If you’re a retailer making changes to your product content and confident that it’s effective, there might be something else at work. The truth lies in your sales data – if you’re consistently losing customers, you might not have the right ecommerce solutions in place for product content creation. Before you panic, though, here are a few strategies from Virtucom Group that can help you eliminate the pitfalls that might be sabotaging your growth.
1. The Faceless Product
Your product descriptions are engaging and informative; the names are accurate; the price tag is clear. But what’s your listing missing? A high-definition, high-quality photo goes a long way toward building consumer confidence. When your shoppers can’t hold the item, an image – or even video – is an opportunity to see it in action. It offers context and answers consumers’ pressing questions about function, physicality, and more.
2. What’s in a Name?
Let’s say you have 10 products from the same brand. One of them capitalizes the brand name differently; one is missing the trademark; one calls out the item’s weight. Meanwhile, another notes material. They’re tough to find and compare! Any inconsistency in product names and attributes will give shoppers trouble, and if shoppers can’t find what they want, they’ll walk away without making a purchase.
3. Digital Mazes
When a buyer visits your website, they have a destination in mind. They don’t want to navigate a maze of unclear taxonomy, circular pathways, and digital dead-ends to get there. If that’s what your website looks like, your shoppers will shop elsewhere. Avoid this issue with clear, intuitive navigation. It’ll help customers find what they’re looking for, explore products, make comparisons, and even discover items they never knew they needed. It’s a win for them and you!
4. 404 Page Not Found
Your customer is comparing options, researching a product, and learning more about something they’re ready to buy – and for whatever reason, the next link just doesn’t work. There are many reasons why this can happen, but most customers won’t stick around to find out which one. If you suspect that your site is losing consumers to this issue, it might be time to get everything back into condition with an audit.
5. Product, Who?
By this point, you’ve got it all figured out: images, consistent naming, easy navigation, and perfect links. Still, nobody’s going to buy your product if they don’t know about it! There’s a lot you can do to make your site more informative. From clear category descriptions to buying guides and crafted blog posts, a social media presence, and SEO awareness, these steps will help you reach new clients and solidify relationships with old ones.
Virtucom Group Supports Retail Ecommerce Strategies
When common pitfalls are sabotaging your product content, remember that you’re not alone. Partnering with a firm like Virtucom Group gives you access to professional services that’ll help you on your road to success. For more information about how we can help your retail business succeed with customized ecommerce solutions, contact us today.
