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This article applies to selling in: Canada

Improve product details

After a customer finds your product through searching or browsing, you need to present them with a compelling offer on the product detail page. An effective product detail page entices customers to buy your products.

Inspiring product images

Effective product images stimulate a customer's imagination and inspire them to buy your product. Evaluate your image quality based on these guidelines:

  • The image matches the product description in size, colour and so on.
  • The product is recognizable.
  • The image is a photo and not a drawing.
  • The photo is taken at a flattering angle.
  • The product is focused and well lit.
  • Close-up shots are not obscured by highlights or shadows.
  • The product occupies at least 80% of the image area.
  • The entire product is depicted in the image.
  • Backgrounds are simple and clean so as not to distract from the product.

In addition to providing quality product images, provide as many different images as possible. Many product categories allow for the inclusion of swatch images and alternate images.

Compelling price research

Research the competition as you develop a compelling price point and don't forget to take shipping costs into account as well.

Offering free shipping can significantly increase your sales. Amazon typically offers free shipping on all orders over CAN$25. In particular, think about inexpensive items. A US$5 shipping charge on US$5-10 worth of merchandise is not very compelling.

Clearly communicate your shipping policy. This includes both charges and delivery times. Use the Your Info & Policies feature to add to the information you provide in your Shipping Settings.

Clear and concise bullet points

Testing shows that well-crafted bullet points increase sales. Customers rely on them to understand key product features as they highlight important or distinguishing facts about your product.

Use the following guidelines as you craft your bullet points:

  • Highlight the five key features you want customers to consider, such as dimensions, age appropriateness, ideal conditions for the product, skill level, contents, country of origin and so on.
  • Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your products.
  • Reiterate important information from the title and description.
  • Begin each bullet point with a capital letter.
  • Write with sentence fragments and do not include ending punctuation.
  • Do not include promotional and pricing information.

The bulleted list below follows these guidelines in describing a set of rain gear:

  • Drawstring adjustable hood & snap adjustable cuffs
  • 100% waterproof
  • 100% breathable
  • Available in khaki, yellow or green

Imaginative product descriptions

As you describe your product, you might want to include some key features listed in your bullet points. However, go beyond a simple to-the-point description. Well-written product descriptions help the customer imagine the experience of owning or handling your product. Put yourself in your customers' shoes: what would they want to feel, touch, think, want? Incorporating information about the feel, usage and benefits of your product can fire the customer's imagination. This is as close as you can come to creating an in-store experience.

Avoid overly simplistic descriptions such as these:

Example #1:

A rugged microphone for sound professionals.

Example #2:

Washable canvas pants with faux suede trim on the back.

Examples of solid, compelling descriptions:

Example #1

In the tradition of the SM58®, the Beta 58A dynamic microphone has become a top choice among vocalists and touring sound professionals. The Shure Beta 58A is a high-output supercardioid dynamic vocal microphone designed for professional sound reinforcement and project studio recording. It maintains a true supercardioid pattern throughout its frequency range. This insures high gain-before-feedback, maximum isolation from other sound sources and minimum off-axis tone coloration. The Beta 58A has a shaped frequency response that is ideal for close-up vocals. The superb performance of this microphone is not affected by rough handling because the rugged construction, proven shock mount system and hardened steel mesh grille help protect it from damage. Typical applications for the Beta 58A include lead vocals, backup vocals and speech.

Example #2:

Cut for active wear, these pure cotton canvas pants might be the most durable and comfortable trousers you'll ever wear. Washable faux suede trim on back pockets and D-ring add durability and extended wear. Available in brown, green, khaki or stone. Washable. Imported.


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