Importance of Product Descriptions for e-Commerce Businesses

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During a period of last four years in developing vast content for online stores and marketplaces I have seen that lot of e-commerce businesses while developing and promoting their products seriously underestimate the significance of impactful quality content. Generally, the retailers focus more on the website overview and the creation of high-quality images, unaware of an importance of a relevant product description which is equally important to boost sale conversion rates.

Product Descriptions are the windows that allow a buyer to take a sneak peek into the Real deal. A website may have the best of products teeming in it but what makes these products worthwhile is the conversion rate that it makes. If a product description is able to convert every browser into a buyer it can be said to be the ideal product description.

A well-written product description explains the benefits of the product and convinces the customer that they not only want the product but also need it. Your product description is the one you have to grab their attention to because it can easily attract them and make them place an order.

As your customers cannot physically touch and feel the products, your product description will be the answer to their queries like what fabric is it made from? user instructions or care instructions etc.

E-Commerce has become the norm of the day. Every other day, you see that a new virtual shop comes up in the online market. The competition is getting stiffer, and so ecommerce retailers have to be on their toes to leverage their business. Among many ways to make online store enticing for buyers, product descriptions for eCommerce has become one of the most sought-after methods.

While some e-commerce businesses make genuine efforts to post unique and attractive descriptions for their every product page, still they lag behind to grasp the real emotions of the buyer due to lack of developing product description in targeted market languages and thereby fails to propel their brand among other countries.

With respect to business expansion and attracting outside consumers towards your products it become important for any online stores to develop a candid product descriptions in language it going to promote its products so that to connect effectively with the masses and make them aware of product usability.

Writing an attractive copy is a skill not everybody possess. Therefore, hiring professional writers for your online store is really important in order to boost your conversion rates.

Pixpert is 1st of its kind 360° content management company, specialize in delivering nicely crafted unique product descriptions in country specific languages oriented to target markets, which mean more people will be able to find your products and buy them.

Order your product description in your (Spanish, French, German, Dutch) target market language and get your content needs fulfill.

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A Nicely Clicked Creative Photo or a layout, what is Important to attract your Audience?

The way a brand communicates via a printed message can be as important as what they want to say. A brand may have created the most unique or compelling message possible, but it’s possible that if doesn’t stop readers or if it makes the advertisement difficult to read, it’ll probably lose sales.

So the question is ‘What an advertiser should consider while making an advertisement—a nice layout or a nice Photo?

There is a term called Visual persuasion in marketing. It is an exploration of the uniquely visual aspects of advertising. The advertising world has always relied on powerful Photos to tell a marketing story. Photos are a primary marketing tool. The visual advertisements (via Photo) displayed in TV commercials, magazine advertisements and other forms of advertising often convey meanings that cannot be expressed as well through words or music.

As per the researchers at 3M Corporation, it was concluded that human processes visuals 50,000 times faster than text. Thus, proper usage of the Photos i.e. use of the most attractive Photos to tell the story and use of the appropriate Photo that aligns with the audience to do the work of publicity. This strategy can prove to be a game changer for the brand in terms of lead generation and overall brand value proposition.

While on the other hand, the layout of promotional or advertising material can essentially affect the success of the ad. It’s all a matter of interactive and engaging layout and graphic design, and whether the advert is physical or electronic. Whatever message a brand tries to convey, it will have a higher success rate, if it’s well organized and professional.

Let’s justify the discussion with the help of the advertisements that have created a unique identification for it. For e.g. In 2014,  Ikea Chairs advertisement was brilliantly ideated and executed on the eve of Valentine’s Day ( by BBH Singapore) grabbing the eyeballs of lakhs of people. The Photo simply consisted of two chairs one above the other that created a compelling impact on large audience.

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Let’s take another example. E.g.  Oreo biscuit’s brilliant print ad inducing the taste of delicious biscuit. The overall ad was well comprehended with the judicious use of Photo and layout that made it plain but very compelling to attract lakhs of audience.

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Overall, to be precise it’s the intelligent and judicious use of Photos and layout that defines the success of any ad. It’s up to the brand manager or the advertiser which option to choose, as both the modes are very effective if utilized properly.

I hope that I’ve presented a balanced view on the Photography topic. It’s very exciting field, and the opportunities are immense. So I hope the advertisers will find it very exciting to implement their imagination into reality and make their product a super success.

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5 avoidable mistakes that the e-tailer makes, which hinders their online growth

If you want to know what are the 5 avoidable mistakes that e-tailers make while branding and positioning their online brand to its customers, then read on.

We are presenting the 5 filtered points that reflects the avoidable mistakes that e-tailer usually makes, which hinders their Online growth.

  1. Not investing in Logistics and warehouses:

One of the biggest mistakes that online retailers can make is not investing in logistics and warehouses.  It is estimated that investment from the big online retailers can tune in the range of $2 billion in logistics and warehouses by 2020, as most of the big online retailers are working on the plan to increase the delivery of their products in remote locations.

There are also reports of online retailers trying to tie up with government undertakings such as India Post & petrol pump stations to reach out to more customers. Expected boom in small cities might also widen the reach of online retailers in future.

  1. Not giving much preference to accept online payment methods

Online payment mediums such as credit cards, debit cards i.e. maestro, Mastercard, VISA, American Express is the lifeline of the online transactions across the globe. If reports are to be observed, there has been a net addition of nearly 140 million debit cards in the country in the past few years.

The intriguing fact is that the usage of debit cards at POS terminals has seen a growth of 86% during the same tenure. It indicates the users’ willingness to use debit cards for purpose of shopping. With many online retailers still not using the credit and debit card aggressively, it’s affecting their sales rate to some extent. Thus, with these online payment methods, e-tailers can reach out to many areas and many more customers in the coming years. Currently, cash on delivery constitutes nearly 70 per cent of all transactions for online retailers.

  1. Not focusing much on Mobile commerce:

Mobile has become an important mode of communication and entertainment for the users. As per the Internet and Mobile Association of India, the number of mobile internet users in the country stood at 173 million in December 2014. It is set to grow manifold by 2020.  Given the increased mobile penetration and smartphone adoption in these areas, e-tailers must shift towards the mobile world to drive the trend.

 

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    4. Not expanding to tier-2 and tier 3 cities beyond metros:

Most of the e-tailers have a common thought that Tier -1 cities are the source of potential high income groups.  But as matter of fact, about 20 per cent of India’s population lives in cities outside of metros. For instance if we take example of Snapdeal.com, it is observed that about 60% of the sales comes from tier 2 and tier-3 cities and from towns. The contribution from these cities in coming years is set to rise even bigger.

     5. Not localizing the internet content

Launching of Snapdeal’s multilingual interface in Jan 2014 in Hindi and Tamil has led to tremendous positive response from the local customers. The above circumstance clearly shows the importance of localizing the internet content according to the area of coverage. If the website is in local language it is surely bound to increase the customer base and indirectly or directly increase the customer base consequently.

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A nice layout or a nice Image, what would you consider more while making an Advertisement?

The way a brand communicates via a printed message can be as important as what they want to say. A brand may have created the most unique or compelling message possible, but it’s possible that if doesn’t stop readers or if it makes the advertisement difficult to read, it’ll probably lose sales.

So the question is ‘What an advertiser should consider while making an advertisement—a nice layout or a nice image?

There is a term called Visual persuasion in marketing. It is an exploration of the uniquely visual aspects of advertising. The advertising world has always relied on powerful imagery to tell a marketing story. Images are a primary marketing tool. The visual advertisements (via image) displayed in TV commercials, magazine advertisements and other forms of advertising often convey meanings that cannot be expressed as well through words or music.

As per the researchers at 3M Corporation, it was concluded that human processes visuals 50,000 times faster than text. Thus, proper usage of the images i.e. use of the most attractive images to tell the story and use of the appropriate image that aligns with the audience to do the work of publicity. This strategy can prove to be a game changer for the brand in terms of lead generation and overall brand value proposition.

While on the other hand, the layout of promotional or advertising material can essentially affect the success of the ad. It’s all a matter of interactive and engaging layout and graphic design, and whether the advert is physical or electronic. Whatever message a brand tries to convey, it will have a higher success rate, if it’s well organized and professional.

Let’s justify the discussion with the help of the advertisements that have created aunique identification for it. For e.g. In 2014,  Ikea Chairs advertisement was brilliantly ideated and executed on the eve of Valentine’s Day ( by BBH Singapore) grabbing the eyeballs of lakhs of people. The image simply consisted of two chairs one above the other that created a compelling impact on large audience.

 

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Let’s take another example. E.g.  Oreo biscuit’s brilliant print ad inducing the taste of delicious biscuit. The overall ad was well comprehended with the judicious use of image and layout that made it plain but very compelling to attract lakhs of audience.

 

Untitled

 

Overall, to be precise it’s the intelligent and judicious use of images and layout that defines the success of any ad. It’s up to the brand manager or the advertiser which option to choose, as both the modes are very effective if utilized properly.

I hope that I’ve presented a balanced view on the advertising topic. It’s very exciting field, and the opportunities are immense. So I hope the advertisers will find it very exciting to implement their imagination into reality and make their product a super success.

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What type of logo would be more appealing to your target group? Textual or Icon based?

A logo is the face of the brand, the very first impression that reflects the essence of the brand.  It is a powerful asset of the brand that creates a unique identity in the market.

Now the big question is ‘What type of logo would be more appealing to the target customers? Is it the textual or the icon based? In order to answer the above discussed question, we will take the example or examine the legendary brands such as McDonald’s, Apple, and Starbucks. After looking at these brands the first spontaneous associations of the customer are often with the brand logo i.e. the golden arches, bitten apple, Starbucks mermaid respectively. Another example is of Red Bull. Red Bull’s two charging red bulls in front of a yellow sun differentiate it from numerous competing brands and signify the brand’s promise to provide energy. All of these companies employ the use of icon based logos.

On the other hand, there are some top reputed companies having logos that consists only the brand name. For e.g. if we think of IBM, Oracle Goldman Sachs, or Samsung, these companies use the brand name in combination with a unique visual symbol, such as Nike’s swoosh or Arm & Hammer’s flexed muscle arm with rolled-up sleeve to complete their brand logo. But others drop the brand name altogether and rely on a visual for their logo, such as Apple’s bitten apple or Mozilla Firefox’s stylized fox. Therefore, whether its icon based or textual based logo, differentiating a company’s brand from other brands is critical to business survival and so is communicating the benefits of your brand to the targeted customers.

A research conducted by MIT Sloan Management review suggests that brand logos or icon based logos offer a viable, and an effective means to help brand managers achieve these tasks. The researchers found that separate visual symbols used as icon logos tend to be more effective than simply the textual based brand names at creating a sense of emotional connection with consumers. It may not come as a big surprise, because symbols have always been considered more effective than words as communication tools.

Thus, it was concluded that the icon logo of the brand can be an integrator of the marketing efforts of the brand. It can also act as a reflector of such effort and the icon can represent what the brand means to its customers. In short, a good logo particularly icon based logo can be a synthesizer of a brand that is readily used by customers for identification, differentiation & positive association.

 

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Symbols can overcome language barriers in a better way and are easier to interpret than words. However, in spite of the commonly understood benefits of symbols versus text, surprisingly few companies take advantage of separate visual symbols.

Hence, in a nutshell we can say that icon based logo has an upper hand over the textual based logo, as icon based logos represent a largely untapped opportunity in reaching out the customers, thus providing the companies a large and passionate customer base.

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Which font style is suitable for your brand? Find out why

Fonts are a great way to convey emotion and reflect the sense of the brand for the e-commerce world. Fonts can help the brands to dramatize a message and quickly get attention of the visitors, thus helping the website owners gain an upper hand in getting the quality visits.

Since very few small businesses appreciate the power of choosing the right font for their brand, hence they stick with whatever default option they have and miss out on a great opportunity to make their business stand out from the competition.

A good understanding and knowledge about the typefaces or fonts to be used in the brand to make it most engaging is necessary to attract a large number of online visitors. It can also act as a line of result and mean the difference between engaging your customers and losing their attention. This is generally because some typefaces or fonts reflect a pleasant aura to web pages while some are unpleasant and hard to read. As an owner of the website, it’s your goal to communicate with your customers in the most compelling and engaging way possible. Therefore, emphasis on picking the right font that represents your brand and encourages your visitors to engage with your website should be the ultimate aim.

 

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There are several aspects to consider while selecting a font for your brand and based on that decision can made, which font to choose and which one to avoid. For e.g. If your goal is to communicate with your readers with the help of text as quickly as possible, tend to be easier on the eye and enable you convey your website’s message in a simple and clear manner, then sans Serif Fonts are preferable. Similarly, if you have are a simple brand and have basic needs, then sans serif fonts will help you maintain your brand personality.

On the other hand, serif fonts are mostly used where the owners are more interested in showcasing their brand’s personality. These fonts are memorable because they are stylish and help your words (in a sense) to leap out of the web page.

Most importantly, always pay attention to the amount of spacing between each letter, while choosing your font to generate an emotional response and should evoke interest. Some fonts have letters that are nicely spaced out while some have letters that are more hurdled together. Several fonts can have different appeals to your readers and it is important that you pick a font and spacing that reinforces your brand.

From Arial narrow to Cambria, there is a wide selection of beautiful fonts that can enable the owners to give a style to their website effectively. While selecting a font style to reflect certain emotions, please ensure that you match these emotional triggers with your overall brand theme. Thus, take an initiative to renovate your font style and make your business brand inspiring and uplifting for the visitors.

 

We always try to inform our readers with the best and informative piece of information to build a great brand for themselves. Please keep reading our blogs as we will be coming up with exciting topics and brand building quotes at regular intervals.

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Why low cost items are still a hit in the online space?

Before we begin the discussion, the first and foremost question that we would like to discuss is about the pricing of the product? As an intelligent customer ‘Would you like to buy an expensive product or a budgeted one if they reflect same quality and texture but is different in terms of brand? As per the research, it has been observed that 95% of people would like to prefer the budgeted product irrespective of the brand.

Due to rapid developments in the e-commerce and retail markets, the diversity in the market and the products offered has gone to new level. There are a lot of product variants available, with good quality texture offering a good level of satisfaction to the consumers. Therefore the mentality and the thought process of the consumers have diverted from the expensive and branded products (as far as rich and super rich customers are excluded) to the less expensive but good quality products.

For e.g. if we take into consideration the case of mobile phones, Bikky Khosla– chairman of the Assocham National Council on e-Commerce & chief executive of B2B marketplace Trade India clearly says that with the availability of low-cost smart phones, the e-commerce opportunity will increase manifold as it gives the people to select from a wide variety of options to explore.

A smart pricing strategy i.e. (low cost pricing) is a must while selling the products, services and subscriptions for succeeding in a competitive marketplace. People are increasingly looking for low cost products in different segments such as electronics, household, garments or services due to presence of wider choices products.

In order to fuel the thought process of the customers, companies and firms are adopting the low cost strategy apart from (differentiation strategy and focus strategy) that are being used to implement low pricing  to motivate demand and gain market share.

A low-price strategy involves pricing the product to be the lowest in the market and then targeting those consumers, who are looking for the cheapest option in that category. For e.g. the e-commerce websites such as Flipkart, snapdeal and amazon are focusing on low but good quality products to increase their customer base and they have succeeded as well in doing so.

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Hence the most profitable customers for the companies are the ones who are their long-term customers. And for maintaining a long term relationship with the customers, low pricing of the product is a good tactic to keep them attached to your company.

We hope that as our valued reader, you would have got the basic idea of pitching the price of your product right. We would be providing you with valuable insights on these topics on a regular basis to keep you abreast to remain competitive in the market. Enjoy reading the content.

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Is posting anything on social media engages more customer or posting to the point?

Several years down the lane, if we look into the advertising section there wasn’t much to be explored. Companies used to reach their customers via different media formats i.e. newspaper, radio, TV, and billboards etc. But due to the emergence of the social media, it has fundamentally changed the way companies communicate with their customers.

Social media has provided a platform to give birth to the two-way conversation, what earlier used to be a one-way dialogue. Social media has become a great channel, which allows a company to receive feedback (both positive and negative) through which they can use to improve their products and services considerably.

Now the question comes into light that whether the social media postings should be done to the point or should we simply post the content?

For brands to be successful on social media, they should reflect and offer value to their audience. Brief and ‘to the point content’ is the need of the hour, as people don’t have ample time to read useless stuffs leading to their wastage of their time. No-one is going to pay attention to stuffs which is not of their concern on the social media. If you keep advertising yourself, it makes no sense. Therefore, it’s very important for the organizations to post well defined and to the point posts that will not only depict clear message to the audience, but will also help organizations to develop relationships, communications, boost credibility and  invite intellectual conversation with the customers from across the world.

For e.g. if we take example of chobani’s pinterest account, chobani caters to its audience with valuable tips and suggestions for maintaining a healthy lifestyle and lead a healthy living. They use their pinterest account as a social platform to share recipes, workouts, inspirational quotes, ideas for setting up the kitchen and many more suggestions with superb assistance.

 

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Use of the social platform as an ongoing source of timely and relevant information in the area of expertise in a curator summarised manner, is what customers are looking for, from their clients.

Facebook, Twitter, Linkedin, Instagram are some of the powerful social platforms that promises a vast ocean of opportunities provided the user promotes and posts engaging media content for the customers to promote a two-way conversation and increase the brand craze with optimum effect on the company customers base.

We hope that our contribution can bring about a change in the way you handle social media. Our aim is to educate our readers to exhibit change in their business. We would be happy to receive feedback from our readers if they have any.

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How your online store can attract more buyers?

Simply launching a website with flurry of products or simply blasting your website URL to uninterested parties is not going to work because no one is paying attention!

 

Attracting buyers or customers is not an easy child’s play; as it requires certain blend of marketing strategies and social connection. If we talk about marketing your business on social media, it can promise a good return, but simply posting your online store URL on Twitter or Facebook is not going to get you customers.

 

Creating a connection with your customers is a valuable asset that can create a long lasting effect. This is because the customers don’t necessarily shop at your store because of your products per se, but because you have created a connection. They want to buy from your store because of the personal touch and aura of your products.
Since the buyers or the customers are looking for unique products and excellent user interface, hence in order to maintain uniqueness in the user interface and the products of the website, it’s advised to update your website regularly. This will not only attract new customers, but also maintain a good relationship with the existing customers.

A blog is an exciting medium of communication to provide information and engage customers in their required field of interest. So just putting your thoughts concisely in the articles that fascinates you will help you in attracting more customers and keep your one time visitors coming back. For e.g., if you are a proud owner of a retail clothing business, then an article like ‘5 Must-Have Fashion Trends for Fall’ is a good option to engage and interact with your customers.

In addition to the interactive words, a blog can also help your website to rank in top search on google web pages (with the help of SEO), if you use proper defined keywords, thus pulling a large number of online visitors to your webpage, hence increasing your sales indirectly.

Secondly in order to supplement the site visits, invest in professional writing and web design. Quality professional services will improve the relevance and authenticity of your website and will make it more appealing to the visitors, both of which can help you generate higher traffic volume without any constraints.

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And most importantly, promote your business or website passionately through local news websites, ad banners, website-related blogs, consumer forums & online communities. These platforms will act as a great source in providing you the much needed niche in the market leading to increase in the consumer base.

The above discussed methods are proven online marketing strategies that have yielded a great return to the sellers. We hope these tactics will prove to be fruitful for the readers cum sellers to achieve their targets to attract more buyers. Keep reading these blogs for valuable insights on Online marketing in future.

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Home décor and Footwear Products would have more demand in 2016

India is changing, and faster than we think. Political stability and improved economic conditions have led to the increase in consumer spending. The Indian consumer market with 1.2 billion people, a huge middle class and 3rd favorite destination for investment has attracted a lot of products in retail, out of which Home décor and footwear products commands a lion share

Due to the growing consumer awareness and subsequent demand for quality foreign and domestic brands that have entered the market in the past couple of years, the urban home furnishings and décor in the retail sector of the country has grown by leaps and bounds. As per the CEO of Sohum Shoppe ltd Siddharth Jalan–‘An increasing number of consumers are seeking complete home solutions under one roof, given the situation segments such as home decoration, home textiles, and houseware, these are integrating into a new single category.’

Moreover, discerning customers are travelling around the world and coming back to shop with the thought that the home decor products inspired by Indian design, tradition and culture are a reflection of their own environment. High-end stores such as Casa Paradox, Bungalow 8, and Good Earth are quick to sense the opportunity and have taken several measures to woo customers. So it’s quite evident that the demand for the home décor will rise considerably in 2016.

Over the last decade, India has witnessed a sea change in the footwear industry, from a basic need based industry to a fashion Indian footwear industry. The Indian footwear industry has developed substantial links in the global production network.  Therefore, manufacturers are gaining momentum by increasing their product portfolios into other types of footwear, by introducing new designs and shades at lower prices than global players, mainly within sportswear.

The increasing diversification of products into other footwear by domestic manufacturers will support the growth of footwear in India during the forecast period. Moreover, the penetration of Global brands like Crocs, Skechers, Egle, Louis Alberti etc in addition to the regional and domestic brands into rural India will support overall growth during the forecast period till 2016.

 

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To add boost to the industry, brands such as Steve Madden, Lotto, Hush Puppies and Puma have gone through the licensing route, whereas other companies like Reebok, Pavers England, Gucci, and Adidas have formed joint-venture partnerships with Indian partners.

It’s a great sign that the Indian consumers are on the wheel of spending spree, in terms of home décor and footwear, which will consequently increase its demand in 2016. Hence the sellers or the retailers have the best time to exploit the opportunities and turn their fortunes in their favour.

Hope this article gives a briefing about the Industry trends to our readers. We promise to deliver interesting and informative articles in coming weeks. Stay with us for regular updates.

 

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