Descriptive Merchandise Content Produces Sales

My spouse and I are opening a new enterprise. We’re purchasing a great deal of equipment, and I have spent more time searching on ecommerce sites than I have in a number of years. As a former merchant, I realised those websites themselves nearly as much as I did the goods I had been researching. And I was astonished at the amazing investment some shops have made in unique product material.

I was equally astonished at the lack of information on several others. In nearly every product category, I discovered an exceptionally high quality website that stood above the others, especially for products which are complex and costly. Additionally, I found that the prices for the high-content shops were competitive. That really made my purchasing decisions easier.

Descriptive Merchandise Content

In summary, useful product information — and the lowest price — will usually close the purchase. The types of content that are crucial today include the following.

  • Original product descriptions. Google and everybody else aren’t interested in the descriptive hype from a producer.
  • Great images. An ability to look at several angles, zoom in, pan around.
  • Videos. Instructional videos or testimonials are a compelling way to present your organization’s expertise and in depth product information.
  • Reviews. Customer reviews are crucial.
  • Websites. A fantastic place to provide short product reviews and write-ups.
  • Associated Products. This assists buyers consider options and other accessories that they might want or need with the goods they’re researching.
  • Technical specifications. This usually comes in the manufacturer or provider: Size, height, weight, and performance specifications.
  • Choices. Be clear about what is included in the product and what may cost extra.
  • Competitive products. It can help to bring competitive products together and present what is good, bad, and different about them.
  • Flexible descriptions. Since multichannel selling is so popular, you want to support short and long descriptions, different picture sizes, and long and short key words.

That’s a good deal of content. Merchants who produce all of it understand what an investment it is. But they also understand the return on such investment is significant.

My Shopping Experience

Among the things we want is a high end, automatic coffee machine which could make coffee-shop-caliber espresso beverages, and be as easy to use as an iPhone. I’ve probably visited every U.S. site selling coffee machines and there lots of those. I watched videos on a dozen different machines, read reviews, researched blogs, assessed technical specifications, and then repeated that procedure. These devices cost from $1,000 to $15,000, and I was determined to understand what the differences in price really purchase.

The site where I found the information I was searching for is Whole Latte Love. The site’s home page is similar to a number of others. It’s attractive and contemporary, with many avenues, and many promotions and featured items.

I discovered Whole Latte Love from a movie it posted on YouTube. As it turned out, that is where I found the majority of the competitive websites. After on, I understood it was an unbelievable resource. I seldom left once I landed there. Here are a couple of screenshots of why I enjoyed it so much. Let us begin with a merchandise page.

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This item page shows all the pertinent data in an easy-to-follow method.

As you can see, the material is extremely crisp with a great deal of white space. It is”above the fold” — i.e. at the top portion of the webpage. It features a terrific image, zoom, clear pricing and promotional offer, a call to action, and warranty information.

Now let us look at the rest of the page, just under the fold in the lower section of the item page. It comprises compelling, helpful info.

The first issue is a fantastic video of the solution and how it works. There are numerous other related videos also. The product video describes the procedure for programming it, making coffee, and cleaning it. Whole Latte Love provides these videos for its high-end machines, so shoppers can see the actual differences in maintenance and operation.

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A movie can help establish a product being used.

The”Features” section appears to be original content that describes the machine in useful detail. It’s well written and thought out.

At the peak of the section, notice tabs for”The Buzz,””Blogs,””Specs,””Reviews,””Manuals,” and”Ideal$.” It’s all well packaged and much more info than you may see in many shops — online or brick-and-mortar.

The picture below is”The Buzz.” It is a terrific idea. It contains all of the questions and answers from clients for the respective products. This is the gritty stuff, including,”What product do you really recommend?” and so forth. It’s very valuable content, and a lot of it.

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Knowledgeable feedback to client questions can fill in holes left by your primary copywriting.

Additionally, I found terrific details and data from the”Specs” and”Reviews” This specific machine had over 20 comprehensive reviews from clients. Whole Latte Love clearly seeks testimonials from clients, asking them to review unique aspects of the machines when they’ve used them.

Finally, here is the way the website presents”Related products.” It is a revolutionary concept that includes bundling to spend less, which Whole Latte Love calls”Ideal$.”

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Revenue on bundled items can help up-sell solutions.


Ultimately I Bought the espresso machine from Whole Latte Love. I also found several other great stores, however. I seen many of them looking for a better price. After all, no matter product content, clients — like me — are price sensitive. Be certain that you set your prices accordingly.

In actuality, with almost all the items I was buying — from printers to movie recorders to furniture I found myself wanting to be loyal to the shops that best answered my queries. Videos are getting to be important in the selling process. They’re also a lot more professionally produced than they were a couple of years back.