Anatomy of a Great Ecommerce Product Page

Posted 02/08/2011

Creating ecommerce product pages that rank well, bring in decent search engine traffic, convert well and earn their own inbound links is a tough task. Every single product page on an ecommerce site is a potential landing page for searchers and a well constructed product page will rank well in its own right in the search engines. What follows is a breakdown of a product page that does just that, not all of what this company does will be relevant for your particular ecommerce needs, however you will be able to take away a number of tips for improving your product pages.

The example we are looking at today comes form Firebox. I chose one of their more recent products so you can see the page in its younger years. The page was also chosen on its ability to rank for fairly competitive terms even though the page is fairly new.

The Product: iCade (super geeky I know, a box for you to transform your iPad into an arcade machine).

Competitiveness: Here is some basic data form the Keyword Tool so you can see that the phrases are fairly competitive:

Compettetive keyword for ecommerce page

Ranking: the page that was chosen had to be ranking well for a few related terms that are relevant to the product. As you will see below the page in question has fairly good rankings!

Good organic results for Firebox Ecommerce pageGood Universal results for phrse 'icade'So what exactly is it about this page that is helping it perform so well and why is it a great product page?

Solid best practice SEO

The guys over at Firebox have made sure that there is some good solid foundation SEO on the page. The product has an optimised Title Tag, H1 tag and good descriptive Alt Tags. There is plenty of original copy on the page and there is use of less used SEO tactics such as bold text.

Ecommerce product page SEOUnfussy ‘Call to Action’

The Call to Action is simple – ‘Buy’ – it isn’t pushing you into buying merely suggesting to you should. Alongside this, in simple terms, are some key pieces of information that you might like to know before buying:

  1. Whether it is in stock or not
  2. How much it is
  3. How much you need to pay for postage and packing

Call to action and postage info for Ecommerce page

The page has good quality product information on it

Not only is the text that accompanies the product information good for SEO, it’s unique! Most ecommerce sites suffer from just adding the standard blurb that is provided by the manufacturer. This mean that there are dozens of other sites with the same photo and text as is featured on your site. Firebox combat this with good SEO text that also has a brand personality:

Good description of product for the SEOThe page also has much more information, detail and pictures than the manufacturers originally supplied Firebox with

Even more info for the Ecommerce product pageThe page has multimedia for both the users and the search engines

A key issue with shopping online is that you can’t feel a product or see it up close. Firebox have combated this problem with some great videos – the video featured on this page has the product in it, you can see the relative size, and you can see it actually working. It’s great to have plenty of images on a page, though it’s the video gives the potential customer an overall better understanding of whether the product is for them. I would quite happily bet that if the video was taken away that the page wouldn’t convert to a sale nearly as well.

Some quick statistics:

Retail site visitors who view video are 64% more likely to buy

Retail site visitors who view video also spend 2 minutes longer on site per visit

Source: comScore Video Metrix  2.0, June 2010

Video for improved conversion on product pages

The page attempts to incentivize users to add their own content

UGC (user generated content) is a great way to add extra, unique content to your product pages. Firebox do this in a number of ways:

They have competitions for adding your own videos or photos of you using the particular product

UGC for an ecommerce product pageUsing user generated content for better performing ecommerceThey use the Facebook comments plug in to give the product social validation

Right here on the product pages you can see what people are saying about this particular product on the Facebook page. More and more people rely on what others say about a particular product before they actually decide to purchase. Firebox allow their potential customers to undertake the necessary research without even leaving the website!

Using Facebook comments to improve conversion on a product pageFurther content is added via reviews and FAQs

I particularly love how this section works for Firebox. The seemingly simple addition to the page helps it in a number of ways:

  1. Unlike the Facebook section, Google can crawl this text and it’s full of keyword rich, contextually relevant content
  2. It allows people to have their say, in public, about the product—people inherently love to tell others about great products
  3. It allows Firebox to answer questions about the product in an easy to mange way
  4. It shows that Firebox care – notice how they reply to each and every comment

Reviews and FAQs on an ecommerce product pageIs that it?

Pretty much! It’s probably worth mentioning that they also have the relevant social sharing buttons on the page, they have a great cross selling feature and a ‘Call to Action’ regarding their free delivery. Factor into this the fact that the design of the site is fresh and even though there is almost as much information as on an Amazon page, it doesn’t feel cobbled together like their pages sometimes do.

And finally, does a product page like this earn links and social shares? Well yes, have a look below – and they have one of us now as well!

Links and shares for an ecommerce page

If you’re interested you can see the entire web page in one beautiful picture below my recommended reading links.

Whilst I wouldn’t suggest everyone tries to implement all of these on their product pages you should think hard about a couple of things when you look at your ecommerce site:

  1. Is the basic SEO in place and relevant?
  2. Have I added extra value to my product pages, what sets my site apart from all the others that sells the same product?
  3. Will the user be able to get a feel for the product from my page (use multiple images and videos)?
  4. Can they see real reviews from real people?

Recommended Reading

Ecommerce Predictions for the UK and Europe

One Great Tip to Improve Your Conversions

One big long picture!

full ecommerce page image, ecommerce pages

Comments
  1. Great article, Wayne, but has left me with brain ache!

    In particular I think the examples of social media integration are particularly useful for demonstrating good practice.

    Susan Hallam

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