بروزرسانی: 31 خرداد 1404
Display Strategies to Boost Your Online Sales
When you apply these rules to every product page, you have a properly written and formatted website in terms of presentation.\xa0 Without it, you’re turning away numerous customers – perhaps the majority of your visitors – before they even get the chance to decide whether or not to seriously\xa0consider\xa0clicking the “buy now” link.
But the real secret here, and the second benefit, is that it gives you valuable insight you can use moving forward.
This is another “should go without saying” kind of rule – that sadly gets missed by an embarrassing number of webmasters.\xa0 Put your pricing clearly near the top of your product page (usually next to the picture).\xa0 It’s also helpful to give people an idea of what the shipping options and accompanying charges would be.
For example, a clock is just a clock, right? Wrong.
NOTE: Surveys and other types of questionnaires have a similar effect in terms of providing valuable insight into product improvement needs.
So, what feeling does your product display evoke? Do you portray them as products worth owning? Your display doesn’t have to be extravagant, but it should make your products shine.
Building Customer Trust Through Detailed Descriptions
A money-back guarantee tells you two crucial things:
- Which products or services are perceived as “better” in the eyes of your customers
- Which products or services need improvement
As a side note, having prominently displayed links to your shipping, returns, and privacy policies can go a long way in increasing consumer trust for the buys.
5. Consider Offering A Money-Back Guarantee
Make sure your descriptions include the following:
- A general explanation of what the product is and what it does
- Benefits (value) of owning and using the product
- Most common applications of the product (in brief)
- Basic inclusions like batteries or accessories
- Requirements or separately-sold accessories that allow it to operate
Value, Benefit, Or Feature?
How many times has this happened to you? How tempted were you to look further on the site? Not very, probably.
Specifications must include:
- Dimensions (Size)
- Color
- Other possible custom orders (like alternate colors or designs)
- Optional accessories
- For electronics, outlets built-in, charger or batteries needed
- Specific, measurable parameters on the product’s technical operations
It’s also important to make sure your product pictures are taken from ample angles, if needed, to give a thorough, accurate, and honest image of what it truly looks (especially if it’s a product whose primary value to the consumer revolves around aesthetics).
4. Clearly Labeled Pricing And Shipping Charges
You have an off-white clock with a metallic sheen that stands 7” tall and 7” wide. The charming box shape is slightly dipped at the sides to allow for a contemporary touch. Snooze, On/Off and Set Time/Alarm buttons are within easy reach at the top for the days you want to sleep in just a little bit longer. A battery case holds two double AA batteries (not included) to turn your bedside clock into a friendly travel accessory.
First, you’re assuming visitors are already familiar with the product, what it does, and what it includes (and everyone knows what assuming does). A missing, inaccurate, or incomplete product description can ruin a sale.
As a business owner with an online presence, how you present your products and your product description is important. This applies whether you own a brick-and-mortar store or operate exclusively online. The goal is to transform the art of physical display into an engaging website showcase that captures the attention of your audience.
Your First Impression – What does it say?
Don’t forget “Value vs. Benefit vs. Feature.” There are differences, and you need to understand them – especially in these economic times.
- Feature: what it does or has – A hood on a jacket is a feature
- Benefit: what you get from it – The hood keeps you warm, and can be pulled tight with sunglasses to mask your face if you want to rob a bank
- Value: where it saves you money – The hood is made out of durable material. You may have to buy a new jacket, but you won’t have to replace the hood for years.
Consider a diamond displayed on a velvety black background. That presentation suggests exclusivity and high class, setting the diamond apart from other gems. The same applies to your online products. How you display your products communicates your perception of them and, in turn, influences the consumer’s perception.
Have you ever experienced the disappointment of clicking on a product link that promises great value, only to land on a non-existent page? You click on the link and get…
- “Oops, we’re sorry, this page doesn’t exist.”
- “This product is out of stock, but you might be interested in a totally unrelated product.”
- “No image for this product. You’ll have to guess what it looks like.”
Your second error in this faulty assumption is that you’re taking a risk. People might purchase the wrong product, the wrong size, an item that is incompatible with what they intend to pair it with, etc.
3. Attractive And Informative Pictures
If your website is experiencing traffic but low sales conversions, it might be time to evaluate how you present your products. Here are some ways to address common issues and enhance your product presentation.
1. A Good Description
If you wish to compete with or be listed on Amazon.com, you can take a cue from their product descriptions. As well, it’s a good idea to research what other successful online retailers have done, such as\xa0IKEA\xa0or Staples. Staples even makes\xa0purchasing envelopes\xa0sound like an adventure (check out\xa0that\xa0product description).
2. Detailed Specifications
First of all, it adds credibility, which increases your conversion rate at the outset of the sales process.\xa0 Visitors are more likely to buy something they aren’t 100% sure they want or need if they are given the chance to make the final decision later.\xa0 They’re also less likely to return the product at all once they have it. Once you discover something works and have it in your hot little hands, you just might lose the motivation to actually return it.
Successful businesses understand the importance of creating a positive first impression. One vital aspect is to lead customers’ emotions, as we’ll discuss in the next section.
The Power of Emotional Connection
Providing a rating/review system for customer reviews increases buyer’s trust, although you’d better make sure you’re ready for negative feedback. If you decide to implement a rating system, create a plan for dealing with that negative feedback. Once it’s public, the worst thing you can do is delete it (witness the current\xa0Volkswagen social media fail). How will you show off your excellent customer service skills for the world to see?
Bottom Line: Presentation Makes A World Of Difference For Revenue
If you haven’t already done so, consider offering a 30-day money-back guarantee for your products.\xa0 There are two main benefits this creates.
Design and marketing experts understand the significance of emotional buying. For instance, a well-crafted company logo, with the right colors and design, stirs positive emotions within consumers, encouraging purchases. In the digital space, our sight and hearing senses take precedence.
It’s surprising how many webmasters go through all the trouble of creating a beautiful website, complete with pictures of their products and separate pages for each one, yet they leave out one vital element: a proper product description.\xa0 Without\xa0describing\xa0what people will actually\xa0get\xa0if they do buy, you’re making two potentially fatal mistakes.
If you’re struggling to get your products off the online shelf, reach out to our team of professional marketing and SEO experts. With over 20 years in marketing and thousands of products described, we have the acumen to move the revenue needle.
منبع: https://level343.com/search-marketing-articles/ecommerce-marketing-articles/product-descriptions-display-strategies/
Creating a captivating product display online is an art that can make a significant difference in your revenue. Remember that the aim is to create a positive, lasting first impression. If they don’t purchase now, you want them to remember you later.
Money-back guarantees also ensure your customers get the products they actually want and need, which is quite likely to earn you repeat business.
Rating Systems Can Increase Buyer Trust
Think about it. Aren’t you more likely to buy a product from a site with clear information than from a site with nothing but a picture and a “buy now” button? \xa0\xa0Of course, you are; you want to be able to verify what you’re purchasing, right? So do your buyers.
Naturally, you need to post a product picture, which must look professional.\xa0 It needs to be taken with a high-quality camera with proper lighting and plain background (you never want the background to overwhelm the product).\xa0 It should be cropped so it shows as closely as possible.