Impressions - August 2015 - 39

A good product description
that focuses on the information of
most interest to the customer is the
ultimate goal.

LESS IS MORE
There is a lot of information at the
product level, and part of the curating
process is taking the time to consider the
products you are recommending and the
reason for which you are doing so. Variables include the brand/manufacturer,
cut/fit, color, sizes and fabric attributes
(content, quality, ink/process capability,
etc.). Answering these questions in your
product descriptions can make your company stand out.
The average consumer probably doesn't
know the difference between ring-spun and
open-ended yarn. This is extraneous information that's as apt to impede a sale as it is
to promote it. In general, it's wise to adhere
to the old adage about keeping things simple. Only provide the answers to the questions your target audience is likely to ask.
For example, having a photo of "Justin"
holding up a shirt with a quote about
why he prefers it can create a distinctive,
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personal connection with your company
and differentiate it. Depending on the
software you're using, you may be able to
fine-tune your product descriptions by
tracking cart feedback. This is where
consumers comment on their shopping
experiences. This can tell you what customers want to know more about and
even why they're purchasing - or not.
The customer's ability to find a curated
collection also is an important consideration. Keyword search ability is critical.
Consumers expect to enter a keyword and
find relevant designs, clip art, etc., on your
website, just like they do when using an
Internet search engine. This requires intelligent category and subcategory structuring.
It all comes down to metadata. A search engine sees your website, SKUs, colors, prices,
and company and domain name. This is the
same information you have as part of your
search SKU. Your content management
system and e-commerce software need to
respond to relevant keywords.
If a consumer is searching for something, show him all the relevant results.
Depending on the filtering system, these
results can then be narrowed from matching garments or products to matching
designs, clip art, etc., and further filters
can be provided for an even narrower focus. However, if you offer too many search
controls, you may be more likely to lose
a customer.
In today's fast-paced environment, an
online or digital catalog really is the only
practical way to keep up. With the growing number of people using mobile devices,
viewing products online has become comfortable and familiar. By taking advantage of
all the tools that technology and software
now offer, you can ensure you are maximizing every sales opportunity by presenting
customers with exactly what they want.
J.P. Hunt is one of the founders of InkSoft,
which offers a comprehensive business suite
including an online designer, e-commerce
platform and other business tools. He also
is the vice president of sales and marketing.
For more information or to comment on this
article, email Hunt at jphunt@inksoft.com or
visit www.inksoft.com.
August 2015 | Impressions

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Impressions - August 2015

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