Perfect Product Pages

Happy week after Thanksgiving! I hope you guys had a great and safe holiday! I hope you are not too discouraged about all the food you probably ate! (I’m feeling pretty good now that my fears that I might enter into a food coma are over!).

This week we are going to talk about increasing sales by putting ourselves into our customers shoes, so to speak. So imagine that we are the customer. When I go to a website to search for a product or to just check out the website the first thing that attracts me is the photo of the product. Let’s say I’m looking at T-shirts. First I need to see that the T-shirt is something I might want so the photo needs to be clear and vibrant in color. If there is printing on it I need to be able to read and see the image.

Next I go to price. I ask myself, “Is this a reasonable price to pay for this product?” I will pay more if it is a custom product, something that is hard to get or just fun or funny. If I’m shopping for my husband, Todd for example, I will pay more for something that I think he will like because he is sooo hard to buy for! It gets me every time. I just bought him a dish that says, “I love you a bunch” with an image of a bunch of grapes on it. A small business owner just made $10 and I am perfectly happy with my purchase! As mentioned in prior posts, people like a deal and they like sales, however we have to balance this with charging enough to cover costs and make a profit. Doing the research to see what others are charging for similar products pays off and allows you to keep your pricing competitive.

As soon as I check the price, if I am okay with it I will go to the product description. Product descriptions need to be informative and interesting. If the description tells you what you can do with the product, that you will rock the party with this product, delight your child etc., you will want to buy it. The description needs to help you understand what the product is and how it can be used. If it is clothing give the sizes and fabric content but also use words that help explain usage. Is it a casual item? Can you go from business casual to evening wear with this product? Is the product luxurious (a soft blanket), does it help invoke feelings of joy, togetherness, family (a beautiful custom picture frame)? In short, images, prices and product descriptions are the keys to turning your products into best sellers on your website. Todd is going to give some more insight into this dynamic.

Todd’s Pro Tip – Spend the time to make amazing product pages

I tell folks all them time how important good product pages are to a successful e-commerce website and it is still true! Product pages either convert or they don’t. If you plan to succeed you are going to need to spend considerable time creating great product pages. But, what does that mean? And, how do you do it?

Every time a visitor arrives at one of your product pages, it represents time and money you have invested to get that visitor to your page. This is not the time to squander that hard work and investment…it is time to shine! It is up to you to create a positive user experience that gives that visitor what they need to become a customer.

But, again I say, what does that mean and how do we do it? Simple actually, provide correct information that both assures and motivates your visitor into becoming a customer.

I know what you’re thinking, that sounds great but it really doesn’t tell me exactly what to do to make it happen. Relax, I’m getting to that right now.

The list could be long indeed when dealing with this subject but I believe it can be consolidated down to 3 vital areas.

Let’s break it down…

1- Use High Quality Product Images – I know I’ve spoken of the importance of amazing product photos but it bears repeating. It is absolutely vital to provide high quality photos of your own products. I’m not talking about stock photos! Take your own photos or use your own high quality mockups but don’t rely on stock product photos if you want to stand out from your competition.

2- Price your products competitively – I do not mean your prices should be the lowest out there, far from it from my perspective. You are providing a professional service and your pricing needs to reflect that fact. However, don’t price your self out of work either. Sadly I often see the reverse happens though. Many amazing artists actually charge far too low for their time and products so take a good look at your skill level and the products you produce and price your products accordingly. Remember, all products are NOT created equally!

3- Write concise accurate product descriptions – When you begin writing product descriptions keep in mind what you like to see when you are online shopping. Do you want really long and wordy descriptions? Or do you prefer to be able to quickly obtain the info you need to make an informed purchase? I’m guessing you, like nearly everyone else, prefer the quick concise method I’m talking about.

Also, keep in mind that your website has two (2) places where you can enter a product description.

  1. The long product description
  2. The short product description

The long product description is where you will write 2 to 4 sentences to provide a clear, accurate and concise description of your product. Keep it simple but don’t leave anything out…but remember to not go overboard either. It is a fine balance. Use bullet points to make it easier to find key details but limit this to 4 or 5 at most and 3 to 4 in general. Don’t overwhelm your customers!

The short description is what Google and other search engines will use when indexing your site. This description needs the same info but in a much more concise manner. I know it is tempting to just copy the main description and paste it into the short description area (and yes, I do this often with our demo content) but in terms of a live website this is not a good idea. Remember, this is what Google uses and how your customers likely will first learn of your products, don’t slack here. Make it count!

BONUS TIP: Don’t overwhelm yourself either!

I know we all want our e-commerce shops to have every possible product we sell available to our customers on day one. But unless you are Amazon and have the financial resources to hire an entire team of writers, marketers, social influencers, branding professionals (I think you get the idea) it is not realistic and not a good strategy.

I strongly suggest you start with a reasonable number of products to get started, my suggestion is five (5).

WHAT you say! That is not nearly enough!

Hear me out, please!

Pick the five most sold products you create and make sure those five products are represented in their best possible way on your site: Amazing product photos, perfect pricing and awesome descriptions…both long and short.

Now you are ready for visitors that can be turned into customers. And as you have time continue adding your next five most sold products. Soon you’ll have every product you make online and looking great.

Have questions or suggestions? Drop me a note, I’d love to hear from you!

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