eCommerce Product Page Content Optimization

Product content shown by Comparison Shopping Engines such as Google Shopping is often pulled from product detail landing pages. This means that Product Detail Pages (PDPs) or eCommerce product pages are direct or indirect increasingly becoming the first touchpoint shoppers have with your products or brand. 

Optimizing your product imagery, content and listings on your own and your resellers' websites is important to benefit most from this and boost eCommerce conversions. 

Identify and complete shortcomings in product content to increase engagement and conversions. How to optimize a Product Detail Page (PDP)?

Ask yourself the following questions:

  • Does your eCommerce product page has an engaging title? 
  • Does your page provide sufficient images and videos to help your customers buy the product they want?
  • Does the product page show compelling copy that can attract and retain customers?

Also read: Does your page provide sufficient customer reviews to help your customers buy the product they want?

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5 tips for an engaging eCommerce Product Page Title

The product title is an important sales factor. In addition to the product title being prominently displayed in the customer journey, it also influences your findability within an (eCommerce) search engine.

  1. Provide a clear title that consists of fewer than 70 punctuation marks. Up to 100 punctuation marks including spaces, making the title easy to read on all devices, including mobile.
  2. Place the most important words at the beginning of your title. Customers are increasingly shopping through their mobile phones where they only see the first 25-35 punctuation marks of the title in the search results and list pages.
  3. Use a logical title structure. The ideal structure of the title differs per product category but ideally contains the following elements: [Brand] [Serial Name] [Product Type] - [relevant specification (s) / distinguishing characteristic (s), e.g. number of pieces, size, color, etc.].
  4. Word choice: It can be difficult to choose which word you use in the product title. There are tools to find out which (related) search terms people use the most, such as Google Trends. These types of tools can help you understand which terms people use most often.

  5. Do not include (temporary) indications / words as an offer or discount in the title.

Does your page provide sufficient images and videos to help your customers buy the product they want?

Adding 5 – 8 images and 1 – 3 videos to a product results in higher engagements that lead to more conversions.

1st (main) image:

  • Display an image of the item itself. Straight from the front or clear side view and as filling as possible;
  • Provide a white, neutral background with no shadow visible;
  • Do not show any logo, (promotional) text, icons or watermarks in the image. This can lead to the image being rejected on Google Shopping;
  • Use clear and sharp images (min. 500 x 500 pixels, max. 6000 x 6000 pixels and no larger than 16 MB).

Show more than one image, preferably 5-8 images.

The following tips only apply to the images shown after the main image:

  • Use atmospheric images to give your article more character and possibly clarify it;
  • Show (where necessary) the article from different positions so that you properly map the relevant article properties and extras;
  • Show (where necessary) how large the article is, for example by showing the article together with a pencil or clearly presenting the dimensions visually. This can not only contribute to your conversion, but also helps prevent returns.

Videos:

Images and videos go hand in hand to help a customer make a confident buying decision. Video’s can be used to explain the usage or the intent of the product.

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Does the product page show compelling copy that can attract and retain customers?

Try to write your description as complete as possible. List all the things that make the item attractive, that are important to know before purchase, and that you can remove any barriers from the customer. With a good product description, you can ensure that you stand out and take away any questions from the customer.

4 tips to write an optimal product description:

  1. Provide a simple and organized layout in the description. Use HTML codes for bold print headings, blank lines and lists to prevent large blocks of text. This is important for both the customer and Google. Add bullet points when adding enumerations (Use HTML code).
  2. Do not copy the product information one-on-one from your own or the manufacturers website. Change at least the first two lines. This makes the product description unique, making the product page score better in Google's ranking.
  3. Try to write a product description of at least 300 words. Put the most important information at the beginning of your product description.
  4. Try to relate the product characteristics to the benefits for the customer, the pros and cons of using the item. The customer often cares more about benefits than the specific details of the product itself.
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Why would you want to optimize product content?

Correct, complete and unique product content:

  • Makes a product stand out
  • Takes away questions from shoppers,
  • Prevents returns
  • Influences findability within Search Engines and Comparison Shopping Engines (CSE) such as Google Shopping
  • Increases engagement and conversions.

Imagine you could set your products' content criteria and take the steering wheel on all eCommerce channels! An important and handy content KPI’s that we use at SiteLucent is the DCC score, Online Content Completeness Score.

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