Are your product sheets not converting to your expectations? This article summarizes how to optimize them to generate more sales. On an e-commerce site, the product sheet plays a significant role in converting visits into a purchase. In the absence of a salesperson to answer the customer’s questions, as in a physical store, the product sheet performs this function. First of all, find out everything there is to know about the conversion rate.
What Is The Conversion Rate?
By definition, the conversion rate is the percentage of sales compared to the number of visits to an e-commerce site. Also called conversion rate, this indicator measures the performance of the different pages and the site as a whole. A high conversion rate means the site is making sales. Therefore, improving this indicator is an objective to be achieved for any e-commerce site.
The transformation rate varies from one field of activity to another. On average, it is between 1 to 3%. Some viral sites have high conversion rates, up to 20%. This is the case, for example, of significant e-commerce brands and online hypermarkets.
The indicator changes with the seasons. Generally, the peaks coincide with sales periods and end-of-year celebrations. Likewise, a display optimized for mobile browsing can make a difference in the conversion rate. The product sheet is the last page consulted by the visitor before proceeding to the act of purchase. If it is not sufficiently convincing, the Internet user risks leaving without placing an order. Hence the interest in taking care of its writing to improve the conversion rate.
Pay Attention To The Writing Of The Product Sheet
Make her take on the function of the benevolent salesperson who wants to sell while keeping the best interests in mind. Warning, do not confuse a product sheet and a technical sheet! A product sheet is not limited to listing technical characteristics. It is aimed at potential buyers. Its mission is to prove that the product meets its expectations to Internet users. It must be pleasant to read and provide helpful information.
To this end, take the time to get to know your future customers, understand their expectations in terms of content, the problems they want to solve, their doubts and questions. With all this information, you will put forward relevant arguments to convince visitors to place an order. The product sheet must make your customer want to own the product to be even more effective. Your text must help the reader project himself to imagine himself benefiting from the product’s advantages.
The Structure Of A Product Sheet
It is important to properly structure the information to have a product sheet that sells. The top of the page is crucial. From the first screen, the visitor should see the name of the product with possibly a short presentation, its price, its main features and advantages, a representative photo and the “Add to cart” button. Once his attention is captured, you have the rest of the page to convince the undecided to buy. To achieve this, you can bet on various elements, including:
The Product Description
Attention, this element should not be limited to the product’s description! This is your sales pitch. It is used to show the reader that you understand their expectations, present the advantages of the product, and reassure them about their doubts… The goal is to convince them that the product is the solution to their problem.
This element resumes in the form of a bulleted list of the product’s technical characteristics. It supports the commercial arguments put forward in the product description. Thanks to this quick summary, the reader will compare the product and validate specific technical details before placing an order.
Comments are critical on a product sheet. Testimonials reassure prospects about the quality of the product and the seriousness of the merchant. They bring social proof to the site. In addition, the comments left by customers generally include keywords that improve the natural referencing of the product sheet.
Videos & Pictures
Images and videos are effective in presenting the product in all its aspects. They allow multiple messages to be communicated at the same time. These are powerful conversion levers.
According to statistics, using videos on product pages increases purchases by 144% . Images and videos also help improve a site’s visibility in search engine results.
Thanks to them, there is a good chance that your listing will appear in Google’s image blocks and video results. There are no specific rules regarding the order of presentation of these elements. It all depends on the product, the target clientele, the information available. The main thing is to provide valuable and relevant information for visitors.
Attract Qualified Traffic
Indeed, having a large number of visits is essential for an e-commerce site, but the chances of converting customers will be higher with qualified traffic. The origin of traffic plays a significant role in the conversion rate. Visits from a direct search are more likely to turn into a sale. For this reason, it is essential to attract qualified traffic. That is to say, visits from Internet users correspond to your ideal client. As an illustration, let’s take the case of an online car dealership.
Let’s assume that the site registers many visits, but mainly from young people under 18 years old.
The chances of converting these visits are slim, given that these young people have neither a driver’s license nor the means to afford a car. Thus, beyond the simple traffic acquisition, any e-commerce site must seek to attract visitors likely to become customers. For this, it is imperative first to identify your ideal client or buyer persona. Defining the ideal customer’s profile makes it possible to identify their expectations and behavior to understand their problems and questions. This will make it easier to seduce him. You can optimize your product sheet so that your ideal customer can easily find it.
A Product Sheet Optimized For SEO
As you will have understood, improving the conversion rate necessarily involves increased qualified traffic. To this end, the product sheet must be visible to your prospects. It must appear in the top ranks of search engine results.
Position Yourself On The Right Keywords
To achieve this, take the time to identify the most relevant keywords to position the product sheet. These are the most used queries by your ideal client. To do this, you can use keyword research tools. Also, identify the issues that your ideal client is looking to solve. They will make excellent topics to discuss in the text of your product sheet. Moreover, by using the words of your prospects in your titles, you can be sure to capture their attention.
In any case, keep in mind that the role of a product sheet is to sell. Make sure the content is valuable and fun to read. Indeed, using keywords with the sole objective of satisfying the search engines is not enough to position your product page at the top of the results. The content of the page must also meet the needs of the Internet user. Only then can you convince him to buy.
Pay Attention To The Writing Of Semantic Tags
Much more than simple keyword placement spaces to serve the SEO positioning of your product sheet, semantic tags can be used to attract your ideal customer.
The Title Tag
This is the first accessible information about your product in the search results. It should make you click on your link to find out more. Take the opportunity to highlight the main competitive advantage of your product.
The Meta Description Tag
Use this block of text to support the assertions of the title tag, describe what awaits your ideal client when they visit your site, and present shocking arguments to make your result irresistible.
This element plays an essential role in the SEO optimization of your product sheet. It is advisable to go to the simplest and add the targeted keyword.
Six in number, these beacons range from H1 to H6. Search engines attach great importance to them. They weigh on the relevance of your product sheet. Good SEO practice requires them to prioritize textual content and facilitate the readability of the product sheet. Through a simple diagonal reading of the content of your Heading tags, the Internet user must understand that he is in the right place. In summary, to improve the conversion rate of your product sheets, the quality and relevance of the content offered are essential. The information provided and your sales arguments must be convincing.