Product education

Course content (19 lessons)

Product education is an opportunity to pre-emptively answer your customer’s questions and set expectations. It’s also a chance to show them how your products will fit into their life. If information is sparse, your customers may lose interest or may not feel confident in making a purchase, so it’s well worth some thought and care.

0:00
[MUSIC PLAYING] Now that we've made sure your story is easy to browse, you can feel confident that your customers will be able to find the products they're looking for, or maybe discover something new. In this module, we'll cover all of the ways in which you can use your theme to strengthen your sales pitch. In a brick and mortar store, once a customer expresses interest in a product, the sales associate has the opportunity to make a sales pitch.
0:32
The ball is then in the customer's court as they consider the purchase. In an online setting, your theme is your sales associate and the copy on your website is your pitch. Your product pages are where you'll want to keep the majority of your product details. Think about the information a sales associate might share with the customer. For example, are your products made locally?
0:57
Does a portion of every sale go to a charity or grassroots organization? Are your products custom made to order? Product education is a key to success throughout the customer lifecycle. Product education materials are 29 times more likely to convert customers than traditional marketing methods alone. Put yourself in your customer's shoes and imagine what questions they might have about a particular product.
1:24
If a question is left unanswered, it could prevent them from completing a purchase. Product education is about sharing the wealth of knowledge you have about your products in a clear, digestible, and persuasive form. Most of the content on your product pages will be pulled from the product section in your Shopify admin. But you can use your theme to refine how this content is presented.
1:48
Just like on your homepage and the collection page, the options for customizing will vary from theme to theme. If you're still shopping around for a theme, you may want to consider which options are most important for you and your customer. Circle back to your shopper profile to see if there's anything that's important to your customers that can be supported on the product page.
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For example, do you want to display your product images above, below, or beside your product description? If you know you have very lengthy product descriptions, you may want to find a theme that can show this text neatly below the image rather than beside it in a long column that's harder to read. Or do you have a lot of variance? These may look tidier for your customer listed in a dropdown rather than many rows of buttons.
2:43
These styling decisions can impact a shopper experience and the outcome of your customer's journey. Do you want to show thumbnails or full list view of product images? If you have a lot of styled images to show off, a list view will provide a very visual display. If you have a lot of images of product angles, thumbnails are preferable for navigating the product images. These are just some of the questions to keep in mind when browsing the theme marketplace.
3:11
Although customers can add products to their cart from the homepage or the collection page, the product page should contain the bulk of your product description. Don't forget that you can make your sales pitch from the homepage by using a section to call out a specific featured product or collection. The best practice is to keep these types of pitches short and concise and position your product as a solution to their problem.
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The right sales pitch will leave your customers informed and intrigued.

Product education

Course content (19 lessons)

Overview

01 |Think like a Shopper

02 |First Impressions

03 |Browsing

04 |Sales pitch

05 |Making the Sale

06 |It’s Alive!