There are competing viewpoints on what makes a great digital listing. eCommerce trends from two to three years ago are not applicable today, especially when considering how the online shopping experience has transformed during the pandemic. Here are two key things to consider when creating product listings in 2022.
Images are everything. Infographics are not optional. Redundancy is awesome!
You must have a clear primary image for each product, but what else do you need beyond that?
Many customers never read the bullet points or product description on a listing. If you have something important to say in the product text, make sure you also have infographics that clearly deliver those same key points to the customer. All the essential information from the bullet points and product descriptions should be simple, easy-to-read infographics. Let customers decide how they will consume your product information.
It is also important to include pictures showing multiple angles of a product and its packaging. If you’re selling consumables, be sure to have a clear, zoomable view of ingredients, health, and nutrition information.
Finally, including lifestyle images helps customers connect with your product listing. But not all lifestyle images are created equal! Whenever possible, lifestyle shots should feature real people using your product. It isn’t enough to take the product and set it on a table with a pretty background setting. People are the key to making that human connection with the customer.
Mobile Optimization = Clear and Concise Titles!
In 2016, mCommerce (purchases made with a mobile device) made up 52% of all eCommerce. By the end of 2021, the mCommerce share rose to 73% of all eCommerce transactions.
When most customers were shopping on desktop computers, it was acceptable to have longer titles that included a list of features and other differentiators. Conversely, long titles are truncated on mobile devices, requiring customers to expand the title or click onto the product page to see the full text. Limited descriptions are problematic if you must include essential info such as size, count, color, or flavor at the end of the title.
Product titles should be clear and concise, including only the brand name, product name, and other vital descriptors such as count, size, color, flavor, or scent. If you must include more information in the title, ensure you use key descriptors before tacking on any additional terms. If a customer can’t understand the basics of what you’re selling without expanding and reading a long product title, you’ve already lost the battle.
Some believe that including additional terms in product titles helps increase the search relevancy. But studies have shown that the location of a keyword (title, bullet points, description) doesn’t matter.
In conclusion, this post-pandemic world must focus on a user’s mobile experience, including descriptive infographics, clear photos, and the concise title’s on your listing than your desktop experience.