You’ve got the best products, and pride yourself on completing your deliveries on time, every time. That’s a great start, but if you don’t attractively display your items on your website, how are your customers supposed to buy them? These best practices will ensure that the quality of your products is accurately displayed on your website, every time.
Show Don’t Tell
“This is the best shirt/coffee/makeup in the world.” Who wouldn’t say that about their own products? Displaying images of satisfied, real-life customers is a much better way to display the quality of your goods. If you have an active social media profile you can kill two birds with one stone here by displaying your Twitter or Instagram feeds in a section of your site.
Another strategy you can implement is to dedicate a portion of your site to a community and/or press section. The community section can feature the images of satisfied customers sent in through your social profiles, as a varition of—or enhancement to—the above recommendation. Any positive press or reviews from accredited reviewers should be displayed in a press section.
Basically, a good rule of thumb is anything positive said about your service or products from someone outside your company should be displayed on your website, or at the very least shared on your various social profiles.
Focus on What Makes you Unique
What is it about your products that makes them unique? Shoppers will have an almost infinite amount of places to buy a shirt, but why should they buy your shirt? Is it the materials? The manufacturing? The price? Any and all of these reasons should be featured.
This content can accompany the featured products that are displayed in a prominent section of your website. You should also include this in all of your product descriptions. You don’t need to tell the whole story of the first stitch of thread to production, but a brief “This hand-crafted gingham-style shirt was designed with the professional in a business casual office setting in mind.”
Tell Your Story
Product descriptions are one way to feature what makes you different than your competitors. Another way is to briefly tell your story. This should be in a different area than where your products are displayed, such as an “About Us” section.
Why did you get into retail/ecommerce? What is it about your products that shoppers won’t be able to find anywhere else? If you have a personal connection to the goods you sell (“After a Minor League Baseball career, I wasn’t ready to say goodbye to the game, so I opened John’s Sporting Goods") these are the stories you want to share with your customers.
Make Shipping Options Clear
Different customers are going to have different shipping needs. Some may be casually browsing and don’t mind if their products don’t get to their house in a week. Others might be procrastination shopping (think: Holidays) and are willing to pay extra to get the item the next day.
Make sure any and all shipping options are made available to your customers as they’re checking out. The last thing you want is to lose a sale because the customer thinks they won’t get the product in time or—conversely—because they only see expensive shipping options.
Draw Attention to Sales
This is a tenet that goes across all mediums of retail. If you’re running a sale—show it. Shoppers have been haggling for the best possible deals for hundreds of years. This hasn’t changed just because you’re selling online now.
The Bottom Line
What’s the common thread here? Originality. Your website is more than just a place for customers to buy things. It’s a piece of your business, and your business is the only one like it out there. Stress what makes you different from your competitors, and this uniqueness will be recognized by your customers, who will become loyal to your brand and never think of shopping elsewhere.
This article was originally written for the blog of Spree Commerce.