Product images
Although buying online is convenient, it can be a detriment because people can’ t physically pick up and examine the product the way they do in a brick-and-mortar store. People don’ t buy products on the Internet; rather, they buy pictures of products. To overcome the fact that the prospects can’ t hold or touch your product, include as many high-quality images of the product as is necessary to fully convey its features and attributes.
People buy based on what the product looks like, and the more complex or expensive the product is, the more pictures are necessary to successfully show the product.
Image zoom
Give people the ability to zoom in on your product image so that they can get a close look at the product, its texture or features, and how it’ s used. Image zoom can also help overcome doubts potential customers may have because it gives people a chance to examine a product before they put it in their shopping cart.
Product description
Be sure to include a well-written product description that is immediately visible on the page so that prospects can quickly learn about the product’ s features without having to dig through the page for more information. Don’ t skimp on the product description. Describe its unique selling points and how it solves people’ s problems or improves their lives. Aim to create product descriptions with 250 words or more, and include the keywords that you’ re targeting within the description. Including those keywords improves the product’ s search marketing, which we discuss in Chapter 8. Similar to product images, the more complex or expensive a product is, the more detail is required. To improve readability and user experience, organize the product description with headlines, bullets, and step lists.
Product sales video
The product sales video is a great medium to demonstrate the product in use and is an extremely effective tool to make your sales pitch. Products that are expensive or complex do well with a sales video. Also, the product sales video is a fantastic way to overcome objections a potential customer may have. If you do include a sales video, make it easy to find rather than buried at the bottom of the page.
Third-party pitch video
This type of video is also called an endorsement or press video, and it’ s basically a second product sales video. Although not essential, third-party endorsements can significantly increase conversion on a product page. This type of video features someone who’ s not associated with your brand actively recommending your brand and product. This is similar to a celebrity endorsement, although you don’ t need a celebrity for this video to be effective. Third-party pitch videos are often scripted and professionally shot.