Design is not only about graphics, colours and visuals. Content can also be designed, fabricated and created in ways that appeal to the reader. Online marketplaces are very much dependent on content. The absence of physical presence and feel of the product make it necessary to have correct content – placed and created appropriately.
Considering the Amazon platform, the following example shows the different sections of a product page.
- Title – The title is not only the first thing that the buyer sees but also acts a great deal in generating traffic. It is essential to make sure that the title is filled with all the major keywords related to the product. The following components should be present in the title description of your product:
- Brand name – The brand name should be either the first or second word in the title. A significant fraction of customers buy using the brand name. This also helps in creating awareness for your brand. The above example starts the description with the brand name ‘IIK Collection”.
- Category – Inserting the category in the title helps in targeting the correct audience by getting rid of unwanted traffic. In the above example the word ‘Men’s watch’ automatically narrows down the searches to only males. In case of clothing and accessories, the gender/age suffices, for furniture one may add the area e.g. kitchen, bedroom etc and for gardening one can add terms such as indoor/outdoor. Thus, depending on the product, a specific category helps in narrowing the traffic to the most relevant ones.
- Product name – Don’t forget this one! Otherwise you will be lost in the marketplace and probably invisible to all buyers.
- Product description – A short description (one to two words) of the product helps in generating results from a search term. In the above example, the word analogue has been aptly used together with the colour of the product. For clothing, you may add the type of print/colour/size, for furniture the colour and size should be added and similar processes should be applied to various groups of products.
- Price details – Adding the price details immediately after the title further induces a purchasing aspiration in the buyer. One should add all the discounts and offers that are ongoing in the product, clearly showing the difference in the prices. Customers are trend to be aligned with discounts more than any other factor.
- Delivery and payment details – Mentioning the types of payments accepted gives a wider chance of purchase for any product. Prima facie, anyone would also like to know the estimated time that will be taken for the delivery. Opposed to physical buying processes, the buyer does not get an immediate access to his/her purchased item, and therefore assuring him/her about a quick delivery will increase likelihoods of buying.
- Bullet Points – These are quick and complete description points of the product. Every seller should make efficient use of the maximum number of bullet points available on every product page. Bullet points are used to highlight the product details in combination with its utility. In these points as well keywords should be included in good numbers so that search of the product is much easier.
The above guidelines to the product page make a product more vulnerable to search terms and automate the purchase need in the buyer’s thought process. There are many other factors such as number of clicks, ad eligibility, customer satisfaction and account suspension that significantly affect your presence on an online marketplace. You may visit our website www.bmconsulting.co or contact us on info@bmconsulting.in for further insights from experts.