First impressions are everything in e-commerce. And, according to this article from The Daily Egg, you only get about a minute to make one, because the average Web visitor sticks around for approximately 59 seconds. What can you do to keep eyes, and purchasing power, on your site? It begins with helping customers find what they want as quickly and easily as possible with on-target product names and quality images.
Imagine you’re looking for a new smartphone. You head to your favorite retailer, plug in your search terms and hit go. Your search generates hundreds, even thousands of results, but the first page is full of cell phone cases, chargers and screen protectors rather than actual phones – not to mention a few items that have you scratching your head in confusion. When you make it to the items you’re seeking, only 2 or 3 out of dozens have an image that lets you view the product, and there’s no rhyme or reason to how the products have been named, leaving you to wonder about the features you’re most interested in and how to make comparisons. Frustrated by the information you’ve received, you leave the site and try a competitor's site.
Now picture a very different search. Results are logical and clearly sorted, and your search provides a host of phones all named in consistent, logical ways that make major features such as manufacturer, operating system and display size easy to understand. A sharp, high-quality photo is available next to each item that provides a good idea of the device’s look and design. Several models with large displays pique your interest, and you’re well on your way to making a purchase.
If you suspect your clients aren't getting this type of shopping experience, try the 4 tips below to spruce up your product names and images:
- Develop a product naming formula if you aren't using one already: This is the first look any online shipper gets at your offerings, so it’s one of your best chances to grab attention and satisfy inquiries. Devise a formula that best represents the most important information that will drive purchasing decisions for each product type, and you'll see search results improve and customer satisfaction rise. Keep things consistent for easy comparisons and to maximize the success of your site's search function.
- Keep it short and simple: Remember that short attention span -- or did it already slip your mind? It's important to find the sweet spot between informative and clunky, so don't try to represent all of the product attributes. Instead, leave the fine details for your product descriptions and features. While consumers are going to need to know the size of a laptop's display, information about its standard-quality speakers can probably wait until later.
- Remember that not all images are created equal: While adding an image makes it much easier for consumers to evaluate a product, it's important that all photos are crisp, clear and of an appropriate size. A grainy, poorly lit shot is unlikely to inspire purchasing confidence. Instead, think of photos as an extension of your brand's reputation -- you provide great products, excellent service and product copy and images that reflect your commitment to quality.
- Make images work for you -- and your customers: A clear, basic, highly detailed photo can allow customers to more thoroughly understand and appreciate a product, but don't discount the power of images that provide lifestyle context as well. Seeing a high-end camera in the hands of a professional photographer or luxurious home furnishings displayed in a stylish, modern home makes it easy for the buyer to picture the product enhancing their life and satisfying their needs.
Sometimes it can be easy to think of product content as the product attributes that inform and the product description that inspires, but customers are unlikely to experience this part of your product pages if they aren't first impressed by informative, easy-to-understand product names and crystal-clear images.
Do you have any tried-and-true tricks for maximizing the effectiveness of your product names or images? If so, let us know in the comments.
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Data integrity, time to market and increased conversions are vital to all e-commerce retailers. Our product data management and unique content creation program ensures consistent product names, robust product descriptions, complete and accurate product attributes and an array of digital assets are at your disposal, providing time to market and quality improvements that will outpace your fiercest competition. Contact our team and get started with Virtucom Group today.
