In e-commerce, good descriptions are essential.
Many customers want to get in personal contact with the retailer.
If you expand your sales to several channels, you’ll make more sales and become more visible.
At a time when more people than ever are working and shopping from home, when so many solutions are “digital-first” solutions, optimizing your e-commerce shop has never been more important.
Unfortunately, there are many online shops where customers despair: sometimes a good search function is missing, other times the product descriptions and photos are a disaster or the payment process is so complicated that many buyers drop out. Being successful in e-commerce means standing out positively from the competition. In the 5 steps below, we show you how you can improve your shop so that customers come back to you again and again.
1. Your Product Deserves the Best Description
Actually, good and detailed product descriptions and photos should be a matter of course. But in many shops, this is exactly what is lacking. Often the manufacturer’s description is used, which is the same everywhere and makes you no different from everyone else. It’s important to keep in mind that all essential information about an article must be clearly arranged and visible at a glance, so customers can quickly scan whether your product is what they’re looking for.
- This starts with the exact naming of the product (e.g. lace-up half-boots, hiking boots, moccasins, sailing shoes or similar of the brand XY for women or men). This is because many customers already jump off when they have to fight their way through a series of similar products to find the item they want.
- All other details should be next to or below the product photo (material, dimensions, weight, area of use, special features such as waterproofness, in the case of clothing also the material of decorations or how the product is washed).
- In a longer product description, these details can be further elaborated – for all those customers who want more detailed information. This text could, for example, describe what an article is particularly suitable for (for example, wine: what food does it go with?), how it differs from similar products, etc. You could also tell a short story about the product, e.g. how it is made, what makes the production unique, how sustainable it is or for which purposes the article has already been used.
All information about a product, even the smallest details, can be important to buyers. That’s why we share all your knowledge about your product – and of course your enthusiasm for what you’re selling. If your product is in need of an explanation, an additional video helps many customers to understand how it works. One more tip: Before publishing the product description, let potential buyers read it and ask if they are missing any information.
2. A Good Search Function is Worth its Weight in Gold
If you sell many different products on your website, you should divide them into categories. For shoes, for example, this means introducing a sub-category for sneakers, boots, ankle boots, etc. Think about what else customers might be looking for, such as the designer/manufacturer, material or color. There is a way to make it easier for customers to choose — for example, by using a pop-up menu that allows them to search for these or similar features.
You should also include synonym recognition in your search function, in case customers might have different terms for the same item in their head than you do. The search must include the product descriptions because there are terms that do not appear elsewhere.
3. Place Contact Information Prominently
Your customers want to get in touch with you. Therefore, please leave your contact information on each page — for example in the header or footer. Give your customers the opportunity to call you and contact you by mail. Contact via a messenger service is another option. Or maybe you could even set up a customer hotline?
4. Order – But Pronto!
To make sure your customers don’t cancel their orders, the ordering process must be uncomplicated. The shopping cart should, therefore, be accessible from every page of your shop with just one click. Several payment options are also a matter of course, as well as ordering without having to register in your shop. A form that accepts autofill data speeds up the ordering process. Remember that the ordering process must be possible from any device.
Also the shipping costs should be visible at a glance. The possibility to return goods free of charge if a customer is not satisfied with an order is an additional plus for your offer.
5. Use Multiple Sales Channels
You want to win more customers? Sell your articles not only through your website, but also through other channels, e.g. Amazon. This multi-channeling increases your visibility and thus your sales opportunities.