Your website is your online sales agent, working for you 24/7. In a physical shop, when a visitor enters, you know what to do or say to help the visitor buy from you.
However, on your website, when a visitor arrives, you are not physically there as you would be in a physical shop. Therefore, you must describe your products in a way that helps your visitors make a purchase.
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1. Product Title
Ensure your product title is clear, concise, and descriptive enough for customers to understand what you are selling at a glance. A good product title should include key details such as the brand, model, and main feature to make it easy for customers to identify the product.
For example, instead of writing “Smartphone”, a more effective title would be “Samsung Galaxy S22 – 128GB, 5G, Phantom Black”, which provides essential details that help the customer make a quick decision.
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2. Product Description
There are two types of product descriptions: long and short.
Long Product Description
This is used to target visitors who do not know your product or are unsure whether they should buy it.
Write everything necessary to convince them to make a purchase. Provide detailed explanations of the product’s features, benefits, and specifications.
Use simple and plain English to explain technical terms.
For example, if you are selling a laptop, do not just write “Processor: Core i5 5th Generation.” Instead, write “Core i5 5th Generation – suitable for gamers and graphic designers.”
Short Product Description
The short description targets visitors who are already familiar with the product or service. It should encourage them to buy. You can also use it to summarise the long product description in one or two sentences.
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3. Related Products: Cross-Selling and Upselling
What is Cross-Selling?
Cross-selling is when you recommend complementary products to encourage customers to buy more.
For example, if someone buys a laptop, you can suggest a laptop bag, mouse, or external hard drive.
What is Upselling?
Upselling is when you encourage customers to buy a more expensive or premium version of a product.
For example, if someone wants to buy a basic smartphone, you can suggest a model with a better camera and larger storage.
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4. Product Bundles
A product bundle is a collection of related items sold together at a discounted price.
For example:
- Pregnancy Delivery List Bundle: A set of essential items a mother needs for childbirth, including baby clothes, nappies, and blankets.
- Wedding Bundle: A package that includes outfits for the bride, groom, bridesmaids, groomsmen, and parents of the couple.
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5. Coupons
Coupons offer discounts or special deals to encourage purchases.
Examples of coupons include:
- Seasonal Coupons: Discounts during festive periods like Christmas or Black Friday.
- Website Discount Coupons: Special offers for orders placed online.
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6. Reviews
Customer reviews help build trust and credibility for your products. Visitors are more likely to buy if they see positive feedback from other customers.
Encourage customers to leave reviews by:
- Offering discounts or small incentives for verified reviews.
- Making it easy to leave a review on your website.
- Displaying customer testimonials prominently on your product pages.
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