If you’ve got an ecommerce site, you obviously want to sell products online. Not only should you concern yourself with listing all your products and having a secure payment gateway, but you also need to focus on the experience you are creating for your customers when they buy from you.
Optimising your product pages to make buying from you a pleasurable experience is one of the best investments you can make on your website. Apple, for example, spent almost $10-million per store (they’ve got two online stores). While these stores can be recreated for a fraction of the price, this just goes to show how much time, effort and resources Steve Jobs put into creating the ideal buying experience for Apple’s clients. Here are a few things to consider when optimising your product pages:
Make sure you’ve got the best images
Hire a professional photographer to take high quality, high res images of your products – these are, ultimately, the only reference point that your customer will have when they want to determine whether they want to buy from you or not. Certain products (like watches or glass that will have a reflection on a home camera) need to be shot within a specific white box to eliminate the glare of the lens. Hire an experience product photographer to get the job done for you. The product also needs to be shot from multiple angles so that your website visitor can inspect it from top, side, bottom etc.
Invest in copywriting that sells
Your product’s description is the second thing your potential buyer is going to look at. Hire a copywriter who writes for ecommerce sites (even better – get one who has experience writing product descriptions for Bid-or-Buy, Gumtree or Ebay) so that you’ve got the right wording to accompany your high quality pictures.