So you’ve created (or curated) amazing products you want to share with world and now you need to help your customers to find them. How do you do that? Well, it’s your lucky day. We’re going to give you 5 proven strategies for driving traffic to your product description pages (PDPs). Grab a cup of your favorite bev, get comfy, and read on.
1. Social
Human beings are social creatures that want social experiences. So why not add a social element to your product page? At a minimum, you ought to include social sharing buttons on your PDPs. You can kick it up a notch by following Target’s lead. They recently added a cool feature in which Target customers can post Instagram pics of themselves wearing Target’s products with the hashtag #TargetStyle for a chance to have their pics featured on Target’s product description pages.
So-and-so shared another great idea in a recent post, too. They suggested providing free samples to instagrammers with lots of followers in the hopes that they’ll link to the product. Providing free samples has been one way businesses have used to get user-generated content line customer reviews, so it’s a natural fit for helping drive traffic to your product page.
Plus, be active on your own pages—Facebook, Twitter, Vine—to promote new items and curated collections with links to your PDPs. You can make your product descriptions a Facebook status. Or post that informational video about your product to Vine or YouTube and link back to your PDP. Tweet, post, and share away. And don’t forget to interact with comments and shares on your pages. Social media isn’t about broadcasting, it’s about interacting and communicating.
2. Email
Email marketing gives you great return on investment, so it’s a smart way to educate potential leads about your products and drive traffic directly to your product pages. You can use segmentation to target emails featuring products that may appeal to your distinct groups based on previous purchase history or other data you’ve collected. Use automation to send emails for products similar to those recently purchased, abandoned in carts or items that go well with recent purchases.
3. SEO
Good SEO is key to ranking well on search engines. Here’s a quick breakdown to get you started with some SEO basics for your PDPs:
DO:
- Write unique product descriptions with the right keywords
- Write unique titles
- Include customer reviews
- Put keywords in title tags and header tags
- Fill out your alt image tag info
- Use keyword-friendly URLs
- Focus on usability by making your page easy to navigate with a search box, links to other pages on your site (e.g. home, cart), breadcrumbs (i.e. previous & next buttons), and a clear site structure.
DON’T:
- Don’t use duplicate content
- Don’t use manufacturer’s content
- Don’t stuff keywords.
You can learn about even more SEO best practices right here on our blog.
4. Mobile
Google has started ranking pages on the basis of their mobile-friendliness, so that’s probably enough of a reason to make your PDPs mobile-friendly. Further more, if your product description page is easy to read on the mobile devices your customers use most (or all mobile devices if it’s within your resources to do), they’ll be more likely to share your PDPs on social sites from mobile devices or bookmark the page as something to come back to on a desktop. If they can’t view your PDP on a mobile device, they’re likely to go to a site that they can read (i.e. your competitor’s web site.)
5. Content
Product descriptions, how-to videos, customer reviews—trick out your PDPs with whatever it takes to help your target audience make that purchase decision. Product descriptions are a key part of this strategy since they help with SEO (provided you do the keyword research), give your customers vital information, and are relatively easy to produce. Make them quotable and easily shareable to encourage interaction. You might include links to other products that complement the item you’re describing, too.
At Filament we pride ourselves on product descriptions that sound like they’re written by humans and not robots. You can check out a few of our stellar product descriptions here. You’ll find more excellent examples of product descriptions with some great tips here.
And there you have it. Put these 5 marketing strategies into practice and you’ll be well on your way to lighting up your online presence and getting your products into the hands (and hearts) of happy customers.
Need help implementing these steps? Get in touch with Filament. We’re happy to help with anything from creating a strategy around your target audience’s needs and interests, your business goals, and your available resources to writing the best darn product descriptions ever.
