While enjoying one of my favorite pastimes – online shopping – this weekend, I wondered why I consistently visit the same websites. The conclusion I finally came to is that these websites provide me with the best product descriptions, pictures and, yes, sometimes video.
If you run an e-commerce site, always ask yourself one question: Do people know what they are really buying?
There are two ways people shop online:
- They know exactly what they want and are looking for the best deal. (Read a previous post about e-commerce promo codes)
- They are looking for something but not exactly sure what.
For the unsure, enticing product descriptions are key. When writing your product descriptions, always paint a clear picture of the product; provide plenty of pictures from all angles (nothing is worst than buying a pair of shoes online and realizing when you get them that from the front they look like something your grandmother would wear); and add video whenever possible.
If a picture is worth a thousand words, imagine what a video says. Test online video on a few of your best sellers. You could even have a video highlighting a specific product each month. After awhile your entire inventory could have unique video descriptions. Your online videos should make the buyer feel as if there are no surprises and in turn eliminate any buyer’s remorse. Learn more about internet video marketing by reading “Top 10 Reasons to Use Online Video for Your Business“.
You can also boost customer confidence in your products by adding reviews from industry experts and clients, or link to blogs about the product and review sites. Make it easy for potential customer to read reviews by pointing them in the right direction. If they have to scour the web to get the information they need, they’ll easily become frustrated and may never come back to your site.
Read more about Fathom’s retail and e-commerce marketing portfolio.