Product Descriptions and Upselling
Product Descriptions and Upselling have some things in common… they both need excellent product descriptions. Learn these product descriptions and upselling power tips to increase your sales. Retailers who are accustomed to having face-to-face interaction with customers can usually talk for hours about the products they sell. So how do online retailers adapt? Today the FinestShops e-Commerce blog takes a look at the importance of copy writing to enhance your e-commerce store. Be sure to share this information with colleagues who sell merchandise online.
E-Commerce Product Descriptions and Upselling Tips
E-Commerce retailers are faced with a number of challenges, not the least of which is getting traffic to their online stores. Volumes have been written about how online marketing campaigns and SEO initiatives can help generate that traffic.
But when the customers are finally on your site, what then? Are they buying? Are those visits converting to sales? Are your product descriptions and upselling doing the job?
Sometimes not, and while a variety of reasons can increase a website’s sales-conversion rate, an often-overlooked aspect of e-commerce website development has to do with the products themselves. Many e-commerce retailers spend time, money and resources developing a site that looks good and performs well – both wise investments, incidentally. But too often they neglect to give careful attention to product descriptions, the blurbs of information that convey to customers everything they might want to know about a particular product.
Product descriptions and upselling descriptions should range anywhere from 75 to 200 words in length and give customers the answers to any questions they might have about a product. In addition to highlighting an item’s lead qualities, a properly written product description should also provide minor details that help ensure a potential customer doesn’t have to stray elsewhere to find what he or she is looking for.
When crafting product descriptions and upselling descriptions for your inventory, here are a few points to follow:
- Be sure to include general product information such as the availability of different sizes and colors. Do not assume that your customers will already know.
- Include the weight of the product, as it may impact the cost of shipping.
- Be sure your copy writer stays on course with your website’s SEO campaign. Product descriptions are a great place to strengthen your keyword ranking because they present a logical occasion to use
the terms that are likely your keyword targets. - Include sales language that encourages customers to buy. Uninspired product descriptions deliver the steak without any sizzle.
- Make reference to other comparable products in your catalog to make it easy for shoppers to navigate between the two and compare.
- When applicable, include inventory quantities to create a sense of urgency in the buyers’ mind. If you products are compatible with other merchandise – for instance, automotive accessories – be sure to make those details clear.
What about Upselling? Product Descriptions and Upselling
Skim through any number of college catalogs today and you’re likely to find a class on the art of salesmanship. Some people may snicker at the thought of salesmanship as being an art. Others will recognize that it does take skill to sell people everything from widgets to wild ideas. After all, if it wasn’t such an art, every e-commerce website in the world would be raking in the proverbial dough right?
So now that we’ve agreed on that, let’s talk about how you can turn your e-commerce website into a true work of art. For the moment, let’s focus on up-selling. It’s the art of getting people to upgrade from one price tier to another based on a product’s FABs. You remember FABs. It’s an old sales acronym that stands for three key elements (features, advantages and benefits).
Ideally, every product page should contain FABs, cross-sell and up-sell information. Doing so should give you the most proverbial “bang” for your marketing expenditures. However, if you absolutely don’t want to do that, at least consider including them in with your site’s shopping cart module. It would also be a good idea to pair them with customer testimonials and promotional enticements. For example, you could offer free shipping, extended warranties or bounce back deals to customers that agree to upgrade before completing the check-out process.
We’d also suggest that you contemplate placing similar information in your follow-up e-mails to wish list users, targeted newsletters, blog posts and social media sites. Examples include showing online consumers easy to understand grids that break down and compare the FABs of similar products. Carousel style photos, consumer rating systems and links to publications like Consumer Reports may help in your firm’s up-selling efforts too.
Those are just a few up-selling techniques to consider. For information about product descriptions and upselling and turning your e-commerce website into an impressive, profit generating tool, please contact us at (800) 675-0162.
To your success!
Anton Pachkine
FinestShops E-Commerce Management
Hosting | Customizations | Design | Marketing
www.finestshops.com | 1-800-675-0162
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