The world shops online. Almost gone are the days of the local malls, window shopping and store loyalty. Consumers now search online for the best deals, using customer reviews and search engine results before making a purchase.
Use DTC’s 14-point checklist to ensure your ecommerce product pages follow best practices and drive the most value. But remember, not every strategy or tactic delivers results for every website or business.
In addition to this checklist, be sure to focus on the optimal customer experience and buyer’s journey.
Structure URLs to be simple and user-friendly:
Each product should live on a single URL. If a product resides in multiple categories, it should not have multiple URLs — but rather should use canonical tags.
If products live in multiple categories and have multiple URLs, be sure to allow only one version of the product to be indexed by Google. Point the other canonical tags to that preferred version.
Use schema.org breadcrumb recommendations to write breadcrumbs for simple navigation.
Home > Clothing > Men > Pants
Write keyword-driven unique page titles under 66 characters.
Shop Our Selection of Five Pocket Men’s Pants | Brand
Clothing: MEN: Pants | Brand
Write unique, keyword-driven meta descriptions that include a call to action. Ensure they are less than 160 characters.
Free shipping on five-pocket men’s pants at Site.com. Shop men’s dress pants & casual pants, including cargo…
NON-TYPICAL DURA-LITE PANT with “AGION ACTIVE XL®”. $70.00. Drake Waterfowl Systems 7282 Maygan…
Include a unique product description on the page.
Our five-pocket, zipper-front jeans are made with 100% organic materials and are pre-shrunk, meaning you’ll never worry about guessing your size. The always durable and stylish jeans come in five colors (true denim, stone, charcoal, olive and burgundy) and are perfect for the office or a night out.
Include product images with file name and alt text optimizations.
Include product reviews on the product page. Ensure that each review isn’t living on a different URL, which could potentially create duplicate content.
Be sure to encourage reviews (perhaps a rewards program is right for your brand) and respond appropriately to both positive and negative feedback.
Use schema.org to find the proper structured data to add to your pages. Common types include local business information, products, recipes and events.
Include product videos, if you have them. Videos allow you to showcase your product more than a static image. Be sure to embed them with YouTube or Vimeo so users can watch them without leaving the page. Include the video transcript on the page as an added SEO tactic.
Ensure the path from “add to cart” to confirming the order is simple. Use as few form fields and pages as possible.
Include additional content about your product. Answer FAQs, “how to” questions and other topics discovered via keyword research.
Another possible content stream could be user generated photos. This content only works for some markets, but user photos are good unique content and, along with reviews, can build some brand loyalty.
Employ social sharing buttons. When these buttons are near content that receives a lot of clicks, sharing is more likely.
Be sure to only use social buttons relevant to your industry and your customers.
We help ecommerce clients drive more revenue from their online business.
Our strategists ensure your product pages and effectively structured, helping increase search visibility, organic traffic and, most importantly, product sales.