Create effective product sheets that convert
YZR, a start-up specializing in data standardization, gives us its checklist for creating product sheets that convert.
The product sheet is an essential aspect for any e-commerce site. A simple, readable and exhaustive sheet will send the potential customer positive signals when making a purchase. This optimization is all the more important as consumers are more and more demanding and as competition in e-commerce continues to increase. YZR, data quality specialist, has just posted a checklist with advice for creating impactful and effective product sheets. This guide gives all the key steps to optimize your product sheets and thus improve the customer experience and SEO.
The product sheet: an essential element of an e-commerce site
In November 2022, YZR conducted a study in partnership with the IFOP with 1,000 consumers representative of French buyers, 95% of whom were regular e-commerce buyers. The results of the study demonstrate the importance of optimizing product sheets. In fact, 84% of respondents say they have abandoned a purchase in progress because the information on the product sheet was incorrectly filled in or incomplete. In addition, 46% of respondents say they have selected, among two products, the most expensive one because of the better quality of its descriptive sheet. These data demonstrate the importance of trust at the time of purchase, of which the product sheet is a key factor.
In addition, a bad product sheet can have consequences after the act of purchase: 40% of consumers questioned indicated that they had returned a product after receipt, because it did not conform to the description given.
Thus, YZR details the advantages of a high-performance product sheet for your site:
It increases your conversion rate,
It can help reduce the number of returned parcels,
It improves the customer experience.
The key steps to optimize your product sheets
In its guide, YZR offers you some key steps to follow to optimize your product sheets. Here are 5 key points:
Create a catchy title: the title is the element that appears first to the consumer. It should be short (70 characters maximum), clearly indicate the name of the product and start with the main keywords. Finally, make sure that the selected title is unique on the site.
Write an effective description: the description must present the essential information, while remaining succinct (one sentence is enough). It must highlight 2 or 3 key words and highlight the elements that make the product specific.
Find the right visual: on the product sheet, the visual must be placed at the top left. The image must be of good quality and in the right format: between 200×200 pixels and 800×800 pixels. The file name must be relevant and consistent with the product.
Set up the price and the “add to cart” icon: this step will have a significant impact on the consumer’s act of purchase. For the customer's navigation to be smooth, be sure to indicate the price and the "add to cart" button near the title. Availability and delivery information should also be easily accessible.
Highlight customer reviews: customer reviews are useful for providing feedback on the product. They should be filled in close to the price, with a readable text size. For a nicer layout, it is advisable to add some form elements: star rating, short quote, ordered product options, etc.
To discover the 5 other YZR recommended steps, you can download the checklist on the link below. You'll learn about common errors in listings and how you can fix them.
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