Selling products online is an increasingly competitive field, with thousands of products clamoring for attention from consumers. For your goods and services to stand out and capture your target audience, you’ve got to know what to do—and which costly pitfalls to avoid.
Do use great photos
A great photo for a product will sell a lifestyle, not just the product itself. That’s why a high-end retailer selling suits will use a model who is fully decked out with an obviously expensive watch and sitting near a luxury car. Your product photos should speak to the audience on more than just one level to encourage your brand’s culture and sales. These photos also need to show your products at their best. With so many advanced features being used in online stores today, a single low-resolution photo just doesn’t tempt consumers any more.
Don’t alienate your target audience
While luxury cars and haute couture fashion websites naturally seek to provide a lifestyle to those who are able to afford it, if you’re not in the high-end game, your market is much broader and not suitable for that type of editorial work. For example, if someone is buying batteries from your website, chances are they’re not interested in a bunch of styled hipsters modeling that product.
What you need to do is identify the most relevant content for your website by looking at your audience and market. For example, an online store selling equipment and tools can use blog posts and features about its products to provide more information to visitors and increase the likelihood of conversions. A cosmetics website selling products online could include video tutorials for application tips and style guides to tempt visitors.
Do speak to your visitors
Engage your visitors to make your store memorable and more appealing to buy from. Targeted messaging, such as newsletters and e-bulletins, can make wonderful engagement tools. These types of messages tap into the data collected by your user’s behavior on your e-commerce store so that the contact is tailored to the person receiving it.
Don’t bury your visitors under a message mountain
You have probably been annoyed at least once by a mountain of email you received from a retailer after making a purchase. Customers want to receive reminders and updates, but you’ve got to send these out with an understanding of just how often they are needed and wanted.
To determine how often you should send messages to your customers, look at the data you’ve collected on your visitors. Some users will not want frequent messages, especially if they regularly visit your site, while others will want the latest information and content sent to them.
Do keep it simple
Easy and clear navigation is a key to success for selling products online. The longer your customers have to spend on your website looking for an item or getting through the purchase process, the less likely they are to come back. Remember to stay as user-friendly as possible so your customers will want to visit your site and make regular purchases.