The development of the website of the online store and its further promotion is always accompanied by changes in the product catalog. It often happens that a product or a whole category of products no longer brings the desired results, and you do not want to contain an extra page on the resource. How can I change the product page so as not to affect the optimization results?

The online store's product catalog is based on the items that you distribute. All products sooner or later lose their relevance and relevance, but as a rule, by this time you have already indexed the page, and optimized content continues to lead potential buyers to the resource. What to do with an unused page and how not to lose the effect of successful optimization? This question is probably asked by every entrepreneur involved in online trading.

Today we have prepared a checklist of actions that will allow you not only not to lose the effectiveness of optimization, but also to shift the focus of a potential buyer's view on the products in stock, thereby making him interested in buying the position you are promoting. In order to attract a buyer, you will need to focus as much as possible on creating an environment in which the user will not leave your resource. You should also take care of loyalty, because the lack of goods can negatively affect both its indicator and the overall promotion of the online store site.

"The product is no more” - how not to lose the optimization results and sell another product to the client

The product may be missing for various reasons. It can simply end, or become unprofitable due to the growth of purchase prices and the unprofitability of this enterprise. Anyway, on the website of the online store you are promoting, there is already a card of this product and most likely it is indexed. If the product card has not been indexed, you should check all the product cards in your catalog for indexing. If history repeats itself, this is a huge problem for the promotion of the resource. If the card is indexed, but the product depicted on it has long been out of stock — this may affect the trust of customers in your resource and as a result lead to a decrease in the number of sales and turnover of your online store site.

Next, we will look at a checklist of actions that will help you maintain the indexing of the product card page and at the same time you will be able to attract customers to buy another position, but how to do this — read in the next block.

Checklist: How to continue receiving traffic from the product card if the item is out of stock

You will need to show remarkable perseverance and take a responsible approach to this issue. If you change the product card too much or delete it altogether — you may lose some of the traffic that it brought to your site, and as a result, the number of potential customers may decrease. This is unacceptable for the effective promotion of an online store's website. Next, we will look at several steps that can help you avoid such a result, while allowing you to save the result obtained from this card. In order for the card of the finished product to continue to attract users, while not spoiling the indicator of loyalty and interest in the online store site, it is necessary:

1. Change the status from "Out of stock" to "Expected”

Such a simple trick will allow you to further interest a potential client. If the product is out of stock — it is not known whether it will ever appear in the catalog. If you use the phrase " the product is expected”, the potential customer will be sure that the product he needs will arrive soon. Such a trick will not only delay the user on the site of the online store you are promoting, but also allow you to get into the user's bookmarks, which will have an extremely positive effect on the quality of promotion due to the impact on the search algorithms of the system.

2. Add the column "similar products”

The fact that the user was on your site and at the same time clicked on a link to a specific product card-indicates that he was interested in purchasing. The situation with " the product is out of stock” can have an extremely negative impact on the opinion of our potential client and cause him to want to visit the resources of competitors, which must be avoided by all means.

Adding the “similar products " icon” you can show the consumer that the product that he needs is not produced by one company. Thus, when the customer sees that the required model is not available, they will most likely go to your store's catalog to search for something similar. In such a situation, the presence of the “similar products " column can help you out a lot. Taking advantage of the user's interest and making an effort, you can sell the user a product that was not originally part of his plans, and often this is exactly what happens.

In order for the client not to be disappointed in your company, and the promotion of the website of the online store and then went successfully — you need to prepare the resource in advance to abandon a particular position. In its place, you should place a more relevant and in-demand product that can bring profit to your business.

3. Price reduction

You can very profitably use one trick and use it to sell another product, instead of what interested the potential buyer. First of all, you will need to reduce the price of a product that is no longer in stock, thereby attracting the attention of a potential buyer. After the user has clicked on the link and read the inscription " the product is over” - you should offer the client an alternative. Create a table of similar products next to the cost of the item that the customer is interested in. Thus, the buyer will be able to get acquainted with the prices for the products of other companies, which belong to the same category as the product for which the client went to your site, without leaving the page.

If you do everything correctly and pay attention to the design of the resource-with a high probability, customers who came to the site to buy a certain product will begin to get acquainted with the catalog of the promoted online store in search of analogues and more favorable offers. Using such a strategy will allow you not to lose the results obtained during the promotion of the card of an already irrelevant product while selling those positions in the sale of which you are interested.

4. Replace "out of stock "with" sold out"

Thus, you will not be able to alienate the user by the lack of the necessary product and will achieve an increase in the level of loyalty to your resource. The fact is that users who see the inscription " out of stock” are likely to decide that this product will not be available at least in the near future. After seeing " sold out”, the potential buyer will conclude that the product is so popular and high-quality that it was instantly sold out. This will motivate the user to wait for the desired position to appear. And if you correctly add a column with similar products offered, it is possible that the user will notice the analogues, while bringing you a profit.

5. Notify the user before visiting the product card

If your potential buyer found your store with the help of a contextual advertising company and decided to find the product he needs in the catalog — make sure that he can find out about the availability of the product position without going directly to the product card itself. Users nowadays are extremely scrupulous about their personal time, and spending it on searching for goods in stock can cause them irritation and negative associations with your resource. In order to avoid such a situation, select the items in the catalog that are not available, using the die with the corresponding information.

Thus, you will save your client time and give him the opportunity to learn more about the analogues of the product he needs in the catalog of the online store you are promoting.

6. Focus on the situation and indicators

Despite the fact that this method is effective, it affects only the middle between the two extremes, deleting the product card and setting up a redirect to the current positions. The fact is that the actions described above have the least impact on the behavioral factors and traffic indicators of the product card, which you may have been trying to achieve for a long time with the help of optimization. By using alerts for the customer and allowing the user to choose from similar products in the same category, you save the customer time, so that the level of their loyalty to your site will rise rapidly.

If none of the above helps your resource and the product card without products pulls the resource to the bottom — take care of a competent redirect. By setting up a high-quality redirect from an outdated page to an up — to-date one, you can continue to enjoy all the benefits of a SEO-optimized page, while not presenting products that are not available to potential customers. When promoting the website of an online store, consider this factor, it has a tangible impact on the success of the promotion and can help you achieve the desired results much faster. But what if warnings about the absence of the product do not help?

Setting up a redirect for the current site pages

It is not always about the absence of a product and placing a die with similar products helps to keep the user on the page. If the above method is not suitable for promoting the site of an online store or the indicators after using it significantly decreased — it makes sense to try redirects.

By using redirects, you can simplify site navigation for your potential customers and at the same time give them the opportunity to get acquainted exclusively with the products that are available. Remember, not every user wants to wait until the product they are interested in is available in your online store. Such a buyer is more likely to turn to your competitors, and you will not only lose in the frequency of visits and conversions, but also in the turnover of the product. In order to avoid such a situation, use redirects exclusively to relevant pages, and then the optimization of the site, which you have been engaged in for so long, can bear the fruits of your efforts.

How can I edit product cards or make a redirect if you have no experience

Despite the fact that this idea sounds extremely simple, in fact, you will need to slightly modify the product cards, their design, in order to make it clear to the client that the product he needs is not available. Using panels with similar products, you can renew the user's interest in your resource, which can ultimately lead to the execution of the target action. But what if you have no experience in successfully promoting online store sites? In this case, the best solution is to contact the professionals.

The team of the web studio Gloss will help you to develop the website of the online store and with its further promotion. For all the time that we have been working in the Ukrainian market, we have achieved certain heights and are leaders in the development of corporate websites and the creation of online stores. If your resource needs urgent optimization, or you plan to create high-quality advertising content-contact our specialists and they will help you with your problem. In order to order the creation of a website, or the development of an online store, it is enough to fill out the appropriate form on the website and send it to our mailing address. After confirming the application, our specialists will start creating a new ideal online store — which will help your business not only become more successful, but also open up new horizons for you.

Create and promote websites of online stores together with stylists of digital studio Gloss.