Products are the most important element of an online store. It is worth taking care that the information about them is well prepared and easy to understand.
The information about the product consists of a photo, description, price, as well as attributes or product options. All elements that appear on the page should be taken into account.
Photos
- Photos should have the appropriate size, e.g. width 700px - 1000px.
- It is worth adding several photos of the product or adding a separate photo of the most important elements.
- It is best to add 3 - 4 photos. If the next photos do not convey any additional information, there is no need to add them.
- The photo should build trust. Therefore, there is no need to be afraid of adding photos taken, for example, with a phone or with the background of the environment. Showing that the product is real is more important than the most beautiful photo downloaded from the Internet or edited by a skilled graphic designer.
Description
- The description can be divided into 2 parts:
- the first - a few sentences describing what kind of product it is,
- the second - presenting details about the product.
- It is worth preparing the product description yourself. When selling a given assortment, sellers are often specialists in their field and it is worth taking advantage of their knowledge and experience. You can also list the most important information about the product and commission the preparation of the description to people who do it professionally.
- Always read the description. On the one hand, it is obvious, but it happens that the description is pasted from various sources and no one reads it before publishing.
- Take care of the correct formatting of the text and its readability. Do not use unnecessary colors, bold or other decorations. You can't emphasize everything.
- It is not worth adding additional photos in the content if they do not convey specific information and are not directly related to the product.
- Do not repeat information.
- When the description is well written, it has an impact on the shop's positioning. However, one should be careful when using a company specializing in positioning. Very often, the descriptions prepared by them are technically correct, but have no substantive value. We must not forget that it is the customers who make purchases and they should be put first. If the prepared description does not appeal to us, it is worth paying attention to it. True professionals can reconcile this. In addition, search engines (including Google) are increasingly able to recognize real text from "prepared for indexing", rewarding original content and having greater value for users.
Additional Options
The dream of many sellers is for customers to be able to choose all available options, attributes, and variants on the shop page. Ideally, in some cases, they would "build" their own product: specify the necessary dimensions, color, type of material, installation options, or type of warranty.
It is worth taking advantage of the options, but with moderation. When we sell B2B, there may be more options for selection and customization of the product, as such customers probably have more knowledge about our industry. However, when we sell B2C, it is worth simplifying the options to a minimum.
Price
The perception of the price is not only the "mathematical value", but also the clarity of its presentation. The accepted pricing logic must not be complicated. The customer should be able to easily read what they are buying and for how much.
Summary
We should look at the product description as a whole of information presented on the page. Let's try to read the product message that is read by customers, because just writing the information on the page does not mean that it will be read in the same way. There is no one method for a good description, moreover, different customers will read the presented content differently. However, it is worth taking the time to make the product description as best we can. It always pays off.
See also