
Competitor Page Rank Analysis: A Case Study
Tracking both your owned and competitor keyword performance gives you the inside edge to increase page rank, and increase sales.
Product pages are fundamental to the success of online sales, it plays a critical role in your discoverability as well as the final stage in the purchase decision. A good product should close the sale with a mix of convincing copy and appealing images.
There’s three main objectives a page should accomplish: help the user find your product, inform them about its use and benefits, and instill confidence and trust.
When faced with a poor product page, consumers can react in two ways, both of which are detrimental to your brand:
An incomplete, poorly put together page can also reflect badly on both your brand and your retailer partner, hinting at a poor quality product or thoughtless retail experience.
So, how do you create a product page that clearly communicates a product’s benefits, is searchable, and creates a sense of trust? Read on for answers!
Best-in-class hero images alone can drive +3-20% sales uplift
There’s three ways we can classify the elements that should be found on a product page: essential, complementary, and extra. Keep in mind, these can vary based on the industry and the structure of the e-retailer’s website.
For example, in the food sector, it’s important to clearly list or indicate nutritional information and identify any allergens – these are essential elements that legally you’re required to include, but also make it much easier for a customer to determine if this is the product for them.
An ‘extra’ element, for example, would be including a recipe made with the item. Let’s look at another example – say, mascara, or another cosmetic product. It’s essential to list the proper use, method, and benefits of the product (use wand to brush on lashes to elongate or darken), complementary to highlight special features (waterproof), and extra to tie in a celebrity recommendation for the product.
While product descriptions and page layouts change depending on store, all product pages should have these basic components:
While the above items should be managed closely by your internal brand team, the below items are dependent on the retailer (but benefit both you and retailer!). They can be useful when it comes to negotiating new points of sale, deciding where to do new launches, and renegotiating partnership conditions.
A few examples:
Unlike the ‘must-have’ essential elements, complementary elements consist of additional features perceived as very positive for the user experience, but not mandatory. These can often assist with page ranking and help you stand-out against competitors.
These are extras that might help under-performing products improve sales. They’re less common, as some require more investment and optimization.
Product pages are the place where shoppers decide whether or not your product meets their expectations. To be successful, brands need to investigate how their products are presented and work together with retailers on essential requirements that are needed to drive conversion.
With more e-retailers than ever before, monitoring them all can be labour-intensive and expensive. See where you stand and make sure your online retailers are using your correct brand images, see where you rank relative to your competitors and see how visible you are on the page.
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Tracking both your owned and competitor keyword performance gives you the inside edge to increase page rank, and increase sales.
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