How to Make a Product More Appealing Online: 5 Tips

Updated 2 months ago
Paula Guevara
August 11, 2022
6 min read

A great product gets people to your online store, but that doesn’t mean they’ll buy it. To increase sales, great products need even greater presentation. 

It’s true when they say a picture is worth a thousand words (and purchases). Making your products more appealing is all about the product’s appeal to customers. 

The quality of your images is just one element to consider. You want to spark emotive responses from your visitors that motivate them to click on that Buy button quickly. 

Did you know that visuals inspire 62% of shoppers to buy products online?

Your product’s presentation should also show your brand’s personality if you want to grow your online sales. In this guide, we’ll discuss everything you need to know about how to make a product more appealing online. 

What Are the Key Factors You Need to Consider to Make a Product More Appealing?

Increasing online sales starts with making your products stand out from competitors. Your product description, visuals, and reviews all matter when marketing it online but customers also want to feel connected to your brand. 

Providing positive buying experiences is the key to selling more products. The presentation of your products should speak to the emotions that influence buying decisions. 

The four key factors that affect a product’s appeal are:

  • Motivation — Why are customers buying your product? Is it a luxury item that will improve their social standing or a more sustainable option compared to others? Knowing why a customer wants to buy your product will help you frame the item in a way that speaks to their personal motivations. 
  • Perception — Does your product have a quality that others don’t? Can you frame your product’s presentation so that it changes the perception of a customer? When selling online, you need to create an immediate response in potential customers that challenges or confirms their perception of your brand.
  • Learning — Can your product improve the life of your customer? Will it make a difference in their daily routines? Educating your customers about the product’s benefits is a great way to make it stand out from others and increase online sales. 
  • Belief — Will your products support a customer’s existing beliefs or attitudes? Is the product speaking to ideas that you share with your customers? Products that connect and support the beliefs of your customers will perform better than those that just serve a function. 

When you present your products online, you should consider these four factors in every decision you make. In turn, your customers will respond by making more purchases and telling others about your brand. 

5 Tips to Boost Your Products Appeal Online

The power of presentation makes all the difference between two identical products. Product presentation improves the customer’s experience when shopping online and will set your products apart from others. To help you increase sales and create loyal customers that keep coming back for more, you should boost product appeal with these five tips. 

1. Design an Inviting Storefront

Just like with brick-and-mortar shop windows, your online site should show customers everything you want them to know about your brand. Simply having a list of products on your landing page won’t create interest in customers. A logical layout and beautiful presentation of items should be the first thing a customer sees when visiting your site. 

Think of your storefront the same way as the Macy’s holiday windows. In 1874, R.H. Macy started a tradition of decorating the store’s windows for the holidays and created a tradition that became world famous. 

Your storefront (or landing site) should aim to create the same response in customers. At the very least, it should be memorable, easy to navigate and present your products in a simple, logical way. 

Keep these considerations in mind when designing your online storefront:

  • Simplicity — There’s a rule for designing your storefront called KISS (or Keep It Simple, Silly!). Too many banner ads, pop-ups, and vibrant colors will draw attention away from your products. Customers come to your site to learn about your products. Make sure you don’t make it more difficult for them to find what they’re looking for by overcomplicating the design. 
  • Branding — Your brand messaging and identity should feature on your storefront. A catchy tagline, a memorable logo, and a consistent brand image will make customers remember your online store. You want your site’s branding to create a connection between you and your customers. By sharing your brand identity in a soulful way, you can create trust with your customers and that trust will extend to your products. 
  • Navigating — The storefront is how you gain interest from customers. From there, you need to guide customers to different products in an easy way to keep them engaged. Once again, the KISS principle will apply. Product categories, images, and descriptions should lead to other pages where you provide more detail or rich visuals about each item. 

2. Provide Great Visual Experiences

Customers won’t have the ability to touch or feel your products before making a buying decision. You should do everything you can to give them a similar experience when shopping online. By having great visual experiences, you can pique their interest and keep them engaged for longer. 

The use of great images on your site is just a starting point. To provide lasting impressions with customers and attract more visitors to your site, consider the latest online visualization trends:

  • Photorealistic rendering — Instead of paying for expensive, professional photography, you can create 3D renderings of your products using the latest WebGL technologies.
  • Augmented reality — Embedding your products into real-world scenes will help customers see exactly how the item will fit into their own environments. 
  • 3D visualization — The best way to create a similar experience to real-world interactions is by giving customers a way to rotate products and view them from different angles. 

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3. Write Emotive Descriptions

Rich visuals with meaningful product descriptions will make any product more appealing online. Descriptions should go beyond just listing the features of the product or giving customers an overview that they already know. 

When you want your products to stand out, you need to sing its praises at every opportunity. The words you use to describe your products will have just as much of an impact on your customer’s perception as the images you include on your site. 

Keep these tips in mind when writing your product descriptions:

  • Write for your ideal buyer and speak to their unique motivations
  • Highlight the benefits of each feature by going into enough detail
  • Create the feelings you want customers to have by including mini-stories
  • Use sensory words and always justify any superlatives in the description

4. Offer Product Personalization Features

Product personalization and customization features allow your customers to turn items into unique creations. A personalized product doesn’t just engage a customer, it sets your items apart from any competitor by giving your shoppers control over the design. 

Using personalization lets customers change the product to suit their needs. If you can give them these abilities in your online store, you will see more engagement and an increase in sales at checkout. Customers are willing to pay more for personalized products and if they’ve spent time configuring an item, are more likely to return to your store. 

Product personalization features include:

  • Changing the colors of an item of clothing or piece of furniture
  • Co-creating items like sunglasses or guitars with different components
  • Adding personalized logos or monograms to a product

5. Educate Your Customers about Your Social Responsibility

Things like sustainable practices, environmental awareness, and social responsibility resonate with today’s consumers. If your products have any of these features, you should highlight them and let customers know that buying your items will support these causes. 

More customers are making buying decisions based on these principles. Social values (and the products that champion them) appeal to customers who want their money to go to good causes. Several studies show that consumers care about sustainability, equity, and social responsibility. 

If you add product personalization features to your products, consider these elements in the changes customers can make to items. 

Increasing the appeal of a product using social values will:

  • Attract more customers to your site and increase engagement with your products
  • Help create awareness about your brand and products organically
  • Create a positive perception about your brand that increases trust and loyalty

Deliver Appealing Products to Customers with a Product Configuration Platform

Making products appealing online is essential if you want to grow your brand and increase revenues. With product configuration, customization, and personalization capabilities, your products will stand out from competitors and attract more visitors to your site. ConfigureID’s product configuration platform gives you the ability to deliver rich and immersive experiences to customers that make your products more appealing and saleable. 

Consumers want to know that the brands they support are responsive, agile, and willing to listen to their opinions. You can give your customers the freedom to co-create products and add their personal touches to items with a product configuration platform like ConfigureID.

To start making your products more appealing with personalization and customization features (including photorealistic rendering), request a demo from ConfigureID today. 

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