A product card is its presentation. Anyone who sells something online will have to deal with this, regardless of the platform. It doesn’t matter where you demonstrate your product – on your own website, on marketplaces or on social networks. The card is exactly what introduces a potential buyer to the product and determines whether they will make a purchase or not.
In this text we will consider general provisions. Each marketplace may have its own policy for filling out cards and ways to sell products more efficiently. Here you should read the requirements and recommendations of the service itself. However, the general criteria will in any case allow you to take the first step.
Photos
The visual component is extremely important. Here everything works like in Tinder: you can make a very eloquent description, but if you don’t like the photos, the match is unlikely to happen. Pictures may have less meaning if the product is generic and the same for all sellers. For example, the original iPhone is an iPhone in Africa, you can’t think of anything new there.
Photos must be of high quality, taken in good light and against a contrasting background so that the product can be clearly seen. You must also ensure that the color of the product is correctly displayed in the photo. Ideally, each image should convey meaningful information so that it is not just a series of similar pictures. That is, your goal is visual storytelling. For example, it could be a set like this:
- Item in action. For example, if you are selling a glass teapot, take a beautiful photo with berries, herbs and tea inside. In the case of clothes, remove them on a model so that you can understand how the item looks. Such photos kill two birds with one stone: they tell about the product and involve the potential client emotionally, because they allow you to imagine how the person himself will own the product.
- General view of the subject. Perhaps from several angles so that it can be properly examined.
- Close-ups of details. For example, if you are selling a wire, post a photo of the connectors so that it is clear from the pictures which devices it will fit. If it’s a beautifully trimmed dress, remove the hardware close up to highlight its quality.
- Photo of the product in the packaging. More precisely, it is better to remove it next to the packaging. This will help make a decision if a person, for example, buys something as a gift or is worried whether the item will arrive safely. And many people simply love beautiful packaging. If you have it, then why not tell about it.
This approach will help not only motivate the client to purchase, but also reduce the number of disappointments and returns due to the fact that a person is forced to order a product almost blindly. This way he will have the opportunity to take a closer look at the product.
But that’s not all, because you can add text to the pictures. You shouldn’t overload your photos with letters, but it would be a good idea to include important information on them. Let’s say you indicate the unique characteristics that make your product stand out. Maybe your sports shorts dry out from sweat in 3 nanoseconds, and your insulated sweatshirt can withstand temperatures of -30. Or you have a multifunctional product that can be used both as a coat and as a blanket. This information is interesting and important, so it should not always be hidden in the description.
But we are talking about meaningful data. To write in a photo that the lamp is the best in the world and gives joy is simply to overload the picture. It is already possible to indicate that it works for 500 hours without recharging and has different modes.
Heading
The title is practically unimportant for social networks, but will be important for a website or marketplace. Because based on this element in particular, the potential buyer will decide whether he will open the product card or scroll further. And the search will be mostly focused on the title, if there is no separate column for these purposes.
Therefore, the title should indicate not only the name of the product, but also its important characteristics. For example, “Light Bulb” doesn’t say anything. “Cold light bulb” is better, but still not good. “LED bulb GU5.3 5W 6500K cool white light” is ideal.
Let’s imagine what the user types into the search. A person can write “cold white light bulb” or immediately indicate the characteristics of the light bulb that burned out. And in both cases it will go to your product. And you will immediately see that your product has the required heat, with a suitable base and power.
To ensure your headline is complete but still logical, it’s worth considering what product characteristics actually influence the purchasing decision. And this also applies to your own website. Even if it seems that a person came to it for a reason and therefore “Esmeralda Dress” is an exhaustive title, this is not so. Firstly, no one canceled the search on the site. Secondly, it is not always possible to see the details in a photo thumbnail, so it is important to write them down.
Product characteristics (optional)
This section must be completed if it is provided for by the functionality of the site. Everything is simple here: you need to describe the characteristics that are important for the product. Usually, a product of a certain category has its own set of criteria, so there should not be any special questions here.
It happens that the site allows you to arrange the characteristics in the order that you choose yourself. In this case, arrange the items from most important to least important. This will make it easier for the buyer.
If there is no section with characteristics, they must be indicated in the description.
Description
It’s easy to make a mistake in this block, since you can write anything in it. But we need a good card, so here are some important tips:
- Structure your text. Each paragraph should contain a separate idea, and its first sentence should convey its meaning. This way, the buyer won’t have to re-read the sheet of text (which he most likely won’t do). It is enough to run your eyes over it to find the data you are interested in.
- Write about objective, not subjective things. The phrase “A hairdryer dries your hair quickly” doesn’t mean anything at all. “A hairdryer dries medium-thick, shoulder-length hair in 10 minutes” is already specific, although the personal time costs will ultimately be different for everyone. Evaluative adjectives are generally best left for reviews.
- Reveal the benefits of the product through benefits for the consumer, ways to use the product and other useful things. For example, such as: “The hairdryer weighs only 150 grams, so your hands won’t get tired while you dry your hair” or “The folding chair is convenient to take with you outdoors, but thanks to its modern design you can also get it at home when there are more guests than chairs.”
- Describe the nuances of use, if they are. Thus, plastic stands for drying brushes are sold on marketplaces – and they usually come with a million reviews that the product arrived in the wrong color. Although the problem is in the protective film of a cardboard shade, under which the stand itself is hidden. This is obviously a problem, which means that the existence of a protective film must be written about. This will not protect you from bad reviews (since many people read texts in their own way), but at least it will reduce their number.
- Include information that may be important. Let’s say, if we are talking about clothes, write what size the model is wearing, as well as her height and volume. This makes it much easier to predict how the item will look on the buyer.
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