Dropshipping. FAB formula in the product card

A properly designed card saves the buyer time. TON OP company highlights the minimum requirements without which sales are technically impossible.

What should be on the product page of a retail website:

• Name and visualisation (photo/video).
• Selection logic (options, price, availability).
• Action trigger (Buy button).
• Terms of the transaction (delivery/returns).

No clutter. All other elements are superfluous and only distract attention.

The exception is the product description and reviews. The product description should be structured, concise, and to the point. It is important to configure the sorting of reviews. The most informative comments, where users describe their experience of using the product, should be at the top, not the most recent ones. This can be done manually or by configuring the site's algorithm to display reviews with high ratings and ‘useful’ marks.

Connecting the TONOP programme to your company's CRM system will allow you to process data on potential and existing customers online, from the first contact to the purchase.

It is important not to confuse the properties of the product, its characteristics, and what the buyer is actually looking for, who, when visiting the next page, does not read the text - they ‘scan’ it. The seller has only three seconds to grab their attention, according to managers at TON OP Bulgaria. If they succeed, the customer will decide within the next five seconds whether to leave or stay and delve into the details. If the page structure is familiar, convenient and predictable, they are more likely to stay.

What a product card looks like in FAB format:

1. Features. Short headline block
2. Advantages. One-line subheading
3. Benefits. 1–2 descriptive sentences

These are unchanging details that allow the buyer to immediately see the technical basis: whether the product is suitable for them or not. Facts and dry characteristics of the product: material, thickness, voltage, volume, power, technology. What is it made of, how is it constructed, what are its parameters?

But specifications alone never sell. You can't stop at this level. And you can't make specifications the central part of the product card.

• Capacity 20,000 mAh
• Cable length: 1.8 m
• Power: 1400 W

The buyer's attention shifts from the product itself to how they will use it. An advantage is a meaningful revelation of a fact, according to TON OP experts. Here we explain what this characteristic means in practice and how the product differs from its counterparts.

• 20,000 mAh - enough for several consecutive charges
• 600D - a fabric that is difficult to tear or wear out
• Ceramic - uniform heating without temperature fluctuations
• 1400 W - dries hair faster

The buyer's attention shifts from the process of use to the end result. When describing a product, the seller addresses real needs and answers the questions: ‘Why does he (the buyer) need it? How will it change his life? Will it save him time, money or stress?’ The product ceases to be just a thing and becomes a solution to a problem.

• Your phone won't run out of battery on the road - you'll always be connected
• Your backpack will look like new for years - no need to replace it every season
• No overheating your hair - no breakage
• You'll save time in the morning - 5 minutes instead of 12

The same logic should be applied to the product catalogue. There is no place for technical details in the product preview. Only include the key part (Benefit). A customer is more likely to click on ‘Waterproof backpack’ than ‘20L backpack’. By translating the language of specifications into the language of values, you shorten the customer's path to purchase.

TON OP doo ltd offers solutions for automating and optimising business processes. TONOP software is an affordable tool that can be used to analyse market trends, filter out the unnecessary and consolidate the necessary data.