It’s integral to use all available tools at your disposal for prospect conversion—know your analytics. There’s an old saying: the Devil’s in the details. What this means, in reference to the Devil, is that deception often appears true—except at the edges, where the lies abound. The best way to lie is to tell 99% of the truth, and only let in 1% of deception that’s easily overlooked.
However, the same kind of thinking can be positively applied to marketing. Just remember that little, tiny things which often don’t get directly considered by the conscious mind can have a big impact on whether or not visitors to your site end up buying what you sell. One tiny detail is how you list the products themselves.
You want to have strategic tactics at your behest when you do this for best results. Following are tips to help you get the balance right.
Understand Who You’re Targeting With Your Product Description
First things first: who is most likely to buy your products or services? What are the pain-points of clientele, and how does what you do relieve them? What will entice your target demographic? When is your target demographic most likely to buy, and from what kind of outreach?
When you know where you’re aiming, you can hone in your marketing “sites” more accurately across the surface area of your outreach strategy. This is directly applicable to product listings, and whether or not these make conversion an easy next step.
Make Benefits Of What You Provide Easily Visible
Your product listings should, where possible, include reference to beneficial qualities. You don’t need to say much. If you’re selling a coffee maker, depending on your audience, you may say something like: “CoffeePlus Morning Buddy: Gourmet Coffee When You Want It”, or “CoffeePlus Morning Buddy: Great Coffee, Save Hundreds Of Dollars”.
In the description, you could further expand the value point. For example, $3 a day on coffee at a Starbucks is $1,095 a year. If your hypothetical “coffee maker” is under $200, those using it could save hundreds of dollars a year. This is a hypothetical, but consider tactics like these to communicate value.
Use Natural Language, But Don’t Neglect “Powerful” Words
Product descriptions shouldn’t feel forced, and neither should product listings. They should be straightforward, incorporating natural language that’s easy to identify with. Still, don’t neglect to put in powerful words. Some examples of power words might be “amazing”, “effective”, “cutting-edge”, or other descriptors of this type. Just don’t stuff them in beyond balance.
Product Listings Should Be Easy To Read
The eye needs to be able to scan right over a listing and acquire every bit of data necessary to make an informed decision. This should be effortless. Include the same kind of thinking in product descriptions.
When you’re unsure of which power words to use, consult SEO data to see which keywords in reference to your product also include the kind of descriptors which draw in prospective clients. You might consult Search Engine Optimization marketing groups to help you most effectively upgrade outreach in this area.
The Visual Component
Your product listings need to be very attractive, and additionally they need to be descriptive. Pictures should be clear, and if you can include multiple shots, that’s not a bad thing. Animations allowing prospects to explore products can be a good idea. Video may be appropriate as well, depending on a variety of factors intrinsic to products and services.
Remember that people don’t like to read, and big chunks of text will dissuade them. Proper white space is essential in longer concentrations of text. Website design can be a big part of making things aesthetically pleasing, here; and different strategies will be more or less appropriate to different businesses.
Good Examples Of Product Listings
All around web you’ll be able to find good examples of product listings. Notice how the best product listings begin with varying percentages describing discounts. Those who have put the site together understand target markets have a need for the products such that what they can save on buying them, or shipping them, represents a prime buying concern.
This isn’t the case with all products. Here, you’ll find product listings for luxury RVs, and what they feature in the listing are particular parts of the motorhomes buyers may be interested in. The price is known to be high, and buyers understand as much. Accordingly, that which is luxurious is being emphasized.
Look at these fashion listings—varying features of the clothes are displayed for those seeking higher-priced items, but price is also a big deal in clothes. It’s almost a combination of the first and second examples in this section. Discounts are a huge part of their strategy, though, and that’s going to be a part of most listing best practices: showing where buyers save.
Effective Product Listings
Good product listings have a pleasing visual component, feature SEO design, are easy to read, employ natural language including words of power, relevant and visible benefits, and a targeted approach. Done properly, such product listings are apt to increase conversion rates at statistically relevant intervals.