It’s a fact — to many consumers, if you aren’t online you don’t exist. So you built an online store and trusted sales would follow. Why, then, aren’t your amazing products flying off your virtual shelves?
Chances are the problem is not with your products. You researched them carefully before going to market and you know what you are selling is exactly what your target consumer wants and needs. You’ve marketed your site and you are certain eCommerce store is getting traffic. It just isn’t converting into sales.
That leaves your store. Let’s take a look.
Successful eCommerce sites include:
Show them the benefits
The bottom line is that consumers don’t buy products. They buy benefits. No matter how slick, trend-setting or colorful your gizmo is, customers need to know what’s in it for them before parting with their cash.
This means that as a small business owner it is essential to identify the benefits of each product feature and turn those into benefit statements you can share with your buyers.
Instead of simply stating that the Gizmo 1600 features an AC/DC power supply, for example, show them why this is important by turning it into a benefit statement. Don’t overthink it. Simply think about the hows and whys of what each product feature means to the customer. Then tell them what it means to them and, voila, you have created solid copy focused on benefits.
Here’s an example:
“The Gizmo 1600 now includes a versatile AV/DC power supply which means you can take it with you wherever you go.”
If you’re still unsure on how to word things, consider hiring a professional copywriter. You’re the expert at your product; their expertise is making copy sing.
Design it logically
Next, make sure you are presenting your sparkling website copy in such a way that it converts.
No matter how well-written, customers cannot read your pages if they don’t follow logical design. And they cannot buy if your eCommerce design isn’t logical from entering the store to adding items to the checkout cart.
Again, if creating website architecture isn’t your thing, bring in the professionals. GoDaddy, for example, offers two options:
- Online Store. This templated ecommerce solution is ideal for beginning online sellers. It enables you to look professional, easily accept PayPal and credit cards, and ship anywhere.
- eCommerce Website Design. This affordable pro design solution will get your eCommerce store online in as little as two weeks. You’ll be able to make your own edits as needed.
Post detailed descriptions
Great product descriptions do more than list specifications. Yes, your customers want to know size, dimensions, colors and features.
They also offer the opportunity to stand out from the competition. Once again, show the benefits. Illustrate to your customers why and how they need your product. Instead of just listing wrinkle-resistant fabric as a spec, show them that it means they can stuff their little black dress in a suitcase and simply shake it out — no need to iron — before stepping out for a nightcap after a long meeting on a business trip.
Images count, too. Choose an eCommerce solution that will enable you to show how amazing your Gizmo 1600 looks in action or how sleek your dress looks on a smiling model. Include video if you can, and plenty of high-quality images of each product from different angles.
By now, you should be able to identify features and associated benefit statements, which means you are ready to write a few of your own. OK, your turn.
By RuthAnn Hogue, GoDaddy
Award-winning print journalist and traditionally published nonfiction author RuthAnn Hogue now spends her work days immersed in technology. When she’s not helping people with their hosting as the Hosting Support Agent for GoDaddy, RuthAnn volunteers her time as Marketing Director for Rag Collection. She also spoils four energetic Jack Russell terriers.