One of the toughest things about buying stuff online is that it’s sometimes hard to get the whole shopping experience—touching the fabric, testing out the product, trying on the shoes. The five senses go a long way in helping businesses make a sale. So how can you recreate that “shopping experience” as an online business owner?
When you’re starting an online business, the truth is that you already have the tools you need to create a shopping experience for your customers. The internet gives us sensory experiences each day. So the only issue (besides the fact that we can’t touch and taste things through the computer, yet—insert maniacal laugh) is learning how to effectively use words, images, and audio on your site to entice people to buy.
Probably the most influential place on your site to stimulate the senses and create a real shopping experience is the product pages.
So here are our 5 tips for creating product pages that sell.
Create Meaningful Descriptions
Customers buy products because they think those products will make their lives better. When you start writing your descriptions, you’ve got to know your audience and what the product can do for them. So that means benefits sell. But how do you figure out the benefits your products have for your customers?
Ask yourself the typical “journalist” questions to get started:
- What does the product do?
- Where will the product be used—indoors, outdoors, at work, at home?
- When will they use it? Holidays, each day, special occasions, summer, winter?
- Why should they buy it from you? (Use your unique selling point).
All of these questions do not need to be answered in the written description, but can be answered in other visual forms on the page as well. Writing about the benefits of a product can create powerful imagery and emotional connection to the product. Re-write “factory made” product descriptions to fit your company and audience’s needs.
Don’t Forget the Features!
Yes, benefits do sell, but you’ve also got to leave room for the cold hard facts for those who like to see the numbers. Use bullet points and white space to clearly display product features, specs, and dimensions.
Use Vivid Imagery
Adding video and pictures to your product pages can go a long way in helping that visualization you set up in the text go one step further. Since it’s hard for some people to turn words into pictures, a video is a great way to give the shopper the whole experience—voice, image, and even music included. As they watch other people using the product, they can see what it could do for them as well.
Pictures also play a very helpful role in displaying features, colors, sizes, etc. Just make sure that your images are high quality resolution and large enough so that your customers can see the details.
Put reviews from actual customers on your product pages. Add a picture of the reviewer to give the review credibility. Adding images of actual customers enjoying your products will make your company seem more friendly, trustworthy, and approachable.
Change Up Your Call to Action
Every good product page has a “call to action.” It tells the shopper what to do after they’ve been sold by your wonderful pitch. It uses clear and simple action words like ‘buy’ ‘add to cart’ ‘shop now,’ etc. Since each shopper is different, it’s important to mix up your calls to action. Perform tests. Try different button shapes, wording, colors, and placements on the page to see what’s most effective in getting people to buy.
Show what’s left in your inventory right on the product page or through email campaigns and let customers know how many of those polka dot shirts are left to inspire them to get it out of the cart and into their hands fast.
Offer Free Shipping
Many studies have shown that your shoppers expect and look for some sort of free shipping option on your site. In fact, shoppers will buy a bit more if they know that they don’t have to pay extra shipping costs. Whether it’s free shipping on orders over $100 or free returns, free shipping in any form is a vital tool to promote your site, show off your customer service, and recruit more customers.
When you put in the time to create the perfect product page, you’ll see your business grow. Your shoppers will feel like they’re really getting what they’re paying for. And you’ll have original content on your site that can boost your Google rank.