In offline trade, the storefront must attract customers’ attention. Lighting, creative setting, decorations – all this means that a person walking down the street can step inside out of curiosity. The next stage on the offline sales journey is the display of a specific product and the sellers themselves, who have the opportunity to connect with a potential customer, present other variants of the same product, or tell about its most important and distinguishing features. In an online store, although it’s a completely different environment, the elements are pretty much the same. What to do so that the listing (equivalent of a storefront) and the product card (equivalent to the display and actions of the store staff) bring the intended results?
Product listing, i.e. a virtual storefront
Let’s start with product listing, which is a view of all or some of the products and services. Advertisements in digital are rarely linked to the home page (check the 5 principles of building an effective landing page). If you decide to bring potential customers directly to the online store, you usually link to a specific product or category. Above all, the listing should be transparent, and in addition, meet two basic goals:
In a traditional store, staff can immediately answer customer questions and needs. If the customer wants to see a cheaper, more expensive, smaller, or larger product, the seller can show it in a few seconds. You have to do the same in the online store, where the customer cannot count on the help of the service. Depending on the category of your online store, it is worth taking care of as many filters as possible due to colors, sizes, materials, purpose, or occasions. However, remember that if your product base is small and your filters are extensive, in many scenarios the customer will see zero products after selecting filters. This should be avoided.
This is the second most important aspect of listing to take care of. Regardless of whether you sell insurance or diet boxes, remember that the purchasing behavior of individual customers varies significantly. Some look at the lowest price, others at the highest ratings, and still others make a purchase decision based on the popularity of a given product or service. Therefore, it is worth introducing the possibility of sorting in both directions and due to several most important criteria.
Product card, i.e. an online display
The product card is a view of a potential customer at the moment when something specific has already caught their eye. It is also the last step before the desired addition to the cart happens. Due to the fact that the product in the online store cannot be touched and carefully examined, it is worth bringing closer the experience from the stationary store at least a little.
- Photos, videos, 3D view
Good product photos are not everything. The photos in the composition should show the real size of the product, the videos should inspire people to buy other products from the same collection or category, and the enlarged photos should show as much detail as possible. The development of technology and AR (augmented reality) means that more and more stores offer the opportunity to see the product through special glasses. This can make your store stand out.
- Description of the product or service
It is said that visual communication is more important than written text, but if you want to convince a customer to buy without a salesperson being present, take care of detailed descriptions. It is best to divide this section into three parts: a short description (not everyone likes to read a lot), a detailed description (it will dispel doubts of undecided customers), and a list of characteristics (inspiring to make a purchase).
- Opinions, ratings, and recommendations
Nothing is more convincing than the opinions of other customers. From travel bookings to food, people check ratings and comments. So it’s a good idea to provide an option to rate products and services after purchasing in order to get recommendations from actual customers and allow others to sort products by rating.
Are you thinking about optimizing listings and product cards in your online store? Or maybe you want to introduce a recommendation engine or let your customers see products with augmented reality glasses? If you are looking for a budget for such activities, use a flexible solution for e-commerce like Revenue Based Financing (RBF). A one-time, small fee (6%) and fair repayment rules (10% per month on the revenues generated by your store) make it an ideal solution for business development. Write to us at [email protected] – we will analyze your store for free and tell you what financing you can count on.