5 Strategies to Boost Sales With Product Page Optimizations

While having a product page with images and a simple description may have sufficed a few years ago, now the e-commerce landscape demands that your product pages are both optimized and effective. A considered, well-designed product page can boost search engine optimization, improve customer experience, and increase your conversion rate. For perspective, average e-commerce conversion rates sit at 2.2 percent (Q1 2023).

Here are five practical steps I’d recommend retailers take to optimize their product pages for the highest conversions:

1. Enrich product page content.

Every element of your product page matters, but don’t worry, there are tools out there that can review listings and suggest improvements. A well-designed product page, including detailed descriptions, images and videos, can increase conversion rates by up to 20 percent. Automated tools can scan a product page and suggest ways to enrich product descriptions using LLM. They’ll also run product classification analysis, ensuring your product is offered within the right category alongside similar products.

2. Optimize keywords.

The importance of the right keywords cannot be stressed enough. While different sources vary on the share of organic SEO in e-commerce traffic, one thing is for sure: the clickthrough rate (CTR) of organic search results is higher than the CTR of paid search ads (pages ranking one through seven in Google’s organic search results outperform paid ads' CTR of 3.17 percent). Previously, mastering product SEO and identifying keywords required months or years of experience. But today, putting your products in front of customers can be automated with tools in seconds. For example, by reverse searching multiple Amazon ASINs, you can find top keywords for listings, search volumes, and relevance along with other metrics for targeted in-depth optimization of your products.

3. Boost engagement with potential customers.

While customers who research their every online purchase exist, a recent study suggests that 95 percent of e-commerce visitors have no specific idea of what product they want to buy. What's more, they lack the time and the drive to figure that out. Faced with an overwhelming choice of similar products, hundreds or even thousands of average consumers abandon their purchase, while others may blindly guess, often resulting in dissatisfaction. Utilize tools to increase visitor engagement with quick surveys or landing page flows that align customer needs with your store's product range, enhancing sales and gathering key data on visitor preferences. This information can streamline your inventory and advertising strategies moving forwards.

4. Link product pages with relevant ads.

HigherVisibility states that nearly 24 percent of e-commerce traffic originates from paid search ads, citing Google and Statista among others. This highlights the importance of connecting product pages to well-crafted ads. “What you see is what you get” is imperative for authentic advertising. Retailers can use artificial intelligence-powered tools to produce and optimize multiple ad copies, leveraging a vast database of previously released ads. This results in ads with a higher CTR and lower cost per click (CPC) compared to those created manually, not to mention the time saved.

5. Embrace data analytics.

Long-term retail strategies involve understanding customers, competitors, and market trends through various tools. Simple pop-up questionnaires help pinpoint customer needs, generating valuable data. Tools like Anstrex Native and Sellesta aid in competitor tracking, sales analysis, brand review insights, and product listing optimization, alongside traditional analytics like dwell time and conversion rate. The largest differentiator of successful e-commerce, or digital advertising, is always data-driven strategy; leverage this within your sales cycle.

While this list is by no means exhaustive, implementing these five strategies and finding suitable business tools will enhance customer interaction and increase engagement, conversions and profitability. According to Gartner, 60 percent of e-commerce firms will integrate AI into their client experience.

The best will combine various strategies to grow; ensure your business is among them.

George Booth is a director at The Ohlo Group, and a technical consultant forSellesta. He's also a founder and non-executive director of several other companies.