There are many factors that go into a successful ecommerce site. Many would say that the design or appeal of the site is the most important, but without Search Engine Optimization (SEO) and quality internet marketing, a site cannot be found, nor can it convert sales. Once design and SEO is in place, how to sell the product becomes the primary focus. Selling an item on the internet means convincing the customer the product they are viewing is the right one.
The online shopper wants to shop online either for convenience or to buy something they cannot find locally. Chances are you are not the only one selling this product. How do you set your online store apart from the rest? One key is by making sure your site offers the best product descriptions for the items you sell.
Product Images: Product images are essential to help the customer choose your product. Here is an example of great product pictures from a very successful ecommerce site, Zappos.com:http://www.zappos.com/nike-kids-nike-shox-turbo-8-alt-youth-metallic-silver-black-italy-blue.
Product Information: Recent studies have reported that bulleted product descriptions are easier to read and preferred by site visitors. If you do not want to use bullet points, separate each section of the product information with bolded areas. This helps the shopper find the information they need as fast as possible. You can find examples of this on websites like zappos.com and sephora.com.
Remember to include descriptions, the size and weight of the product, and anything else that makes this item special or noteworthy. Some sites like to add some flair to a product description however; too much flair can be annoying. There should be a happy medium. The following excerpt is the product description taken from the Victoria’s Secret website: “Spend the night in something soft and cozy. Grosgrain trim. Top has notch collar and covered buttons. Full-length pant has drawstring elastic waist. Imported cotton” This is a good example of some flair, but still keeping it simple.
Showing color options and available sizes are also important. If you cannot supply a picture that shows the product in each color, swatches are a must. Also, make sure your ecommerce management system only shows what sizes you currently have available.
Adding a share button is a great way to get some social media traffic coming into your product pages. Shoppers who like your product might want to share the item on a site like Facebook or Twitter, or bookmark it on a site like Delicious. This is recommended, but not necessary if you like less clutter. Many successful sites have opted to just focus on showcasing their product reviews.
Product Reviews and Ratings: I have said this many times before; I love to shop online. I consider myself a pro! One thing that will absolutely deter me from buying a product is not having a product review to refer to. I will go from one site to another and purchase from the one that has the most reviews and information. Reviews help shoppers decide whether or not to buy a product and helps clarify if what they are buying is the correct product for their needs. Reviews can either market your product or provide a warning; not all warnings are bad. Customers that have better shopping experiences will always come back. Obviously, if they buy from your site and they are not happy with the product or it wasn’t what was expected, it’s your site that will get the blame.
Product Media: We are talking video here or at least rotational images … virtual reality! Adding a video or audio to your product description turns it up a notch when competing with other sites. Here is a great example used by Victoria’s Secret makeup section: http://www2.victoriassecret.com/collection/?cgname=OSMKPALLZZZ&cgnbr=OSMKPALLZZZ&rfnbr=5756. Women are always clueless about how to apply “sexy” makeup; this is an ingenious video that helps take away the intimidation factor about their makeup products.
Here is one more example shown on the Dr. Denese skin care site: http://www.drdenese.com/productdetail.cfm?c=s&cat=11&pid=46&v=1. This video is actually very simple; it establishes credibility by having Dr. Denese herself explaining what the product is and the results you are sure to get.
Keep in mind that the most interactive product descriptions are the ones that have higher conversion rates. So don’t argue or quibble with success. The longer a shopper is on your site the higher the chances are they will soon whip out a credit card and keep looking on your site for more products, bookmark the site and keep coming back.