When it comes to e-commerce and luxury products, there are a few key things to keep in mind to ensure success. First and foremost, it is important to have a strong onsite and offsite SEO strategy in place. This will help ensure that your products are visible to your target audience and that potential customers can find your site easily. Additionally, it is important to focus on creating a high-quality and luxurious user experience. This means making sure your website is visually appealing and easy to navigate. Try and consider excellent customer service and shipping options further to differentiate your luxury products from others on the market.
Success takes time and energy; With this in mind, our marketing team has put together 8 top tips for luxury brand owners to help sell more products on their websites.
1. Less Is More - Declutter your site
Many luxury E-commerce stores are packed with departments, categories, discounts, product variances, price options, and colours. It can be difficult to agree on what's important from a marketing perspective.
Successful brands tend to leave out the clutter and focus attention on a clean UX experience. The idea is to keep users on the website by offering fast page speeds, accessibility to all product ranges, and making the user feel like they are in control of their decision to purchase.
Page speed has become important for onsite SEO as it helps maintain page rank. More importantly, the customer expects high-end brand websites to work seamlessly. A good customer journey from start to finish can help convert more users to sales.
Louis Vuitton Product Page design. SImple, clean and no clutter.
2. Add Clear Call To Action Buttons
Why are e-commerce call-to-actions (CTAs) so important? Because they need to be clear, consistent, and obvious to be effective. A CTA that is unclear, inconsistent, or hidden will not generate the desired results.
CTAs need to be clear so that visitors know exactly what they need to do. The language should be simple and direct, and the CTA should be placed in a prominent location on the page.
CTAs must be consistent so that visitors see the same message no matter where they are in the buying process. This means using the same language and design on all pages and ensuring the CTA is always easy to find.
Finally, CTAs need to be obvious so that visitors don’t miss them. The CTA should stand out from the rest of the page, and it should be reinforced with supporting text and visuals.
When these elements come together, you have a powerful CTA that can help increase conversions on your luxury e-commerce site.
Prada presenting a beautifully simple and easy to read Call to Action
3. Create Amazing Product Photography
E-commerce product photos should be clear and consistent to instil confidence in buying customers. Potential customers need to see the product to understand what they are purchasing, and clear photos help to achieve this. Inconsistent photos can lead to confusion and may ultimately dissuade customers from buying the product. Therefore, it is important to have clear and consistent photos to present the product in the best light and encourage confidence.
E-commerce alt text for photos provides additional opportunities for SEO optimisation. The alt text describes the image to visually impaired customers who may be using screen readers. The text should be clear and concise, and it should describe the function of the image. Search engines like images with the correct and considered alt text descriptions.
Chanel presenting beautifully simple product pages with clear, eye catching product photography
4. Write Clear Product Descriptions & Titles
E-commerce product descriptions and titles are important for several reasons. First, they help communicate what the luxury product is and what it does. This is crucial for potential customers who may be considering purchasing an expensive item online. Bad grammar and spelling can reflect poorly on a brand and may stop people from buying.
Branding is important because it helps create customer loyalty and recognition. Product descriptions and titles should be accurate and free of grammar errors to ensure that customers know exactly what they're getting.
Moreover, product descriptions and titles can help improve a brand's search engine optimisation efforts, especially if the correct keyword research has been strategised to work with each web page. Optimised product pages can make it easier for potential customers to find the company's products.
Remember to keep pricing, shipping options, extra information, availability, sizes/colours, and sizing charts easy to read, find and follow.
Valentino presenting clear product titles and descriptions of their products
5. It’s All About The Confidence
When building a luxury brand through your online presence, there are a few key elements that can help build customer confidence: reviews, testimonials, quality, sizing, return policies and customer service commitments. Displaying positive reviews and testimonials from previous customers can help build assurance with potential buyers. Highlighting the quality of your products, including materials and construction, can also help shape certainty.
Providing accurate sizing information and flexible return policies can help customers feel confident that they can find the right product and that they can return it if needed. Finally, committed and responsive customer service can give customers the assurance that they will be taken care of if they have any issues.
An online luxury retailer should have all these elements in place, this criteria can promote peace of mind for the customer and brand authority in the luxury product industry.
6. Refine Product Options
Luxury product items from online e-commerce stores can become overwhelming for some shoppers, especially concerning jewellery. Many of the options may become alien to the users, and they may seek help from the sales team. Be sure to update your product pages to:
Make drop-down options clear and selectable
Offer tabs with educational information
Make your contact number available in the header and the footer or easy to find
Build overwhelming but important information around HTML tables and turn further text descriptions into bullet points
If a customer has to click a variance with price alterations, can they see the change update in the live price?
Do price or colour variables change the product photo helping the customer have a clear vision?
Does the UX experience offer a Buy Now button or an Add To Basket button? An Add To Basket option allows the customer to carry on shopping.
Too much information on product pages can look stuffy and unclear. However, with good design and consideration for the user experience and journey, large amounts of information can look distinguished and helpful.
Rich text with considered keyword information can also help search engines index product pages with specific and unique information. You may find user landing on unique product pages after searching items that closely link the metadata, title, and rich text to a particular luxury item. This type of strategy is known as organic SEO.
Dior presenting simple product options and accessible contact information
7. The Power Of FAQs - Answer the Important Questions.
A FAQs page is like having a 24-hour customer service agent on hand. Savvy customers can quickly scan the top questions asked by customers or look at more technical information if needed.
FAQ pages can highlight the features of your product in a way that is easy for customers to understand.
More importantly, a thoughtful FAQs page is brilliant for;
Internal linking for enhanced descriptions, boosting product page SEO.
Offers a good customer experience by providing answers to potentially easy or complicated questions.
Allows you to target specific keywords for organic search listings.
8. Test Your Pages
It’s a good idea to test product web pages before hitting the publish button. Check the positioning of the photos, does the title and description look good? Will everything work on the page as the customer should expect?
Once the product web page has been tested from a UX perspective, the publish button can be hit and awaiting customers have access to the new products.
A few tricks to consider can include;
Perform UX testing with a controlled test group to gain valuable feedback you may have missed
Do your product pages work on mobile devices and is it easy to use?
Are there any glitches in different browsers? A good developer will check for code errors
Check for typos, broken links and missing images
Does everything else on the webpage work as expected? Forms, menus, product variables and buttons.
Use Google PageSpeed Insights to test the speed of your pages. Slow-loading pages can frustrate visitors.
Top Questions From Clients
What's the best way to optimise my luxury product pages for SEO?
Try and research your target audience and understand what key search terms customers are typing through search. Compile a list of target points and add them to your metadata, title, and product descriptions. Try and form reviews, internal links, and concise information to help customers decide.
What's the best way to optimise my luxury online e-commerce business?
Forging a strategy for your entire e-commerce business to rank high through SERPs will need time and dedication.
Elements to consider include;
Keyword-rich titles
Title tags and meta descriptions
Optimising images
Mobile
Speed
Solid organic content strategy.
How long should my product descriptions be?
By default, your product page descriptions should be around 300 words. However, this is not set in stone or is the key indicator as to why your product pages won’t rank.
A product description can be brief or supplemented by additional text if needed. The most important task would be ensuring your metadata, title, and rich text work together to target key search terms.
Remember, tabs or FAQ pages can point the customer to extra information.
Will SEO help my E-commerce business model?
There is no simple answer to the question of whether or not SEO is worth it for e-commerce businesses. The reality is that it depends on several factors, including the type and quality of your products, your target market, and your competition. That said, if you have a well-optimized e-commerce website, it can be a powerful tool for driving traffic and sales.
Need Help with your SEO?
If you have an e-commerce website selling luxury items to customers and need some help with your SEO efforts? Why not get in touch with Lionsorbet? We would love to help with your organic SEO, product descriptions and next campaign.
