How to Create a Product Page that Actually Sells - Fashion Ecommerce Tips
It is so important to optimize each of your product pages. This is where the customer will either click buy or walk away. Watch this video and take notes because it is jam-packed with information.
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Here is an excerpt from the Transcript!
I'm so happy you get to join me today. We are going to talk about some really important information that's really going to help drive sales to your eCommerce platform. In particular, we are going to be taking some tips from Chapter Four of my latest book, "Creating Fashion Websites That Sell: The Fashion Designers' Guide."
Chapter Four is all about creating pages, product pages that are really going to drive sales. Absolutely, it's going to be so important that you take some great notes. We are going over some really critical steps so that you can actually make these changes and make these things happen to your website, but ultimately, the most important thing in this process is going to be to get deep with your website.
Step one, is get familiar with your platform. Start to understand the terminology, Google it. You are going to see things like meta tagging, coming up with short descriptions for your website, making sure each of your product pages have the right descriptions on the back end. That's very different than the right descriptions on the front end, which is what your customer is ultimately going to see. So step one, let's get familiar.
Step two, it's time to start getting creative about what it is you're going to be selling. Obviously, it's important to take a look online, start to do some key search terms. That means really start to take a look at some of the keywords that you're going to be trying to sell on your page. See what's ranking and see how people are actually responding to that. There are some great platforms online, like Moz, and some other ones, that actually allow you to do search rankings for keywords. Taking a look and doing some search rankings, figuring out what are the keywords that you are actually going to be optimizing for. While that all might sound very technical, it's really going to help you with this next step of writing it.
Writing a product page is extremely, extremely important for what someone is actually going to buy. Too often I see people who are trying to sell $500 items on a website, and all they've really told me is one or two sentences about why I should buy it. To be honest, if I don't know your brand, and you don't have any brand value, or perceived value from a social standpoint, and I haven't read about you in any press, you really need to sell me on why it is I am going to spend $500 on your product. Even still, if I'm going to spend $50 on your product, your goal is going to be to sell me, in the most romantic way possible, why it is that I need to own what it is that you are selling. You're going to need to do it in a way that optimizes for keywords, and you are going to need to do it in a way that optimizes for the voice that you are trying to get across to your customer.
In other tips and tricks we've gone over developing your customer voice and understanding that, so it's important to take all of that information and research that you've done in terms of demographics, et cetera, and translate those words into your description pages. You're going to want to come up with a very descriptive title. Of course, if what you're selling is green high heels, I sure hope you tell me what shade of green it is. I sure hope that you're going to tell me what style of pump it is. Perhaps you are going to put something really catchy and interesting in there. If you had some press, "As seen in" is always a really interesting thing to put in your titles. That's just the beginning.
Don't make your prod descriptions too long. You certainly want to make sure that there is a couple sentences that talk about, maybe, the inspiration, where it was made, why you made it, what's the reasoning behind it, maybe where someone else could see it, any type of press that that item has received. Then you want to go into some basic functional details.