How To Optimize Your E-Commerce Site For Product Comparisons And Buying Guides
How can you make your e-commerce site stand out from your competition? By making it easy for customers to choose your products.
Product comparisons and buying guides are two key ways to drive traffic to your site and make a sale when buyers get there. The ability to research products online is one of the major reasons e-commerce has grown significantly, and will continue to do so.
Consider this.
Retail e-commerce sales are projected to grow to over $8.1 trillion USD in the next two years. It’s a big deal in Canada too! In our country, the revenue generated within the retail e-commerce market is expected to be over $90 billion USD by 2025, nearly double the revenue in 2021.
That’s why you need to know how to optimize your e-commerce site for product comparisons and buying guides, both of which make it easy for customers to choose what you’re selling.
How To Optimize Your E-Commerce Site For Product Comparisons
Comparison shopping is when customers can review product specifications and prices across different retailers—and it’s why 59% of customers prefer to shop online.
Here are three easy steps to make it easy for your customers to compare products on your site:
1. Optimize product categories or listing pages. Let’s say you sell shoes. Create product categories for each type of shoe, such as running shoes, dress shoes, and sandals. Add unique content like a description and overview of the product category, and add comparison content between the products.
2. Highlight key features and benefits. Make it easy to compare by using concise language such as bullet points, and include images to showcase the key aspects of each product.
3. Add product reviews. It’s estimated that a whopping 93% of customers read online reviews before buying a product! Make sure you respond to reviews too, since the way businesses respond to reviews matter to 56% of consumers. We can help you use reviews to your benefit, and respond the right way.
How To Optimize Your E-Commerce Site For Buying Guides
A buying guide is another tool to drive customers to your site—where they will hopefully make a purchase. An online article helps customers reach a buying decision by giving them considerations for a specific product. That can include functionality, sizes, price, and different features betweens models or brands.
Let’s go back to your shoe store. A buying guide on runners might include considerations like whether the consumer will use them for running, walking, or for work. Different shoes may focus on stabilization versus cushioning as a key feature, or be fit for wide feet.
Here are three steps to follow for buying guides:
1. Make them easy to read, with bullets and lists, and link to your product pages or categories. Bonus! You can repurpose the product comparison pages.
2. Focus on search engine optimization, by including your keyword research and search intent that will bring users to the site.
3. Make sure you include a Call To Action, which can be beside each product, or at the end of the guide, or both. Make it easy for customers to click and buy.
Call Us For Help!
Looking for expert help to bring customers to your ecommerce site? Searchlight Digital will make sure your website is found—including effective product comparison pages and buying guides. We provide comprehensive search engine marketing services, including search engine optimization, content strategy, consulting and more. Are you ready to take your business to the next level?
Contact us today to book your free 30 minute consultation!