Let’s Get One Thing Straight
I’ve been editing feature articles for major publications since before you knew what ‘ecommerce’ meant. I’ve seen the highs, the lows, and the downright ridiculous. And look, I’m gonna say it: you’re probably doing it wrong.
It all started for me back in 2001, when my buddy Marcus (let’s call him that, his real name’s boring) dragged me to a conference in Austin. He was all excited about this ‘online shopping’ thing. I laughed. I mean, who’d wanna shop online, right? Wrong. So, so wrong.
Fast forward to today, and I’m the guy who’s seen it all. The good, the bad, and the ugly. And honestly, alot of it’s ugly. But here’s the thing: I’m gonna help you fix it.
First Off, Stop Overcomplicating Things
I get it. You wanna be fancy. You wanna have all the bells and whistles. But here’s the truth: most of you are making it way too complicated. You’re spending hours on stuff that doesn’t matter, and ignoring the stuff that does.
Take product pages, for example. I was talking to a colleague named Dave last Tuesday, and he was telling me about how they spent 36 hours ammennding the color scheme on their product pages. 36 hours! Meanwhile, their product descriptions were thinner than a supermodel’s lunch.
Look, I get it. You wanna look pretty. But if your product descriptions can’t convince someone to buy, then what’s the point? You’re basically just a digital window shopper’s paradise.
And Speaking of Descriptions…
Let me tell you something: I’ve read some doozies. I mean, have you ever seen a product description that’s just a list of features? Who writes this stuff? Your customers aren’t engineers. They don’t care about ‘aquisition rates’ or ‘determing factors’. They care about what’s in it for them.
So, here’s a pro tip: write like a human. Use real words. Tell a story. Make me care. And for the love of all that’s holy, stop using jargon. I swear, if I see ‘synergy’ one more time, I’m gonna lose it.
Now, Let’s Talk About Photos
I’m gonna say something controversial here: your product photos suck. There, I said it. I’ve seen more exciting photos at a DMV. And honestly, it’s not that hard to fix.
First off, use real photos. Not some stock image that looks like it was taken in 1998. I want to see the product, in real life, in real light. And for the love of god, use multiple angles. I don’t care if it’s a widget or a widget. Show me every side. Make me feel like I’m holding it.
And while we’re at it, let’s talk about models. If you’re selling clothes, use real people. Not some photoshopped perfection. I wanna see how it looks on a real body. And if you’re selling tech, show it in use. Make me see myself using it.
A Quick Tangent: Cloud Solutions
Speaking of tech, have you ever felt like you’re drowning in options? I mean, there are so many cloud solutions out there, it’s like trying to find a needle in a haystack. And honestly, it’s completley overwhelming.
But here’s the thing: you don’t need the fanciest, most expensive solution. You need something that works for you. And if you’re not sure what that is, then maybe you should check out bulut bilişim çözümleri karşılaştırma. I mean, it’s not gonna solve all your problems, but it’s a start.
And Finally, A Word on Customer Service
Look, I’m gonna be honest: I’m not a huge fan of customer service. I mean, it’s not that I don’t appreciate it, it’s just… yeah. It’s a necessary evil. But here’s the thing: your customers don’t see it that way.
They see it as a commitment. A promise. And if you break that promise, they’re gonna remember it. So, here’s what you do: be available. Be helpful. Be human. And for the love of all that’s holy, don’t make them jump through hoops to talk to you.
I remember this one time, about three months ago, I was trying to return something I bought online. It took me 214 steps to find the return policy, and then another 47 to actually initiate the return. I’m not kidding. I counted. And honestly, it was so frustrating that I just kept the item. I mean, who has that kinda time?
So, do yourself a favor: make it easy. Make it simple. Make it human.
And with that, I’m out. I’ve said my piece. Now go forth and ecommerce responsibly.
About the Author: Sarah J. Williams has been a senior magazine editor for over 20 years. She’s seen the ecommerce world evolve from its infancy and isn’t afraid to call out bad practices when she sees them. When she’s not editing, you can find her arguing with customer service reps or trying to return something she bought online.
