product page optimization
Post on 10-May-2015
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@SlingshotSEO | www.SlingshotSEO.com
Brad SmithSlingshot SEO
@BradleyGSmith
INTRODUCTIONS
John Deines
@JMDeines
STEVEN SHATTUCKSlingshot SEO
@StevenShattuck
@SlingshotSEO | www.SlingshotSEO.com
@SlingshotSEO | www.SlingshotSEO.com
Product PagePart 3:
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“Give a man a fish…”» Key Product Page Elements
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Give a man to fish… » KEY PRODUCT PAGE ELEMENTS
LG 24.9 Cu. Ft. 33" Wide Stainless Steel French Door Refrigerator
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@SlingshotSEO | www.SlingshotSEO.com
Give a man to fish… » KEY PRODUCT PAGE ELEMENTS
PAGE ELEMENT
Above the Fold Breadcrumbs
Social Sharing Icons
High-Definition Pictures
Title
Model #
Description
Review Ratings | Product Questions
Local Savings
Product Collection: Availability Check
Price
Service Plans
Add to Cart
Add to Wish List
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@SlingshotSEO | www.SlingshotSEO.com
Give a man to fish… » KEY PRODUCT PAGE ELEMENTS
PAGE ELEMENT
Below the Fold Related Products
Related Products Images
Related Products Title
Related Products Model #
Related Products Reviews
Features
Specifications
Customer Reviews
Q & A
Delivery
Resources
Email Signup and Social Icons
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“Teach a man to fish…”» Identifying Key Product Page Elements
@SlingshotSEO | www.SlingshotSEO.com
Teach a man to fish… » IDENTIFY KEY PRODUCT PAGE ELEMENTS
Rich Snippets
Rich Snippets Google Webmaster Tools Help:http://bit.ly/Uu1MZr
Rich Snippets Structured Data Testing Tool:http://www.google.com/webmasters/tools/richsnippets
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Teach a man to fish… » IDENTIFY KEY PRODUCT PAGE ELEMENTS
Old Browser Size Tool: http://browsersize.googlelabs.com/
New Browser Size Tool: http://bit.ly/X4o0R5
@SlingshotSEO | www.SlingshotSEO.com
LG 24.9 Cu. Ft. 33" Wide Stainless Steel French Door Refrigerator
Teach a man to fish… » IDENTIFY KEY PRODUCT PAGE ELEMENTS
@SlingshotSEO | www.SlingshotSEO.com
@SlingshotSEO | www.SlingshotSEO.com
LG 24.9 Cu. Ft. 33" Wide Stainless Steel French Door Refrigerator
Teach a man to fish… » IDENTIFY KEY PRODUCT PAGE ELEMENTS
@SlingshotSEO | www.SlingshotSEO.com
@SlingshotSEO | www.SlingshotSEO.com
@SlingshotSEO | www.SlingshotSEO.com
Teach a man to fish… » IDENTIFY KEY PRODUCT PAGE ELEMENTS
PAGE ELEMENT
Above the Fold Additional Rich Snippets
Special Offers
Follow Price
Add to Registry
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Teach a man to fish… » IDENTIFY KEY PRODUCT PAGE ELEMENTS
PAGE ELEMENT
Below the Fold Support
Rewards
Related Category Links
Items Frequently Bought Together
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Teach a man to fish… » KEY TAKEAWAYS
» ALL PAGE ELEMENTS
» RICH SNIPPETS
» ABOVE THE FOLD
» COMPETITIVE ANALYSIS
@SlingshotSEO | www.SlingshotSEO.com
Overview: • Marry the online and offline experiences• Create customer urgency to order• Instill confidence in their order and your brand• Provide a great “shopping” experience• Utilize social media to reinforce the message• Create a product detail page abandonment strategy
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Create a Cross-Channel Experience
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Create Urgency and Instill Confidence• Create urgency with “Order
Soon, only 2 left in your size”• Multiple views of the product• Personalized Product
Recommendations to help a customer “shop”
• Reassuring the customer with value propositions:
1. Free Shipping & Exchanges
2. 365 Day Return3. 110% Price Guarantee4. Free 2 Day Shipping
@SlingshotSEO | www.SlingshotSEO.com
Maximize Social Influence and Display a Great Selection• Video is a powerful sales tool• Mimics video store shopping
experience with huge selection
• Help the customer find the right product with recommendations
• Pair this move with other similar flicks with “Frequently Bought Together”
• Outside verification of product with “Tomato-meter” and Facebook
@SlingshotSEO | www.SlingshotSEO.com
If 3% of your audience is going to buy anyways…
How to reach the other 97%?
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Create a Product Detail Page Abandonment Strategy
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@SlingshotSEO | www.SlingshotSEO.com
» November 13: Shopping Cart
» December 11: Post-Purchase Page
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Upcoming Webinars
iGoDigital observes behavior, asks questions, leverages
social profiles and analyzes “wisdom of the crowds” to
help retailers and consumer brands deliver the right
product to the right customer at the right time.
OUR TOOLBOX OF SERVICES:
Personalized Product Recommendations
Guided Selling Tools
Guided Search
Segment Builder
Visit iGoDigital.com or email TellMeMore@iGoDigital.com for more information
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WE STAY ON TOP OF BEST PRACTICES, EMERGING TRENDS, PEER REPORTING, & CHANGES IN THE SCIENCE OF THE INDUSTRY SO WE CAN RESPOND TO THE REALITIES WE ENCOUNTER.
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