Here’s a really clean and straight-forward filter and sort from Nest.co.uk. It just works.
Improve your product descriptions to win more business
In these days of mail-order everything online, it’s increasingly important for ecommerce websites to provide clear and relevant information about a given product. This is especially true when the product is not exclusive, and can be found for the same price on any number of websites. You need to fight for my business – make me want to use your website over a competitor. You can’t change the product, but you can add a better description, advice, photos and reviews. And you need to make these points of differentiation obvious from the moment I search for that product.
Here’s an example. I want to buy a set of mudguards (fenders to you Americans!) for my bike. I like the look of the SKS Velo 42s, but I’m not sure if they’re right for my bike. The SKS website (in itself hard enough to find on Google) has this for them:
No matter where you are, in the city, the woods or the field, the SKS Velo 42 Urban is the ideal companion to keep you dirt-free and dry. The 28” snap-on mudguard set can be mounted to frame tubes of 25 to 35 mm diameter. For an extra secure mounting of the rear mudguard we also offer a Ø 3,4 mm stainless steel U-stay as optional accessory.
All very well and good, but what does that really tell me, and how does that help me select them over anything else? How easy are they to fit, what mount to they use, what’s the coverage like, what are they made out of, and maybe even what they actually look like when on a bicycle!
I should at least be able to get a professional view from an online bike store. Ah, I see a pattern emerging:
This is a small selection, but paging through the results it gets no better. So, as a user why should I click one over the next?
I click some in the hope there is more content.
You see what I’m getting at? It’s like groundhog day.
All too often an online shop simply copies and pastes the text from the manufacturer’s website, as it stands. There is no thought to how useful the text might be – how does it inform the customer’s decision? It also makes for a constantly changing tone of voice across the site, since the descriptions have all been written by different people.
Store owners, take five minutes to think about the product description before adding it to your sales system. Better still, take a photo or two, and make your product listing stand out from the crowd.
