Beyond the listing: Why uploading your product on internet marketplaces is not a surefire way to get sales.

Yes, you want to get your product out there and yes you can widen your sales fishing net by loading your product on every marketplace and website available, but without some thought into how you are doing it, it's like trying to stand out in the phone book with a surname like Smith… Everyone is jumping on the bandwagon and getting their products and services online but there are better ways to do it...

With the fast-moving pace of the digital world, it is easy to fall into the trap of just listing your product with the bare minimum information to get it done and then hoping your product sells because people can find and see it, but sifting through thousands of the same product at the same price gets tedious, especially on the different online marketplaces.

So how do you go about getting a sale then, you ask? It's in the way you present and offer your product. In this series, we will look at the different aspects of a successful product listing and how you need to offer your product to get it to the front of the pack.

The description – Your online written pitch to sell your product.

Most consumers these days use online shops and product listings to research the products they wish to purchase. Even if they eventually go to the physical store to purchase the product, those with internet access will more than likely have a look at the product online to help them make a purchasing decision.

For instance, you want to buy a toaster so you type toaster into the Google search bar to see toaster prices from shops in your area. You click on the first two listings on Google Shop. Both are from reputable shops, but one of these listings offers more information. At first glance going on the listing alone, a customer will look at which listing offers more information. It tells me exactly what I am buying so essentially I’ve more than likely made my decision where I am going to shop.

Make your description emotive

The listing starts with an emotive description of why this toaster will make my morning better, speaking to my lifestyle wants.

List the specifications of your products

Then it's followed by the specifications showing me the wattage, voltage and what the toaster is made out of. This gives me a better idea if this toaster will fit into my electricity budget and my taste for metallic kitchen appliances.

Features and benefits are important

Then it lists the features and benefits: The reasons why I need this toaster. This toaster has 6 levels of browning – 6! I can have my toast exactly the way I want it. It has 2 bread slots – yes that’s fine I’d have liked 4 but this toaster is in my budget so 2 is fine. I know what to expect.

The Product Warranty

Your product warranty or guarantee should also be listed on your product page. Some manufacturers offer a longer guarantee as a benefit of buying their products when compared to other manufacturers. This can also be considered another benefit of buying your product vs one from another manufacturer.

Used in conjunction with

A section where you explain what you can use the toaster for and what other appliances you can use in conjunction with your toaster is also a great idea. It’s important to list items that may go together well like a kettle for coffee with your morning toast. This is a great way to upsell or cross-sell some of your other products and can also be used to illustrate items you buy together.

What’s in the box

Lastly a section about what’s in the box – because this is one of the most important sections to have. I want to know if what I am buying online is the same as what I am getting. There are so many instances where you buy something online and are disappointed when you don’t receive what you paid for or thought you were going to get.

Some research for your consideration

During large-scale usability research by the Baymard E-commerce Institute, the product page was often observed to be a pivotal point in the user journey. If your description is informative enough, it will lead to a sale because the consumer feels confident enough that this is the product they are looking for.

However, on the other hand, a lack of information leads users to abandon the page – sometimes even the website because it seems that you as the seller can’t even be bothered to give them information.

If no information is provided, it can lead to a consumer making the wrong assumptions about your product which can lead to real problems such as returns and customer frustration – damaging your reputation in the end.

Why is it important to have an informative description of your product when listing products online?

You must remember that a customer can check with an employee in a physical store if they have any questions. Online shoppers are more restricted and don’t necessarily feel like using the “chat” option to contact your online store and ask their questions. It is easier to find a website where the information is already available.

Highlight your information

Making sure your product description is fully informative is a great way to ensure that you don’t get page drop-offs when customers are viewing multiple products of the same type. If you are afraid of giving too much information that a customer won't want to read, you can lift out the main points of interest using bold or underlined features to lift out certain words. That will help those who can skim text to look for the information they want. It is always better to have and not need the information than to need and not have the information.

In essence, one of the first things that a customer looks at when making a purchase decision is the description on the product page. In our next session, we will have a look at the importance of a product photo and how to use your product image to your best advantage.

By Nadia Botha.

Research available at Baymard Institute