When you go to a mall or are walking past a street store, what usually catches your attention and makes you go inside the store to get a product is how they’re showing it at their storefront. When we’re talking about online shopping, we don’t work with physical storefronts as we’re working with online digital stores, not physical ones. In digital business, we have a home page, category pages, product pages, and checkout pages instead, that you should add valuable information.
One of the most important pages is the product page, because it contains your main asset, your product. On this page, the user will be informed about the details of the product, its appearance, size, dimensions, possible discounts, technical specifications, guarantees, etc. Therefore, to ensure the success of your store and the sale of your products, you should do your most when creating the product or optimizing it afterwards as all the details will be game changing when it comes to picking between your product or a product from your competitor.
Twoosk Marketplace was specially developed for telecom professionals. Here each element meets the technical needs of those who work in Telecom. From the seller’s point of view, it’s essential to create an appealing and interesting store, with products and information that catch the buyers’ attention and that responds to their purchase needs. In this article, I will cover in more details how to optimize product pages, helping you to create complete, relevant, and distinguishable products that catch the attention of professional buyers at Twoosk Marketplace.
Title
If you want to know how to optimize your product pages, you should start with the product name. It should be prominent, easily to understand, include the main characteristics of the product and the relevant keywords, to give an understandable first message of what the product is. Make sure the title doesn’t contain commas, strange characters, or too much information that could be detailed in the product description.
Before moving on to the next element, I would like to reinforce the importance of using keywords in product titles. Keywords are terms that users use to search for information, in this case, keywords refer to terms used to search for products in the Marketplace. In B2B, the research often happens by manufacturer’s reference or brand, or even some technical specification of the product.
Let’s see this example. If the user is looking for a fiber optic cable for a project, he or she knows exactly what cable they need, so, usually the search is done as follows: number of fibers + type of fiber + applicability of the cable. Visually it would be something like this “48FO G.652.D Underground Fiber Cable”.
In our Marketplace, when you create a product, you’ll see a name suggestion according to the category it belongs to and technical specifications. But keep in mind that each category of product is unique, and the way of searching may differ a bit from market to market. Also, the use of the suggested name is optional, because every seller knows his product better than anyone else.
Visual Context
Overall, images are very important for a product page, as they’re going to work as the visual representation of your product. Online, users don’t have access to the physical product so they can’t observe it in their hands.
To try to communicate as much visual details of your product to the consumer, you need to pay attention to the quality of the images. Keep the image clean and appealing, in high resolution but not too heavy so it can be loaded quickly. At Twoosk, you can load up to 10 images in JPEG or PNG. We recommend that the 1st product image is in white background, without any text or promotional overlay, as the 1st image could be used in third party campaigns to boost your shop.
Besides worrying about the quality of the images itself, it’s also important to include images or videos that show all the important angles and details of your product. You should even consider having videos or images showing the product in use, so the user can understand the actual sizes of the product.
Description
At description it’s important to include as much information as possible, especially in B2B, as its consumers usually do thoughtful purchases, not impulsive ones. A good description should help them make informed decisions when looking for a product, by including comprehensive and accurate information of the product. Show your customers you are an expert on the products you sell!
At Twoosk, the product description is dived into four tabs:
- Description – use this tab to generally describe the product. For example, contextualize the product in the market and highlight its advantages and unique features.
- Application – use this tab to list the product applications in the industry.
- Characteristics – use this tab to list the main technical features of the product.
- Construction – use this tab to list details features about the product construction.
- What’s In The Box? – if you sell a pack, describe here all the components inside the box.
Although not mandatory, completing this information is highly recommended. Not just because you are increasing the chances of a buyer to choose your offer, but also because your product will attract more traffic from search engines such as Google. It might also be interesting to add information about the manufacturer and the main benefits of using the product.
Even though English is used as the main language for international ecommerce, it’s very important to include translations for all the content regarding a product. Check more at our Help Center how to create a good product description.
Technical Documents
In the telecommunication industry, as a very technical industry, datasheets are very important to include in the product pages, as they’ll have all the information the customer might need to find out if a product is the right fit for their technical needs. The datasheet of a product works as a “passport” for the product, being a source of all the relevant information to make a decision. It should include product characteristics such as a summary of the product, how it performs and its construction information such as the material used to build it. All this should be accurate and up to date with the manufacturer’s data.
To strengthen the trust in your products and your shop, it’s relevant to attach certifications regarding not only the product’s quality but also regarding your company. This can be an element that heavily influences the decision of a potential customer to buy your product or not, as trust is needed to go through with the purchase, especially in B2B.
Along with the title, description, images, and technical documents, it’s important to implement actions that highlight your product from the rest like promotional campaigns and quantity discounts. Both can be performed at Twoosk Marketplace, and if you want you can perform other marketing services along with our internal marketing team.
To conclude, don’t forget to keep all these details and elements updated, to avoid possible misunderstandings and other negative outcomes. Find more about how to create a product in our Help Center.
