One of the most common and most-sale-crushing mistakes online merchants make is not giving enough product information. Product information is the lifeblood of sales - it can help sway a purchase and deter returns.

When customers are shopping online, they are looking for transparency, reliability, and all the information, details & reviews they can get their mouse on to make them feel as comfortable as possible about their purchase. They don't want to feel like they are in the dark or entering into the ecommerce lottery. And you don't either because when they do feel uneasy about a product, they leave.

And if you aren't providing them enough information, your competition is. Your online store is competing with brick and mortar stores, which offer customers the advantage of seeing, feeling, & touching products. While you can't offer customers a sensory experience, you can offer them an educated one. You need to go the extra mile to educate your customers on your products, because educated customers are more purchase-ready qualified customers.

Here are just a few ideas on how to educate your customer on your products.

Description:

  • Scope out the competition. Research similar products listed in other online stores and note their descriptions. Make sure you list all relevant information, and then give customers more.
  • If you're an online retailer, offer sizing charts, the weight or thickness of a product, the fit of the product, the care instructions, & descriptions on the brand/ designer.
  • In addition to list all the technical words like dimensions & weight,  mention a benefit of each feature using colorful descriptions to provoke emotion and excitement in customers. ( See above example)
  • Show that you like your products.  Add personal remarks at the end of product descriptions to lead the customer to imagine themselves using the product.
    Examples:
    "This tent is perfect for a father-son camping excursion or romantic woods getaway with your love." 
    "We love the way this rug is just bright enough to pop with color but also blend-in in almost any decor." 
    "This bowl works double-duty - beautiful enough to serve at a dinner party, but durable enough to mix a cake-in."
    "This dress is perfect for a quick trip to the beach, a drive up the coast or a lunch around town with the girls."
    "Pair this dress with black plumps, pearls, and red lipstick. Thank us later ;)" 

Images:

  • Offer as many as possible but don't overload the customer with a  lot of pictures that all say the same thing. Each photo needs to serve a different purpose - like a different angle, model, close-up of a detail etc.
  • Use photos to offer cues on competitive advantages or product highlights. For instance if you are selling an extra-long fishing pole, take a picture of the pole next to a regular pole.
  • Show the products in use. If you are selling a rug, show the rug as a part of the decor of a stylish room in addition to close-up photos and photos of the isolated product.  Use models  to show off clothing, equipment, etc
  • If you have models wearing your clothes, note their height and size. Models are great because they show off a product in a real-life scenario rather than how it would look sitting in your closet. But sometimes you can't tell if a model is 5'5 or 5'10 from a picture. Customers want to know how it will fit THEM, giving them the height & size of your models will help them to gauge what it will look like on them.

Videos:

Making product videos is a great way to convey a lot of information, show the product in use and also create trust with the customer. But everyone won't take the time to watch the videos, so all the information you provide in the video should be found elsewhere in your description.