In last week’s post, we discusses a logical approach towards your product photography. This visual representation of your merchandise is perhaps the driving force in moving visitors from product category pages to product detail pages. In order to get these visitors to become customers, though, you might need more than just solid photography. Applying basic copywriting practices can help paint the full picture of not only your merchandise, but also your brand. Utilize any or all of the following tips to help you get started.
Start With the Title
The first thing your customer notices while navigating a product category page (PCP) are hero images. The next thing? Product titles. Because this is your store and these are your products, you know almost everything about them. Assuming the same for your visitors is unwise. Take a look at the image below, which shows two versions of the same product as it would appear on a PCP. (This product is featured on one of Datapak’s client’s ecommerce store- The Pure Michigan Store.)
Both versions essentially do their job, which is to tell a visitor that they are in fact looking at a cutting board. However, including one or two additional details in the title, such as materials, color or brand can help a product appear less static and ultimately as something more than just an image on a website. Bonus tip: This practice can help with your site’s SEO value.
Appeal to Senses
A featured image will let a visitor see what your product looks like, but what can your description do? Noting dimensions and weight will automatically let your visitor imagine themselves holding it in their hands or seeing it in their home. Mentioning materials, construction or special ingredients will appeal to their sense of touch, smell and taste. When a visitor is able to do more than just see a product, you’re one step closer towards making a sale.
Appeal to Action
While giving your visitor the ability to virtually examine your product will help in conversion, painting a picture on how to interact with it will help that much more.
If you’re selling a board game, don’t just say that they can have fun while playing it, describe to them a rowdy evening with friends and family. If you’re selling headphones, don’t just say that they sound good, let the visitor know that they will unveil new, subtle nuances to songs they’ve heard many times before.
We’re not asking for you to discover your inner author, but taking a few extra moments to develop stronger copywriting will only help your online store.