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Are RDFa Rich Snippets Beneficial for Ecommerce Solutions?

Posted on 13 November 2010 by John Britsios

With more ecommerce solutions websites entering the market every day, competition is increasing. RDFa rich snippets can be your secret weapon, allowing you to outperform your competitors in many ways.

How can RDFa help my ecommerce site?

First, RDFa markup can help any site, because it puts more useful information in front of the search engines, helping them to determine the site’s relevancy to a search query. Location, prices, reviews, special events and more… all categorized, where only the search engine can see it.

When implemented in conjunction with your ecommerce solutions, that means putting a lot more emphasis where you really want it. The other side of that coin, however, is that the search engines can then make that information available to users in the search results.

Rich Snippets

When your rich snippets are shown to the user, adjacent to a competitor’s plain-Jane snippet, the effect is impressive. The user is able to select your site, based upon the information shown, which may far exceed the competitor’s presented data.

That will result in a higher click-through rate (CTR). Most importantly, it means that the visitors that arrive at your site are more targeted. Your return on investment (ROI) will go up, and your profits will follow.

Is that all I need?

Obviously, visibility alone is not enough. A site built by a professional web design service will address many aspects of proper website design, in order to ensure a search engine friendly and user friendly site.

The key is to nurture a positive user experience throughout the process. It begins with the user viewing your rich snippets in the SERPs (search engine results pages) and should be maintained until the user leaves your site.

Users’ resistance will build, with every negative experience they encounter. That’s why a user friendly design is so critical. Conversely, with each positive experience, their trust and confidence will build, which is key to successful conversions.

As the user is funneled through your site, he will be affected by everything he sees and interacts with, even if only subconsciously. Even a salesman from ancient Greece could tell you that a smiling prospect is more likely to buy.

The most important aspects ecommerce sites

Of course, one of the most important aspects of any ecommerce site is the shopping cart. Selection of a cart can be an imposing task, because there are so many available. Don’t make this task any harder than it needs to be, though.

Essentially, there are three criteria to consider – security, ease of use by the customer and simplicity. The shopping cart is not the place to see how many different features you can stack up.

If you make the cart too complex, users may become confused or intimidated, and opt to purchase elsewhere. Your cart should be only as complex as it really needs to be.

On each product page, there should be an Add to Cart button, clearly marked. And on each page, there should also be a Proceed to Checkout button. They should also be able to easily find information on warranty, returns and shipping time.

When the user has completed their selections, they will be clearly guided to checkout, where they can review and revise their selections, and finalize their purchase.

That will be your proof that RDFa rich snippets are perfect for an ecommerce solution site.

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