Managing a standout website is essential for driving sales and enhancing user experience in any eCommerce store. Effective product management, a key aspect of eCommerce marketing, can boost customer engagement, reduce bounce rates, and ultimately increase conversions. Here are our top tips for conversion rate optimisation on your products!
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Manage and Redirect Product URLs
Renamed products can pose challenges if not handled properly. Google and PPC ads users may encounter 404 errors if links aren’t updated correctly, which can negatively impact rankings and lead to early site abandonment. However, with smart website management, these pages can still serve as effective sales tools. Always redirect discontinued or renamed products when making updates. If you rename a product, set up a 301 redirect to prevent 404 errors, which can harm SEO rankings and frustrate users. Likewise, when a product URL changes, ensure it redirects to the new URL to maintain search rankings and keep users happy.
Redirect Discontinued Items to Closest Product or Category
Setting up redirects for discontinued products keeps users engaged by guiding them to similar items or relevant categories instead of a dead end. This website management practice preserves the SEO value of any backlinks or search rankings from the original product page. It also enhances the customer experience, increasing the likelihood of finding a similar product and making a purchase. By redirecting to related options, you ensure that you don’t miss out on valuable traffic or cross-sell opportunities, even when certain items are no longer available.
Lost Backlink Opportunities from Removed Products
When products are linked elsewhere on the internet and then removed without a relevant alternative, it results in missed cross-selling opportunities and potential revenue loss. Cross-selling encourages additional purchases by directing customers to complementary items. If an external link to your product leads to a “Page Not Found” error, customers are likely to leave rather than search for a replacement, resulting in lost sales. For example, if an old link leads to a discontinued kitchen appliance, redirecting it to a newer version or similar product can help retain interested shoppers. Proactively managing discontinued product pages supports conversion rate optimisation and strengthens your brand’s reputation by retaining cross-sell conversions, even when specific items are unavailable.
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Managing Seasonal Product Availability with Back-In-Stock Notifications
For seasonal products, displaying a “temporarily out of stock” message with an expected restocking date and an option to ‘sign up to be the first to know when we restock’ helps maintain customer interest and drive future sales while converting customers into your email marketing platform. This approach reassures customers that the product will return soon and allows them to sign up for notifications when it’s back in stock, nurturing them within your eCommerce marketing platform for future cross-selling opportunities. Effectively using out-of-stock notifications can turn potential lost sales into valuable leads, keeping customers connected to your brand.
Boosting Sales with Effective Product Page Management
Successful product page management goes beyond creating attractive pages; it’s about crafting a seamless experience that guides customers from interest to purchase. By managing product availability, avoiding 404 errors, collecting valuable leads, and continuously refining your approach, you can create a reliable, engaging environment that boosts customer satisfaction and overall sales.
For an in-depth understanding and strategy implementation of these best practices, speak to a member of our specialised team today for expert guidance on eCommerce marketing and conversion rate optimisation. We also offer various packages to optimise and maintain your website management and SEO best practices, ensuring your website ranks high and promotes cross-selling where opportunities might have been missed. Book a FREE 30-minute consultation to discuss your needs with one of our experts today and begin your journey toward expert SEO management.
