{"id":21586,"date":"2019-07-01T15:32:30","date_gmt":"2019-07-01T20:32:30","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=21586"},"modified":"2019-11-06T14:54:35","modified_gmt":"2019-11-06T19:54:35","slug":"improve-product-pages","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/improve-product-pages\/","title":{"rendered":"Product Pages Matter More Than Ever. Here’s How to Make Yours Better"},"content":{"rendered":"\n

Pop quiz: Which matters more, your website’s homepage or your product pages? <\/p>\n\n\n\n

Thanks to the way most people search and shop now, one of your product pages will probably be their first contact with your store. In fact, they may never see your homepage at all. <\/p>\n\n\n\n

That’s okay it means people are landing on your product pages when they’re ready to buy. But will they buy from you? <\/p>\n\n\n\n

It depends on how effective that product page is. Here are some ways to make yours convert.<\/p>\n\n\n\n

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Use SEO to Help Shoppers Find Your Products<\/h2>\n\n\n\n

SEO can be intimidating to new store owners because there are a lot of elements to consider, and best practices change when search engines like Google update the way they index and rank sites. It\u2019s a good idea for any new eCommerce entrepreneur to master the basics of SEO<\/a> and keep learning. <\/p>\n\n\n\n

To start, these are some of the elements you\u2019ll want to optimize on your product pages:<\/p>\n\n\n\n

Page speed<\/strong><\/h3>\n\n\n\n

There are two things to keep in mind as you check how long it takes your product pages to load. One, this page may be a visitor\u2019s first experience with your store. Two, if it doesn\u2019t load in 3 seconds or less on their phone, they\u2019re probably going to leave. <\/p>\n\n\n\n

How can you get a page full of high-resolution product photos and demo videos to load fast? Start with a host that delivers fast load times, like HostGator\u2019s managed WordPress hosting. Choose a theme for your store like Astra or Schema Lite that\u2019s lightweight and doesn\u2019t slow down load times. And follow our recommendations for selecting image formats, sizes, and indexing for better SEO<\/a> and, yep, faster page loads.<\/p>\n\n\n\n

Keywords and unique copy<\/strong> <\/h3>\n\n\n\n

You might be tempted to save time by copy-pasting manufacturer descriptions or descriptions from other pages on your site, but this can ding your search rankings. Every product page needs its own unique description that includes the keywords shoppers use to search for that type of item. <\/p>\n\n\n\n

Go beyond basic keywords like 'boys sandals'\u009d to so-called long-tail keywords<\/a> that help people find exactly what they want to buy: 'boys soccer sandals'\u009d or 'toddler boys suede sandals.'\u009d This takes time, but it will help your product pages rank higher in the kinds of specific searches people do when they\u2019re ready to make a purchase.<\/p>\n\n\n\n

Behind-the-scenes SEO<\/strong><\/h3>\n\n\n\n

Meta tags and schema markup are two elements that customers don\u2019t see, but search engine crawlers do. The meta tags and descriptions<\/a> on each page tell crawler bots what\u2019s on the page, so make sure those robots can tell it\u2019s a page for a 'red enameled tea kettle'\u009d or 'small martingale dog collar'\u009d for better click-through rates. <\/p>\n\n\n\n

You can also add schema markup to your product pages<\/a> to generate rich results in Google searches. The easiest way to do this is with Google\u2019s Structured Data Markup Helper<\/a>. Enter your page URLs and start tagging.<\/p>\n\n\n\n

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Create a Good Customer Experience with Smart Web Design and Copy<\/h2>\n\n\n\n

Google\u2019s UX playbook for eCommerce is full of research-based recommendations for product page improvements. For example, each product page should include a value proposition<\/strong>-a free shipping deal, a coupon code, or something customers can\u2019t get anywhere else.  <\/p>\n\n\n\n

Don\u2019t be shy about putting product prices up front. Customers prefer it, and if they must hunt for the price they may move on to another store. Google recommends displaying prices above the fold<\/strong> (before a user has to scroll down) on product pages. <\/p>\n\n\n\n

Make your descriptions easy to read<\/strong><\/h3>\n\n\n\n