Increase Conversion Of Views to Sales On Your Product Pages
Raise your product image game and you will get a guaranteed increase in conversions from page views to sales.
- It’s been proven that higher quality images directly mean you will sell more products. Aim for a minimum size of 1000 pixels on the shortest side, but further to that make sure the actual photograph is clear, detailed and well lit.
- Having multiple photos (up to 12) showing different angles of a product will put your customers at ease and have the added benefit of answering questions before they’re asked.
- Using a white backdrop allows you to easily cut out your product for the purpose of displaying it on an even-white digital background. This is a requirement for both eBay and Amazon as it maintains a visual theme across their catalogues and… you guessed it… increases conversion.
- There are situations where having lifestyle/context shots will improve your conversion rates. People like to see how products will be used and it’s best to not leave everything to the imagination!
- Be consistent. While on eBay and Amazon this may not matter so much (it still DOES), when it comes to your own shop/store consistent photography makes you look more credible. When people trust your brand they will but more.
Along with the product image, a title is one of the first things a customer will normally see when searching for a product. Here are a couple of simple things to consider when creating your product titles.
- Be descriptive. Make sure your title accurately describes what your product actually is (hint: “White Toy” isn’t going to draw in many viewers)!
- Create original titles. Change your suppliers title (if they provided it) and include keywords relevant to the product.
- Use marketplace specific titles. Your product should not have the same title on your site as it does on your eBay and Amazon listing! Check what your competitors are doing on each marketplace and improve on it.
The description is your chance to provide a compelling case to your customer as to why they should buy. On top of this, there are some technical tricks you should be aware of when writing your product descriptions.
- Focus on your ideal buyer and write a compelling description tailored to them.
- Think of search terms that people would use to find your products and include them (put important ones in headers). This will help them appear in search engines, but should be done in a natural manner (work it into your text), rather than just bolting a load of terms onto the end.
- Highlight the benefits. Back to number 1, the product description should compel the viewer to action!
- Avoid common phrases. Every time you feel the urge to talk about a products “amazing quality”, try to be more descriptive – is it hand made by artisans, durable organic material, research-driven design to provide the best comfort, or is it just “high quality”?
- Put your product in the viewers hands by appealing to their imagination. Describe a situation where the reader might be using your product to their benefit.
- Be creative. Extremely broad point, but a products description is the best chance you will have at creating a connection with your customer and establishing your brands image. It’s also a way to differentiate from competitors.
- FORMAT. Last, but not least, make sure your descriptions have a consistent, readable format and look good across all marketplaces. If your descriptions are nicely formatted and easy to read you are already ahead of a lot of the competition.
People are curious and love to know the specifics of a product. If possible it’s great to have a standardised set of features that people can use to compare products. Below are the minimum details you should include with a product to put your buyers minds at ease.
- Dimensions: Include product dimensions when possible and also shipping dimensions.
- Weight: Product weight and shipping weight.
- Size: Standardised product specific sizes for clothes or shoes are essential (should be selectable on purchase).
- Specifications: If you’re selling car parts or computers for example, make sure you provide specific details on what the customer is getting.