The Anatomy of a Perfect E-Commerce Product Page

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Have you launched an e-commerce site recently? Are you disappointed with the volume of traffic you’ve received so far? You’ve looked at e-commerce giants like E-Cigarette Empire, and you thought it would be easy to replicate their success. You thought that you could just patch your site into your supplier’s RSS feed and funnel their product pictures and descriptions through to your website – and right away, the traffic would start rolling in.

That hasn’t happened, of course – and now, you’re beginning to realise that your product pages are going to need a lot more work before they’ll have any chance of generating organic traffic.

To Google, a product page is just like any other content; it needs to bring something unique to the table, or there’s no real reason to send traffic to it. If your product pages consist of copied text and copied pictures from other sources, you’re going to have to rebuild them from scratch – but it’s worth the effort because the traffic that your site’s commercial content receives will always be the traffic the correlates most directly to profit.

This is an opportunity to make your site’s product pages as great as they can be. Here’s how to do it.

These are the features of a perfect product page.

Unique, Lengthy and Informative Description Text

The most important thing about the description text on a product page is that it absolutely must belong to you. You should never, ever copy your product descriptions from other sources because Google is extremely unlikely to ever send organic traffic to a page with duplicate content. Your description text should explain the products thoroughly, and it should be as long as possible. It’s not unusual for e-commerce product pages to contain well over 1,000 words of text – and that might sound like a monumental task if you’re not a writer.

Does writing a long product description sound almost impossible to you? If so, all that you need to do is break the description down into its key components. These are all of the questions that a good product description answers.

  • What is this product?
  • What is it for?
  • What does it do?
  • How is it used?
  • What problems does it solve?
  • Who should buy it?
  • How does it compare to similar products on your website?
  • How does it compare to similar products from your competitors?
  • What are the product’s specifications?
  • What does the product include?

If you’ve fully answered all of those questions, it’s likely that the description is as long as it needs to be and provides a wealth of information that will help customers make their decisions.

Relevant Internal Links

It’s a good idea to ensure that every product description on your site contains at least one internal link to another page on your site. Let’s suppose, for example, that your company sells pet supplies. In a description for a specific type of dog collar, then, you might include the text “dog collars” and use that as the anchor text for a link to your main category page for dog collars.

That strategy is useful for two reasons.

The first reason is that internal links have some SEO value. If you have many pages on your site all linking to your category page for dog collars, you’re telling Google that it’s an important page. The internal links may help that page rank on Google for its main keyword.

The second reason is that, if your product descriptions are good enough, people will inevitably end up copying them. If someone copies and pastes your description exactly as it is – and doesn’t remove the link – then the internal link will become a free backlink from a competitor’s website. Over time, websites with high-quality product descriptions pick up hundreds of free backlinks this way.

High-Quality Photography

Every product on your site should have at least one high-quality photograph. Multiple photographs are ideal. Remember that in many, many cases, it’s the picture that makes the sale. It’s okay to use manufacturer-supplied pictures if you don’t have the ability to take professional pictures of your own, but it’s far better if you can handle your own photography. It’s all about providing value that doesn’t already exist elsewhere; if your product photos are unique, it makes your site stand out. It also increases the chance that you’ll get traffic through Google Images.

Relevant Purchasing Information

Make sure that your product pages have all of the relevant purchasing information front and centre. A product page should say whether the product is in stock. It should clearly state your shipping policies. How long will it take for the product to arrive? Do you charge a shipping fee? If you have a free shipping offer, what’s the minimum purchase required to take advantage of it?

If you’re running a promotion that applies to a given product, make sure that the information is on the product page. If the product is on sale or has a coupon code available, customers shouldn’t have to leave the page to find that information.

Product Discovery Features

The first page that a visitor views when coming to your website for the first time may not be the product that person ultimately buys. That’s why product discovery is such an important part of e-commerce. When you visit a site like Amazon, you’ll see that every product page is loaded with product discovery features.

  • You’ll see products that customers ultimately bought after viewing a given product page.
  • You’ll see products that customers frequently buy together.
  • You’ll see required accessories for the product currently being viewed.

Having strong product discovery features is a vital part of providing a great e-commerce experience for several reasons. As you’ve probably learned from shopping on major sites like Amazon, product discovery features can help you find products that you may not have found on your own through the search bar. Having a list of alternatives is also handy if a person viewing a product page decides that the product isn’t what he or she wants.