A well presented product is a sold product. Not from now on we know that the proper presentation of the product in a shop window has a significant impact on customers’ purchasing decisions. Electronic trade (e-commerce) is governed by its own rules. People who buy on the Internet are less likely to be guided by emotions, but much more often pay attention to such elements of the offer as: technical parameters of the product, price or delivery conditions.
The product card is used to present the goods and their purchase conditions. The description of each product is placed on a separate subpage of the shop, which are a kind of landing page for a specific product.
The product card is woven into the shop’s website next to fixed navigation and functional elements, such as product groups (product categories), search module, “Your cart” module, “To cart” or “To waiting room” buttons or additional information boxes.
The commodity card should contain such information as
Depending on the shop template, all the data is placed on a single page of the shop. Of course, we can often encounter a grouping of information in dynamically switched cards (bookmarks) without reloading the page.
The key element of the product card is its name. It should uniquely identify the product in the shop. Let’s consider the way of naming it already at the stage of designing an online store. It is important to use consistent names on all product cards.
When we sell audio/video devices, the name of the product includes the name of the manufacturer and the exact model, optionally the manufacturer’s code or the colour of the given item. Detailed data in the name, in addition to the information aspect, facilitate the search.
The picture says more than a thousand words, and we are selling a tangible product. The customer cannot touch it, so he must be able to see the product. The picture is therefore a key element of the product card. The card should contain illustrations showing the product from many perspectives, on its own and with additions included in the set.
Photos for auction
In the case of Internet auctions, where we often sell second-hand items, it is popular to post real photographs of items, so called real photographs. They allow you to show the actual condition of the goods, e.g. a scratched display in a used mobile phone. They should be taken with due diligence, taking care of the proper presentation of the item, lighting and quality of the photo.
Or maybe promotions and videos?
Many shops, wanting to stand out from the competition, introduce video recordings presenting the sold goods into their descriptions. For the most popular products, the company has prepared a short video with a voice commentary showing the advantages and functions of the presented equipment. Selected shops decide to place on the product cards promotional video materials prepared by the equipment manufacturer, often in the form of advertising.
The well known principle of “from the general public to the detail” applies here. First, we provide a short description of the product. It will allow the customer to get to know the purpose of the product and its characteristics. Only in the following section do we provide more detailed information such as technical parameters or specifications. Although the buyer will take no more than a dozen or so seconds to get acquainted with the description, the product description should be sufficiently long, concise and easy for the customer to assimilate.
The description should be as individualised as possible according to the product sold. Of course, when selling a TV set, you should definitely not describe what it is used for 😉 The description of a product becomes particularly important if we are its producer, it is a little known product or is addressed to a narrow group of people. The description is a place where we can show how the product works, what it is designed for and how it can be useful for the customer.
Terms and conditions of purchase
The price of the goods is placed in a clearly visible place, usually just below the name and/or next to the photo of the item. If we sell by instalments, it is worth adding information about the amount of the monthly instalment. The place next to the price should be filled with information about other conditions of purchase: availability, time and cost of delivery. We give the lowest cost of delivery of a given product or several options if there is such a possibility.
Bundling – up-selling and cross-selling
Tying is an opportunity to increase the sales value per order. The merchandise card is an excellent place where we can convince the buyer to throw additional goods into the basket.
Recommended products – a list of products related to the goods sold, in this way we can sell high value products, e.g. a monitor for a computer, but also small gadgets, e.g. a flash drive or additional accessories necessary for the proper operation of the goods, additional ones, e.g. knives for an electric razor,
promotional set – two shirts for the price of one or a set of lingerie with a petticoat, in a set cheaper by 10%,
“other customers also bought” – a key word to present the products chosen by other customers interested in the same or similar product,
Similar products – a list of products with the same purpose, similar functionality and price that a customer may be interested in.
Opinions about the product
Opinions have a significant impact on the choice of product by customers. Buyers are willing to follow the opinions formulated by others. Opinions are opinions or subjective comments added by people who have decided to buy an item beforehand.
Buyers on the Internet share their own observations on the usefulness or quality of the product. Getting acquainted with the opinions may determine the choice of a given product or definitely discourage its purchase.
It is worth adding that many people formulate their own opinion about the shop in their opinion about the product. If we run our business reliably, such an opinion has a positive impact not only on the choice of goods, but also on the finalisation of purchase in our shop.