Let’s use 5 different products as examples, and see what we should pay attention to when creating these product listings.
Jewelry
One of the first concerns customers have is how long will the jewelry will last. If you are selling jewelry that last a long time, let customers know that with evidence to support it. For example, “Made with 925 sterling silver. Last 150% longer than your average necklace.”
A size chart or ‘how to choose your size’ chart will help customers alleviate the concern of the jewelry not fitting.
Throughout the year especially holiday season, customers buy jewelry as gift. And from my experience, some customers want to ship directly to the recipient. They will be looking for gift-able packaging and even a custom card to include with the jewelry. A photo of your jewelry packaging with information about gift wrapping would appeal to customers.
Many mid- to high-end jewelry come with a quality guarantee. If you have one, mention it in the photo and description because it’s a good selling point.
Candles
Many customer buying candles as home decor. Include real life photos of how it looks in the house would help customers envision them having the candle.
If your candles are handmade & hand-poured, dedicate a product photo of you making the candle to differentiate yourself from mass-produced candles.
Other common things customers are looking for include burn time, smell (“Fill your room with sweet citrus fragrant and relax”), materials (100% natural? Vegan?).
Digital Products
For digital downloads, customers can download the design after placing an order.
It’s likely that they will have questions about how to use the design, how to print it out, or what to do in general. You can include a simple ‘ordering process’ graphic to help them.
Size and format are also information most customers look for. Use dot points in both description and photo to make it as clear as possible.
If it’s an editable template, make sure to state what is editable. Including a demo link in the description if you have one.
Vintage Home Decor
For vintage goods, customers look for the ‘real deal’. They will have questions like, Where does this come from? How is it sourced? What’s the story behind it?
It’s a good idea to explain and educate as much as possible. Customers would trust you more if the seller knows what they are talking about.
Another common question is about the condition the vintage item is in. Be honest and show the true condition in product photos. Don’t be afraid to point out some flaws to set customer expectations.
It’s also a good idea to talk about shipping and packaging. Customers want the item to be protected during transit. You can use a product photo to showcase the protected packaging you use.
Dresses
Sizing is one of the most important barrier of purchase you’d need to tackle for clothing. Having a size chart to clearly list out the measurement conversion is a must.
Having a model wearing the dress can help shoppers envision themselves wearing it. Add text about what size the model is wearing to showcase what the fit is like on real people. Or even having multiple people wearing different sizes.
As customers can’t feel the material, be sure to photograph it in natural sunlight to show the texture.
Another common concern is whether the dress is easy or difficult to take care of. List out some steps and care instructions would help customers alleviate this concern.
If there are features that set your product apart from others, a close up photo with explanation text would help you stand out.
