Consumers judge brands according to their online experiences. A poor page experience will not only lose a sale but will cause a shopper to search elsewhere for the products they need.

However, an exceptional page experience will close a sale today while building brand affinity and securing customer loyalty for the long term. Creating positive, memorable page experiences is essential for brands competing on the digital shelf.

Read on to learn ten strategies for fixing poor page experiences and why you need to implement them now.

1. Understand Different Retailer & Distributor Site Requirements

Your product data will vary depending on the retailer or distributor site where you sell. To provide a page experience that keeps users happy and engaged, you must deliver product content that meets specific retailer or distributor requirements.

Every partner has different standards and requirements concerning product data. Brands must understand what the retailer or distributor wants and deliver compliant content. Create an organized, streamlined process that helps team members understand retailer-specific / distributor-specific attributes. Doing so promotes a positive page experience for users across all channels and platforms where you sell.

2. Ensure Product Data Accuracy and Clarity

When consumers land on your product page –– organically or through direct search –– they want product data that informs their purchase decisions.

Delivering an exceptional page experience requires providing accurate, up-to-date, quality product content. Establishing a process for validating data ensures all customers receive the same product information wherever they shop for your products. In an omni-channel retail world, consistent data is essential.

Clear, accurate, quality data builds customer trust. Validating data ensures a consistent product page experience for your shoppers.

3. Utilize a Content Scorecard

A content scorecard is a simple tool that shows you where to focus your efforts to improve your content. Effective, accurate scorecards help you see how your content performs for each retailer. Without a scorecard, you’re hoping your content is performing as it should. But with a content scorecard, you can know for sure.

With scorecard guidance, you can be confident you’re meeting required standards and exceeding retailer expectations, ensuring consumers enjoy a consistent, satisfying page experience.

4. Provide Rich Product Content

Product detail pages allow you to showcase your products, educate consumers, and convert casual shoppers into customers. Rich product content enhances your PDPs to deliver a captivating page experience and set your brand apart from industry competitors.

Rich content spreads can include:

• Image hotspots
• 360-degree spin imagery
• VR or AR capabilities
• Product videography
• User-generated content
• Highly targeted, conversion-driving copy

Rich product content does more than engage the consumer (though that’s crucial for earning new customers, too!). It educates users about your products and empowers them to make confident, data-driven purchase decisions.

Publishing rich content on your PDPs provides page experiences that increase trust and long-term sales.

5. Keep it Simple

Page design contributes to a positive page experience –– or a bad one. Page design is one of the fastest, easiest ways to provide a good experience for site visitors, establish your branding, and engage with potential new customers.

When creating your site or product pages, simple is almost always best. Avoid overcrowding pages with long paragraphs of copy, harsh colors, and multiple fonts that distract the shopper. Your product should be the star of your pages. Every design decision can highlight the product and compel shoppers to purchase.

By keeping design elements simple, you guide readers to focus on what’s most important while leaving unnecessary elements out of the equation.

6. Make Your Site Mobile-Friendly

Regardless of what you produce or your target audience, the universal truth is that your consumers shop on mobile. According to Statista, retail mobile commerce sales in the U.S. exceeded $360 billion in 2021. That number is expected to nearly double by 2025.

Your site, content, and page experiences must be built for mobile because that’s how consumers shop. Optimizing pages for mobile ensures your customers have easy access to your site and products via their phones or other devices.

Brands can –– and many do –– go a step further than simple mobile optimization. Creating a mobile experience, like an app, makes engaging with your brand and products effortless for the consumer. An app allows brands to sell not only on retailer partner sites but also on a uniquely branded platform.

7. User-Friendly Navigation

Every aspect of your consumers’ page experiences should be simple. The less friction on your pages, the more likely the consumer will purchase.

How can you create user-friendly navigation that delivers a positive page experience?

• Have clear calls to action that leads shoppers to the next logical step: buying the product
• Make finding products simple with an easily navigable toolbar
• Create predictability (and therefore comfort) with standard navigation menus
• Maintain consistency on each page: structure, branding, and design

Straightforward navigation guides shoppers along to the point of sale. You’ll reap the benefits when your site navigation is simple for every shopper.

8. Focus on SEO Content

SEO is the primary driver of organic traffic to your site. SEO is crucial to a positive page experience, because when you optimize your content for SEO, consumers arrive at a site knowing precisely what to expect.

SEO content delivers the data and product solutions users search for. When you optimize your content, you ensure all product content –– not only your copy –– is easily searchable. Every piece of content can work for you to bring traffic to your pages.

Understanding your audience’s targeted keywords and those your competitors use helps you shape your SEO strategies so you rank for the terms that will earn traffic and increase conversions. Your share-of-search earns clicks, and more clicks lead to higher engagement and more sales.

9. Write Compelling, Informative Copy

The words we use matter, and this is especially true regarding your site’s copy. The text on your pages provides the information consumers want concerning your products. Compelling and informative copy leads shoppers to purchase, and it’s essential for a positive page experience.

Brands must prioritize effective copy creation to shape the buyer’s journey by showcasing essential product data.

• Your titles, subheadings, and bullet points inform shoppers and guide them to purchase decisions. Your title should give visitors a clear understanding of your product. It must engage while educating, encouraging the reader to continue down the page.
• Subheadings provide scannable content that helps readers find exactly what they’re looking for.
• Bullet points highlight essential information, like specs, features, and need-to-know information. They break up long lists into manageable sections that allow readers to consume data quickly, increasing the likelihood that they’ll read through and remember all the bulleted copy.

When you’re competing with other brands, businesses, and retailers, every component contributing to page experience matters. Focusing on your copy, especially titles and subheadings, helps you deliver the content and page experience that leads to sales.

10. Conduct Regular Product Content Audits

Product content is essential for you to earn traffic, establish your position on the digital shelf, and take hold of your market share. But ineffective, low-quality content contributes to poor page experiences. Product content audits help you deliver the content consumers want, compelling them to shop with you.

Consistently monitoring and evaluating your site’s content determines if your efforts are reaping the most reward possible. Regular product content audits allow you to analyze content health scores and performance.

A product content audit should answer the following questions:

• Are my pages live?
• Is my copy accurate, updated, and optimized for search?
• Do my image quality and quantities satisfy consumer expectations?
• Am I utilizing rich content appropriately?
• Does each page meet quality standards for my trade and distribution partners?

Product content audits examine your content’s strengths and weaknesses. Regular audits empower you to track performance, enhance visibility, and see more significant ROI.

Deliver Exceptional Page Experiences with Content Status

You want to do everything you can to give your customers the best experience possible when they visit your site. Content Status helps you deliver exceptional page experiences regardless of your industry. Reach out to our team today to begin creating a data-driven page strategy that engages consumers and leads them to purchase.