Rightly said by father of advertising-David Ogilvy “You now have to decide what ‘image’ you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place”
Just like the outer packaging of a product defines its character, we at MyBabyCart too believe that any item when presented in an appropriate manner instruments in making a right impression on the consumers, thereby helping in its marketing. We all know that when people buy online they can’t physically see or feel it, so it’s the products’ whole perception, based on its representation and interpretation, which helps in converting its prospects into sale. A proper advertisement of the goods gives both a momentum to your sales and helps the customer in making right purchasing decision. Here’s a rundown on how to achieve the same:
Step 1) Name your product aptly and correctly: In order to woo your customer into buying your commodity, the foremost requirement is to define it with an expressive name. Imagine a scenario where a mother who wants to buy an outfit for her daughter and is looking for it on a website. Which one do you think will catch her attention? A dress under a plain title “frock” or the same dress presented with an attractive name like “Head2Toe Organza Frock with Vest” or “Princess Cart Corduroy Printed with Grosgrain Belt Frock”. Obviously her choice will oscillate towards the latter ones. As rightly said “A person is known by his name”, in the similar vein the whole personality of your creation or a product is reflected by the name given to it. Here are some pointers for an expressive product name :
1.1) Use Brand Name – To pull in more traffic always include the name of the brand before labelling it like “Kidcetra Tutu Party Dress with Petals in Hot Pink” because in a long run people will not only start identifying your stuff through the brand name but it will also help in giving distinction to your product from other sellers.
1.2) Use Product’s Prominent Feature – Along with Brand name & product type adding the product’s key selling point/feature in Name can do wonders. For eg. if a dress is a party wear add ‘Party’ in the name, or if a toy is an educational toy add ‘Educational’ in the name or if a hair accessory has an ethnic look use ‘Ethnic’ in the name.
1.3) Limit the name to 50-60 characters – Add details in the product description rather than putting everything in the name. For example it’s better to say ” Gini and Jony Gathered Dress with Floral Print ” rather than “Dress with Floral Print in Half Sleeves by Gini and Jony; by arranging the words properly you increase your chances to show your entire range when the visitor searches for it ( in search box) by the item’s first name.
Step 2) Have your way with words when describing the product: We all know that online shopping is not tangible, so which one do you think will help in making choice for the same mother when buying a dress for her little one? A frock described as a “party frock for your daughter” or “party frock in silk material with cotton lining festooned with crochet flowers at the hemline, appropriate for 3-4 year girl and available in three colours”. No guessing that the second information will make an impression on her which might entice her into buying it. Similarly if it’s a book you are selling , instead of a one-liner like “ an animal book” , it will help the customer if through your description they can know whether the kid will learn about domestic animals , wild ones or will he explore the zoo animals in it. Plus, the number of pages it contains, illustrations used or if it’s soft-bound or not.
2.1) Include Products Key features : Though these are small details but if the products’ USP (unique selling point) is highlighted in captivating language it makes an impression, thereby helping the buyer to make an informed decision. As people can’t see, touch, try or wear a product, it make sense if in a well-communicated description , the contents (if it’s a set, what items is a part of it) and all key attributes are added . You can check out the following pointers:
For Clothes – A potential customer would like to know about
- fabric : cotton, silk, polyester etc. and if blended, then the percentage of each material
- print : ladybug or solid print overall
- pattern : sleeveless t-shirt with envelope neck, A line dress
- colour : as the real colour might differ than the picture , do write it. e.g. deep red, soft pink, navy blue etc.
- intended use : casual/party/formal/semiformal
- wash care : e.g. machine-washable, hand-wash or dry-clean
- size chart : provide size chart wherever applicable. This can reduce the returns because of the size issues.
For Toys – Adults, while buying toys for children would find it easy to make purchase if the details like its
- prime usage /feature : kid-friendly blocks in plastic material which enhances creativity and logic, toy comes with easy-to-carry bag
- dimensions of both product and packaging : 25x 10x 20 cms
- how it functions : battery operated or self-powered
- assembly instructions, if any, is mentioned in a detailed manner.
For Accessories- Females at every age, right from childhood to adulthood, loves getting decked up with add-ons like jewellery, hair accessory and footwear etc. Other than the beautiful images of the accessories, it will help a buyer if you describe the
- style : For hair accesories knitted flower/studded / stick-on/ bow-accent/tic-tac hair clip etc.; for jewellery button earring/ethnic earing/choker set/ cute kids necklace etc.; for shoesbaby crochet booties/ gold sandals with pink flower/ boys sneakers etc.
- material : handmade hair bobble with large elastic band /beaded jewellery made of soft wood and plastic coated/ pendant set in blue stone/ metal bangles/ leather shoes/cotton booties with Velcro straps etc
- colour ( any one colour or multi-coloured) . Other accessories like sunglasses, bags, watches, caps, belts etc., too should be made as real and alive as possible through your explanation. It will not only make it easy for customers but will also further your sales.
2.2) The description of atleast 300 characters can provide a good insight about your product to the customer.
2.3) Adding Videos (if available) can be an added advantage. Customer can get a fair idea on how to use a product. For eg – first time mothers may not know how to use baby carriers. A video in such case can convince the customer in buying your product.
Step 3) Add a clear and eye-catching picture which catches the attention: One needs to understand that in virtual world it’s the photograph, which if appeals to the senses, becomes a means to communicate with the customer, thereby helping in selling the wares. As the saying goes “A picture is worth a thousand words”, the seller should strive to post a shot of his stuff which should be self-explanatory, clear and straightforward. Once I ordered a pair of earrings from a website but to my dismay they turned out quite small as compared to what was shown on the website. This error might turn off the potential customer, like me, an ardent fan of artificial jewellery, who doesn’t order from that website anymore! Now I make sure that the website has posted its picture with a model or a dummy wearing it to get a fair idea of size. So to achieve the best results for your pictures the following guidelines should be followed:
3.1) Image should be clicked on plain white background, whether it’s a basic white chart or a wall, however contrast it with some dark colour if the item is has lighter tones. To avoid distraction, don’t use wrinkled or printed table-cloth as background. Also make sure to remove all the unwanted clutter from the main frame.
3.2) Snap pictures according to the features listed in your description. Show the front, back, top, bottom and sideways of the item (works great with shoes) so that the potential buyer get a fair idea by viewing it from different angles.
3.3) High Resolution Images give better view of the product. Customer can zoom the areas and will be able to view the design, or embroidery and can perceive the product better. The size of each image can be up to 2 MB.
3.4) There should not be any shadow seen on the image. Click the product in proper light to get a good quality. Try taking the right click during afternoons or outdoors when there is ample natural light.
3.5) There should not be any watermark or logos over the image. In case you want to put your brand name on the image, the same shall not obstruct the view of the product. You can use bottom right corner for the same.
3.6) Provide more than one picture. A close-up shot showing details is just in case its jewellery ( you can also take a shot with a coin or a ruler, as some sellers do, to get an idea of size) , somebody wearing them (either a model or mannequin) if its clothes ( iron them smooth to remove all wrinkles before clicking) , spreading it on bed if its bed sheet, a child playing with it if it’s a toy, sticking it on wall if its wall-decal, are all examples of good photography and besides adding humane touch , it will also add variety to the main shot.
3.7) To get a got shot at one go, the camera should be steady, so place it on a table/chair or use a tripod.
Step 4) Appropriate Pricing : Customers can be wooed with correct product pricing and providing discounts. While deciding the product price look how similar products are priced in the market.
Step 5) Reach Target Audience :
5.1) Choose Right Product Category - Always list the product in the relevant category and subcategory which describes it’s class. If done correctly, navigation for the product becomes easy on the website and product will be showcased in the most relevant categories increasing the chances of its sale. For eg for toys select if its a Doll or an educational aid or a puzzle; for clothes whether its a frock or ethnic wear or top or bottom.
5.2) Define Gender- if it’s meant for Female/Male or Unisex.
5.3) Min and Max Age-group - from what ages till when can the product be used.
Other mandatory areas which a seller should keep in mind to add are as follows:
Step 6) Weight: The weight information is used by the courier so it is important to put the right weight of the product to avoid random charges for the shipment.
Step 7) Quantity: if the stocks are readily available or have to be ordered beforehand if its custom – made.
Step 8) Brand: mention the brand name like Fisher-price, Chicco. In case you yourself is a manufacturer, i.e., the product is made by you then don’t forget to mention your name as you are a brand in yourself.
So that’s it! If done correctly and aesthetically, the above given tips and tricks will definitely help in improving the e-commerce of an online vendor.