Performing On-Page Optimization for Ecommerce Sites

May 2, 2012

In order to perform on-page optimization for your eCommerce site, there are certain elements that you should try working on to make the most out of your product pages.

Customer Reviews

Reviews are one of the most vital parts of your eCommerce website. It’s important for you to gather reviews from content customers in order to improve your business and acquiring unique content.
You want to make sure that you’re also publishing some negative reviews, because if you don’t, customers will think that you’re trying to hide something, even if your business really is that great.
Some sites send emails to customers after their purchase for them to write a review. This would be a beneficial thing for your eCommerce site, because if customers are content with what they received or if you offer them a discount on their next purchase, they’ll be willing to write a review.

Product Videos

One thing that might be sort of tricky to implement but will be beneficial in the long run is adding videos to your product pages in order to improve the content. Videos can be an opportunity to demonstrate how products work, if users might not be too familiar with a product you offer.
In searches, videos that appear in results can attract potential customers solely based on the appeal of having something visual to see in search results compared to results that don’t have videos on the page. You should make sure that you’re embedding the videos so that users can play the video on the page instead of having to open it on another site.


If eCommerce sites have a Q&A section that answers questions about products that customers want answered. This can improve conversion rates if you answer customers that others might have about your products or services and is a great way to get user-generated content onto your product pages.

Social Sharing Buttons

With social media as big as it is, social sharing buttons offer customers the chance to share products or services they love with others that they’re connected to. You should be strategic about where you place the buttons, though, because you don’t want customers to get distracted and not make a purchase. If you place them on the confirmation page after the purchase, it will probably be a better idea.

Page Speed

Since you’re running an eCommerce website, you want to make sure that your site runs effectively and efficiently. Page speed is crucial in keeping bounce rates to a minimum. Users most likely won’t wait for a slow page to load.

Search Options

In order for users to find what they’re looking for, you should offer a search box on your website so they don’t have to click through each page. It’s easier if they’re looking for a certain product. If you’re going to have a search box, make sure that searches bring up relevant results and that plural keywords show up as well.

Call to Action

You must have a clear call to action in order to sell your products or services. You should test your product pages in order to improve conversion and increase revenue. There are many ways you can measure your calls to action including Google Analytics.

Security Badges

In order for people to give up their credit card information, they need to trust that you’re a secure site. By including security badges on your website when customers are checking out, they’ll know that you run a secure site.

Breadcrumbs Trail

Users want to be able to go back to previous screens when they’re on a product page. Breadcrumbs are helpful in doing this by linking to the pages that led to the user landing on the page that they are currently on. This can improve the user experience by making previous pages more accessible.


Images on your website should be vivid and high-quality in order for users to really get a clear sense of the product. You want to make sure that your images will come up in Google image searches by changing the filename to what the product actually is instead of a generic name.

META Title

You need to create META titles for your product pages without having identical META data. For product pages, you can probably just use the product name with a brief USP or call to action in order to increase click-through rates from search results.

Product Descriptions

By having unique product descriptions instead of the generic ones that are offered by the manufacturers, you provide users with more informative content. You want to make your products stand out, so you want to include USPs along with what you offer.

Page URL

You want to make sure you don’t have duplicate product pages, so include the product names in the URLs as well as a code so that it stands out from other pages with related product names.

H1 Tags

H1 tags can have an impact on rankings, so you want to optimize your tags with the product names as the H1 tag for the corresponding pages.

Phone Number

By including a phone number, you allow customers to contact you with any questions they might have. Phone numbers should only be made available if you have someone who will be there to take calls. If you don’t have anyone assigned to this, there isn’t much a point. Perhaps email is the best way to contact you in this case…just makes sure you’re answering emails promptly.

Company Information

By including your location, it can help when it comes to ranking for those keywords, especially if you’re a local business.

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