ENTRE

GOMEZ, NYCOLE FHATE
STEM 12 WEEK 1 ENTRE.

QUIZ #1
1. Know your audience

First and foremost, you can’t appeal to your audience unless you understand them. Focus
on the buyer persona of your ideal customer and sell to them, rather than trying to please
everybody.
 Who is your ideal customer? What are they looking for in a product? What’s important to
them? What isn’t it?
 This description speaks directly to their ideal customer. The casual tone
is consistent with the overall image of their brand, which is hip,
friendly, and socially-conscious. It’s important to let the “personality”
of your company shine through in product descriptions.
2. Paint a picture
The best way to present the benefits of a product is to use descriptive and vivid language
to paint a picture in the customer’s mind.
 A picture may be worth a thousand words, but you should use vivid,
descriptive language in your product descriptions to create imagery,
too. Research shows that 88% of shoppers characterize detailed product
content as being extremely important.
3. Leverage social proof

Social proof gives your products and business added credibility: 55% of shoppers say that
online reviews influence their buying decision, while 72% of buyers will take action only
after reading a positive review.
 If potential buyers are on the fence about whether or not to purchase your
product, showing reviews from other customers can be the difference between
them submitting an order or abandoning their cart. In fact, 72% of buyers will
only take action after reading a positive review.
 Customer reviews are a great way to show social proof and let someone else’s
word help do social commerce for you, but they’re not the only way. Many
clothing retailers, for example, ask customers to share photos of themselves
wearing the clothes in their daily lives. Like the point above, this helps
customers imagine wearing or using the product in their daily lives.
 Some retailers also share purchase stats about a certain product, with messages
such as “Over 1,000 sold!” or “Viewed by 65 shoppers today.” The latter also
adds a sense of urgency; since many people are interested in an item, there’s an
increased chance that it may sell out soon.
4. Format strategically
Reading on screens has altered the way people consume written content. As mentioned
above, shoppers’ attention is a scarce resource, and you need to make the most of the
time you have with a potential customer especially because people only read 16% of the
content on any given web page.
 According to literacy experts, skim reading is the new normal. That is
why it’s so important to make compelling product descriptions easy to
digest.
Here are some formatting tricks to grab and keep shoppers’ attention for better conversion rates:
 Create scan able lists (like this one!) with bullet points
 Use high-quality, eye-catching product photos
 Add power words to your product titles, headings, and subheadings to break up blocks of
text
 Make use of short paragraphs for effective product descriptions
 Increase your font size for easier reading
 Include plenty of white space
 Place lengthy technical details behind a cut or in a different tab
5. Have high-quality product images

According to Baymard, 56% of users’ first action upon arriving on the product details
page is to explore the images. No matter how great your product description is, if your
product images are blurry, unclear, or unflattering, it’ll be hard to persuade the customer
to make a purchase.
 That is why it’s so important to invest in professional, high-quality product
images. Enable the option to zoom in on any image, and provide as many
different angles of the product as possible. Similarly, show the shopper a photo
of each color or style you offer. If you’re selling clothing, shoes, or accessories,
show what each variation of the product looks like on someone.
 This may sound like you’d end up with too many photo variations, but providing
customers with as much visual information as possible is key to convincing them
to buy especially if they’re only skimming your written descriptions.

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GOMEZ, NYCOLE FHATE

STEM 12 WEEK 1 ENTRE.

1. Know your audience

3. Leverage social proof

5. Have high-quality product images

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