How important is it to evaluate a product within an E-Commerce? What are the benefits for end customers and sellers? Let’s find out in this guide.
E-Commerce Strategies: Highlights
Selling online means standing out from the competition and focusing on the distinctive features of a product, which make it unique and of great added value for customers.
In addition to the brand, communicating the details and characteristics of the product is essential to achieving online business success.
Every consumer who buys online must have all the necessary information before concluding the purchase.
It is not easy for a seller to communicate all the distinctive features of a product, but it is possible to improve the experience of buying a product by carefully examining the technical and functional factors that make the product unique.
An E-Commerce Manager must plan its web strategy and the content of the marketing and product plan.
The crucial points for planning and implementing an E-Commerce strategy can be ascribed to the following.
Product knowledge and brand positioning
Most sellers who have an E-Commerce do not have a thorough understanding of the products sold and this results in not knowing how to communicate the advantages offered.
If the seller does not know the product sold what kind of assistance can he give to the potential customer?
Furthermore, the product information must be rewritten and summarized in the E-Commerce product schedule.
Writing a product schedule as complete and detailed as possible allows potential customers to complete their purchases as smartly as possible.
Numerous studies have confirmed that the most successful E-Stores are those that give as much detailed information as possible on the products sold and guarantee greater User Experience.
Product information must also be transferred to digital marketers and social media managers to optimize messages and promotional communication to potential customers.
To structure an effective and efficient marketing plan for your E-Commerce site it is essential to know the market demand.
We are talking about a conscious market demand and a latent one.
In the first case it is the market demand asked by all users who have an interest in a particular product or family of products and are looking for useful information, reviews, etc.
The latent market demand is posed by all users who are interested in a product, but at the exact moment they are reached by the promotional content they are not actively searching for that information.
In addition to market demand, every seller must pay the utmost attention to the brand positioning of the product: a new brand will need time (and budget) to position itself and generate its own demand.
If, on the other hand, it is a brand already known it will have no problem intercepting customers who express explicit needs.
In the latter case we must focus on the visibility of the brand of the store that sells it, bringing out the competitive advantage of the same.
Consider, for example, the sale of luxury clothing (Prada, Versace, Gucci, Armani, etc.): in this case the brand is known and the products need no introduction.
In this case, E-Commerce must invest time and budget to improve the visibility of the E-Store brand.
On the contrary, a niche or “emerging” product, recently launched on the market, requires clear and transparent visibility and information.
For niche products and emerging brands, it is essential to structure detailed, clear, precise product schedules and to report the reviews and comments of consumers who have already tested the product.
Write the E-Commerce product schedule and assign a product rating
Taking into account the brand and the technical and functional characteristics of the product, it is essential to pay maximum attention to the careful preparation of an e-commerce product schedule.
A product schedule is a mix of words, images and other multimedia content (such as videos) that allows you to click on the cart icon and complete the purchase.
From these simple considerations, it is easy to understand how the product schedules deserve special attention from each seller.
Here are the mistakes that must be avoided when filling out a product schedule for an E-Store:
- many product schedules are copied from other Web pages or, in the case of e-commerce selling products of various brands, directly from the manufacturers’ websites. This is by far the most frequent mistake and the most harmful for those who want to gain visibility also through SEO. Google penalizes pages with duplicate content,
- the copy used in the descriptions of the product schedules is too “institutional” and does not use any persuasive leverage to catch the attention of the potential buyer,
- the descriptions of the products for sale in e-commerce are scarce without the slightest attention to the SEO aspect and are not even able to answer the reader’s questions,
- do not fully exploit the potential of SEO in product sales. If it is true that in some merchandise sectors there is strong competition, preparing the ground for a possible return to Google SERP is almost a duty for each site.
Take the case of a model of shower enclosure produced by a well-known sanitary company. In this case, the best SEO strategy will be to focus on a key word of the famous “shower box” brand.
On the contrary, if this particular of the bathroom is of a brand still little known, the user can find it only by writing “shower box”.
Search engine optimization varies depending on the products you want to sell.
To improve the reading of the product schedules we can use bold, to highlight the key words and concepts, videos and mini-tutorials that show how to use or assemble a specific product and to the bulleted and / or numbered lists, useful to outline the most important information.
Furthermore, let’s not forget that implementing a WooCommerce Plugin makes it possible to simplify the process of drawing up the product sheets of an E-Commerce and to assign a rating to the product sold.
This improves the User Experience, the trust of the customer and allows to increase sales and obtain more profits.