COVID-19 Action Items: Product Pages

June 15, 2020

by Virtucom Group Team

Note: This post is part of our 4-part series on COVID-19 action items to optimize your ecommerce strategy. To learn more, check out the rest of the series here.

When social distancing began, retailers noticed a wave of traffic that brought new shoppers to their sites. One survey found that as the pandemic continued, 23% of respondents bought more items online that they’d typically purchase in stores. As stores remain closed in many areas and reopen for curbside pickup or limited guests in others, this percentage is expected to rise.

When those shoppers visit your site, do they find the information they need? Or do they navigate away? To build consumer confidence and drive conversions, offer online shoppers all the info they need with optimized product pages.

Product Page Optimization Checklist

Can product pages replace in-store shopping? The answer may depend on the consumer, but optimized product pages provide all the information, visuals, and context needed for an informed purchase decision. That’s more important during the COVID-19 outbreak than ever before, as shoppers must trust online retailers to provide essential supplies based on ecommerce content alone.

To build that trust and keep shoppers engaged, your product pages should include:

Standardized Product Names

Product names must provide essential information at a glance – think brand, style, pack size, color, dimensions, and other critical attributes.

Engaging Product Descriptions

When shoppers read your product descriptions, they should gain an immediate understanding of how the item fits into their lives and helps achieve their goals.

Scannable Feature-and-Benefit Statements

Feature-and-benefit statements explain the product’s top features in a quick, easy-to-read format that brings clarity to complex information.

High-Quality Visual Assets

Shoppers should be able to see the product from every angle to replicate the experience of in-store buying.

Product Pages and SEO

When your product pages don’t rank, consumers can’t buy from your site. In fact, the first five results on the search engine results page account for 67.6% of all clicks. Getting into the top five might seem hard, but optimized product pages make it happen.

Accurate, detailed product pages that avoid duplicate content taken from data feeds and manufacturers’ sites outrank competitors every time. This means that improved product pages make it easier for shoppers to find you and easier to win their business.

Learn More about Optimized Product Pages

Optimized product pages can help your business thrive during the COVID-19 pandemic. To learn more, schedule a free consultation with Virtucom Group. Our team can identify areas for improvement and deliver customized solutions to address your challenges. Contact us today to get started, and don’t forget to check back next week for part two in our ongoing COVID-19 action items series.

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