Imagine you were asked to build a plane. And they gave us a list of the necessary elements: it must have wings, an engine, a nose, a tail, a chassis ... well, in general, everything that is needed for it to fly. Without losing a second, you start to work, diligently connecting with each other all the listed components, and as a result you get a small double Su-30.
But here comes the client and begins to resent: “What is it? I said i need aircraft!»
"And what's that?!" - you are outraged, absolutely not understanding what the complaint is about (after all, you did everything as it was written).
Client: “Yes, but we needed not a two-seat Su-30, but an Airbus 500 to transport 500 people at a time. Did you not read my list of necessary elements ...?”
And this is where the problem arises. You knew all the requirements, but you had no idea how the product would be used. You had "filling", but there was no "form". Despite the fact that both planes can fly, one - can do what the client wants, and the other - no.
Why is this story about airplanes?
Today on the Internet you can find a lot of articles about what elements must be present in the product card (in our blog, by the way, there is one too). But in all these materials there is one major drawback - they describe what needs to be done in order for the product page to be effective with such intent that it exactly will bring you success.
And what really happens? Owners of online stores use these recommendations, include all the listed "components of success", and the result was not as it was or was not. Why? Because they do it mechanically, without much understanding for what each element serves and whether it is needed at all their audience.
In this article, we will not describe the “product card that is ideal and universal for all businesses” and give specific advice such as “place a call to action under the product description two centimeters from the last word”. This time we will omit the “content” and focus on the “form”: what role each element plays and how its customers perceive it from the point of view of psychology. By understanding the basic principles, you can create your ideal product card that will be effective for your his business.
Every purchase is a flurry of emotions.
If you pull back the curtain a little and see what happens to a person at the time of purchase, you will understand: he is experiencing a barrage of emotions. The buyer laughs, cries, sighs with relief throughout the purchase process. At the same time, emotions do not have to be clearly expressed - most often they arise inside during an internal dialogue with oneself, and often the buyer is not even aware of this.
Emotions are the main engine of commerce. Therefore, if you want to learn how to sell well, first of all you need to understand the following:
Conversion occurs in two cases:
- when the customer has an emotional response to the product (most often from a sudden realization of its advantages)
- when the buyer himself creates an emotional response with the help of logical conclusions (this chair is made of oak, oak is a quality material, which means the chair will last for a long time)
Fear is the main enemy of conversion
It would seem that everything is simple - create an emotional response, and the trick is done. But in reality, everything turns out to be much more complicated. It often happens that even a strong emotional response is not enough to make a purchasing decision. And the cause is fear.
“Fears ... What kind of fears can a customer have? He’s sitting in front of the computer and he himself decides whether he needs this purchase or not,” they thought so, right? It is not surprising, because the word "fear" gives us completely different associations - something terrible, causing a trembling in the knees. Of course, the buyer does not feel anything like this (unless of course he is trying to buy an expensive item on a dubious site without addresses and contacts). Fear here means a little more: anxiety, doubt, suspicion and other shades of these feelings. It is they who get on the road to sales and deliver a lot of discomfort to users. And to get rid of them, we begin to ask questions:
- What are the advantages of this product?
- How is it better than other solutions?
- How does he work?
- How do I know that it really works?
- What do other people think of him?
- When will I get it? How?
- Is the price adequate?
- How can I pay it?
Each element of the product page should answer these questions and help eliminate fears. This is the most important thing you need to understand before you start placing the "necessary elements" on your item card.
It's all about the right goals.
From the above, we can make a simple conclusion. An effective (ideal) product card should:
- Eliminate the fears that arise during the study of the product
- Cause a favorable emotional response
How to do this, everyone decides for himself, starting from the characteristics of their business. To facilitate the task, below we will list the main techniques that reduce fear and cause an emotional response. It is not necessary to use them all, it is not necessary to apply them in exactly the same form as shown in the screenshots. The ideal product card is different for everyone. All you need to do is to understand the basic principles and adjust them to fit your “form”.
Price, shipping, return policy
- Specify the price. The absence of price or its deliberate concealment arouses suspicion. Why does this online store hide the cost of the product? Is she too tall? Worse than competitors? Having received no answer to these questions, the user is unlikely to proceed to making a purchase.
- Offer customers a discount. All marketers know this vintage trick: show customers the price they can pay, and then show them the lower price that you take from them in reality. The internal dialogue of the visitor will quickly change the tone, and the phrase "Can I afford to buy it?" turn into "How can I afford not to buy it ?!" The fear of parting with money weakens against the background of fear of missing a profitable offer.
- Compare prices. When buyers are not sure of the profitability of the purchase, they go to the website of competitors to view their conditions. Deliver them from this journey. Put the prices of competitors on your product card, and let them immediately make sure that your offer is one of the best (just check that this is true, otherwise you will do a disservice to your rivals). In this way, you will demonstrate your honesty to visitors, and in return receive trust and sales.
- Plus shipping cost. Showing the full value of the goods (with delivery) even before placing the order or at the very early stage of it, you will significantly reduce the degree of doubt of the potential client.
- Tell customers what will happen next. Delivery method and its exact time should be displayed correctly. The absence of this information raises doubts about whether the products will arrive on time and whether they will not be damaged during transportation.
- Develop an alert with a transparent return policy. Nothing can spoil your impeccable prestige faster than the "muddy" return policy or its absence at all. Make sure your return policy is easy to find and understand. Show yourself as a company you can rely on.
- Report how much stock is still in stock.. Information about how much product is left will create a sense of urgency, based on fear - the fear of missing out on something beneficial / useful. However, do not lie and artificially create a shortage of the product. Buyers are far from stupid and quickly reveal your deception, and you get a lot of negativity in your address.
Pictures and video
- Use quality images. Thanks to them, users will be able to view all the details of the product and bring closer the places where they doubt the most. This fear is quite common for online shoppers, because they have no opportunity to touch the product and study it thoroughly. In this regard, it is worthwhile to pay tribute to Le Chateau - their products can be brought closer so that every seam will be noticeable.
- Use different angles. Being able to look at the product from all sides reduces the anxiety and uncertainty that the buyer will not get what he wants.
- Show all possible options. If your product has several variations, place photos for each of them. The fact that it seems insignificant to you (“Color can be imagined in your head, why a photo?”) Can bring a big headache to a client (“What if this is not the green shade I want?”)
- Focus on benefits. The main message of your text should be directed to those features and advantages of the goods that are important to the buyer. Very often product descriptions are too stretched, because authors tend to follow a certain standard by signs or fill out a ready-made template with text. Think for yourself what will be more useful to a person who wants to buy a chair: what material is it made from or the fact that it is “stylish”, “sophisticated” and “refined” (which is already visible in the photo)?
- Do not aim for a certain number of characters.. The main purpose of the product description is to reduce the degree of fear. And it can be different. For example, a person who buys new software for an entire company will experience more than a person who wants to buy a T-shirt for the summer. Therefore, the text of these products will be different in length. In the first case, the client needs guarantees that the product is of high quality, and here you can paint everything in detail. In the second case, this is not necessary, so you need to give only the meat itself: the material and ways of caring for the product. Long useless text T-shirt buyer will only annoy.
- Add context. Agree that the phrase “the chair has an ergonomic design” says very little to a potential buyer why he should buy it. To evoke enough emotions to buy, you need to add context. In our example, it would sound like this: "Ergonomic design means that you will not suffer from poor circulation and back pain even after many hours of sitting." Much better, isn't it?
- Add the ability to leave reviews. And let it be real people who really tried your product. Online buyers immediately feel false, and if your product has ten positive reviews and no negative ones, they will immediately suspect something is wrong and go to check this information on another site.
- Offer the buyer additional products that may be of interest to him. This will trigger his alarm ("Without additional accessories, the use of the product will not be so comfortable ...") and will increase the average bill. Also, a good idea could be free delivery when ordering a certain amount (pressure on fear to miss a profitable offer) or the section "Buy at the same time ..." (pressure on envy).
First we remove the fear, then we give love
Above we have listed the main elements of the product card, which are able to dispel most fears. How to place them and in what form, you decide. How to cause an emotional response, you should also be aware, because no one knows your product better than you. Try, experiment, test your assumptions with the help of A / B tests and soon you will create your ideal product card.