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Every eCommerce business wants to increase traffic and sales. But it can be challenging to hit your goals with so many competitors out there. Consumers are buying more online now than they ever have before. This makes having an online business profitable and smart — and increases the importance of an online listing.
So how can you stay ahead and generate more traffic to your site and boost your sales? Start by taking a close look at your online listings. Are your product listings as effective and savvy as they could be? Will buyers be drawn to your site only to click away by listings that don’t measure up?
Online listings play a big role in driving traffic and increasing sales. Headlines, descriptions, and the words in the content of your listings can influence buyers to choose your product over another.
Implement these tips into your marketing strategy and start writing listings that sell your products using just the right words.
1. The Psychology Behind Buyer Personas
Consumers think and behave in specific ways when shopping online. Great online listings start by having a good understanding of who your buyers are and what motivates them to make a purchase. Understanding how consumers make buying decisions can help you write listings that encourage them to buy:
Consumers Buy With Emotion
Emotions are a strong motivating tool that can be used in your listings. Consumers make buying decisions based on how they’re feeling. Listings can capitalize on emotion by appealing to a buyer’s positive feelings.
People want to feel good about themselves – if your product can fulfill that need, consumers will purchase what you’re selling. Use words in your online listing that arouse these positive and happy feelings.
Establish Credibility With Facts
Consumers are more trusting when they think they’re getting accurate information from an authority. You can build trust by presenting facts in listings about your product. Include any documentation or supporting data that highlights the value of what you’re selling.
Predict Consumer Needs
Buyers are looking for a product that addresses a concern or that would be nice to have. When you can predict their needs, you can write listings that exceed their expectations and provide added value to your product. Showcase elements in listings that leave no doubt your product is something a buyer can’t do without.
Use Pricing Strategy
Price is important to consumers. They want to know they’re getting the best deal when buying your products. Though, if your product is luxury, it should be priced that way. Use these pricing tactics to convince consumers to buy:
- Charm pricing – Use a specific price that ends in a “9”, such as $29.99 instead of $30.00. The logic that consumers use when shopping has them mentally round $29.99 down and make them more likely to buy.
- Prestige pricing – People who are looking into luxury products want the “prestige” that goes along with that. For these luxe products, avoid flashy sales or ending your price in “9,” instead end prices in “0.”
- Make deals easy to see – Pricing logic also dictates that consumers are quicker to make a purchase when they think they’re getting a deal. Use visual cues, such as different and larger font, to showcase new prices so they can’t be missed.
2. Successful Online Listing Strategies
Selling your products online means you need to utilize specific marketing tactics not only to drive traffic to your site but also to get people to read through your product listings and be convinced to buy from you.
Successful eCommerce marketing happens when you use these strategies to write winning online listings:
The headline of your online listing is the first thing online shoppers are going to see. You only have a few seconds to make an impact with a headline that jumps out and catches their attention.
Here’s how to make the most of your headlines:
- Create a complimentary title that’s between 40 and 80 characters.
- Avoid using filler and fluffy words that have no meaning.
- Don’t use unnecessary punctuation.
- Keep it direct and simple.
- Provide useful information.
Product Descriptions With Impact
In eCommerce, a product description can be your success or it can be what pushes traffic away from your business. You need to write descriptions that do more than just describe your product. They need to convey a style that convinces people to buy:
- Sell the top features and benefits. What are the top-selling points of your product?
- Use bullet points when possible to condense product information and make it easy to read. When reading online, buyers typically scan through listings – make sure keywords stand out. Descriptions need to be over 160 characters – any less and there’s not enough credible information for buyers to make a decision.
Use Adjectives to Dress Up Listings
Include adjectives in your listings – these powerful words can dress up your product and make it more exciting and appealing to buyers. Use adjectives that are descriptive without being a cliché.
Statements such as “best product on the market” are overused and buyers scan right over these words. Instead, use adjectives to describe your product as “state-of-the-art and cost-effective.”
Make Listings Visual
Images and videos inspire even more confidence in consumers. A good product image can help buyers make a decision to purchase your product. It shows them exactly what they can expect by giving them a virtual feeling about what you’re selling.
As they browse through other listings, your product with a clear, high-quality image is going to stand out and draw more attention.
Post At The Right Time
It’s not just enough to write great listings – you also need to know when it’s the best time to post online so you can increase your views. Online shoppers browse for products at all hours of the day and night.
But certain times of the day and week are better than others. If posting on weekdays, do so after 5 p.m. when most people have finished their workday. Or post on weekends when shoppers have more time to browse.
3. Write Listings That Are Easy To Read
Don’t make the mistake of using a difficult-to-read font and clashing colors in your listings. Online shoppers want listings that are easy to read so they can quickly get to the point of why they’re reading – to buy or not to buy.
There are some hard and fast rules for the best designs for product listing pages, including the best style of font size and style to use:
- Keep your online listing professional and highlight your brand with minimal use of color. Adding too much color to your listings makes them confusing and harsh to the eye. When used properly, colors are very effective in conveying emotions.
- Leave enough white space. It’s difficult to read text that spans across the entire width of the screen. Include white space between paragraphs and around images so readers can separate what they’re looking at.
- Sans serif font is best for online reading because they have less detail.
- Choose readable font such as Arial and Verdana – both are easy for the eye to scan through quickly.
- Use the right size of font. 16 – 20 point font is ideal for headlines, making them stand out without being too imposing. 10 – 14 point font is best for the content of your listings as it’s easy to read on any device.
The language and words you use have the potential to take your listings from mediocre to fantastic. And it’s fantastic listings that are going to drive more traffic and sales to your business. Use the tips here to write listings that build a connection with consumers, showing them exactly why they can’t do without your products.
What are your favorite or most effective listing tactics? Is there an aspect that you don’t feel as confident in? Let’s chat in the comments below!
Kiana is a content creator with a passion for writing and all things creative. She loves exploring a diverse collection of topics including business, marketing, cybersecurity and everything in between! Check out a recent piece about career restarts that she helped create for ForSaleByOwner. When she’s not writing you can find her traveling, going for runs along the San Diego coastline and performing music.