Online Shoppers Paradise: How to Optimize Your Sales Listings

Business.com / Sales / Last Modified: February 22, 2017

Are you not seeing a growth in sales? Check out these 5 ways to boost your sales listings to convert visitors and increase repeat customers.

If you have products to sell, you’ve probably considered selling them online. It seems like a straightforward process—display what you have to offer, add an ecommerce option and watch the sales boom—right?

Unfortunately, between the size of the Internet and the competition, it’s not always so simple. To find success online, your products and their listings must stand out while giving the customers everything they’re looking for.

It’s all about optimization—and optimization could make the difference between a wildly successful ecommerce site and one that falls flat. Check out these 5 ways to boost your sales listings to convert visitors and to keep them coming back for more:

Related Article: 5 Critical Content Marketing Tips for Small Businesses

Include Reviews

You can say anything you want about a product—you can include its uses and how it can enrich the customer’s life. But, you’re still the salesperson, and it’s your job to make your products sound great.

Your customers know this, which is why allowing those who’ve purchased the product in the past to leave reviews on the listing is critical. Still not convinced? The statistics speak for themselves. In fact, research has shown that:

  • Online consumer reviews increase product conversions by 74 percent.
  • 71 percent  of online shoppers claim that reviews from other consumers make them feel more comfortable that they’re buying the right product.
  • Shoppers are 63 percent more likely to purchase a product online if it has product ratings and reviews.

Why not simplify the process by including the reviews with your products? Then, visitors aren’t forced to check other locations to find the reviews they’re already looking for. Product reviews are an important aspect of optimization.

Add Multiple Photos

It’s a given that you would add a photo to a product listing—not many websites make sales without at least a photo. But the more comprehensive your photos are, and the more angles at which they show the product, the more effective your listing will be.

Some of it comes down to science—90 percent of information transmitted to the brain is visual, and the brain processes visuals much faster than text. That same visual content drives engagement. In fact, in the first month after Facebook introduced its Timeline feature for brands, those that added visuals saw a 65 percent increase in engagement.

To take better product photos:

  • Use a plain white background.
  • Turn off the flash.
  • Capture detail through close-up shots.
  • Include multiple angles.

Want to go even further? Consider adding product videos. Viewers are up to 85 percent more likely to make a purchase after viewing a product video.

Do Keyword Research

You already know that keyword research is important for helping to attract visitors. But you may be missing the idea that it’s also important for optimizing your product listings within your site.

Keywords not only help website visitors find what they’re looking for inside your site—especially if you have multiple products. They also help drive external traffic straight to your product listings. Keywords and their synonyms account for up to 70 percent of search result placement. Hubspot takes this idea further by explaining that keywords are the foundation of any site, or product listing, because they help search engines and customers understand the purpose of a given website or description.

United Yacht Sales, a leader in its market, boasts that their success has come from enhanced SEO that allows the world to find the right listings and to advertise correctly to get their yachts sold. It’s all about keyword optimization.

  1. To get started, do a little research on your market and on how to find the right keywords.
  2. Then, measure your success. Are you getting more web traffic from search engines? Do some pages have fewer visits than you would expect based on your keyword strategy?
  3. Finally, look for ways to improve over time. Keyword optimization is not a once-and-done task. It can take months to get it right, and even then it requires consistent analysis.

Related Article: Show Me the Money: How to Turn Site Visitors into Paying Customers

Be Descriptive

A picture is worth a thousand words, but that doesn’t mean the words don’t matter, especially in product listings. When making a purchase online, without seeing the product in person or talking to a real-life sales representative, visitors are likely to have questions that they expect your listing to answer.his means your product descriptions are critical.

Effective product descriptions increase the likelihood of a purchase by 72 percent, decrease the likelihood of a return by 50 percent and increase overall search traffic by allowing for additional keywords.

To write accurate, effective descriptions, consider:

  • Speaking directly to your customer instead of in Internet short-form.
  • Explaining the features of the product in detail along with how those features benefit the customer.
  • Using rich verbs and adjectives—without overselling.
  • Referencing possible uses and features that separate your product from the competition.

Clearly Display Prices and Shipping Costs

There are enough questions when it comes to making a purchase online. This means that the clearer you can be about policies, pricing and shipping, the more confident visitors are likely to feel about making a purchase.

Because 57 percent of shopping cart abandonment is attributed to surprise shipping fees, you can eliminate the risk by displaying them up front. You can sweeten the deal for your customers—and your business—by taking it one step further and eliminating shipping fees altogether.

Not convinced? A recent study found that free shipping increases the average cartload by 30%, meaning more business for you and satisfied customers at the other side of the transaction.

One brand that experimented with free shipping was 2BigFeet, a plus-sized shoe retailer, that saw conversions increase by 50 percent when shipping fees were eliminated. Look for ways to reduce shipping costs or to remove them. For best results, make your policies understandable and easy to find from your product listings.

Your sales listings should work for you by helping to attract and convert visitors with little to no effort on your part after the initial set up. Follow the tips above to optimize those sales listings, and get ready to ride the wave of success.

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