by Holly Jackson
I spend at least four hours a day looking at lingerie. Sometimes it’s research for a column or a client, and sometimes it’s for my own personal collection. There are some lingerie boutique sites I could probably talk you through with my eyes shut. The copywriter part of my brain sees lots of lingerie boutiques and brands making the same sorts of mistakes, and the consumer part of me then rebels and doesn’t want to buy from them. Since we’re all preparing for Valentine’s Day, I thought I’d spend today talking about the three most common mistakes that I see boutiques and brands make on their websites, and how to fix them.
1. Unhelpful size charts.
Almost every boutique or brand website has a section on how to find your bra size, but that’s only one element of buying lingerie that will fit. Size charts need to have at minimum hip, waist, and bust measurements for each brand or item. Ideally, these measurements will also be listed in the product description, along with any tips for buying specialized items such as shapewear.
Remember that your audience has no reference point for items that are sized with generic sizes like small, medium, or large. These items always need to be accompanied by exact measurements. Some consumers will be willing to guess at sizes, but many more simply won’t buy or return if they don’t find enough information.
2. Not indicating an item is made to measure.
I’m a huge fan of made to measure designers, and I almost always buy from them when I can. I’ve also missed out on buying items from several because they didn’t make a note of their made to measure services in the product description. Most made to measure designers offer standard sizing and custom sizing, but many forget to mention custom sizing prominently. If you’re a made to measure designer (or a boutique who sells their amazing creations), make sure that you let people know what their options are.
3. Not leaving a way to continue the conversation.
This tip is particularly aimed at high end boutiques, but is worth keeping in mind for everyone. If you’re selling luxury items, potential customers will want to ask you questions about them. It’s a rough economy, and even people with plenty of money want to know that they’re spending it wisely. Make sure that you let people know how to contact you, and return their email in a timely matter. One email can be the difference between someone who never comes back to your website and a customer for life.
Holly Jackson owns The Full Figured Chest Copywriting, and specializes in lingerie writing and online content creation for lingerie companies. Her work can be found on lingerie boutique websites across the world as well as in national level campaigns. She currently writes six regular lingerie and marketing columns, and is a regular contributor to The Lingerie Addict and The Lingerie Journal as well asMcPeteSez. In 2011, The Lingerie Journal named her their number one copywriter in the lingerie industry.
Holly can be found tweeting @thefullfigurechest, here on Facebook, and reviewing the newest full-busted lingerie at her blog, www.thefullfiguredchest.com. Her list of copywriting services can be found here.