Effective Product Detail in Your Online Store Catalog - dummies

Effective Product Detail in Your Online Store Catalog

By Jan Zimmerman

Online shopping in your business website constrains the user to sight and sound at best. You must overcome those constraints on product detail pages that contain text, photography, 3D, or virtual reality.

Product photography is critical to a sales site. Close-ups are essential, sometimes from multiple angles. Complex equipment or items, such as sculpture, that visitors need to see from more than one side, benefit from 3D, virtual reality, or video. If you can’t hire a professional, at least

  • Check out tips for tabletop photography at Table Top Studio Product Photography Tips or Still Life Tabletop Photography by PictureCorrect.

  • Buy a decent digital camera.

  • Set up a simple tabletop studio with two lights at a 45-degree angle from above the product and a solid-color background.

  • Use a tripod.

  • Crop and maximize the appearance of your photos by using Photoshop or similar software.

  • If you’re selling gift items, display how the wrapped package will look when received, complete with bow.

  • Photograph packaged sets of goods priced as one basket or kit.

  • When possible, picture people using or modeling your products. The added interest factor increases sales. Hats in the Belfry incorporates people as models on its site, as shown in the following illustration, as well as multiple photographic views of products.

    [Credit: Courtesy of Hats in the Belfry]
    Credit: Courtesy of Hats in the Belfry

You enter the filenames for photos in your product database, along with product descriptions. Write sparkling copy, offering benefits and distinguishing which products are best for which applications. In other words, anticipate answers to questions that customers might ask.

Include text information about warranties, service, technical support, and other specifications according to the product. If your products are available in different colors, display color swatches on the detail page. Color choice isn’t a trivial matter. Different manufacturers have different color palettes — it isn’t easy being green!