Your product sheets are the key selling tools of your website. That’s why it’s vital to understand how to design them. Follow the five tips below to boost your sales and your website’s conversion rate, thus helping to build customer loyalty.
1. Take care over your product photos
Given that the web user can neither touch nor try out your products, it is important to present them in your product sheets with photos that show them off in a good light. Also make a habit of taking photos of your products from several angles as this will reassure the customer by providing them with a more realistic view of the product.
2. Provide context
Show your products in context. If you are selling clothes on your website, use models to show your customers what your products will look like when worn. Some websites provide customers with a tool to zoom in on the product, with the aim of showing it down to the last detail, as if it were possible to touch it.
To stand out from your competitors, don’t hesitate to add videos to your product sheets. This is a fun and rather original way of discovering a product. The customer will be drawn in and won’t be able to help looking at, and therefore taking an interest in, your offer.
3. Information to communicate
It is vital to communicate the essential information about your products in your product sheets. For example size, colour, materials and features.
Be concise and use simple words, for if your product description is too long and the vocabulary you use is too technical, the customer won’t bother reading it through to the end, and may even be tempted to close the sheet. So make your text simple and comprehensive!
Information about delivery (times and charges), availability (in stock or not), payment (security and financial partner), warranties and prices are very important and must be available in a single place: your product sheet. Also put your "add to basket" icon there, remembering to make it stand out (by using a bright colour and a pictogram representing a basket for example).
4. Social networks
Think about putting links to social networking sites in your product sheets to increase the visibility of your website, by including the "share" icons of the various platforms for your customers to use (Twitter, Facebook, Google + etc.). If a consumer wants to show off their purchase or suggest products from your website to their friends, they can click on the icon. This will result in a photo of the product appearing on their Facebook page for example, accompanied by a link to your website. All the consumer’s "friends" who view their Facebook page will be able to read this post and find the product in your shop.
5. Consumer reviews
To reassure your visitors and encourage them to buy, think about publishing consumer reviews. In your product sheets, give customers the option to write a review (positive and/or negative) about the items they have bought from you. When you lay all your cards on the table like this, potential customers will understand that you have no intention of cheating them when it comes to product quality, and will be more inclined to trust you and buy from you.
Warning: don’t invent fake consumer reviews, this practice is severely punished by the law and is less and less well-tolerated by web users.
Take action by following these five tips and you’ll soon see a difference.