One of the first things that customers see in your online business would be your product photos. This is because humans tend to be attracted to photos and give them more attention than words. Even if you have an amazing and compelling title accompanied by a great product description, it will all go to waste if customers are not compelled to click on the product page. However, most big companies use professional-grade equipment for taking pictures. You may ask how to compete with these big companies if you don’t have the resources to take good pictures. Well, luckily with the advancements in technology, we can take awesome product photos with just your smartphone.
In this blog, we will tell you how to take great product photos with your smartphone and a simple setup. Don’t be intimidated by photography, especially for use in business. The standards for a good product photo compared to professional photography is different. For one, people will view product photos on their devices online. This means the fidelity and technical quality only need to be as good as what devices can show. The best thing that you can do for an online business is to ensure that the overall user experience is consistent and gives out an image of professionality and quality. That doesn’t mean the best photo quality but the best fit.
What You Will Need
Let’s discuss what you will need to take great product photos from the comfort of your own home. If we are talking about just the basics, you actually just need a smartphone and a blank wall or surface. This is because you can take a product photo with just a phone and a regular background. Those two things are the essentials. You don’t need any more to take good product photos. So if cost is an issue, don’t feel compelled to spend money on equipment. However, if you want to increase the quality you can try and obtain this equipment. Keep in mind that everything that we mention here is relatively cheap and can be used for more than just product photos so you won’t be wasting too much money.
The equipment that you will need is mainly for making better quality lighting and setting for your products. All of the heavy liftings will be done by your smartphone. The first thing that you will need is proper lighting equipment. Good lighting can make a mediocre camera sensor result in a good photo. Then you will need to have a good program to edit your photos. And of course, a background set for the products. The best would be a white background that covers the back and bottom of the frame. Ideally, this setup should be put up permanently so that you can change the product often quickly. But of course, you don’t actually need any of this to take good product photos. You can have all of this but still, have bad-quality product photos. What you actually need is to keep practicing and hone your skills. It will take a really long time at first, but once you get the hang of it taking pictures will be very fast and efficient.
Aspects of Product Photography and How to Do Them
These are the things to consider when taking product photography. Many things need to be considered because each aspect of the photo is interconnected. One part of product photography like lighting will affect color, detail, and more. So be sure to consider all of them.
Besides the camera quality, the lighting is the most important thing to consider when taking photos of products. Bad lighting can ruin pictures taken with a great camera. Bad lighting can be adjusted if you are using a DSLR or mirrorless camera. But with smartphones, the sensors are weaker and need more external lighting. The resulting image if taken with bad lighting would be full of noise and become unclear. This will cause your pictures to seem bad quality. The cheapest and simplest method of getting good lighting would be to use natural sunlight. Take pictures during daytime using natural light. This method is actually simpler than using artificial lights. But sunlight can change anytime and is not always available. A good way would be to purchase photo lights or ring lights. These lights usually have diffusion layers on them which make the lighting appear softer and more appealing.
Angles seem like a simple thing, but they are very important when taking product photos. Using the wrong angle can put focus emphasis on aspects of the product that are unappealing or not effective. For example, a smartphone is typically shown from its front and back because they want to avoid showing how thick the phone is. Even though in real life the phone is actually pretty thin, it can seem thick in pictures. This is why angles are very important. You should also prepare various kinds of angles for your product pictures. Having just one angle is bad since consumers will not have enough information to make judgements on your product.
There are 2 types of backgrounds that you will need to use for your product photos. The first would be a blank background that is used to put focus on the product itself. Blank backgrounds can also make your editing easier for use in online platforms. The color is most commonly white or other light colors, but it can be whatever matches your products. The second background would be an aesthetic background. Aesthetic backgrounds are used for beauty shots that can put your product in a beautiful setting. The purpose of an aesthetic background is not utilitarian but emotional. Making your product be associated with a visually appealing representation will increase the judgement of the product by customers.
Regarding editing, there are simple ways and more complicated ways. The easy method is to use mobile apps for your photo editing. Apps like Snapseen, lightroom, and even instagram have great editing features. The great thing about these apps are that they are made to be intuitive and simple to use. These apps are made around ease and convenience instead of comprehensiveness. Typically you would be able to change the hue, saturation, color grading, etc on these apps. Here are the top apps for photo editing on Smartphones:
However, if you want to do things more in-depth, you can use Adobe’s suite of programs, but these can be pricey. You can also try its free alternatives like Canva, Pixlr Editor, PicMonkey, and many more. These are computer programs and include a wider range of features and adjustments. A rule of thumb would be to make sure you do not over-edit your product photos. This makes your product seem less genuine and may lead to consumers feeling unsure.
Key Steps in Editing Photos
Now we will discuss how to edit and what to do in the editor. The steps highlighted here do not have to be followed in order. This is also not an exhaustive list and we encourage you to be experimental and try out new things.
Cropping is the first thing you should do before you do an edit. The main goal of cropping is to make sure that the photo doesn’t have any excess detail as well as is symmetrical. When we take pictures, we often make small mistakes in symmetry. The horizon may be crooked or the picture includes unwanted background details.
2. Adjust the white balance
Second is the white balance of the photo. Despite its name, white balance does not control the color white in the photo. It actually controls how light is presented and therefore how color levels are shown. White balance is usually referred to as having a warm hue/tone or a colder hue/tone. A warmer white balance means that the picture has a more yellow hue while a colder white balance means it has a more blue hue. These things are not that important for the product photo, but they will add to the quality. Most apps have preset for white balance, and setting for white balance is typically referred to as temperature hence the warm and cold names.
3. Adjust exposure and contrast
Exposure refers to the brightness of a particular picture while contrast is the difference between dark and light objects. Pictures with high exposure can have too much noise. So it is better to get the right exposure when you take the picture. As for contrast, pictures with high contrast have stark significant differences between dark and light objects while lower contrast means the picture is flat and even. The best option for contrast is a middle between the two. For product photos, exposure is more important than contrast since detail is more important.
4. Adjust color vibrancy and saturation
Vibrancy increases intensity of neutral colors while maintaining intensity in brighter colors. Saturation increases the intensity of colors in the whole picture. Depending on your products, saturation and vibrancy won’t be important. If your product is colorful then vibrance and saturation will be very important as it helps accentuate the picture. However, if the product is monochrome or black then this won’t be very important.
5. Sharpen images
Sharpening refers to enhancing the details of your photo. The editing apps should have a slider to adjust the level of detail. However, there is no clear way to adjust the sharpness. You will have to experiment and check using the sliders. There are limitations to adjusting sharpness. You cannot turn an out of focus picture into one that is focused. Overly sharpened pictures will also look weird and have artifacts that can decrease the quality.
6. Finalize and use
Once you’re done editing, stop looking at the photo for a while. This is to ensure that you have fresh new eyes when looking at the picture again. Once you take your eyes off for a while, make the last adjustments before using them in your product pages and social media. You will also need to make different versions that match various platforms. The most common ratio for a photo is a square one that is symmetrical. Most platforms like Instagram and most online stores like Amazon use asymmetrical photos. But you can use a different ratio for platforms like Facebook, web stores, and many more.
What to Do After You Have the Pictures
Once you have taken your pictures and edited them, what do you do? Be sure to get the most out of your product photos. Consistency of image along the platforms that you use would be important. Once you already have product photos, you can always try and improve on them. Increase the level of photography, editing, and skill level. Once you are used to mobile editing apps you can try out more advanced editing apps. You should always try and improve your product photos just like any other part of your business. The smallest parts can have a big impact. If your product photos, usually seen as not a big deal, are done well then customers can see that you take your business seriously. Just be sure to always improve and follow the philosophy of Kaizen or continuous improvement.
Learning how to take good product photos is a very important aspect of an online business. However, it is a very time-consuming process. The best way to decrease the time would be to hire people to do it for you. But this can be pretty expensive and for an up-and-coming business, this can be hard. Well, if you can’t outsource this, then maybe you can outsource other aspects of your business.
Owning and running a business is similar to enduring a war. You need to have a great strategy to defeat your enemies. However, knowing your enemy is the most important thing. This is where we need to do a competitive analysis. Knowing who you are dealing with will help you know what to do and make better plans. With the prominence of online business and the relatively young age of the industry, competitive analysis is very important to do if you want to succeed. A competitive analysis is very important for new entrants in the market. But it is also still important for businesses already established. If you are a new business looking for ways to create strategies or grow, doing a competitive analysis is important. If you are a business owner that wants to improve your business or grow it, a new competitive analysis is also a good idea. Keep in mind that competitive analysis should be done every once in a while or better yet every year.
Competitive Analysis in a Nutshell
A competitive analysis is when you do research on your competitors and determine your competitive positioning. It is very useful to conduct a competitive analysis because it helps a lot in creating strategies. These strategies are not only to help improve your business, but they will help you compete with other businesses. Competitive analysis is a very flexible concept. Competitive analysis can be very short or it can be an in-depth analysis. However, it is generally better to have a more complete analysis.
In an article by the Harvard Business review, it is said that competitive forces create strategies. This is because the way we cope with competition is to have a good strategy. This article will not discuss the concept of competition, but mainly about one of the ways to start making a strategy to face competition. It may seem redundant to make something this complex about your competitors, but it is actually very important. Having a detailed document about your competitors and market conditions will make planning and strategy making so much easier.
How to Do a Competitive Analysis
Here are the steps to do a competitive analysis. Keep in mind that this is the most basic version of competitive analysis. You can always add more things into these steps to make your results better. These steps are fundamental and skipping some can lead to worse results. You can do these steps out of order since this list is more of a guide than a rule set. Some business types may also find it harder or easier to do a competitive analysis. But most businesses will benefit from doing a competitive analysis.
1 Select the competitors for your analysis
The first thing to do is of course choose the appropriate competitors. You must choose which companies pose a threat to your business. This is not limited to just companies that do the same thing. It also includes businesses and companies that can be an alternative to your business. Try and find at least 3 competitors so that you can have one for each of the categories that we will discuss later. However, the more the better, if you have too much you can always just take them away later. Better to have too much than to have to look again. Also, remember that you should identify a
2 Make a Spreadsheet to makes things easy
Now we need to make a spreadsheet like the one we put earlier. A spreadsheet is essentially an excel document that puts all the important details into a clear and easy-to-read format. You can accompany a spreadsheet with a document that details the information in essay form. The reason why using a spreadsheet is recommended is because it will make viewing and data entry significantly easier. Especially if you want to do some calculations in your competitive analysis. You can make the spreadsheet however you want. You can also use examples found online. There is no wrong way to make the spreadsheet. As long as you can read it then it would be okay. The spreadsheet needs to be able to categorize your sections and the data that is related to each competitor.
3 Categorize your competitors
After you have a spreadsheet ready, your competitors need to be categorized properly. Earlier we mentioned that there are different forms of competitors. There are 3 categories of competitors that you need to consider. The first would be direct competitors which are companies that sell the same products to the same market as you (e.g. Burger King and McDonald’s). The second is indirect competitors which are competitors who offer different versions or different variations to your products aimed towards a different consumer (e.g. Xiaomi and Apple). The last one would be tertiary competitors which are companies that don’t sell products in a similar category but sell to the same consumers. They can be a partner in the future but can also be a threat in the future. Once you categorize your competitors, it would be a lot easier to create strategies that can help you compete with the different types of competitors.
4 Do positioning research and make a positioning map
What you need to do now is to do a positioning analysis of your competitors. Positioning is how brands are positioned in consumers’ minds. They show how the brand is perceived and its competitive advantages. The biggest reason to do this is so you can position your business in a place that has little to no competition. For example, most of your competitors are positioned in the high-end position in a market. That means you will have a better chance of success if you focus on the mid-range position.
Data for a positioning analysis is very easy to come by. This is because most of the data can be gathered online. Analyze your competitors’ social media and online presence. Read through the comments and user reviews. This way you can see how consumers see your competitor’s position. A more accurate but complicated method is through market research using questionnaires but this method is too time-consuming and not a good fit for small or medium businesses.
5 analyze your competitors’ advantages and weaknesses
After your positioning analysis is complete, you can focus on the details more. This would be your competition’s advantages and their weaknesses. Using their positioning analysis, you can better determine why they are successful in that area. This way you can replicate their strategies with a few tweaks or adjust your existing strategies to fill in the gaps of their strategies. You can use the data from previous steps to identify their strengths and weaknesses. User reviews are very useful since they can show what consumers are satisfied with and what they dislike.
6 Study and understand your competitors’ marketing
We cannot neglect how they market their brand and products. Their marketing will help you a lot in a competitive analysis. For successful competitors, you can try and understand why their strategy works. You can copy what they are doing so you can compete better. However, don’t just copy what your competitors are doing. You need to differentiate your marketing. If your marketing is similar to other competitors, then your marketing will have a risk of just getting ignored by consumers.
7 Do a SWOT analysis
The last step would be using the SWOT framework. However, instead of doing this to study your competitors, you will be doing this to study your own company. Using the data and analysis that we have done in previous steps, you can better understand your company. A SWOT analysis will accompany the results better. SWOT stands for Strength, Weakness, Opportunity, and Threat. Strength refers to your competitive advantage and what sets your brand apart from others. This can be pricing, logistics, CSR, and many more. Weakness is what your company or brand lacks compared to your competitors. For example, lackluster marketing or bad customer service. Opportunity refers to what your company or business can expand into to improve. This can be a new market, a gap in the market, or maybe even a new product. Lastly, threat refers to the things that can damage your business. This is different from weakness because weakness is internal whilst threat is external. This can be government policies, market trends, or logistical issues.
How and Where to Obtain the Data for a Competitive Analysis
Obtaining data for competitive analysis is very important since the quality of data will determine the result. We have touched on this topic a little bit in the earlier sections. However, we will be discussing more in-depth the various sources of information that you can use. It is important to note that the number of information, while important, is not the most important thing. As long as you have an appropriate amount of data it should be enough. However, the most important thing is the quality. Harvard Business Review highlights this point in their article. HBR highlights that quality should be valued over quantity.
1 Social Media Performance
The most accessible source would be social media performance. There are a few metrics to collect in social media performance. The most visible metric would be follower count on various social media platforms. This would show how much their general audience is and how well their reach is. The second would be social media engagement. Engagement is the interaction that their audience makes with their social media posts. Another one would be their growth in general. This would be the increase in followers and engagement on social media that your competitor experiences. This is because a competitor can have a very low social media presence. But if their growth is exponential, it should be noted.
2 SEO Analysis
SEO analysis refers to search results that are shown when you type in keywords. SEO stands for search engine optimization. If a business can be featured on the first page of the search results, they are doing well. You can see the content that is featured and learn from it. This may sound a bit complicated since SEO analysis usually involves analytics and web tools. Luckily, Google has a set of tools that you can access for free like google analytics to help you in analyzing the SEO of a competitor.
3 Content Marketing
Content marketing refers to the type of content that your competitor makes as a part of their marketing or selling process. This can range from blogs, videos, short videos, memes, and many more. The content type can be seen in social media platforms as well as in their channels. For video content, it is useful to look at the views and ratings of the content. It will be a bit more complicated when the content has no indicator of views or ratings. But there are still ways to measure the popularity like with SEO.
4 Online questionnaire
Lastly, we have a primary method of gathering information. Questionnaires can be created to gather information about consumer perception. This does require a lot of time and skill. Luckily it has become more simple to do this. Services like google forms are free and easy to use. However, processing the information will still be complicated.
So now you have learned how to conduct a competitive analysis for your business. Doing this is very important in terms of growing a successful business. Knowing your enemy and creating strategies to compete with them will increase your growth in terms of brand recognition and success. However, this is just one part of the battle. Offering a great experience is also important.
Pricing your products is an important aspect of having a business. More so than ever with the advent of online shopping and online businesses. Pricing is very important due to the aggressive and competitive online landscape. Large companies fall because they cannot compete with the aggressive pricing of new entrants into the market, especially online disruptors. This also applies to small businesses. It is actually more competitive in the small business markets. For products that are relatively cheap, consumers will prefer stores that sell the same goods for a marginally cheaper price. The obvious way to solve this would be lowering your price, however, this doesn’t always work. There are other effective pricing strategies as well that do not involve lowering your prices.
Pricing and the Consumer
The relationship between prices and the consumers used to be simple when commerce itself was simple. Back then people would buy what they can use the money they have. But in the modern age, people have more income, access to credit, and many more forms of payment. This means that the prices of goods have to match the changing consumer value. The most common way to set your price is to simply put a small profit margin on your products. So if you bought your products at $5 then you should add 20-30% as your profit margin. Keep in mind that the profits have to cover your additional expenses and the product cost. So make sure you still have a net profit when setting a profit margin. Too low of a margin can hinder your business because the growth is too low. But setting the price too high will lead to fewer purchases.
With the rise of online shopping, many businesses have to adapt to new changes. In terms of pricing strategies, people have more references to compare pricing when they purchase. Back then people have to compare prices between offline stores to find the best prices. But now there are online stores that make things more complicated. This reference price situation has made some big changes in the business world. The research found that reference pricing or comparison pricing has made online stores significantly more competitive. The advantage that most online stores have is a lower operating cost compared to offline retailers. This means the pricing strategies is one of the most important things to consider in online businesses because people expect the prices to be lower or more competitive online.
Now, these are the pricing strategies that you can use. However, these strategies will not work for every type of business or product. But they can all help you in creating a pricing strategy for your online business. Be sure to determine which strategies are great for your business and which are not really fitting. Every one of these pricing strategies has its drawbacks and benefits, so be prepared to face them.
1 Using the MSRP(Manufacturer Suggested Retail Price)
This strategy is the simplest out of everything we have. When you buy from manufacturers or distributors, they would typically have a suggested price for retailers. This is what is commonly called MSRP. Although it doesn’t seem like a good idea to compete, it has its advantages. Most retailers will commonly sell their products above MSRP to gain better margins. However, the manufacturers tend to market their products using the MSRP. So when consumers buy from you with MSRP pricing they would feel that your store has better prices and is more trustworthy.
2 Bundle Pricing
Instead of changing the pricing strategy of a particular product, you can bundle products instead. Bundle pricing will usually create more perceived value for the consumers. Because they would see that they will pay less for each individual product compared to buying them one by one. This doesn’t always work since consumers may only need one of the items or have different preferences. However, this usually works for more common products. Research also suggests that the additional products cannot be free and has to still be shown as having value. So freebies can be a bad idea in terms of bundling because they decrease willingness to pay.
The reason why bundling is effective in attracting consumers and pushing them to buy is because of variety. Researchers found that most people are variety seeking and will choose products that offer variety. This is usually because of stores providing more options and choices. So be sure you offer many choices and varieties when it comes to pricing your products.
3 Penetration and Discount Pricing
If you are a new entrant in a market, it would be pretty useful to be able to penetrate the market. The price you use can be set using very low margins or even at a loss. The aim of penetration pricing is to gain footing in the market and be present in consumer’s minds. However, this pricing strategy was never meant to be long-term or even permanent. This strategy is only temporary and you should slowly raise your prices into one where you can at least make a proper profit.
There was research done about the effects of different discount tactics. There are 2 common discount tactics. The first is to have a low but frequent and scheduled discount. The second is to have a large discount but less frequent and unpredictable. The research found that most people will choose to buy from stores that have frequent but low discounts. This was because customers have a preference for things that are certain to give value.
4 Use psychology in your pricing
What many people overlook in pricing is the psychology behind it. Prices are often attributed to economics and finances. These fields typically assume consumers are rational and will make decisions using rational reasoning. However, this is not the case and there are more nuances to it. For example, setting your price at $24.99 instead of $25 will change consumer perceptions. This is because people tend to look at the front numbers and not the decimal. Using pleasing numbers like 8 or 5 is also good compared to using 6 or 9. There are many sources for this and you can utilize them in your business.
There was research done to see how symbolism affects pricing perception. This research found that the sound of saying the prices and the perceived size is connected. Consumers will have different reactions to displayed prices and how they are portrayed. A good example is also how putting products at the bottom right of a picture makes it seem bigger. So you guys can do research on the many symbolisms you can do with pricing and use it in your strategy.
5 Portray higher prices as upgrades
Convincing consumers to purchase high-priced products can be tricky. A great way of convincing people to pay more money is to portray or frame the increase in price as an upgrade. Instead of just saying that there are additional benefits you get by buying the more expensive one, you can instead portray it as an upgrade. If consumers buy based on price this might not work, but if they buy more on the value they can be persuaded.
There is research to note if you want to convince people to upgrade their purchase. The research found that setting a price at just below a round number can hinder people from upgrading their purchases. This is because when it comes to upgrading, lower numbers tend to be seen badly. So having 2.99 instead of 3 as a price will make it seem that the product is of lower quality.
6 Proper Discount Stacking
Discount stacking is essentially providing discounts on discounts. For example, you have a store-wide 30% discount on all items. But if you buy today you can get an additional 40% discount on your purchase. This means that the price would be decreased by 30% and that decreased price would decrease by 40%. Discount stacking will help push consumers to follow your purchasing prompts. However, these discounts have to be stacked properly. Usually, the lower discounts are given first before being stacked with the higher price. This would decrease your losses as well.
7 Anchor Pricing
Consumer behaviors are impacted by biases and psychology. Consumers have a bias towards anchored numbers. Anchoring means you provide a price to be used as an anchor or reference for consumer judgments. And then you would use a lower price or a better price. Providing an anchored price will make your sale price even more attractive for the consumers. These easy customers will be pushed to purchase your product since the provided deal is more attractive in their minds.
This is actually a very famous concept in marketing and business. Anchoring judgments are one of the concepts described in legendary research in the marketing and business field. It is said that by setting a reference or anchor price, a consumer’s price perception changes. The research found that anchoring actually increases the willingness to pay for consumers.
8 Price Skimming
Price skimming is more about perception management than financial. A good benefit of price skimming is short-term profit. You can do price skimming by setting a high price at the start of a product’s sales window. Then over time, you lower the prices to a more attractive level but will still give a decent profit. It also portrays the product as cheaper since the initial price was high. Price skimming helps a lot when your product is new and you are the first one to sell it. If there are already people selling these products, price skimming may be unusable because the other stores have already lowered the prices.
9 Premium Pricing
Depending on your products, having a premium price can actually increase your brand image. This is because of what is called the Halo Effect. High prices are usually associated with great quality. By having a high price your products are seen as having higher quality. Regardless of actual quality, the Halo effect increases consumer perception and satisfaction. Just be sure to use a reasonable price when using a premium pricing strategy. An unreasonably high price means that consumers won’t buy your product. Premium pricing is about the perception of the consumers towards your product.
10 Loss-leading Pricing
Lastly, there is the loss-leading strategy. This can only work if you sell a lot of different products. The goal here is to lose money on one product so that you can sell many other products. For example, let’s use Coffee and its accessories as an example. You can sell your french press or coffee maker at a cheap price so that many people will buy it. But then you have to promote the coffee beans, grinder, cream, and more. The losses you sustain from selling the french press at a loss will be covered by the profits you gain from selling complementary products. Especially since people buy coffee often since it needs to be replenished. This pricing strategy is very common in supermarkets and stores that sell a variety of things.
So that wraps up our discussions of the various pricing strategies that you can use for your business. The world of pricing and business is very complicated because of the rise of e-commerce. But with the increasing complexity comes great opportunities for success. We hope that you guys can utilize the pricing strategies described here today and achieve success. Keep in mind that not all of these pricing strategies will work for your business. It depends on the age, model, and industry of your business. So be sure to read carefully and identify the needs of your business.
Now you know the various pricing strategies and when to use them. Your business should have a proper strategy for all aspects of the business. AsiaCommerce can help you grow faster and better with our many services. We offer services that range from export imports, procurement and sourcing, logistics, and forwarding. We can help with reselling, sourcing, and dropshipping. In addition, we offer extensive educational content that can help you develop your business skills. Check out our many services and gain many awesome benefits for your business!
References and Sources:
Keith S. Coulter, Robin A. Coulter, Small Sounds, Big Deals: Phonetic Symbolism Effects in Pricing, Journal of Consumer Research, Volume 37, Issue 2, August 2010, Pages 315–328, https://doi.org/10.1086/651241
Shai Danziger, Liat Hadar, Vicki G. Morwitz, Retailer Pricing Strategy and Consumer Choice under Price Uncertainty, Journal of Consumer Research, Volume 41, Issue 3, 1 October 2014, Pages 761–774, https://doi.org/10.1086/677313
Junha Kim, Selin A Malkoc, Joseph K Goodman, The Threshold-Crossing Effect: Just-Below Pricing Discourages Consumers to Upgrade, Journal of Consumer Research, 2021;, ucab049, https://doi.org/10.1093/jcr/ucab049
Itamar Simonson, Aimee Drolet, Anchoring Effects on Consumers’ Willingness-to-Pay and Willingness-to-Accept, Journal of Consumer Research, Volume 31, Issue 3, December 2004, Pages 681–690, https://doi.org/10.1086/425103
Ningning Wang, Ting Zhang, Xiaowei Zhu & Peimiao Li (2021) Online-offline competitive pricing with reference price effect, Journal of the Operational Research Society, 72:3, 642-653, DOI: 10.1080/01605682.2019.1696154
Mauricio Mittelman, Eduardo B. Andrade, Amitava Chattopadhyay, C. Miguel Brendl, The Offer Framing Effect: Choosing Single versus Bundled Offerings Affects Variety Seeking, Journal of Consumer Research, Volume 41, Issue 4, 1 December 2014, Pages 953–964, https://doi.org/10.1086/678193
Michael A. Kamins, Valerie S. Folkes, Alexander Fedorikhin, Promotional Bundles and Consumers’ Price Judgments: When the Best Things in Life Are Not Free, Journal of Consumer Research, Volume 36, Issue 4, December 2009, Pages 660–670, https://doi.org/10.1086/599806
Creating a business online to sell products is relatively easy these days. However, things become complicated when it comes to attracting consumers to buy products from you. You will have to compete with significantly more businesses. The products that you sell may also be similar. Online businesses cannot compete like typical businesses. You will often find product descriptions on product pages in websites or e-commerce platforms. Today we will discuss what a product description is and the best strategies to make a good product description that can convert viewers into paying customers.
An explanation of product descriptions
Product descriptions are the copywriting that you will use in your product page. The main purpose of a product description is to inform consumers about your product. There are also secondary goals such as enticing consumers, pushing purchases, and adding value to consumers. Product descriptions are a staple in the tech industry. However, because of the boom in online business almost anything sold online needs a good product description.
Product descriptions are usually used in web stores, e-commerce pages, social media posts, and many more. Anywhere people can view your products is a good place to use product descriptions. Product descriptions will be different based on the platform you use. Social media will favor shorter product descriptions while web stores or e-commerce platforms prefer longer and detailed recommendations.
10 Strategies for Writing a Good Product Description
Although making product descriptions is not an exact science, there are still strategies to make it effective. These are 10 strategies or considerations you should make when making your product recommendations. You don’t have to follow all of them, just choose the ones you think fit your business best.
1 Focus on the right target audience
A product description conveys what your product is to the reader. This means that you will have to know who will read them so that you can make the right adjustments. For example, you cannot use youthful and trendy words when your product is aimed at older people. However, if your product is aimed at older people but it aims to make them feel young, your wording should match that. Phrasing and wording that matches your target audience is very important.
2 Highlight benefits or additional value
Your product description should not be an exhaustive list of information about your products. Most of your customers will either not care or don’t understand most of them. There are reasons why people purchase your products. Highlight the way your products match those reasons. For example, people buy laptops based on the specifications, so highlight that. No need to go into too much detail about everything. Your description has to shift focus to the good aspects of your products.
3 Avoid overly used and common phrases
Saying phrases like “the best product ever” or “the most advanced” may seem like a good idea. However, they usually have the opposite effect. Most consumers already know that these words are just marketing jargon. So, they will end up disliking your page. Use words that highlight reality. For example, you can say “one of the most efficient power banks” instead of “the best power bank in the world”. Your tag line must reflect reality.
4 Use the right tone for your products
Tone is also very important when it comes to product description. The tone of your description may push consumers to make decisions. For example, if the tone of your product description is excited and conveying scarcity, buyers will be compelled to buy as fast as possible. However, if your product is not exciting or does not require urgency, using a tone like that will make buyers confused and will be less likely to buy.
5 Entice your audiences’ imagination
Imagination is a very powerful thing in consumers. Imagination fills in the gaps of our knowledge which means that if you can entice imagination, it will be very good. You can say things like “imagine doing things far more efficiently” or “What if you can feel safe leaving home without your charger”. These kinds of statements make buyers imagine scenarios which may push them to make a purchase.
6 Use short stories of your product
Stories are a great idea if your product has a proper story. Products that have a proper backstory like a founder’s story or invention story can make people interested. They like products that have a history because it seems a lot more unique and desirable now. But if your product is common, then don’t make up a story for your product. You will seem untrustworthy and buyers will avoid buying from you.
7 Add sensory words to your description or copywriting
Sensory words are very powerful tools for some product categories. Sensory words are words that evoke sensory experiences. Words like sweet, crunch, snap, moist, and harmony are sensory words. They evoke different senses as well. When your product is a food product you can use sensory words in your product description. For example, chocolate can be crunchy and sweet. Things like comfort tools and air conditioning can also use sensory words. As long as there is some connection with the senses, it will be good.
8 Use an easy to read structure
Structure is also very important since it is how consumers will initially see your page. If you put information in the wrong place, consumers may decide not to buy. A good structure always puts the most important or interesting information at the top. Then the bottom areas are for information that is important but less interesting. The most bottom areas are for information that not everyone may need to know but some types of consumers will want to know.
9 Provide testimonials
You can also include brief testimonials in your product description. Testimonials will help develop trust between you and the consumers. If you have reviews of past customers, the consumers will know that you are trustworthy. However, not all products require testimonials and it can be used for something else. For products with a high investment, it is good to put in investments. The testimonials should not only highlight the product but your store as well.
10 Do not use overly technical or complicated language
It may sometimes be good to put in technical language. However, it is usually not a good idea for most products. If your product description contains too much technical language or complicated language, consumers won’t like to read the description. Consumers will either get bored or not understand. This may lead to consumers leaving your page or being overwhelmed. Use language that is simple to understand and clear. But using language that is too simplistic can be bad. Consumers will either think that you are condescending or not knowledgeable.
Now you know how to create a good product description. You can use this newfound knowledge in doing business. And with this knowledge, you should not be afraid to grow and expand your business. Building businesses takes one step at a time. AsiaCommerce can help you grow faster and better with our many services. We offer services that range from export-imports, procurement and sourcing, logistics, and forwarding. We can help with reselling, sourcing, and dropshipping. In addition, we offer extensive educational content that can help you develop your business skills. Check out our many services and gain many awesome benefits for your business!
You put a lot of effort into making sure your customers have a great experience. You approve the images, you tweak your store, and you write the emails, all with the goal of leaving your customers happy.
But when it comes to shipping, it can feel like you’re handing your brand over to a stranger.
With some thought and planning, however, it doesn’t have to feel that way—which is a good thing, because shipping is a key part of your business. It’s the point where a customer finally experiences your product in person, and it can also represent a major expense in your business, depending on your shipping strategy.
That’s why it’s so important to map out a defined shipping strategy. Since the world of shipping and fulfillment can seem complex when you’re not familiar with it, we’ve got an overview of everything you’ll need to know to make the best choice for your business.
We’ll go over some of the basics of shipping your products and help you understand this complicated topic. We’ll talk about setting your shipping strategy, packaging, provide resources and links to popular carriers, look at tracking and insurance, balancing shipping costs with profitability.
Shipping strategy 101
There are some basics that set a foundation for the rest of your shipping. While you can come back and change each of these later on, as you learn more, these are the key decisions and steps that make up your high-level shipping strategy.
Your shipping rates and methods.
Are you going to pass the full cost of shipping on to your customers or will you offer free or flat-rate shipping to absorb some or all of the cost? How will you get orders from your local customers? By the end of this post, you’ll have more information on how to make this choice for your business.
To streamline the process, measure and update the weight of each product you sell. Having that information set up will help you get a good sense of your total costs, and pass along accurate prices to your customers.
Choose your preferred packaging
While there’s more to be said about what kind of packaging is right for your products, once you’ve selected it, you can add that information to a shipping application so you can calculate accurate shipping prices.
Source your packaging
You can order free packaging or invest in branded packaging if that’s part of your strategy.
If you have difficulty with shipping, AsiaCommerce has a service to help you. We can also help you to market and sell your products, both a retail product or a product that needs to be sold in a huge amount. We are making it possible for local business leaders to cooperate with the International global market. Besides export service, we can also help you to import, transport, search for foreign products, and handle distribution issues of your company in southeast Asia.
Warehousing, shipping, and fulfillment can’t be separated when you begin to establish an e-commerce business or selling products.
Even though making sells is always the exciting part, you need to make sure your products end up in customers’ hands.
There are three options you can choose to make this happen:
Sell your product through a drop-shipper who will place orders for you
Place your order independently
Collaborate with a logistics company that will handle your warehousing and fulfillment
There are certain advantages from packing and shipping your own orders: it’s cheap and flexible. Often times, businesses that are just starting out, and businesses that have extra packaging needs, usually handle their own logistics.
And regardless of age or industry, any business struggling with cash flow will be better off handling things in-house. Sometimes you have more time to spend than money.
But if your business has expanded and growing quickly so you have the cash on hand to outsourced, you may consider for using third-party warehousing and fulfillment.
There are many logistics companies that will store your product and take care of packing and shipping your orders, but not all logistics companies provide fulfillment services such as AsiaCommerce.
But What is fulfillment service?
A fulfillment service is a third-party warehouse that prepares and ships your orders for you. It does this from its fulfillment center. E-commerce fulfillment services are ideal for businesses that don’t want to deal with shipping or have outgrown existing warehousing capabilities to a point where they’re unable to ship orders themselves anymore.
If you’re scaling fast and looking to optimize your fulfillment strategy, working with a provider that offers a central view of your data and smart inventory allocation across multiple warehouses will give you the most flexibility. To learn more about the AsiaCommerce fulfillment services, visit us here
What does a fulfillment center do?
While each fulfillment center operates slightly differently, they all accomplish the same thing: they act as a command center for all your order prepping and shipping needs. Fulfillment centers also double as warehouse spaces for inventory storage, allowing you to hold onto product.
Some fulfillment service providers have multiple fulfillment centers, allowing them to serve different geographic locations more quickly than if they were to have just one. This allows e-commerce companies to deliver fast and affordable shipping to a diverse customer base.
What do fulfillment services cost?
Fulfillment services typically charge by the hour or per unit/pallet. Providers add up costs for receiving, storage, pick and pack, shipping, kitting or bundling, returns, custom packaging, gift services, and setup. They then apply transactional (e.g., receiving, shipping) and recurring (e.g., storage) fees.
If your business has big goals, fluctuating sales, but not enough time to take care of things in-house, AsiaCommerce will help you! Just fill the form here