Designing an effective and attractive listing is no small feat. Since consumers who shop on the Internet cannot physically inspect the products they find on your website, you must first and foremost make them want to buy.
How to do ? make sure to include high quality images, photos and video content, as well as a crisp layout. You will not be able to make sales without these essentials.
However, it takes more than that to create comprehensive and compelling product listings that can perfectly target your audience and convert them into customers. You will need to include customer testimonials, links to your social networks, and consider more technical aspects like SEO and mobile optimization.
Here is an overview of the 10 steps to follow to make sure you don’t miss a thing when creating a product sheet that is efficient and dedicated to sales:
1-? Find or create high quality product images
Almost every page on a website or online store should have high-quality images and photos. It makes the shopping experience much more engaging. The photos, images and videos of the product that you will add to your product sheets are indeed the main point of focus for all Internet users who access your site. People first visit product pages to see in detail what they might get, so it’s important not to disappoint them with poor quality photos.
When selecting or creating product images and photos, here are some essentials to consider:
- Use the same background for all your photos and images
- Show the product from different angles to provide a full view
2-? Write a product sheet with a detailed description
One of the most important elements of any listing is a well-written product description that makes it clear what you’re marketing.
Here are the key points on what to remember about product descriptions:
- Always be clear and concise, especially for the title of your product sheet
- Highlight the added value and unique selling points of your product
- Do not insist on the overly complex technical characteristics of your product
- Remember to answer any questions a customer might have in mind regarding the use and benefit of your product.
- Mention the compatibility with other similar or complementary products of your brand to promote cross selling
3-? Add persuasive CTAs on your product sheets
Users browsing your product page must have a CTA in front of them at all times. So be sure to include a CTA that floats when the user scrolls the page, or to have multiple CTAs. The purpose of a product sheet is to get a user to make a purchase. You should therefore not hesitate to be a little aggressive with your CTAs, without doing too much, however.
4-? Display prices clearly
Regardless of the price of a product, it is always a good idea to display its price clearly, so that it is easy for the user to find. This doesn’t mean that it should be the first thing they see when they land on your website, but it is advisable to place your rates above the fold.
You can get creative in presenting your prices by presenting them as monthly payments.
Chances are, you’ll create multiple listings for your online store. This means that providing users with an easy way to navigate to your other product pages on your e-commerce site is crucial.
So you need to include a navigation bar at the top of the page or on the left or right side. In addition to providing links to other pages, your navigation should include a search bar so that customers have no problem finding what they need quickly.
6-? Create a sense of urgency
Creating a sense of urgency is a proven marketing tactic aimed at getting customers to make a purchase on the spot. There are a number of ways that this can be done, but here are some of the most common ways to get customers into a buy-now mindset:
- Display a limited time discount coupon
- Display a countdown timer that shows a sale is ending soon
- Highlight a discount (e.g. 50% off)
- Include an alert indicating that stocks are low for a particular product
7-? Highlight your customer testimonials
According to a recent e-commerce study, nearly 85% of consumers trust online reviews as much as a personal recommendation.
This indicates that customer testimonials are an essential part of your listing design. They must be placed prominently, that is to say in a part of the page where Internet users will not be able to miss them.
Social media can be a powerful booster for the products your business sells. And it’s a good idea to allow consumers to share their favorite purchases quickly and easily on their favorite social networks.
Make sure to add “share” buttons in your listing design that links to major Social Media platforms like Facebook, Instagram, and Twitter.
9-? Make sure that your files are perfectly adapted to the mobile
Today, most people browse the web on their cell phones. According to data presented by Google Analytics, mobile devices generated 60% of visits to US websites in 2020, up from 57% in 2019, while desktop computers accounted for 36% of total visits in 2020, and tablets only 4%.
With such data, easily accessible to digital marketers, we quickly understand why all websites today must be adapted to the mobile format.
To be considered optimized for mobile support, a website must have text and images resized to fit the small screen of a smartphone and provide decent-sized buttons that users can click easily.
10- Take into account the requirements of natural referencing
Every business, large or small, wants their website to appear at the top of the first page of Google search results. It’s exactly the same for your product sheets.
Here are some tips for optimizing the SEO of your product pages:
- Perform keyword research with tools like Keywords Everywhere, Ahrefs, etc.
- Pick keywords with low competition and medium to high search volume
- Focus only on one or two keywords per listing
- Create comprehensive and useful product descriptions and prioritize writing unique content for each product page (no copy and paste)
- Keep your link hierarchies easy to navigate and understand
- Use high quality images optimized for fast loading
- Measure the success of your listings and always look for ways to improve their performance
If your product listings follow the 10 steps we’ve seen throughout this article, your average cart content will increase more easily, as will your revenue.
The product sheet should be seen as a marketing tool in its own right, which requires a lot of effort in its design and development.
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