Increasing consumer confidence is one of the primary objectives you should strive for when developing product detail content. There's no question that the more confident the consumer is, the more likely she or he is to convert.
As miniscule as it might seem, a good place to start in increasing consumer confidence is with your packaging contents' content (like Amazon's "What's in the Box" content.)
[This post is part our ongoing series, The Art and Science of the Enhanced (A+) Page.]
Inadequate box content inevitably leads to bad customer experiences, returns, and negative reviews. All of that unpleasantness is easy to avoid if you take some care when writing about your packaging contents.
In fact, not only should your copywriters treat your "in the box" content as royalty, they should also go out of their way to make clear in your product detail content what the consumer can expect NOT to get when Mr. Brown rings the bell.
For example, a recent product detail for a baby stroller that we came across includes this sentence:
A non-PVC rain shield can be added for extra protection against the elements (not included).
Simple and helpful. What more could a reader ask for?
Thanks to this simple parenthetical, it's clear--clearer than an Anthony Weiner Twitter--that the consumer should not expect the rain shield with the baby stroller.
If you sell portable electronics or entertainment devices, your copywriters should create a keystroke for phrases like "Two AA batteries are not included" or "A required RCA cord is not included." If you create accurate expectations, even if it means that your customer will need to spend money with someone else, you will win that customer.
Personal rant: There's nothing more disheartening for a child to receive from Amazon, as my two-year-old did recently, a Thomas Train Whistle-and-Go set for his birthday only to discover nothing happens when you turn it on because batteries are not included. (Check out the link! Nary a mention of batteries! Thanks Jeff B! Thank Auntie D!)
L.L.Bean recently estimated that 75 percent of their negative reviews are the result of inaccurate product descriptions or marketing copy. A cursory look at user reviews on the web will show that many negative reviews could be avoided by adding basic information to the product details.
Inaccurate "in the box" content contributes to returns, increases customer dissatisfaction, gives consumers fodder for negative reviews, and generally reflects poorly on your brand.
To hammer home the point, TigerDirect products often have a pictorial treatment of box contents, as seen with the Margaritaville Tailgating Grill below:
So why risk angering customers and sullying your brand when you could take the simple step of including your package contents in a photo or easy-to-read language in your product description?
- Include accurate "in the box" content with your product description.
- Add what's NOT included to content whenever appropriate.