There’s no product so good that it doesn’t need engaging content to back it up. Do not get me wrong. Your product can offer it all – from the best design to the best features and price, but if you fail to present this in a clear and organized way, your customers simply won’t see it.
This is because it’s not only about the product anymore. The online marketplace is crowded. In fact, there are around 24.1 million e-commerce stores worldwide, so you need to find a way for customers to choose you over the rest. And we have the right strategies to help you succeed.
Why organizing your product content is important
Of course, everyone wants their website to look neat. But organizing your product content has more to do with your customers. For example, organized content helps your customers:
- Find information faster: We’re all way too busy to be wasting time scrolling. So, trust me when I say, your customers need that information fast, or they don’t need it at all.
- Grasp the benefits: How else are your customers going to understand what your product offers if you don’t make it clear? You need to speak directly to them.
- Compare options easily: Products often come in different sizes, colors, and prices. You need to display these options clearly so that customers can compare them at a glance.
The result? When your customers can find their desired information and grasp the benefits and the different options your products come with, they’ll feel more confident to make a purchase.
How to organize your product content to engage customers
So, we’ve established why organizing your product content matters. Now, we have to look at how you can actually do it effectively – from defining your target audience to structuring the pages.
Define your target audience
Since your product content needs to speak to your customers, you need to first understand who you’re speaking to. What do they care about? What questions are they likely to have?
If, for example, you’re trying to resonate with a younger audience, your focus should be on the visual elements, that is, bold images combined with easy-to-read content. If your target audience is businesses, then you need to stick to simpler and professional layouts.
Put simply, defining your target audience is your best guide on how to organize your product content. Now, we can go on to the more creative side of organizing your content.
Keep your product pages neat
Providing information is important. But if you’re providing too much, then you’re working against yourself. You need to provide as much information as your customers need to understand why they need this product. They don’t need any extra details that could only get them confused.
That said, the essentials, such as the product name, price, and key benefits, should be front and center on your page. The rest of the information should be easy to find and grouped logically. Sizes and colors should be in one spot, and instructions or technical details in another. But do not just dump all the information. Rather, use headings and bullet points to make it easy to scan.
Show off your products with images and videos
A picture really is worth a thousand words. Trying to sell products without providing images of the product itself is basically a mission impossible. Just think about how frustrating it is if you’re looking to rent or buy an apartment and there are no images provided.
However, not every image will do. You need to take it a step further and explore the future of product imagery to understand how to get it right. But think high-quality images that show your product from all angles, as well as short videos that show your product being used.
You can always rely on platforms like Omi that use AI and 3D technology to help you generate high-quality and realistic images from all angles of your products in minutes.
Nike didn’t get to where they are now by providing a one-sided image of their sneakers just for the sake of it. Not only do they show their products from all different angles, but they also include images and videos of people wearing them in action. For example, they showcase their Air Jordans by providing images and videos of people wearing them while playing basketball.
Images are important because they’re the first thing your customers see. Especially on social media, where, let’s be honest, they’re probably spending a lot of time. They’re the perfect hook.
Include downloadable PDFs
Now, just because you shouldn’t overwhelm your product pages with too much information, doesn’t mean that there’s no way for you to provide it at all. For the most curious customers, you can always include this information in a PDF document that they can download. This way, they can get all the details without being put off as soon as they land on your product page.
Now, if this document ends up being too long or doesn’t provide the results you expected, you can always shorten it. Tools like Smallpdf page remover make it easy for you to cut out pages from your PDF document without affecting the rest of the content.
Write clear but persuasive product descriptions
Besides the images, your product descriptions are one of the most important pieces of content on your product page. This is because they serve both to explain, as well as convince.
That said, your product descriptions should:
- Explain what the product is and why it’s valuable: Do not give an unnecessary introduction. Your product description should immediately and as simply as possible tell the customer what the product is and why it’s valuable to them.
- Show how it can solve a problem: When customers look at your product, they don’t see a product, but rather a solution to a problem. So, make sure to highlight this.
- Explain why your product is better than the rest: By explain, I mean explain and not just provide empty claims like “it’s the best” or “everyone wants it.”
You want to convince customers to buy your product, and the best way to do this is by showing them its benefits instead of just bragging. Remember, quality matters more than quantity.
Be consistent with your content, design, and layout
Allow yourself to get creative, but only within a clear structure. Maintaining consistency across your product pages is how you create a professional and trustworthy e-commerce website that will grab your customers’ attention and get them to make a purchase.
By staying consistent, I mean using the same terminology for product features, the same formatting for headings and bullet points, as well as consistent colors and similar layouts.
Why is this important? Because by staying consistent, you’re making things easier for your customers. They’ll learn to navigate the page and find the information they need in minutes.
The result? They’ll make a decision faster.
Place your call-to-action (CTA) clearly
Your CTA buttons should be easy to spot and guide your customers to the next step, like “Buy Now” or “Add to Cart”, but at the same time, they shouldn’t look too pushy or scammy.
It’s all about subtlety, really. To succeed in this, you need to use clear wording, clean design, and subtle contrast so that they fit in and stand out naturally. But where you place them is also important. For example, you could place them near the key benefits, so that customers don’t have to scroll to the end of the page to find them. Or maybe you can have two CTA buttons.
Don’t forget that these buttons are all about taking action, so naturally, you need to use action-oriented language, such as “Get Yours Today,” to create urgency without being too aggressive. Also, make sure that the wording explains what will happen when clicked on.
From organized product content to more sales
We’re all overwhelmed by content, which is why you need to organize your product content in a way that’s easy to navigate and understand. The best way to do this is by sticking with clear headings, consistent formatting and design, as well as high-quality imagery.
Customers are more likely to buy a product when they can quickly understand what it is and what it offers. They find this more engaging as it allows them to visualize how it fits into their lives. Overall, organized content is more trustworthy, reduces confusion, and drives action.
Author Bio
Makedonka Micajkova is a freelance content writer and translator, always bringing creativity and originality to the table. Being multilingual with professional proficiency in English, German, and Spanish, it’s needless to say that languages are her biggest passion in life. She’s also a skilled communicator as a result of her three years of experience as a sales representative. You can find her on LinkedIn.
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