When browsing through a rack of dresses at the mall, I’m going to consider how I would look in each one. I wouldn’t buy a dress just because it’s a pretty dress. I would buy a dress because it makes ME look/feel pretty when wearing it. Shopping on the internet is no different. Customers need to be able to see themselves using your products before they even consider buying.
Do your products descriptions make it easy for your customers to imagine owning or wearing them?
No matter what you sell, whether it be paintings, soap, or jewelry, it is important to describe the benefit of your product along with the features of that product. Even if you can go on forever about how beautiful/amazing/fantastic/hilarious one of your pieces is, that does little to help convince a buyer why he or she should make the purchase. Let your potential customers know what good your product is for them, and they will cross that add to cart line.
If you sell fine art, for example, don’t limit yourself to describing what the piece looks like and what mediums you used to create it. Describe what a pleasure it is to view the piece in person. Explain the benefits the piece offers the environment it is placed in. (Perhaps it adds a whole new feel to your dining room or kitchen.) Help the buyer imagine what it would be like to have the piece in his or her own home.
If your creations are wearable, such as clothing, accessories, or jewelry, let your browsers know how the piece will feel against their own skin. Let them know what features the piece will positively bring out in their appearance. Maybe what you make will accentuate your customers’ curves, allow them to express their individuality, or bring out their skin tone. Will that necklace instantly make whoever wears it the center of attention? Mention it! Will that scarf offer warmth and comfort on even the coldest of winter days? Let your customers know.
It’s important to include measurements and features in your descriptions, but don’t let those details be your main focus. Without the ability to hold and/or try on the items over the internet, it’s vital that you stress the benefits of your items to customers. They need to easily picture themselves using/wearing them, and feel like their lives would be better off for it.