Introduction
As an ecommerce store owner or manager, you’ve most likely seen a high web traffic to your site but remained puzzled on how to convert this into significant sales. You’re not alone.
Growing web traffic is a fundamental goal for any ecommerce store owner. However, high traffic volumes don’t inherently translate to thriving business performance. What’s crucial is leveraging that online traffic into actual sales through a high conversion rate - and that’s where your product pages come into play.
Your product pages are the critical linchpins that turn browsing visitors into paying customers. If you’re driving a substantial amount of traffic, yet seeing lacklustre conversion rates, it’s time to revamp those pages to better captivate your potential shoppers. To help you make the most of this untapped resource, we’ve curated a complete list of tips and optimisations that can significantly enhance the efficacy of your product pages and transform them into potent conversion engines. Read on to find out how to optimise your ecommerce site and improve your turnover.
Optimise product titles and meta descriptions for SEO
The Role of Product Titles and Meta Descriptions
As an ecommerce store owner or manager, you’ve probably heard the term ‘SEO’ or Search Engine Optimisation many times. SEO is crucial for your visibility on search engines, and ultimately, drives organic traffic to your product pages. Two significant elements that contribute to a well-optimised page are your product titles and meta descriptions.
Product titles are the first aspect search engines and potential customers see. Titles that accurately depict the product and contain relevant keywords can significantly improve your visibility in search results, leading to more traffic and better conversion rates.
Meta descriptions, though not directly influencing rankings, makes a significant difference too. They offer a quick, concise summary of your product that shows up in search results, which can grasp the attention of potential customers.
Optimising Product Titles
When creating product titles, you need to balance readability for customers with SEO-friendly keywords. Ensure that your titles are concise, accurate, and descriptive, including essential attributes like brand names, model names, or the product’s main differentiator.
- Accurate Description: Use specific terms to precisely describe your product. For instance, ‘Vintage Wooden Handle Corkscrew’ instead of just ‘Corkscrew’.
- Use of Keywords: Utilise SEO tools to find out what your potential customers are looking for and include these keywords in the title.
- Simplicity: Ensure every title is easy to read and instantly tells the customer what the product is.
Creating Effective Meta Descriptions
Meta descriptions should attractively outline what your product offers within a strict limit of 155-160 characters. They should also include key search terms relevant to the product but avoid keyword stuffing, which can make your description seem artificial or spammy.
- Entice Customers: Incorporate a strong call-to-action (CTA) such as ‘Buy Now’ or ‘Shop Today’ to encourage click-through.
- Highlight Key Features: Include top product features or benefits that will interest your customers.
- Effective Use of Keywords: Use primary keywords that potential customers might search for but avoid forcing them in unnaturally.
The Power of SEO
Optimising your product titles and meta descriptions for SEO can be a potent tool to improve your conversion rate. By appearing more frequently in relevant searches, you can attract highly qualified traffic which is more likely to convert. Remember, the aim is not to trick search engines, but to make your product pages more accessible and useful for potential customers searching for the products you sell.
Regular Monitoring and Updating
SEO is not a ‘set and forget’ tactic. Search engine algorithms are continually being updated and consumer search behaviours evolve over time. Regularly review and update your product titles and meta descriptions to ensure they remain optimised and continue to draw in customers leading to improved conversion rates.