This Tech Talk is free and open to everyone. Register below to get a link to join the live event.
Presentation + Q&A
Wednesday, August 5, 2020, 1:00–2:00 p.m. ET
If you can’t join us live, the video recording will be published here as soon as it’s available.
About the Talk
Kubernetes is hard. In our spirit for all things simple, a team of engineers and designers at DigitalOcean set out to create a Kubernetes experience that developers can love. They built features that help you go from zero to running applications as quickly as possible, without the hassle of management and maintenance.
Hear from Phil Dougherty, Senior Product Manager at DigitalOcean, who will walk through how you can easily set up your own Kubernetes cluster.
According to INAP’s latest State of IT Infrastructure Management report, 69 percent of IT professionals say their organization has already adopted a hybrid IT strategy, deploying their infrastructure on more than one platform.
What’s responsible for the growing popularity of hybrid IT? Simply put, a hybrid IT model allows companies to embrace the flexibility of the cloud while maintaining control over resources that might not be best suited for a cloud environment.
In this simple guide, I will:
Briefly define hybrid IT (and what it’s not)
Summarize the three most important factors that will shape your hybrid IT mix
Illustrate how popular infrastructure models—like public cloud and bare metal—can be viewed through the lens of these factors
What is Hybrid IT?
Hybrid IT is an infrastructure model that embraces a combination of on-prem, colocation and cloud-based environments to make up an enterprises’ infrastructure mix. It’s important to note that while hybrid IT can encompass both hybrid cloud (which uses private and public cloud services for a single application) and multicloud (using multiple cloud services for different applications), it is not interchangeable with these terms.
Three Considerations for Shaping Your Hybrid IT Infrastructure Mix
If you’ve thought about making the jump to a hybrid IT model, what factors should you consider for selecting the right infrastructure mix? At the application level, it’s easy to get in the weeds of whether a certain platform or provider will perform better over another. That’s an important process, but it’s not where you want to start your planning.
When I meet with a new customer or prospect to flesh out a hybrid IT strategy, three fundamental topics chart the course of the solution design process: Economics, management rigor and solution flexibility. Let’s break down each into simple questions.
1. Is CAPEX or OPEX spending more optimal for your workloads?
One of cloud computing’s more attractive features is the ability to substitute capital expenditures (CAPEX) for ongoing usage-based operational expenditures (OPEX). It’s likely that OPEX cloud environments will end up covering a sizable chunk of IT workloads in the future, but it will by no means be suitable for all use cases. Adopting a hybrid IT strategy acknowledges that CAPEX intensive models, like on-prem and colocation, will have their place long into the cloud computing era.
To decide whether OPEX or CAPEX is the way to go, analyze the short- and long-term needs of the application.
OPEX addresses the needs of ephemeral workloads that use compute and storage resources sporadically. OPEX models are also advantageous for new applications or services where steady state usage levels are yet to be determined.
When provisioning constant workloads for the long term, however, it’s generally more cost-effective to use CAPEX over OPEX, as the investment would be amortized over the time period it is used or planned for (typically 3 or 5 years).
2. How much time do you want to put into managing your infrastructure solutions?
To determine whether managed or unmanaged solutions are a better fit for your company, think about how much time the IT department has to spend handling the day-to-day upkeep of the infrastructure. Consider this: Of the 500 IT pros we interviewed for the aforementioned State of IT InfrastructureManagement report, 59 percent of participants said they are frustrated by the time spent on routine infrastructure activities and 84 percent agreed that they “could bring more value to their organization if they spent less time on routine tasks”.
Depending on how much an enterprise expects its IT team to move the needle forward for the business, managed solutions might be the best fit. In addition, some businesses may have special requirements to address, such as security or compliance, which require outside help from service providers who have expertise in handling and addressing those needs.
3. How important is solution flexibility?
Workload characteristics may change over time. Services and applications might need to be adjusted or completely discontinued due to changes in business priorities or merger and acquisition events. Changes in IT leadership and decision makers may shift the focus and priorities, or if a newly launched service is unexpectedly more popular in some geographical areas, it may in turn require shifting resources and focus for the IT team.
When such unforeseen events happen, unplanned changes to the IT environment will follow suit. As such, it’s important to have a trusted service provider who can help you successfully navigate these changes.
Spend portability allows you to shift spending or investments from existing contracted services to other service offerings while staying at the same level of spend. For instance, expenses on contracted colocation services may need to shift to bare metal or private cloud solutions based on changing workload needs. To help customers adapt their infrastructure to new requirements and unexpected adjustments, we at INAP launched the industry’s first formal spend portability program, INAP Interchange, for new colocation or cloud customers.
No matter what provider you choose to partner with, ensure you have flexibility for those unforeseen future changes to your business.
Choosing a Best-Fit Infrastructure Mix to Manage Change and Application Lifecycles
Now that you’ve thought about the best budgetary, management models and flexibility you’ll need for your applications and workloads, let’s consider the most common infrastructure deployment models and how they speak to each consideration.
The following graph plots each type of environment along an X-Y axis. The environments further to the right adhere more closely to an OPEX model, and those plotted higher mean less of the infrastructure management burden falls to the customer.
It’s likely your hybrid IT mix will end up utilizing several of these options, depending on your application stack. For hybrid cloud use cases, many of these environments may be interconnected, as well.
On-Premise still is the locale for a substantial amount of IT workloads and applications. With a few exceptions these are almost always fully managed in-house and fall on the CAPEX side of the spectrum.
Colocation typically offers space, power and physical security within a reliable data center facility. It may be augmented with remote hands (RH) offerings but can also be extended to a fully managed colo environment by the data center provider or other third-party vendors.
Private cloud usually consists of managed physical and virtual hosts, managed network, storage and security in a dedicated environment. The offering can be extended with more premium managed services such as database administration, threat management and IDS/IPS, app monitoring, compliance enablement or even to a fully managed solution by the service provider.
Public cloud tends to be an unmanaged offering, though it can be enhanced with additional managed services such monitoring, security, backup and disaster recovery services. For organizations interested in using the public could such as AWS, Azure and GCP, but have no expertise in deploying or managing workloads in such environments, a managed public cloud service may be helpful. It can cover any level of engagement from the initial design and deployment to a comprehensive daily management of the cloud environment.
Similar to public cloud on the IaaS level, bare metal also tends to be unmanaged, but can easily be augmented by premium managed services and monitoring. Compared to multitenant cloud, bare metal typically provides greater performance while being more cost effective, making it a destination for those moving away from public cloud for cost or performance reasons.
Are you ready to embrace a hybrid IT strategy? Or do you want to review your current strategy? As you reflect on the considerations and solutions outlined in this blog, know that you can reach out to our experts at INAP. We’re here to discuss the best fit solutions for your company. here to check out our locations or chat now to get in touch.
Congratulations! You’ve done the hard marketing work to lead your target customer right to your product pages. They are currently reading through a product description to decide whether or not they will purchase something from your e-commerce business.
The million dollar question: will they buy what you’re selling?
The answer, in large part, depends on how much time and effort you put into your product description. It may seem drastic to weigh product descriptions so heavily, but stats show that a well-written product description is a surefire conversion tool. Here’s a closer look:
87% of consumers ranked product content extremely or very important when deciding to buy.
Millennials are 40% more likely than other adults to say product content is extremely important to their purchasing decisions.
Consumers purchasing clothing and online groceries ranked product descriptions as the second most influential factor in their decision to buy — just after price.
20% of purchase failures are potentially a result of missing or unclear product information.
The stats don’t lie. If you want to increase sales, it’s time to polish your e-commerce product descriptions.
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8 Ways to Write an Excellent Product Description
But what actually makes a good product description? In this guide, we’re giving you eight tips (along with winning examples) that provide a comprehensive look into what makes an effective product description. Let’s go!
1. Identify Your Buyer Personas
It can be difficult to write a product description if you don’t know who your target audience is. To successfully write about product features that resonate with your potential buyers, you have to know who they are.
This means you need to reference your buyer persona(s) — a fictional representation of your ideal customer based on market research. If you don’t already have a buyer persona to guide the copywriting on your website, the time to create one is now.
A buyer persona should answer all of the following general questions:
What is the demographic information of your buyers?
What are their interests?
What is their native language?
What kind of language appeals to them? (e.g., Does industry jargon appeal to them or turn them off?)
How do they spend their free time?
How do they find your website?
Why are they interested in your store?
If you have the luxury of big data at your hands, collect data on your current customers to also understand:
Access to this data will help you fine-tune your buyer personas. Once you know who you are selling to, it will be easier to write product descriptions that resonate well with them.
Related: How to Create a Brand Style Guide for Your Website
2. Focus on Product Benefits and Features
As crucial as it is to speak the language of your buyers, your buyers don’t come to your page to connect. They come to learn precisely what your product can do and how it will meet their needs and fulfill their pain points. To accomplish this, you need to write an extensive list of your product’s features and benefits.
Start with the features. For example, if you sell shoes, include size information, material, color information, the weight of the shoe, etc. Your features section should be comprehensive and tell consumers everything they need to know about what makes your product special.A list of features is a great start, but it’s only half the battle. Potential customers also want to know the benefits of your particular product. And, this is where your product description can shine.
With the shoe example, benefits would include things like comfort, flexibility, odor-resistance, wet and dry traction, etc.
Allbirds does a fantastic job showing off the benefits of their shoe without being verbose. Their advantages are spelled out in short, sweet blurbs that get right to the point.
Benefits are your main selling points, your differentiators, and the reasons why customers will end up selecting your product over your competitors. Don’t neglect clearly identifying them.
3. Stay True to Your Brand’s Voice
If your brand’s voice is professional, your product descriptions should be professional. If your brand is snarky and sarcastic, then your product descriptions should match. Is your brand funny? Be funny when writing your product descriptions.
Everyone is familiar with the hilarious Poo-Pourri advertising videos. You know, the videos that took Poo-Pourri from a $10 million company to a $30 million company almost overnight?
Poo-Pourri has a unique brand identity and tone of voice, which they stay true to even when describing their products.
4. Tell a Full Story
Every good story has a beginning, a middle, and an end. Unless, of course, you’re one of the writers on Game of Thrones, but I digress.
With product descriptions, the formula for good writing is no different. You need to present a complete story that engages your readers. This doesn’t mean you need to write a novel, but at the same time, your product description shouldn’t just be a list of features and benefits either.
Instead, show (not tell) your customers how the product will improve their lives. Help them visualize a real-life scenario where your product solves a problem. The goal is to create a narrative arc in which the reader is the hero and your product is the tool that enables them to succeed.
For example, check out the impressive product storytelling of Malicious Women Candle Co.
Customers aren’t just buying a candle at Malicious Women Candle Company. They are purchasing a product that promotes empowerment with a side of hustle and energy. Now that’s a product story.
5. Use Active Language to Persuade Buyers
Your mom was right; the words you use make a difference — especially with product descriptions. The truth is that some words are just more persuasive than others. In fact, experts have roadtested all kinds of language to come up with 189 words and phrases that actually improve conversion rates.
Consider these 20 tried-and-tested words recommended by David Ogilvy, the proverbially ‘Father of Advertising’:
The common theme? Persuasive words encourage consumers to take action.
Jon Morrow of SmartBlogger.com has his own list of 600 power words that will tap into your customer’s emotions, making them more likely to engage with your message.
Since many companies use awe-inspiring (see what we did there?) power words in their product descriptions, it’s easy to find good examples — even for seemingly bland products. Here’s one about shaving cream from Ulta Beauty.
When writing product descriptions, take a moment to scan through your copy and make sure each word is pulling its weight.
Related: 7 Tips for Writing Winning Calls to Action for Your Website
6. Make Text Scannable with Bullet Points
Making your text scannable is one of the most critical elements of writing a good product description. Studies suggest humans have an attention span that’s shorter than that of a goldfish — a bleak eight seconds.
This means it’s essential to make your content easily digestible. The solution to packing a narrative punch in a relatively small space? Create a bulleted list.
J. Crew does this well. Customers can click on a picture to see the item of interest and quickly read the scannable bullet points for more information.
The more you can do to make a product description scannable, the better.
7. Optimize Copy for Search Engines
Copywriters have a unique challenge when it comes to writing product descriptions. They must persuade readers, but there’s another audience to keep in mind too: search engine algorithms.
Search Engine Optimization (SEO) — including identifying and using the appropriate keywords for your products — should be a critical part of your product description writing process.
The SEO world is constantly changing, along with Google’s algorithms, so what works one day might not be ideal the next. However, there are still some keyword strategies that stand the test of time, such as avoiding duplicate content and including keywords in the following places:
The keywords you use in your copy help Google and other search engines identify what the page is about. This information then used to determine how to rank your site on the search engine results page (SERP) so that relevant results to served up to people imputing related search queries.
For example, when you type “shaving cream” into Google, Google offers a list of products.
There are literally hundreds of shaving cream products on the market today, but these five products have the best SEO keyword strategy.
Take Cremo Shave Cream, for example. When visiting their product page, it’s clear they have maximized the use of keywords, such as shave cream and shave.
Additionally, when you check out the page source, you can see the back-end (e.g., alt tags) are optimized with the keyword as well.
8. Add Images and Video
It should go without saying that a great product description must include images. If you need extra persuasion, remember that 63% of consumers believe good images are more important than product descriptions.
If your e-commerce store can afford to hire a product photographer, awesome! If not, there are lots of DIY product photography tutorials to help get you started. Of course, good photos start with good equipment, including:
White bounce cards made of foam board
Once you’ve gathered your gear, you’ll need some tips on how to actually take stellar photos. This guide from Bigcommerce provides beginner-friendly tips at budget-price: how to shoot exceptional product photos for under $50. Suggestions include:
Using a light-colored backdrop so it’s easier to touch up images.
Creating your own lightbox to distribute light evenly.
Using a tripod to steady your camera.
Retouching images before posting them.
If you don’t think a smartphone will do the trick, think again. All you need for affirmation is to take a gander at some of the DIY photographers on Instagram. Jennifer Steinkop of @aloeandglow, for example, uses an iPhone 8 Plus, the Lightbox app, and some of the tips mentioned above to create gorgeous beauty shots.
Looking for a more corporate example? iRobot has excellent product photography on its website. The company includes at least four images and often a video (bonus!) to show consumers exactly how the product works.
With a few clicks of a button in a second or two, consumers know exactly what they are getting when they buy a Roomba.
Another tip courtesy of iRobot: consider adding customer reviews to your product description. In addition to quality imagery, social proof can be hugely motivating for prospective buyers.
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How to Create a Product Description Template
While we’ve just outlined eight tips for writing product descriptions that really sell, it’s important to note that there is no one-size-fits-all solution. That’s because all products have different features, benefits, and selling points.
However, if you have a list of similar products and you don’t want to start from scratch every time you write a product description, it can be beneficial to create a template.
There are lots of handy product description template examples you can download from e-commerce websites. To really maximize their value, though, we’d recommended you focus on the 8 tips we outlined above. Start by asking:
What are your buyer personas?
What are the pain points of your customers?
How does your product solve customer pain points?
What power words can you use in your copy?
Do you have a unique story or brand voice?
Is your language accessible and free of industry jargon?
What are the main features and benefits of your products?
Do you have an image and video library?
Once you’ve answered these questions, you can tweak your template and test it with your audience. If you find a specific template is outperforming others, then you’ve found your winner.
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