Avoid irrelevant and unnecessary questions such as “How did you reach us?” or “Provide rating for the product.” Keep these questions once the order is confirmed and the payment is done. Ask minimum and only necessary questions on the checkout page.

Bonus: Adding social widgets everywhere

Had someone told you that adding Facebook or Twitter button on your website is important? Now, are you placing these buttons all over your store?

adding-social-widget

Wait!

Add only necessary social media widgets to your product pages. Right placement of these buttons equally matters. If you believe your customers will never click them, remove these from your pages. Believe it or not, in many cases, social widgets reduce conversion rates if used thoughtlessly.

Hopefully, you now know top 10 Reasons Your Product Pages Are Not Doing Well  and how to fix them. Get on with it and sell more. Good luck

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