Not Ranking? Blame Your Product Pages

February 28, 2020

by Virtucom Group Team

“Why should we change our ecommerce strategy? We’re exactly where we need to be.”

We heard those words from one of our newest clients just before they partnered with us – and that’s not the first time we’ve received that response.

Sometimes, businesses are so confident in their ecommerce solutions that they see no need for change. But when retailers, wholesalers, and distributors fail to appear on page one of the search engine results page (SERP), it’s time to reevaluate the strategy being used.

So how did we prove that Virtucom Group could help this client achieve more conversions? It all began with their product pages.

A New Look at Ecommerce Strategy

When sales are strong and customers are satisfied, it’s hard to see room for improvement in your ecommerce strategy. That’s why Kevin Stott, one of our Business Development Associates, asked this company’s rep a few questions:

  • How much were they spending on pay-per-click (PPC) ads?
  • How much did they spend to promote their products in other ways, like social media and direct mail?
  • What was their average acquisition cost per customer?

Despite the rep’s confidence in his company’s current ecommerce strategy, Kevin knew Virtucom Group’s product pages could help them win more conversions for far less money.

“At first, they didn’t see the connection between my questions and their ecommerce strategy,” Kevin explains. “But after providing their answers, it clicked – they were over-investing in the wrong areas and missing an opportunity with their product content.”

When Product Pages Don’t Deliver

With the rep’s permission, Kevin asked our ecommerce strategists to take a look at the company’s product pages. We conducted a simple audit of their Google performance that determined the SERP position for 10 pages. The results were eye-opening:

  • The company’s most successful product page ranked on page 2
  • The second and third most successful product pages ranked on pages 3 and 10, respectively
  • The remaining product pages failed to rank at all

Those results are disturbing for any company that wants to increase conversions, especially when you consider that 75% of searchers never look beyond the first page of results.

The rep was much more interested in new ecommerce solutions by this point. Fortunately, the answer was easier than he imagined.

Better Product Pages, Better Ranking

Virtucom Group’s ecommerce strategy begins with your product pages, and that’s because SEO-friendly product descriptions are the key to increased organic traffic. Why is this traffic so valuable?

First, it’s cost-effective. You’ll pay for digital ads again and again with limited benefit, while a one-time investment in product pages yields years of traffic. These pages also provide a better customer experience that influences browsers become loyal shoppers in the future.

Second, it’s always on. Your ads won’t display once you exceed your budget and may not show up at all for the right shoppers. Because optimized product pages are always available, they generate traffic whenever searchers are online.

Third, it builds trust. Customers dislike intrusive ads and see them as less legitimate than search engine results. When you rank high on the SERP, your brand communicates trustworthiness.

Today, our client is seeing more organic traffic, higher conversions, and reduced customer acquisition costs. Pay-per-click ads are still part of the company’s ecommerce strategy, but a new focus on quality product pages has made all the difference.

Learn More about Ecommerce Solutions from Virtucom Group

If your company wants more conversions, take a look at your product pages. Quality content along with accurate, complete, and consistent data is the best way to attract new shoppers, retain customers, and grow revenues.

Ready to talk about ecommerce strategy? Contact Virtucom Group to schedule a free 30-minute consultation with Kevin or another member of our Business Development team. We’re confident a quick conversation can change the way you think about ecommerce.

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