Building a successful e-commerce store requires that you draw people to your site and convince them of the value of your product. Unlike a brick and mortar store, you do not benefit from people wandering by and deciding to duck in and look around. You also miss out on the tactile component that pushes many in-person sales. You can counteract these drawbacks by providing product pages that create real value. You can read more about compelling product pages, but here are some basics to get you started.
Strong Descriptions
One of the biggest obstacles to overcome when selling online is the fact that your customers cannot physically touch and inspect the product. There is no way to work around this, but you can lower the barrier by providing accurate descriptions.
It is important to note that doing things like photographing from an odd angle or leaving out dimensions to make the product appear different than it is will backfire. Many people will return the product, and those who don’t will likely leave a harsh review. Instead, be sure the product you are selling is something you are willing to stand behind and then take the time to create an accurate description.
Provide the Why
How many times have you purchased a product that you fall in love with after initially thinking you didn’t even realize you needed it? It is common, and your job when creating product descriptions is to answer the question of why someone needs the product, which makes it easier for your customers to decide to make their purchase.
Reviews are Great
Offering a spot for product reviews allows potential customers to see, from others, the benefits of your product. Reviews, particularly from confirmed buyers, give the jaded consumer an unvarnished opinion on your product. This, in turn, makes the product more appealing and the customer more likely to act. If they know the product is as described, shipping is quick and returns painless, they are more likely to take a chance on your product.
There are several different types of pages that make up a successful e-commerce site. The homepage to your site may be different than the landing page. The homepage may be static, while the landing page can be specific to a particular campaign. The page used for ordering and checkouts are limited in customizations, the main goal here is to keep your customer moving through the process and close the sale.
The spot where you can create or lose a sale is in the product description pages. It makes sense to study pages that work, and spend time creating customized valuable content for your product description pages. Using different versions of project description pages is one way to test your content. The same can be done for landing pages. To gain the most knowledge from this type of testing, make one change at a time, keeping the rest of the information the same. The result will be a high-performing page, with only the best, most compelling content included.
