As the owner of an e-commerce store, you know just how important the product pages are. Great photos and smart copy tie together your entire customer journey. And when it is done correctly, you can even boast conversion rates that are double that of your homepage.
But chances are, the way your customers get to your product pages are via the product listing pages. And with 93 percent of consumers considering your website’s visuals as a ‘key deciding factor’ in their purchasing decision (Justuno, 2017), this listing page plays a much larger role in your overall conversion rate than you may have considered.
Here, we’re going to outline the best practices to optimize this page. Because while having a good and easy to navigate product listing page is important, there are other important factors to consider to make it successful.
(H2) 1. Headers or Banners
Product listing pages are organized by category — whether those are options you have chosen or the customer has searched for. It is easy just to write ‘Skincare’ or ‘T-shirts’ at the top of the page. But, then you would be missing out on a great opportunity to reinforce your own branding and enhance the customer journey. Use this space to create a great-looking banner that’s engaging while remaining informative and not too cluttered. Don’t forget to optimize your header or banner with important indexing <h1> tags, too.
(H2) 2. Product Titles on Product Listing Pages
You want to make sure the product title is accurate, brief, and matches the actual product itself. This is not the place to get creative with copy — your customers want to browse and know exactly what they’re looking at. With that being said, you should always try incorporating your keywords. After you research this category or product fully, work at least one keyword into the title.
(H2) 3. Product Thumbnail
Just like your product page photos, your product listing thumbnails need to be well-lit, high-quality and have continuity. Because if every product is on a different colored background, for example, you’re going to distract your customers from the product itself. And as AB Tasty recommends, keep your images simple, clear and harmonized. When applicable, you also should allow your customers to scroll multiple photos of the same product before having to click into the page.
(H2) 4. Product Listing Display
This is arguably the most important part of the page, since it determines how your customers directly interact with the products. There is the choice between ‘grid’ and ‘list’ views, which we will outline below, but the most important thing to remember here is your customer. With four out of five Americans now shopping online, and more than half of them having made purchases on their phones (Pew), it’s more important than ever to have a mobile-optimized product listing page.
- (H3) Grid View
Your customers easily can browse and compare products side by side when they are listed in the grid view. This is ideal for products that are picture-heavy and do not require a lot of description outside the product titles.
- (H3) List View
This view requires a bit more scrolling for your customer, but is great for products that need to display more product information. This allows customers to easily compare different aspects of your products and more easily chose the products they want to buy.
(H2) 5. SEO and Analytics
Your product listing page needs to do double the work. Not only should it keep customers happy and scrolling, with good design and clear messaging, but it should be built to get customers there in the first place. To do this, every image should be optimized with the right tags, as should all of the headers, product listing titles, and descriptions. It takes a bit more effort to research the categories and products for keywords beforehand, but as nChannel explains, this is virtually free advertising that is bound to pay off.
(H2) Product Listing Pages Made Easy
By now you realize your product listing page is so much more than the last place your customer clicks before finding the product they’re looking for. While the design is important for the customer journey and a way to further enhance your own branding, this page is also imperative for SEO and customer satisfaction. With the tips above, we hope you now can optimize your product listing page to make your e-commerce business even more successful. And if you need further help, try this nifty product listing check list by our friends at Process.st to help you get started.
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This blog is intended for informational purposes only, and should not be considered business or legal advice. MENA 360 DWC-LLC (Fetchr) will not be held liable for the use, non-use or misapplication of this information, lost profits, personal or business interruption, or any other loss.