Things to Consider
When listing products for sale online, it is important to keep in mind that — whether tangible or intangible — certain criteria must be met in a buyer’s mind to equate making a purchase. Here is a list of notable information modules to consider including with your items’ photos to make sure the buyer has enough information to make an educated purchase with a high level of confidence.
The name of the item that makes it unique and memorable to a buyer. Something simple, succinct, and easy to recognize and/or search for later.
Description (Main and Brief)
A long description should give the buyer an idea of how the product is best used: why, when, and what for. This description can be anywhere from 3 – 7 paragraphs. A short description is used to promote the product everywhere else and should focus on the main selling point of the item, which equates experiential value to the potential buyer.
Features + Benefits
A bullet list of all the noteworthy aspects of your product and service is a must. You can keep it simple and straight-forward. Most products and services have 10 – 20 high priority selling points.
A clearly defined cost with all anticipated associated expenses line itemed next to it. Do not hide fees or associated costs that will be tacked on in the shopping cart (outside of variable shipping rates), as this will increase the potential for cart abandonment by a frustrated customer who may feel like they have been deceived.
Materials, Ingredients, Components
Whatever is in it should be listed out, unless proprietary. Transparency breeds confidence and loyalty in return. Hide one thing and the assumption is that you are hiding other things. It is useful to bullet or comma separate out what’s included in the package or the finished product. If it is food, you absolutely must list out anything that might even remotely be considered an allergenic and/or autoimmune response trigger. Besides being kind to your customers, it is typically enforced by the local and federal law in most countries.
How many? How much? 1 piece or 20 sessions? Does 1 pack, lot, or box contain 5 items? Be clear about what amount will arrive to the buyer’s doorstep.
Connections + Systems
Does it plug into something? Does it function alone, is it a component of a larger system, or does it play well with others?
Options + Upsells
Color, Fabric, Print, Style, Details, Look, Hardware, Downloads, Plugins, Additional Hours, etc. List out all available options and associated costs (if any) for them. If you have other products or services that complement this product or experience, here is the place to include a shout out for those.
If something smells, feels, tastes, or looks a certain way (or certain ways based on conditions like lighting, temperature, etc), you will want to impart that information to your potential buyer. Just like a good wine description, a soft blanket deserves a description that fits its cloud-like tactile experience.
How does a customer know that your product will fit? Give the standard Height x Width x Depth and any other valuable details necessary to plot out exactly how the product will live within the buyer’s spacial expectations.
Many buying decisions can be impacted by size and weight alone — it even impacts the cost of shipping. It’s a good idea to give actual weight + boxed shipping weight.
Guarantees, Warranties, Manufacturer Promises
Any extra assurances being made on the product or service should be listed and formally explained somewhere, even if just linking to another source like the manufacturer’s website’s support page about it.
ASIN, SKU, UPC
Internal and external product codes are useful to include if they help you and your buyer know more about the product, as well as to ensure the correct product is being purchased and shipped.
Where is the product or service originating or shipping from. Is there a story to share about this? Does it support a cause?
All tested, tried, and true products and services ideally have reviews sharing what others appreciate about making the decision to purchase.
Shipping Costs + Timeframes
If you have variable shipping, you can mention that it will be calculated during checkout. If you have flat rate, you can mention the cost. If you have free shipping, definitely make that known. It is also good to include an anticipated average shipping and handling time to certain areas of the world from date of purchase. This helps a buyer plan and manage their own expectations on their side of the purchasing equation.
There’s so much more you could include, but this is a great start to inspire you to think like your buyer. The easier you make it on them, the more confident they are to make a purchase from you, and the happier everyone is — including your Customer Support team!