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.

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, color, and so on.
• The product is recognizable.
• 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.

Research the competition as you develop a compelling price point. The Match Low Price feature on the Manage Inventory tool helps you easily matches the current lowest prices for the listings you offer.

Offering free shipping can significantly increase your sales. You can offer free shipping using the Mange Promotion feature (for Pro-merchants only).

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.

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.
• 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:

• Made in Japan
• 100% waterproof
• 100% breathable
• Available in khaki, yellow, or green

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.