Maximize Fulfillment By Optimizing Your Product Listing

— June 28, 2018

Are you prioritizing the product listings optimization opportunities on your website?

If not, you should be aware that it is one of the keys to eCommerce success.

From building out content to A/B split testing landing pages, you have to test everything to prove its efficacy.

“Optimizing” does refer to search engine optimization (or SEO), but in this case can also mean performance and conversion.

  • How fast is your site?
  • Is it mobile friendly?
  • Are you getting more email signups or fewer?
  • Are your promotions driving more sales?

The one facet we’re going to be taking a look at – and one you should be thinking about – is product listings.

Your product pages should be keyword optimized, have plenty of high-quality product images, and feature unique copy that drives conversions.

Here is how you can maximize fulfillment by optimizing your product listings.

Optimize Copy, Titles & Descriptions

Use plenty of keywords, and describe the product in as much detail using as few words as possible.

This will establish clarity with your shoppers, and is also good for SEO.

The customer wants to know what they’re getting without having to read an essay.

Although it can be helpful to include plenty of detail within your product descriptions, make sure to prioritize price, product details and key features before getting into a longer description that fleshes out the product. Make the key features bolded and easily readable in a list format.

Also include keywords in the page’s title, headings, meta description, as well as the page’s URL, if possible.

Attract Customers to Product Listings with Large, High-Quality Images

Do your product listings include good quality images? How big are they?

Image size and quality has a direct impact on sales.

It’s also important to be thinking about quantity. The more images you have, the more your customers will feel at-ease shopping with you.

Seeing products from different angles will help your website visitors make profitable decisions.

Another important factor is consistency. If image quality and quantity differs from one page to another, shoppers could become confused. This is a branding opportunity and one you should leverage to build more trust.

Also, keep in mind that we live in a visually-oriented world. Pictures have never been more important to ecommerce businesses than now.

 

Add Customer Testimonials & Reviews

No matter how good your product descriptions might be, they’re not going to create the same level of trust real customer testimonials and reviews will.

Just consider the importance of Amazon reviews to the millions of shoppers considering whether or not to choose a certain product. Some sellers on the platforms even create fake reviews to boost their product sales (don’t do this!).

Honest reviews give potential customers a look into the upsides and downsides of the product. This can be especially helpful when they’re comparison shopping.

Maximize Fulfillment By Optimizing Your Product Listing

No product is 100% perfect, and it shouldn’t be your goal to portray it as such. Let your customers chime in with their thoughts so that others can benefit from them.

Use Other Forms Of Media To Engage

Pictures and images are just the starting point:

You can also take advantage of videos, interactive images, and other forms of media to show off products.

This is not mandatory, but it will prove useful if you’re looking to add a more personal touch to your store. It can be a key differentiator between you and your competition.

Your customers will see that you’re willing to go the extra mile to give them as much information as you can. Some things are hard to convey through text. A 360 degree interactive image, for example, will prove very persuasive.

Many online eyewear stores these days use 3D virtual try-on, that lets people use their webcam to see how a pair of glasses will look like on them.

Maximize Fulfillment By Optimizing Your Product Listing

(Image source: Marvel Optics)

Final Thoughts

The goal of every eCommerce business is to expand, or rather, to grow at a rate you feel comfortable with.

After all, growth brings with it challenges of its own. It might require hiring more staff, adding to your inventory, or putting more systems and procedures in place to streamline existing tasks.

By optimizing your product listings, you can encourage more sales and build more trust with your customers. You can also rank in search. The benefits are definitely worthwhile.

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Author: Christopher Moore

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