Product Page UX
If you’ve read our recent eBook on UX, you already realize that product page SEO isn’t just about optimizing your title and headings. Product page SEO is about making that product page as user-friendly as possible, making sure bounce rate is as low as possible and the page looks awesome in Google. It’s about product page UX (user experience) and technical optimization. This article is about the first part: product page UX. I will explain more about the technical bit in my next post.
In this post, I will show you a couple of great product pages. These pages have most if not all elements to make it a killer product page. Besides that, I’ll show you a number of more technical improvements that are absolutely necessary if you’re serious about product page UX.
Coolblue’s product page UX
SEO isn’t all about optimizing your meta description, although that seriously helps. In most cases, leaving a meta description blank will make sure Google creates the best automatic meta description it can make. For your product pages, you’d want to convince the visitor to click your link. Coolblue, one of the largest online retailers of the Netherlands, exploiting a huge number of specialized webshops, adds some triggers to every meta description:
Bestel de Philips 233V5LHAB bij Monitorstore.nl. Voor 23.59u? Morgen gratis bezorgd. Ook op zondag! Coolblue: alles voor een glimlach.
The description’s template is roughly this: “Order the [product name] at [webshop name]. Ordered before 11.59PM? Delivered for free tomorrow. Even on Sundays! Coolblue: we’ll do everything to make you smile.”
When I buy something online, I’d like it to be delivered a.s.a.p.. Makes sense to focus on that. Most of the competition in the Netherlands can’t match the USP of fast delivery like that.
Let’s look at an actual product page:
I added a couple of numbers here that I wanted to elaborate on:
All these user-focused elements will make the user like the webshop and this will make Google like the website as well. As mentioned, Product page UX isn’t just about adding the right meta description or headings. Coolblue does an awesome job on product page UX, IMHO.
Wondering about your product page UX? Order a website review and we’ll help you give your site’s visitors a great experience! »
Amazon’s Product Page UX
Coolblue’s product page is actually a bit like Amazon‘s. Here it is:
There are certainly similarities, as you can see. Let’s go over the numbers:
Besides these elements, Amazon has a huge advantage on other online resellers: an awesome, well-known brand. And that most certainly helps a lot too.
Last but not least, I’d like to show you a slightly different shop, named ThinkGeek.
ThinkGeek’s Product Page UX
Both the above shops, Coolblue and Amazon, show how most product pages should be set up. But there are also a lot of online retailers that don’t offer all the options mentioned before, like stock, delivery advantages and reviews. Some shops sell niche products, and don’t need these ‘extra’ triggers. ThinkGeek is one of these shops.
This last page looks much cleaner and more focused. It lacks a number of elements that Amazon and Coolblue did add to their product pages, but I am sure loads of people will prefer the clean and focused appearance of ThinkGeek’s product page. Product page UX is also about focusing on what’s most important. ThinkGeek does add a number of extra elements I’d like to mention:
What about your own product page?
I trust this article’s got you thinking about your own page. If you are an online retailer, I’d love to know what you did to optimize your page. Did you add that in stock option? Did you add urgency by listing only 3 items left? Drop me a line in the comments. I’m looking forward to it.