When Your Photograph and Your Description Disagree, You Have a Problem
One of the most common reasons small sellers get bad reviews they don't deserve is that the photo and the description are subtly telling different stories. Here's how to fix it.
The photo says one color, the description says another
This is the top-of-the-list problem. If the photo has a slight blue cast and the item is actually charcoal gray, half your buyers will feel misled. Correct the photo, or add 'photo may appear slightly bluer than in person' to the description. Better: reshoot.
The photo shows accessories not included
If you stage a set with props, the description must be explicit about what actually ships. 'Vase only, styling items not included.' Otherwise you'll refund one out of every ten orders.
The photo hides a real defect the description mentions
The reverse is worse. If the description says 'small chip on rim' and the photo doesn't show it, buyers assume the chip is worse than described. Photograph it clearly.
The rule
Read the description twice while looking at the photos. If a customer could feel misled by any combination of the two, fix it before it becomes a review.
This article is part of the Suliit editorial series on online commerce for independent sellers and buyers. Suliit is a U.S.-based marketplace operated from Prince Frederick, Maryland.