How to Increase Ecommerce Page Visibility & User-Friendliness
Ecommerce pages are, perhaps, the most important aspects of a business’s website. After all, these are the pages where consumers decide either to make a purchase or defer one –– where a company either ultimately succeeds or fails. Yet many ecommerce pages are hidden deep within websites, and don’t share near the same level of visibility as blog posts or other web pages; this is a problem. If consumers are unable to find ecommerce product pages quickly and easily, they may not take the trouble to locate them at all. With that in mind, today we’re going to outline seven ways to increase ecommerce page visibility and boost lucrative site traffic:
Redesign Your Site
Websites tend not to age very well. Consider how most professional sites looked even as recently as 2009 for evidence of the fast-changing nature of internet design preferences. The reason why businesses opt for redesigns and site renovations, though, is because they’re effective. Making it easier for consumers to navigate through a site and locate the product pages they need to access is obviously a good thing. What’s more, improving the graphics and user-friendliness of your site overall will also likely lead to a spike in ecommerce-page traffic.
Account for Mobile Users
As mentioned above, web design has changed a lot since 2009. Perhaps the biggest contributing factor to these changes is the advent of mobile technology. Indeed, mobile users now constitute a major portion of ecommerce site visitors. Because of this, it’s imperative for businesses to create mobile-friendly web pages. Web pages that don’t adapt well to mobile devices are likely to produce high bounce-rates and lower consumer engagement.
Keywords, meta-descriptions, and alt tags still matter a great deal. Back-end SEO practices may seem old-hat or tedious to some, but the reality is that search engines still use factors like these to arrive at rankings. True, they’re not the only metric that contributes to search-engine visibility, but getting these little details right can help a company boost its standing in the long run.
Link building is a practice that has come under intense scrutiny and, in many ways, this criticism is justified. Black-hat link building, which involves soliciting links from websites that either have nothing to do with your business, or worse, are engaged with other nefarious activities online, will actually harm a business’s ability to rank on search engines. Google and other search engines can punish such activity with a manual rankings drop as well.
However, not all link-building is bad. Rather, companies can find organic link-building opportunities. For instance, when a blogger directly mentions a product on their site, it’s perfectly acceptable for a company to ask them to link back to that product’s antecedent ecommerce page. Creating an outreach program and garnering high quality backlinks in an above-the-board manner can increase individual ecommerce page visibility.
Add Page Content
Ecommerce pages tend to be pretty sparse. B2B websites in particular typically don’t feature engaging content, images, videos, or graphics on their ecommerce pages. However, there’s no reason this has to be the case. By adding useful descriptions and helpful images and videos, businesses will be able to increase consumer engagement and search-engine viability as well. Remember, search engines value web pages with relevant content that address visitor queries. So don’t be afraid to build ecommerce pages with plenty of information on them.
Platforms like Google Ads are great resources for businesses looking to directly promote a particular product within a niche industry. For example, B2B businesses often sell sophisticated equipment that doesn’t generate much web traffic. Yet, by creating smart PPC ads dedicated to a particular product –– like a gray top tube or an industrial adapter –– they can ensure that the visitors they do attract are quality leads. The key is to craft advertisements with particular keywords and phrases that specifically relate to your audience. Making a mistake in the ad-editing process could cause a number of unqualified leads to click on your ads and cost your company money.
Promote on Social Media
Like anything else, businesses should use social media to get the word out on their ecommerce store. Yes, advertisements can be an effective way to do this, but creative marketers can also craft organic social media posts that incorporate ecommerce products.
Reducing friction within the customer journey ensures smoother purchase processes. Bolstering ecommerce web presence, then, will inevitably lead to greater traffic, more leads, and –– in the end –– more sales.
I’ve seen the idea of “filter bubbles” being discussed in a number of places on the Web, which involve the possibility that a search engine customizes so much of your search experience to what it thinks you might want to see that you don’t see things that you would otherwise.