Your eCommerce consultants are not crazy when they ask you for more product information to display in the product page.
They are not crazy when they ask you for Search Engine Optimised descriptions (which means that no, you cannot describe the shoes colour as “cake”: who would search for that? Maybe a hungry shoes-addicted? Anyway, probably not your customer persona, unless you sell edible shoes).
The internet can be a very cold place. Nobody says hello when you get into the shop, all those banners and ads constantly asking you to do things, that sliding navigations that makes you lose any sense of direction (yes, this very last thing is about yoox.com’s new release: sorry guys, I think the average customer will get lost at the second click). No people in the shop (or maybe there are, but you can’t see them). The customer feels lonely. And nobody wants to feel lonely!
Anyway, here are the 5 things retailers should know when starting their eCommerce:
1) It’s NOT like running retail shop. It might sound obvious, but you will have to face a paradigm switch. Deal with it.
2) Since it’s not like running a retail shop, you need to warm it up! Use a warm and reassuring communication style. Invest in communication!
3) Reduce noise. Make sure your customers can make their way to the product page without too many clicks. Put a nice and functional search box (make sure it works, please!) and a clear and semantically logical category tree.
4) Once they are in the product page, please, give them all the information they might ask! Use SEO product descriptions (so, again, cake is not a colour), suggest pairings.If you want to make them feel less lonely and reassured about the product, insert product reviews. As we know, they work as virtual plazas, warm up the atmosphere and reduce the time your customers need to decide to buy. Which is good (so why aren’t you doing this NOW?).
5) Once they got to the checkout page make it smooth and quick. Breadcrumb on the top, no more data than those strictly needed, clear navigation, no distraction. The only “distracting” element can be the customer service phone well displayed on the top of the page: your customers will feel reassured and will checkout in less time.