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Archive for November, 2009

Take a look at the following “notes” section from HawaiiArt.com:

This open edition 11″ x 5.5″ Paper print is
double matted and measures 14″ x 11″
(total size with mat). Limited Editions are
as follows: 16″ x 8″ (actual print size) on
Paper (Edition size: 500) or Canvas (250).
28″ x 14.5″ Canvas (150). 18″ x 36″ Canvas
(150).  48″ x 24″ Canvas (75).

While this description is very comprehensive, there are issues here that may result in confusion and loss of sales.  This is because the passage creates more questions than it answers.  I had several customers call me about this listing which means there are probably 20 customers that simply moved on.

The problem is that the artist indicated that the 11 x 5.5 is a double matted print but doesnt say anything about mats on the other prints sizes.  While it seems likely that the customer would know that the canvas sizes are “unmatted” it is important to say this in your descriptions if you offer details about one of your sizes.  The above description leaves the customer thinking:

  • Does the 16×8 have a mat?  It says ‘actual print size’…there must be one right?
  • What about the other sizes? What types on mats do those have?

These questions with no visible answers can inhibit sales on the 16 x 8 size in this case particularly, and the product page as a whole.

IT IS BETTER TO SAY LESS OR EVEN TO REMOVE THE OPTION SIZE IF YOU FEEL THE LISTING IS GOING TO CREATE CONFUSION OR QUESTIONS.  CONFUSION OR CUSTOMER QUESTIONING IS TOXIC TO ECOMMERCE LISTINGS.

Here is an example of how I would have wrote this listing for optimal sales effectiveness.

The 11″ x 5.5″ and is an open edition paper print with a 14″ x 11″ double mat.  The 16″ x 8″ is an unmatted limited edition on paper.  All larger sizes are unmatted limited editions printed on canvas.  Each is hand signed by the artist.

Also, note how I omitted the edition sizes which appeared a bit cluttered vs. informative (just my opinion).  How many customers would not understand what all the edition sizes in parentheses are?  This folks are very likely to abandon the sale.

Good luck on implementing these tips.

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