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This post was written by Kirsten Knipp – VP of Product Marketing & Brand at Bigcommerce

Setting up an online store is easy, especially with Bigcommerce, but it might not be immediately clear how to optimize it for the best results. In this post, we’ll give you a checklist of things you can do to improve the essential building blocks of your e-commerce business.

bigcommerce products header

Product pages are the most important part of your store, not just because they inform customers about your products and entice them to buy from you, but because good product pages help with your search engine rankings and actually bring in more customers in the first place. Improving your product pages is one of the easiest things you can do to improve your sales.

Product Name

You want your product name to be descriptive so customers know exactly what you’re selling. But it is also a great way to increase your search engine rank—the more specific your description, the fewer websites you’ll be competing with when someone searches for that product. For example, you could use a generic product name like “Creatine Powder,” but that has more than 2 million hits on Google. You want to use a specific name like “Musashi Arouse Pre Workout Creatine Phosphate Blend,” which only has 247,000 hits. Just by using a specific product name, you’ve cut out more than 1.7 million competing pages. An added benefit is that visitors who search for specific keywords (like those you’ve included in your now excellent product name) are much more likely to buy than those who search for generic terms.

Product Description

Learning to write a killer product description is key to increasing your sales. Again, you’re providing customers with the information they need to make a buying decision, and you’re also getting your products in front of more customers. Google loves unique product descriptions that include quality content, so investing a little time in really fleshing out your descriptions will dramatically increase your e-commerce SEO and get your products in front of a lot more potential buyers. Here’s a good example:

bigcommerce product description 1

Aim for that level of original content. Don’t just throw out the basics of a product and call it a day. Really think like a consumer—identify the things that would help you buy the product, then pack your descriptions with that useful information. For key features, use a bulleted list to call attention to the biggest selling points. Like this:

bigcommerce product description 2

That’s the kind of content that jumps you up to the top of search engine results. By writing detailed product pages, our example bike company has four of the top five search results for that product. Plus it offers consumers a complete picture of the product, giving them everything they need to make an informed purchase.

Product Images

Because online shopping is such a visual experience, it’s important to provide your customers with beautiful images that really show off your products. A study of online consumers found that a third of their time shopping is spent looking at images, and 67% of consumers interviewed rated image quality as “very important” when deciding to purchase.

bigcommerce product pics

The example above features tons of professionally shot, good-looking photos. They really show off the design and all the features of the bike. And the bigger the image the better. You want customers to be able to zoom in to see all the details, just like they are shopping in person.

While it’s best to have professional photos whenever possible, you can take your own to get started. A few general tips are to make sure you have good lighting, use simple backgrounds to make the product stand out, and keep your angles consistent across all your pictures. For more detailed advice, check out this article from PC World on How to Take Great Product Photos for Your Online Store.

Product Videos

Videos are another fantastic way to make your shoppers feel like they’re getting an in-person demo. Even better, videos will drive more people to your pages thanks to better search results, then help convert them once they’re there. A video makes it 53 times more likely that you’ll get a front-page Google result, and consumers are up to 85 percent more likely to purchase after watching a product video.

So adding videos to your product pages can help you in every aspect of the online sales cycle. Great. Now how do you get your hands on them? If you have product demos from the manufacturer, that’s better than nothing, but the best solution is to make them yourself. Not only do you get to fully control the content of your video, but it’s better for your search results if you’re putting out unique content rather than just adding something everyone else has.

Our awesome client YETI Coolers did a great excellent job with their product video. It highlights the main selling points of their coolers, really showcasing how strong and durable they are, plus shows all the cool features that make them unique. But you’ll notice it isn’t a fancy, high-cost production. Don’t be afraid to take the plunge and produce your own video. Just start with a script, keep it short, show the product in action and make it conversational. When it comes to actually shooting and editing, Vimeo has a fantastic Video 101 series that will help you with everything from camera selection to shot composition to putting together the final product.

Now Dive In

You can see that transforming your product pages into selling machines isn’t difficult, it just takes a small investment of your time. And that investment will definitely be well rewarded. So if you’re ready to get started on your entrepreneurial dream, kick off an online store as part of the GSB e-Commerce Circle and you’ll get 45 days of Bigcommerce for free!


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