In the era of consumer 2.0 or the digital client , this description becomes fundamental and must be carried out in detail following the rules that we will see in this article.
What should product sheets be like for customers?
Buying online means that the product cannot be seen, touched or heard by the customer. With this in mind, it is logical that the descriptions on product sheets designed for customers must be able to perfectly describe the product.
In this way, you can “replace” the information that the customer cannot obtain because they are not physically present in a store.
In this list you will find the main characteristics that product sheets must have, in order to present them correctly, and increase sales.
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1. Custom writing
The first rule is to create a product description with your target audience's mindset in mind, knowing their communication style and their most common words.
You've either done some research or stored your buyers' data with customer service software . The buyer's personality should be considered, as well as the identity of the company.
You need to consider the needs of your audience. A product sheet, for example, about an energy drink should consider the context in which the customer drinks it and why. You need to address the pain points and objectives of the customer segment.
2. Go beyond the customer-focused product data sheet
While product or service specifications on the online platform are necessary, you must be able to convince the customer to make the purchase. For this, you can consider telling a story or selling an experience.
Selling an experience must have inspiring elements. You can take ideas from what inspired you to create the product, and the benefits it will bring to the customer.
3. Get to the point
Anything that is not justified or does not provide valuable content should be ignored. It is better to be specific and not confuse the client with unnecessary data or imprecise language.
4. Detail the characteristics and positive aspects
Always remember that you must make up for the physical deficiency of the client, who cannot see the product with his own eyes. Describe all the details that are necessary for the client to be able to visualize the product.
5. Optimize customer-focused product listings for SEO
SEO is the digital showcase, it is the display where your product or service is shown, and you will undoubtedly want it to be in a privileged place.
Optimizing for SEO means writing product sheets with customers in mind, taking into account Google searches. By using keywords in your description, Google will position you better when the customer searches for that type of product.
Using SEO optimization it is easier to find content online.
6. Facilitate reviews and opinions
Today, purchasing criteria have changed and the opinion of other customers who have purchased the product is essential for potential customers .
By including product reviews on the same page, you make research easier for the customer and save them time. This will make them have a better shopping experience.
Remember that reviews should be easy to find on the product page. Don't forget to include things like positive ratings, awards, or valid reviews.
7. Use a nice, easy-to-read layout
If the customer encounters a disorganized, dense, blocky text, they are unlikely to read it.
To avoid this, it is essential to create a modern and diverse design, with the strategic use of images and multimedia content, to make it easier to digest.
8. Use multimedia content
Today, images have become more powerful than ever. Not including images of the product is a sentence of failure. Images should highlight the product and its features, without distracting to anything else.
Typical white background images are effective for this, although you shouldn't rule out using scenes with characters using the product if it will help the customer.
For certain types of products, with different functions, you can also include graphics or videos.
9. Be transparent about price, shipping, availability and returns management
Pricing should be transparent, and customers should not be surprised when they see their credit card statement.
Discounts should be clearly explained, as should installment plans and stock. They should be clear, easy to find and legible for all your audience.
For online sales, shipping and logistics management must be clear and honest regarding shipping dates and methods.
10. Monitor product sheets designed for customers
If you have implemented different strategies in writing your product sheets with customers in mind, it is best to analyze which ones have had the best performance.
Bounce rates and conversion rates can be useful metrics to monitor. Once you find out which wordings perform best, replicate them.
To do this, it is essential to have sales software that can automatically access data about sales and product reviews.
Product sheet: example
Now we will see some real examples of technical sheets that meet some of the aspects we mentioned.
- Product sheet: example of relevant information
Some online marketing platforms offer pre-made templates so that you can't forget any important aspect of the product listing. This example of a mobile phone listing is useful to illustrate what it's all about.
Easily reveal product value, availability, shipping, payment plans, and basic features.
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