A cowboy’s work is never done, according to Sonny and Cher at least, and neither is the work of a small business owner. Just when you thought you had it all covered, your website is up and running (and you’ve followed the handy hints here and here), it’s time to start again and review all your hard work. It’s crucial to keep your website up to date, especially your product pages. This is your online shop front, your way of letting your customers know what they can purchase from you.
1. Make sure your product range is up-to-date
Obvious one first – if you don’t tell your customers what you’re selling, how are they ever going to buy it from you? Conversely, if you’re listing goods or services that you no longer stock or offer, your customer is not going to be best pleased having wasted time making attempts to buy from you, only to discover you can’t deliver. Do yourself a favour and make sure your product list is always up-to-date.
2. Make sure your product descriptions are accurate and appealing
Have your products gone through any changes over the years? You could have the perfect red leather handbag just sitting waiting for a new owner, but if your description is too vague or misleading, your potential customer could pass by and completely miss out on their dream purchase. Are the images on the page still reflective of the product they’ll receive or have you made any design changes? How good is the quality of the images? Pro photos don’t have to cost a bomb and can really help sell. It’s also important to keep your product pages free of clutter, particularly for mobile users, so try to condense all your information and stick to a few bullet points that your customers can read at a glance.
3. Customer experience is key
As well as making it as easy as possible for your customer to do business with you, you also want to make it a pleasant experience (and one they’ll want to repeat). So when reviewing your product pages, check that they’re user-friendly, readable, nice to look at and functional. Is it clear what you want the visitor to do next? If you sell your products online, place a big green BUY NOW button next to the product. If you want them to visit your store, add a banner to your home page highlighting your store name, with a Google map & store opening times. If you’re a double glazier and want people to arrange a free quote, make sure your number is prominent in several places on the page. Focusing on your online customer experience is a great way to go from good to great, and cement your company’s reputation for quality service.
4. Optimise your website for mobile
With over half of retail visits now being done on a mobile device, rather than a desktop or laptop, (Mobile Commerce Daily) it’s critical to think mobile. With the rise of smartphones, people’s expectations change in terms of functionality and design. Make sure your product pages load quickly – people have less patience when they are on the go and slow pages can mean lost business. It’s also important to think about mobile in your layout e.g. by minimizing copy and making sure that all text, links, buttons, and forms are of a sufficient size to be easily accessed with fingers and thumbs. In April 2015, Google changed its algorithm to make websites designed for mobile more likely to appear at the top of the search rankings, making it even more important that you think mobile. You can read more about the Google changes here and about how to use responsive design to improve your website here.
5. Keep on testing – even great pages can do better
So your products are current and the descriptors are accurate and informative – you could still do better. There’s no such thing as a perfect web page and you might find that a few tweaks here and there will boost sales and conversions. Experiment and see what works for your potential customers. Don’t forget to track and measure results, whether by the number of visitors, the number of calls you receive, or whatever metrics are most relevant for your business. Use this information to keep refining your product pages and make them even better.
Five reasons should be more than enough to convince you to review your product pages regularly. You could be reaping the benefits of more people visiting your pages, generating more sales and increasing profits through a simple, regular review.