I’ve done a few Website Reviews recently and noticed that folks are using language that makes sense to them, but not to their customers.
One example is using “stockist” when referring to where folks can find your products. Or naming their variants something obscure like 1, 2, 3 or style A, style B, style C or worse TS1234.
What does style A mean? What on earth does TS1234 mean? And stockist is what you use, not your customers. Your customers are looking for words like “Find Us” or “Locations”.
Even if there’s a photo and it shows me, for example, a t-shirt with stripes that appear to be black and white, it’s not enough. How do I know it’s not a navy and white? We could have the next “is the dress blue or gold” debacle!
Remember that everyone has different quality screens as well which means the colors you see on your computer may be slightly different from what they see on theirs.
How many times has an item been returned/exchanged because it wasn’t what they thought it was?
When creating your variants, consider how you would describe the product to a customer on the phone.
You may have different sizes, styles, colors, and fabrics for example. These are all different variants.
Use clear variant names such as navy/white or cotton navy/white.
Both Shopify and Squarespace have up to 100 variant limits so think carefully about how these are created. Meaning if you have one product that comes in 5 sizes, 3 colors, 2 styles, and 2 fabrics, you’ve just created 60 variants.
Using wording that doesn’t match what your customers are looking for causes friction for them in the buying process.
I’ll diagnose the friction your customers may be experiencing like this variant faux pas, fix the issues, and boost conversions while I’m at it with a Website Rescue. Many small fixes to your existing Shopify or Squarespace theme can turn a poor performing site into a brand new site without a costly redesign.
Don’t redesign your Shopify or Squarespace site. Rescue it!