A good Online Store is critical to the success of your eCommerce business. And in 2015 there will be even more stores online. Still only 650,000 Online Stores have annual sales of over $1,000; and with the big beasts like Amazon, Overstock and NewEgg, how can small businesses and online retailers compete?
The answer is persistence and a little bit of ingenuity. In other words, a little effort and some small tweaks will go a long way in helping your Online Store float above the competition.
Step 1: Great category pages
Let’s say you’ve got 200 beauty products that you sell on your website. If your store has one page of 200 products, two things will happen: 1) website visitors will often ignore the products near the bottom of the page and 2) you are missing out on a great opportunity for Google and other search engines to rank your site higher.
Even if you already have category pages for your online store, you will benefit from looking at your items holistically and maybe creating a few more.
Take a look at the example below. This company has created some great categories, however more can be done. There is a category for Men, but we can also create one for women or teens, package deals, advanced formulas, everyday use or gift ideas. The options are endless. If you create jewelry or are selling handmade products, you could also add in a bespoke category, charms, available now, etc. The key is to make it fun for your visitors to browse.
Step 2: Unique product pages
Product pages are your opportunity to really show off each product’s unique quality. It’s also your chance to add keywords so search engines, such as Google, can categorize your product above others on the market. You can do this by adding unique descriptions to your product pages.
Amazon, for example, only adds a few bullet points about each product, you can win out by adding more information, even if it is the same product you are selling. Going back to our skin care products, get very specific about what each item does, its benefits, uses, features, etc. Also include rich snippets (also known as meta data) to your product pages as well as price, photos, brand, page titles and meta descriptions.
Step 3: Use product specific blog posts
One of the biggest ways to stand out from the crowd and big players is to leverage content marketing. Writing blog posts that are dedicated to your products are great ways to get extra keywords as well as have more in-depth information that you can link to from your product page.
Of course, you want to have a variety of articles on your blog, but speckling in a few product specific blog posts is a good idea. Better still, if you have articles that others have written about your product specifically or outlining the benefits of your product, you can link to those too.
Be specific with your keywords and include benefits-oriented content (written articles, videos, images or whatever works for you).
Looking for more tips? We also host an Online Store webinar, where we show you how to create product pages for your online store and how to setup category pages. And, as always, post any questions, comments and additional tips in the comments below.