In part 1 of our e-commerce website series, we gave you detailed information on what your customers should see when they first log in to your website, as well as information about the overall look and feel of your site. In the next part of the series, we discuss the significance of individual pages, along with the benefits of setting up a blog and social media pages.
3: Refining your e-commerce product pages
In many instances, people performing searches on Google will come across a specific product page of your website. This means that each page of your e-commerce website needs to be clear, beautifully laid out and quick to load. It should also include the following information:
• Calls to action
• An SEO-optimised title
• A detailed, creative description of the product including keywords to improve SEO and unique features to stand out from competitors
• Unique selling points, such as free shipping or a discount if they buy now
• Clear, professional product images with zoom-in functionality and multiple angles (360 degree views)
• Video to display how the product works
• Item details and specifications (i.e. washing instructions, material, colours etc.)
• Pricing details with potential discounts or sales
• Shipping and tax calculations
• A currency converter if needed
• The availability of each product (i.e. “Only 8 items left,” which pushes people to buy)
• Other stats on the product including shares, views and people who placed it on their wish list and sales
• Available sizes (plus a sizing guide if needed)
• Option to adjust purchase quantities
• A live chat option
• A comments sections for people to discuss the product
• Customer reviews and ratings for every product and a sorting and filter option
• An Add to Cart button on every product page
• An Add to Wish List button on every product page
• Social sharing buttons for every e-commerce product
• Related product links
• A banner stating if the product has sold out
• A section to sign up for notifications when the product becomes available
4: Social media pages and blogs
Every savvy business owner knows that creating unique content on your website is a sure-fire way to stand out from the crowd in a heavily saturated marketplace. There are countless forms of unique content that you can create but one easy way to shine amongst the competition and improve your SEO is to set up an e-commerce blog.
Your blog should include product tutorials, educational resources and industry-relevant posts. You can also write about upcoming (and past) events, company news and insider information (this is a great way to connect with your customers). Some e-commerce businesses create audios, webcasts, videos and more. Others conduct case studies and interviews with people who have used your products – the world really is your oyster when it comes to content creation.
Be sure to include a comments section on your blog as this is a great place to get inspiration for future posts and another way to connect with your audience. Include social sharing options for every blog post, as well as links to relevant products. Finally, all content that you create on your blog must also be uploaded onto your social media channels.
P.S. In case you missed it, here’s part 1 of our e-commerce series.
Stay tuned for the third and final part of our series, coming soon!
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