Lesson 3: Prepare your products

When assembling your online store, it’s no mystery that the most crucial aspect is presenting the products themselves. The two main elements we need to consider are the product descriptions and photography.

Good photography is essential for eCommerce success

Photography is key to selling your product and services online. You need to incorporate two main photography styles into your online store: in-context photography and product-only photography.

 93% of consumers consider images essential in purchasing decisions.

In-context photography like the example above shows the product in use by someone who the customer could visualize being. It creates an emotional bond and tells a story of the customer and the product.

Product only photography differs by focusing less on the product’s story and more on its features. These shots (like the one above) boost your products’ appeal by showing all the angles and using a white background or a background that complements the product’s design.

TIPS FOR CAPTURING GREAT PHOTOS

• Control the background and lighting
• Use a ring or LED light
• Use a tripod
• Focus on the details
• Avoid too many products in a single shot
• Touch up your photos using an editor tool such as Pixlr, PicMonkey, GIMP, or Clipping Magic

Pair your product images with compelling product descriptions

When writing product descriptions that sell, there are two main rules to follow. First, make sure you address your buyer directly and personally, and second, highlight the benefits to sell the experience. For example:

• “Stand out this summer with a bohemian style beach dress!”
• “Look and feel fabulous with our Italian style lace patterns. Genuine hand-sewn construction for durable comfort at the beach or out and about town!”

The presentation of the products in photography and language is one aspect of selling a product or service to your customer. In the next lesson, you’ll determine how to price your products so that you’re both competitive and profitable.