Adam is a business owner. He sells fedoras in his small shop in the city center. To make shopping easier and to drive more customers, Adam opens an online store, as well. Soon, though, he encounters a problem: his brick-and-mortar store is selling well but his online store isn’t bringing in new customers or income.
Adam’s actually got a fairly simple problem: he hasn’t presented his fedoras well! He quickly took product photos on his smartphone and copied poor descriptions from the manufacturer website. To drive more visitors to the online store and convert them into paying customers, Adam has to put effort into presenting his products in the right way.
While in brick-and-mortar stores people can see the actual products with their eyes and hold them with their hands, in online stores they see products as images. And, of course, in brick-and-mortar stores people can talk to the seller and find out about the features and benefits of the product—in online stores, they have to trust product descriptions.
In this post we’re going to talk about two key things you be doing when showcasing your products in your online storefront: product images and product descriptions.
In brick-and-mortar stores, customers can hold and try products before buying. When customers can see a product in real life and hold it in their hands, it weighs the scales in the seller’s favor.
In online stores, people obviously cannot try your products in the same way—which is why you need to take your online shoppers as close as possible to that feeling of seeing and holding your product, just like in a physical store. Professional product photos taken from different angles will help you.
The easiest way to get professional photos is to hire a pro photographer with a studio. Hiring a photographer may be expensive but you get results in the fastest and the easiest way. However, if you’ve got budgetary considerations, then it’s still possible to take cool product photos yourself.
Just be sure to remember three things: 1) use a neutral color background, 2) place the product on a stand, and 3) make sure the product is well-lit and doesn’t drop weird shadows. You don’t need tons of expensive equipment to take nice product photos but you need a few accessories:
Look at these well-lit, detailed photos. Don’t they make your mouth water already? :-)
You can go even deeper in visualizing your products: order a custom modification that will allow your customers to rotate products with a mouse pointer on the product page. Look how it works in a furniture online store based on CS-Cart:
Having attractive product photos is only half the battle. Product descriptions are important, as well: from a description a customer understands whether the product can solve his problem or not. That’s why product descriptions should not simply describe, they have to tell a customer what his or her problem the product can solve and how. For example, a laptop lets a customer work anywhere, not only at home or in the office; a fedora can become a finishing touch for a retro party costume.
Although any product solves some problem, different products need different approaches in writing descriptions. Here are eight guidelines on how to compose good product descriptions that sell:
Check out this coffee description: it’s short and well-structured, activates the customer’s imagination, and entertains with a short story:
Hope our advice will come in handy and you’ll be able to drive more customers thanks to cool product images and great product descriptions!