Boost Your Sales: A Guide to Creating a High-Converting Product Page

[00:00:11] kasim: This is the most important page on your site. And it's not one page, it's all the pages. But the nice thing about e-com is you're building a kind of a functional template. The reason this is the most important page is because this is the page that acts at the landing page for your traffic. This is the page people actually land on.

[00:00:27] kasim: So it's really funny about this, especially for newbies, is they optimize the daylights outta their homepage and they pay as much attention as they possibly can to their homepage, and then the product pages end up being afterthoughts. Well, For all intents and purposes, the product page is the homepages.

[00:00:39] kasim: As far as your customer's concerned, the product page is the homepage for that product, is the way to think about it. So you want to make sure that you're following all the rules necessary and you're spending time, the time it takes to optimize these pages. We're gonna dive a lot deeper into these. Go ahead, John.

[00:00:52] kasim: Oh, I'm just gonna say just as a, in case anybody didn't know smart shopping can only drive traffic to the product page. that's just a, quick side note, wherever that product lives and you can have a landing page built for that product that's different than all builder product pages, and that's the way to do that in feed, feed customization.

[00:01:06] kasim: But for the most part, when you upload your feed, Or the feeds created through data feed wash or whatever it is smart shopping is going to send to that product page. So think about your main campaign is gonna send traffic only to the product page. Isn't there one exemption, John, with the video?

[00:01:19] kasim: The smart shopping campaign allows for one video and the video goes in the homepage. Yeah, the video that's in the ads. you're, a lot of times what will happen is if you have a. Smart shopping ad and that ad features imagery and video. And then the, text, it's very rarely used. It's only used when it can't dynamically remarket a specific product to that user manager.

[00:01:36] kasim: User's gonna send 'em to the homepage. right. And what's nice though is since Smart shopping sends traffic to the product page, And I don't wanna say like all of it, but I mean, I don't even know how minuscule of a percentage that a person will land on a prop page. And that isn't the product that has dynamically marketed.

[00:01:49] kasim: Usually it's like if you have organic traffic that goes to your homepage and your contact pages and leaves, doesn't ever view a product dynamic. Or marketing will put a brand ad in front of them because the remarketing to all of your website traffic agnostic of source. So you'll have the videos, but It'll be other outside sources or other campaigns like search, if you're descending 'em to like a collection of product pages but if they don't look at a product, then hopefully Google's not gonna be remarketing to 'em. There's a ton of other people that are trying to dynamically remarket to it.

[00:02:13] kasim: So there is an exception, but couldn't even measure how often a video and smart shopping would show. Instead of a dynamic remarketing product ad. Got it. So product pages, the primary pages. Make sure you're using products, titles and subtitles. Where applicable. Obviously I think the gold standard for these are the folks on Amazon.

[00:02:31] kasim: They go a little too far. You know, I mean the product title end up really being the product description, but they've done an amazing job at identifying. Really unique ways of including keywords into product titles that, that help describe what that product title is. the big mistake, especially with boutiques, the big mistake that Shopify or e-commerce store owners make is they like to name the product something kind of brandable.

[00:02:52] kasim: So you're selling a t-shirt and you just call it like blue sky. it needs to be like blue sky, extra large t-shirt for men type of, you wanna make sure that it's descriptive enough for Google to identify what that product is using the title. Any input there, John? Any correction?

[00:03:03] kasim: Yeah. So one of the things that we'd like to use is one of the tools Dave Ved watch, Dave Ved watch is a way to enhance your proc titles if you wanted to not change the proc title on your website. So what it means is your website has ProductX descriptions, imagery, all that good prices and that kind of stuff, and that naturally just generates.

[00:03:25] kasim: Feed. Now, depending upon your cms, if you're on MO Commerce or if you're on you know, BigCommerce or if you're Shopify, there's varying ways of having that feed being generated. What's nice about Day Feed Watch is let's say you wanted to have that very brandable title and you don't want to possibly I wouldn't say degrade it, cuz that's not the right word, but maybe you didn't wanna, change the branding of that product.

[00:03:46] kasim: And maybe you have great sales and you're just looking to add Google. I always go back to that kind of black wall thing. If this was called midnight, you can keep it midnight on the website, but inside the feed it would be midnight and then you can supplement it with other keywords essentially.

[00:03:59] kasim: So a black mother wallet. But you need to have that somewhere. Google is a self-learning algorithm. I know we, touched upon this in the three X shop, if I won't spend a ton of time on that example, but Google is going to reward you with more traffic and it can sometimes over reward you with bad traffic if you get too big.

[00:04:16] kasim: So if I said black leather wallet, best wallet for pants, and whatever it is, and I just start. Fluffing the title. Black, red, yellow, blue, and he is like, yeah, I wanna just wanna show up for all the wallets. You're gonna get an influx of traffic. That's gonna be irrelevant. So pick a very honest title.

[00:04:32] kasim: that's the best way I can describe it. If you ever think you're going too far or not enough, just be honest. What is, this is a black leather wallet. What is this? This is an Apple iPhone. This is a blue one gallon water bottle, very, very simple. So make sure that your product titles are very clean because you're teaching a machine and that machine is going to be a five year old and they are just gonna take everything you say literally.

[00:04:53] kasim: They don't understand sarcasm or anything like that. It's just gonna be very literal. And so honesty and simplicity is key for Google and especially, you know, for, for your, your website traffic as well. Proc descriptions are gonna be the second most important part of your proc page. To Google, I should say, product descriptions are supplementary to the title.

[00:05:14] kasim: So if I had a hair care product, and I've done this many times even for a couple hair care companies, and if your product has not necessarily just hair care, but like a, I would say there was one that was nail polish, but the nail polish company, they prided themselves on not having the seven most toxic chemicals inside of their nail polish.

[00:05:34] kasim: So we called the title red Nail polish dash seven free. And it was seven free in the title. And then also in the description it was said this nail polish is free of the seven most common toxins. And then we laid out each one of the toxins inside of the description so that anybody that is looking for sulfate free nail polish, we win.

[00:05:52] kasim: Because it's nail polish, seven free, free of sulfates and blah, blah, blah, blah, blah. So anytime that someone's looking for a specific type of, nail polish that doesn't include one of those those ingredients, we didn't put it in the title because that title would be ridiculous. It'd be, red nail polish, sulfate free, blah, blah, blah, blah, blah.

[00:06:09] kasim: But we put that in the description cuz Google's gonna take a hierarchy of your title and then your description, number one. Number two, priority. So make sure that your descriptions are as descriptive as possible without being overly what we call kind of fluffed or stuffed with the keyword. Stuffing is actually the industry term.

[00:06:25] kasim: You don't wanna have keyword stuffing in your descriptions because then you're just going to show up for a lot of random top of funnel, possibly exploratory, not ready to buy type of people that are searching. So your product description, you want to have it to be very, Explanative, but also think of keyword.

[00:06:42] kasim: This is kind of, if anybody here has SEO experience, this is an s e o type of play. the same engine that is scanning your page for s e o is the same engine that's scanning your page for shopping. And that's a big distinction because if you say, Hey, I write a blog. Well, when you're writing a blog for seo, you wanna have like the key term at least visible four times in the first 200 words, it's the same engine.

[00:07:04] kasim: So you're, using the same knowledge as SEO or content writing, if anybody has that type of background into your, ppp C because it's Google doc, it's the search console, it's the same engine which is the reason why DSA works. So the product description, make sure that. If someone is not knowing what they need, you explain in your descriptions.

[00:07:22] kasim: What it is that they need. And it's a really cool thing. So black leather wallet's a title, but if someone isn't searching for black leather wallet, they might be looking at best wallet for jeans. And let's say your wallet is the best for jeans because it's super thin, it's not, not bulky, it doesn't retain sweat, whatever it may be.

[00:07:37] kasim: But place that inside of the descriptions, a non bulky, thin wall that doesn't retain sweat. and that's best for jeans because when someone says, best wallet for jeans, Google says, aha, that's not your title cuz Black mother wallet's your title, but that's your description.

[00:07:49] kasim: let's match that user watching YouTube videos. Well, the way that Google gets so in depth is the reason why YouTube auto captions your your videos. A obviously because of the uh, disability act to make sure that everyone can be visible to YouTube. But the other part is when you watch a YouTube video, the auto captions in the YouTube video is an indicator that you're watching a video that possibly can be used to sell you a product later on from anybody.

[00:08:13] kasim: So if you're watching a YouTube video about the best wallet to use for jeans and that's like, oh wait, that person's interested in this product that matches yours. So being descriptive in your product description is super important because Google's going to match what they are doing.

[00:08:27] kasim: I. Blogs are visiting. Websites are visiting. Competitors are visiting. YouTube videos are visiting emails that they're sending. All of those are lead indicators for Google to then start to match that user. You'll see that your smart shopping campaign, sometimes in a week period of time with a thousand dollars in Aspen will go to three 350,000 impressions.

[00:08:44] kasim: And that's because it's Shaka blasting the entire United States or retired country or world or wherever you are, or wherever you're marketing into saying you've had one indication that you might be interested in this product. Are you interested? No. Well, good. We, show you that you didn't click, we didn't waste any money.

[00:08:57] kasim: It's pay per click network. So just as a, proc page, preparation that title. And description are gonna be the two main factors for Google that are gonna focus on Google can't read images. They don't know what the image look like. That's gonna be for the pretty end user. But to Google the text, the data in the feed is up of the utmost importance.

[00:09:15] kasim: We're gonna get to the product media here in a little bit. I know for anybody running drop shipping, this is an important step to hurdle. I actually think, especially if you want to commit to the products that you're selling, it can be worth buying the products yourself and taking your own. Photographs, building your own media.

[00:09:29] kasim: As a matter of fact, that to me is a pretty significant value add. If you're in a pool or an ecosystem with a bunch of me toos, and you're the only one with custom images, you might be best positioned to sell that product better than anybody else because you're the one that took the time to actually build out the custom in more detailed media.

[00:09:44] kasim: We'll talk about lifestyle images here a little bit later, but that's gonna get really important. Can I share something? Yeah, I think everyone, this is a company that we market for. I wanted to kind of share with everyone here on the, on the screen. This is what a feed looks like and this is why I think gives a realism, I'm a visual person.

[00:10:00] kasim: Again, like I always say, this right here is the feed that's coming from one of one of our clients here. And when you grab this feed and you open it up, this is what Google sees. So it's not gonna see, and you'll see actually this, will resize itself. There we go. This is what Google sees here, and this is all Google sees Smart Shopping.

[00:10:18] kasim: Only sees this and you'll see the title, the link this is a description of the feed, yada, yada. Now here is the first item, and so this right here is. Everything Google has in order to match the success of your campaign or match the user for successful campaign. I said that way wrong. I don't know what happened.

[00:10:34] kasim: I had a really weird brain fart there. But this is all the Google uses to match up to the user, so they see the title. So right now we see Chris Mark 100% shaa butter. Okay. Now I know it's Shea butter, but if this was Chris Mark, 100%, I have no idea what that is and probably Google probably doesn't either.

[00:10:51] kasim: The description here, moisturized dry parts of your body, hair and scalp, uses a hair scalp pomade, or for hot oil treatment under cap, a hundred percent Shea butter, nothing. Add ingredient source from reliable suppliers in Northern Ghana through women's coop cooperatives. That's a very kind of odd description.

[00:11:05] kasim: Then you get a link. And then you get the image. Then it just gives us like the price and the, shipping and all the other stuff. But this right here is everything. majority of the time, everything Google's going to use. So if you're like, I have a fast website, that's great. You know, I have beautiful imagery.

[00:11:17] kasim: That's awesome. I have great video. That's great. I have an awesome price. Okay? But if it can't use this to match up to another user, and this is all that Google sees here, it's going to have a tough time getting off the ground. And it's almost like saying, well, I, I built this awesome, search campaign and I chose four mediocre keywords.

[00:11:34] kasim: Why isn't it working? This is where like the possible four mediocre keywords will live is right here. So don't overlook your titles and descriptions cuz when you give it to Google, this is what Google's going to see. So if this doesn't have a lot of search traffic or if there's not a lot of Not a lot of easy to understand nouns in there.

[00:11:51] kasim: You're gonna have like an amazing exfoliator to, you know, revitalize your essence. Google's I Google has no idea what that is. just make sure that we are very specific and use nouns that a machine. Can learn. it sounds complicated, but it's actually just be honest about what it actually is physically, and that'll give you the best, best result.

[00:12:11] kasim: So I'm gonna asked a question in chat. Is it worth getting custom images done? My knee jerk reaction is it can be, but we're gonna show you how to do the images yourself. And we have quite a few clients I'm thinking about George John. he's got a big, big company.

[00:12:24] kasim: He does all of his media himself, and I'm pretty sure he doesn't with a smartphone. Yeah, he just started doing video like two weeks ago. We got like our first two videos that we've been using him for little, for about a couple for two weeks now. But he's gonna be doing more video.

[00:12:35] kasim: But his imagery I'm thinking our ophthalmic client, yeah, they use manufacturer imagery. if it's a, cost prohibitive, I'd rather the money go to ad spend. and people are so forgiving with, you know, I mean, it still needs to be good, but it doesn't need to be ultra professional. You don't need the best photographer in the whole white world.

[00:12:51] kasim: Here's what's funny is for, for your landing page, you wanna have imagery that is quality looking. Google needs an image that big, well that's all the Google needs, but your landing page is gonna be, need to be of quality. Custom imagery, I think is most important for drop shippers or for high competition of similar products.

[00:13:07] kasim: If you don't have custom imagery and you're, and you're using the standard stock photo from a drop ship or supplier, just know that everyone else is. And that's why we also said lifestyle images are important too, because again, as we touched upon yesterday, that is gonna be something that people can see themselves in there.

[00:13:21] kasim: But I think it's gonna be most important for drop shippers or when there is a high competition for very similar products. If you have a unique product, you're gonna have custom imagery. If you have a product that is, easily identifiable when someone sees it, but the image that was supplied to you is kind of odd.

[00:13:36] kasim: Like it might be, you know, from an odd angle, then maybe you're like, Hey, I just wanna take a better picture of this. I think you have a slide about this already, but we purchased with our eyes first. And that's kind of where on shopping, when you look at, when your smart shopping ad features is, is featured in the shopping.

[00:13:51] kasim: And here's just a small test. I just Googled Red Shoe. You love red shoes. I love Red Shoe for as long as I know you.

[00:13:58] kasim: That's been your example, the Red Shoe and the wallet. Yeah. I don't know why. I get stuck in my comfort zone. You'll see here, two of them here that kind of stand out to me. Now it's against best practice, but the ones that stand out to me is this one here. And this one here.

[00:14:13] kasim: Now these are sort of lifestyle images. They're not lifestyle images would be the full person of the body walking through the city, whatever it be. But this is still a product imagery. But you'll notice that these are a little bit more unique than, than this one. This one kind of looks like the drop shipper that they just like on the table, snap a picture, put on the table, snap a picture.

[00:14:30] kasim: Then they're just pumping through them. This one looks like it took time, but you're also, kind of getting a little bit of a visual end into, oh, that looks good with jeans. I have no idea how that one would look. I was gonna say, doesn't Google prioritize the white background though?

[00:14:41] kasim: Since they need the primary image to be a white background? They say that. I haven't seen that. And that's what's interesting what Google says and what is actually seen is sometimes a little bit different. You don't want people to get lost. You want 'em to know what else exists inside of your store.

[00:14:56] kasim: everybody has this squeeze page mentality when it comes to driving traffic. That's, I hate to say things are dead because it's just such a cliche, but that's dead. Generally it takes 2.5 clicks and 3.5 pages. Before somebody's ready to convert, you need to expect that there's going to be return traffic.

[00:15:11] kasim: They're gonna research, look, add to cart, leave come back, et cetera. Get really comfortable with the fact that there's gonna be traversing throughout your site, and then make your navigation such that it sort of equips them to do that. This, I think, is an upsell opportunity, a cross-sell opportunity.

[00:15:23] kasim: It shows 'em what else is on your store. And it also gives you the opportunity to brand yourself in many cases. The second most traffic page you're gonna see is you're about page. And if you're trying to sell mission, vision, values, if you're trying to, really sort of connect with them on a, a level that's just outside of your product.

[00:15:36] kasim: that's a cool page to prioritize inside of your nested navigation too. really strongly recommend investing in making sure that your navigation is clear, easy to navigate, and then also accessible throughout the site. And one of the best ways to do that is just breadcrumbs. And you'll notice that really good CMS is, I think most Shopify themes have this they have the ability for you to have breadcrumb navigation.

[00:15:53] kasim: So you can see like, oh, here's the home, here's the first category. I click the second one, the third one, and the product page that I'm on. So they can always find their way back without an issue.

[00:16:00] kasim: Social proof of course, goes without saying I like social proof that's specific to the product. So if I'm on a product page and I see somebody saying something that's just about the company that's not nearly as applicable or relevant obviously as product specific, social proof pulling in reviews from Google on the page as well can be very impactful.

[00:16:16] kasim: We've got. Two more bullet points. Clear call to action. This is one that it's easy to take this down as a note y'all and just like glaze over it and, sort of forget this one later. If you don't tell people what you want them to do, they're not gonna do it. Who wrote StoryBrand? Donald Miller.

[00:16:31] kasim: Donald Miller talks about this a lot. He says that when we communicate with customers, if you take the spectrum of, communication from zero to 10, zero is, grunts and loud noises, and 10 is like quadruple PhD. We tend to communicate with our customers on a six risk, seven, which means that we assume a level of intelligence, which I think is, you know, means that we're empathic human beings.

[00:16:49] kasim: We need to be at a two or three. Online, and it's not because people are stupid, they're not. This is the most educated consumer base we've ever had. It's because they're only partially paying attention. You know, you've got a fraction of a second before they know what they want to do and, and whether or not they qualified you and they're doing a bunch of other things all at the same time.

[00:17:03] kasim: That's why you'll see the really successfully commerce sites. We'll say things like, click here to buy now. Click here to customize your products, et cetera. We can glaze over that if we want to. I think you do it at your detriment. Let 'em know exactly what you want them to do next and don't skip steps.

[00:17:19] kasim: Let them know exactly what you wanted them to do next. So if they need to customize the product, then they need to click here to begin, product customization. If they need to add something to their, their shopping cart, they need to click here to edit their shopping cart and make it really clear.

[00:17:30] kasim: Use the isolation effect because you want them to be able to see exactly what it's, you want 'em to do. And make your customization options very clear. If you've got really robust products and they can do a lot of things with it. My soft opinion, this is anecdotal, I have no data to support it. John, you might disagree.

[00:17:44] kasim: I think you've got two customization tiers before I get bored in jump ship. Because if I have to choose, you know, I'll choose size and color and then, maybe if you've got a field for me to add, like a monogram for my label, but I've seen some products to where I'm basically building the damn thing by myself.

[00:17:56] kasim: And unless that's the value proposition, we have a client that, does custom baseball gloves, for instance, which is a whole value proposition and on it itself. But if that's not the value proposition, and I've gotta fill out four or five different things, now you're making me make too many decisions and a confused mind is going to say no.

[00:18:11] kasim: Curious John, whether or not you agree or disagree with that. Yeah, everything. Other than that, like what CO said is, leave the customization is optional. If they're personalization, which is good, but if it's something that needs to be customized or needs to be custom built, I can touch upon that and saying like, here's how we put that in a separate smart shopping campaign and how we use G T I N because those products are not actually real.

[00:18:30] kasim: There isn't a D T I N for every single custom glove. Like no one's gonna go out and buy a barcode before they ship it out kind of thing. But we won't have to get into that, I guess if we, we don't need to.

[00:18:38] kasim: