SEO Split-Testing Lessons from SearchPilot: Adding price and review schema to product pages

SEO Split-Testing Lessons from SearchPilot: Adding price and review schema to product pages
This week’s #SPQuiz on Twitter asked our followers which they thought was most beneficial for organic traffic: just review schema, both review and price schema, or that there no difference between the two.

The majority believed that the answer was both types of schema together. However, the majority in this case was incorrect. We ran two tests on the same website, one with both schemas and one with just reviews. The first was inconclusive and the second had an estimated uplift of 20%!

Read on for the details.

The Case Study
Recently, Google has seemingly limited the types of rich snippets a single result can have at once, which has made deciding what structured data markup to implement on your website more complicated. While there has been a craze around rich results like FAQ snippets, for example, we’ve found the addition of FAQ schema can be net negative if FAQ snippets displace price and review rich snippets.

Ecommerce websites are a great example because users want to be able to compare one result against another before clicking through. Review and price snippets are a clear way to demonstrate to users that your product is more appealing, and can help to improve your organic click-through-rates.

One of our ecommerce customers had a set of product pages that consistently underperformed against their other product page templates when they began working with us. We identified that these pages lacked structured data, and recognised that winning review and price snippets was an immediate opportunity.

Although the customer had collected reviews for their products, these were not previously displayed on the page due to limitations they had with implementing changes on their website.