The Importance of Optimizing EACH Product

If you’ve read many of my posts you know that I am a big fan of setting a solid foundation for all of your marketing successes. In sales, both online and offline, your main marketing piece is clearly the product you are trying to sell. When you’re selling to a client face-to-face, you’ve had the opportunity to hone in your sales skills, you’ve come up with the perfect pitch for that product, you’ve set a solid foundation for your selling success. In online sales, your approach should be no different.

While your approach should be similar to you in person sales pitch, your implementation is going to be different. In online sales, we don’t have the luxury of being able to answer any questions that the potential buyer may have. In order to offset that deficiency you must think of all of the important information a potential buyer might have about the product. What can the product be used for? What does this product do best? What other supplementary products might I need in order to have the best possible experience with this product? By the end of visiting your product page, the consumer must have little to no doubt that they have all of the information necessary about the product they wish to purchase, in order for it to be of significant value to them after they complete the purchase.

There are many ways to remove doubt from a potential buyers mind about purchasing your products. The most important piece of information on your product, the most compelling piece of your entire approach is your product image. It is human nature for us to be drawn to beautiful and compelling images, your product images (and supplementary images) should be fantastic. If they are not, you’re setting yourself WAY back.

The next most important portion of your product optimization is your product title. There are a few things that you have to consider when making a product title. One, you have to name your products in a way that your customers will understand what the product actually is. That means you should use wording that is very familiar to your consumer base. For instance, at The Flag Lady they have a product known as bunting, but the majority of our clients have NO CLUE what bunting really is. Therefore in both our copy and in our search features we have accounted for other names that our customers call the product when they are in the store.

After you’ve created a product page with compelling images, product titles, and informative copy you have to make sure that your actual page set up is set up in a manner that makes the actual purchasing of the product easy to do. That subject is for another day in the coming weeks. Just remember, compelling images and titles, and overly informative copy is the best way to get people to decide to purchase your product. You also will find that setting a solid foundation for your products will go a long way towards aiding in the search engine optimization efforts for your site.