style guide ecommerce

8/10/2019 Style Guide Ecommerce

1/45

Content Resource GuideFor Sporting Goods

Introduction

Purpose of This Guide

This guide is designed to help you prepare content for the Total Sports site. Its a centralizeddocument that includes everything from copy and imagery information to attribute and rich contentrequirements by category.

How to Use It

Four sections make up this guideCopy, Imagery, Attributes and Rich Content. Review each sectionbefore submitting content to ensure standards are met.

Contact Information

For questions about this guide, contact Jiju JohnMobile 9920619439


2/45

Copy

Copy is crucial to selling products online. This type of content lists details (sometimes not seen in theimages) that the customers will want to know before making their purchase decisions. Unlike in-storeshoppers, online shoppers are not able to touch the item, open it up or look inside. Therefore, it isimportant to tell your story here, giving as many details as possible.

Good copy not only serves our customers on the item pages, it also impacts Search Engine Optimization

(SEO). For instance, the more originaland detailedyour copy, the more likely it will display when its

searched for on the major search engines like Google. Make sure your product titles and descriptions

include keywords for the product item name and various ways in which people describe it.

Familiarize yourself with the target audience and how they search for your products. Use Googles

keyword suggest tool to get a list of terms for how users search for your products (this is the drop down

list of keywords from Googles search box)if needed. Include these variant terms into the copy. Avoid

using duplicate descriptions from other sources.

Things to Avoid

Hyperbolic statements (Everyone's favorite brand)

Overpromising(Look 5 years younger in just 2 weeks!)

Guarantees (If you don't see results in 6 weeks, we'll refund your money.)

Symbols, such as , and

Copy Components and Standards

Product Name: includes the brand name, product name and key features (see style guide forspecifics). For consistency, it is necessary to follow the exact naming convention outlined in the styleguide.

Product Description: is an overview of the key selling points of the product, marketing content andproduct highlights. Information entered here should be in paragraph form. See example below.

Product Features & Benefits: is a list of key features and benefits. Information entered here shouldbe in bulleted form. See example below.

Search Description: is an abbreviated list of no more than three bullets that covers the top features(see style guide for specifics.) Note:If there are too many characters in the description, the last bulletwill be truncated (see example below.) For consistency, it is necessary to enter the requested

information as outlined in the style guide.

Copy Examples (Dos and Donts)

Correct Product Description Incorrect Product Description

A stationary cycle provides one of the mosteffective low-impact aerobic exercises toincrease your metabolism for more efficientcalorie- and fat-burning.

A STATIONARY CYCLE PROVIDES ONE OFTHE MOST EFFECTIVE LOW-IMPACT

AEROBIC EXERCISES FOR INCREASINGYOUR METABOLISM FOR MORE EFFICIENT

CALORIE AND FAT BURNING.


3/45

Correct Product Features & Benefits Incorrect Product Features & Benefits

Dial tension with strap resistance to setworkout intensity

Smooth pedaling action similar to realbiking

Multiple seat positions adjust to fit mostusers

In Touch monitor with large, easy-to-readnumbers

Dial tension with strap resistance to set workoutintensity * Smooth pedaling action similar to realbiking * Multiple seat positions adjust to fit mostusers * InTouch monitor with large, easy-to-readnumbers

Correct Search Description Incorrect Search Description

Keeps you warm to minus 5 degrees

Includes cotton flannel pillow

Comes with carrier

Keeps you warm to minus 5 degrees

Includes cotton flannel pillow

Comes with carrier

Air channel construction lets yo.

Base-Variant Copy

For items sold as base-variants (multiple colors and/or sizes), Product Names, Product Descriptionsand Product Features & Benefits, and Search Description should not include color and/or sizeinformation. This information will be contained in drop-down menu(s) on the item pages.

Imagery

Imagery, the visual reference point for online shoppers, should be clear and easily recognizable. Itshould show as much of the products features as possible. We currently accept images with andwithout shadows; the shadows actually help anchor items so they dont appear to be floating.Images should be photographed at right-facing angles (away from the taxonomy), unless they arebetter suited at other angles. Images should not contain any overlay type or messaging. And, finally,

because the image area is square in ratio, a square-proportioned image is required in order to maximize

this area.


4/45

Silhouette Images

Silhouette images are shot on white backgrounds. The item should fill approximately 100% of theimage area. For items contained in kits or packs, its highly recommended that one image shows thecontents outside the box. That way, customers can clearly see what items are included.


5/45

Hero Image

The hero image is considered the most impactful. It is the first image the customers see on the siteand/or item page and is therefore the most important. One hero image must always be included whenyou set up an item. The hero image is generally submitted as a silhouette shot.

Naming Convention: It must be named using its model-no. To get a Model no. Include the fileextension (.jpg ) in the file name (ie: Brand-75468 becomes Brand-75468.jpg).

Resolution: We recommend using a resolution of 2000 x 2000 pixels at 300 PPI as this will enablepan-and-zoom functionality. Pan and zoom is not available on low-resolution images of 500 x 500pixels at 72 PPI. Do not enlarge or upsize digital images if they do not meet the above requirementsthis will result in a degraded image.

Format: We recommend using JPG.

Alternative View Imagery

An alternative view (AV) image is any secondary image that shows accessories or other importantattributes not necessarily seen in the Hero image. An AV highlights details like stitching, accessoriesor additional angles. It may also show the item in an environmental setting (indoors or outdoors),giving customers an idea of how large or small the item is in relation to other objects.

Naming Convention:AV images must be named using the Brand Model. Exclude the check digit andleft-pad with zeros, followed by an underscore, then AV, AV1, etc. Also include the file extension(.jpg, .tif). For example, the first AV is Brand-75468-AV.jpg, the second AV is Brand-754681-AV1.jpgand so forth.

Resolution: We recommend using a resolution of 2000 x 2000 pixels at 300 PPI as this will enable

pan-and-zoom functionality. Pan and zoom is not available on low-resolution images of 500 x 500pixels at 72 PPI. Do not enlarge or upsize digital images if they do not meet the above requirementsthis will result in a degraded image.

Format: We recommend using JPG.


6/45

Attributes & Categorization

Before an item makes it onto the site, data (such as brand, department, age group and size) iscollected. This data helps provide a better online search and browse experience for shoppers. Theuse of this data makes shopping much easier because customers are able to find and buy productsthrough enhanced navigation.

Among the data collected, two areas play key roles in the setup of an item the Categorizations andthe Product Attributes. The Categorizations: categorize the items while the Product Attributes providea shop-by-experience based on specifics.

Categorization

On the Total Sport site, Cs are used to drive items to the correct department on the site and often aredisplayed as left-hand links, which help further refine product selection.

Product Attributes

To help customers further refine their search, Product Attributes are assigned. These attributesinclude primary ones (such as brand and price) and secondary ones (such as colors and sizes).

The image below shows how Cs and Attributes work together:

Note: If some of the data is omitted during the setup process, its likely that particular item may notshow up on the page when customers are shopping. For instance, if Bike Type Electric Bike is notfilled out as a Product Attribute, then that bike will not come up in a search for Electric Bikes. The

end result could mean a loss in sales because customers may not know that bike was an option.


7/45

Products Style Guide

Department Name: Fitness Dated: 4/10/2014Category: Strength & WeightTraining

Sub Category: Abs & Core Tonner

Copy:

Product Name: Required: Brand / Series / Ab Trainer

Example: Lounge Ultra Jackknife Ab Trainer

Produc t Details: Required: Provide a Product Description and Product Features and Benefits.

Product Description: Recommended: An overview of the key sellingpoints of the product, marketing content andproduct highlights. Information entered hereshould be in paragraph form.

Max Character Count: 1000

Product Features &Benefits:

Required: The products key features, benefitsand item specifics. Information entered hereshould be in bulleted form. The information for thisitem should contain the requested information asoutlined below.


Special features Fitness level (ie: beginners) Frame (gauge of steel + diameter) Maximum weight capacity Tones (ie: upper and middle abs, sides) Levels of resistance Range of motion/positions (ie: includes 3 sets ofresistance cylinders) Workouts/exercises What is included

Assembly information Dimension Model #

Search Key Words: Required: An abbreviated list. For consistency, it is necessary to enter therequested information as outlined below.


Product type :: Brand :: Synonym for Product type


8/45

Imagery:

Hero Image: Required: Silo

AVs: Highly Recommended: Room environmental shot

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


9/45

Department Name: Fitness Dated: 4/10/2014

Category: Boxing & MMA

Sub Category: Punching Bags

Copy:

Product Name: Required: Brand / Weight / Series / Heavy Bag

Example: Examples: Everlast 70 lb Nevatear Heavy Bag

Produc t Details: Required: Provide either a Product Description or Product Features andBenefits, or both.

Product Description: Product Description: Information entered hereshould be in paragraph form.



Information entered here should be in bulletedform.


Search: Required: An abbreviated . For consistency, it is necessary to enter therequested information as outlined below.



Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


10/45

Department Name: Fitnes Dated: 4/10/2014

Category: Cardio Equipment

Sub Category: Elliptical Machines

Copy:

Product Name: Required: Brand / Series / Elliptical

Example: Gold's Gym Stride Trainer 300 Elliptical







Design/construction: includes dimensions offrame, speaks to stability Stride length Maximum weight capacity

Workouts/exercises Settings Program display Levels of resistance Dimensions Assembled dimensions Folded dimensions Boxed dimensions Assembly information Model #




Imagery:


AVs: Highly Recommended: Room environmental shot / Close-up views of displayscreens


11/45


12/45



Sub Category: Exercise Bikes

Copy:

Product Name: Required: Brand / Series / Type / Exercise Bike

Example: Gold's Gym Power 210 Upright Bike







Type of frame (ie: recumbent / upright / spinning) Height Levels of resistance Program display

HRM monitors? Assembly information Maximum weight capacity Assembled dimensions Assembled dimensions Boxed dimensions Model #




Imagery:


AVs: Highly Recommended: Room lifestyle shot / Close-up views of workstations

Rich Content:


13/45

Video: Highly Recommended

360 View: Highly Recommended

EMC: Highly Recommended


14/45


Category: Fitness Accessories

Sub Category: Exercise Balls

Copy:

Product Name: Required: Brand / Dimension / Exercise Ball

Example: Gold's Gym 75cm " Exercise Ball"










Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


15/45


Category: Strength & WeightTraining

Sub Category: Kettlebells

Copy:

Product Name: Required: Brand / Weight / Product Name

Example: Cory Everson 20 lb. Kettlebells










Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


16/45


Category: Fitness Trackers

Sub Category: Heart Rate Monitors

Copy:

Product Name: Required: Brand / Series / Heart Rate Monitor, Color

Example: Garmin Edge 305 Heart Rate Monitor, Blue







Special Features: Waterproof design submersible to how many meters @ how manyminutes IEC 60529 IPX7 standards?

Download customized workouts? Installation instructions Self-calibrating wireless speed/cadence sensor? Security strap?

Technology Features: Wireless technology? Built-in GPS receiver? Multi-sport feature for running, cycling and othersports? Auto Learn feature? Auto Pause pauses and resumes training timer? Auto Lap records lap data when you reach a

specified distance? AM/PM clock with alarm, stopwatch?

Displays: Time & Date? Heart rate? Speed? Distance? Pace? Calories? Laps? Temperature? Altitude?

Barometric pressure? Compass setting?


17/45

Heart-rate (beats per minute)? Average heart-rate? Workout targets?

Display Screen: Type: LCLD with backlighting?

Dimensions Pixels: 000 x 000 pixels

Stores/Tracks: Workouts Training histories

Software: Training Center software downloads data to aPC Allows you to analyze pace and speed data Interactive analysis tools

Memory: 5,000-lap memory/7-day memory function Allows you to review a full week of exercise

GPS: Built-in receiver/Built-in patch GPS antenna? High-sensitivity SiRFstarIII receiver? Navigation capabilities?

Includes: Owner's manual? Performance zone chart? Clip?

Belt holder?

Battery: Built-in rechargeable lithium-ion battery (chargerincluded)? Up to 14 hours of battery life?

Unit Dimensions Weight Model #

Search: Required: An abbreviated list . For consistency, it is necessary to enter therequested information as outlined below.




18/45

Imagery:


AVs: Optional

Rich Content:

Video: Optional360 View: Optional

EMC: Optional


19/45


Category: Strength & WeightTraining

Sub Category: Weight Benches

Copy:

Product Name: Required: Brand / Product Lines / Series #

Example: Gold's Gym Power Series GS 2500







Frame construction Resistance/weight limit Workout stations (how many, what do they do?)

Workouts/exercises: (most home gyms will doabout 50-75 exercises, cannot list them all butshould 1) list total number of exercises and 2)group by body category. Example: 72 exercisesincluding 30 arm, 20 leg, 10 chest and shoulders,10 glute, 5 abs Pulleys Weights (ie: whats included? / weight capacity /total gym capacity) Increments of weight added Assembly information Assembled dimensions Boxed dimensions

Model #




Imagery:


AVs: Highly Recommended: Environmental shot / Close-up views of work stationsand weight


20/45


21/45


22/45


23/45

Imagery:


AVs: Highly Recommended: Room environmental shot / Close-up views of displayscreens

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


24/45

Department Name: Indoor Games Dated: 4/10/2014

Category: Darts

Sub Category: Boards

Copy:

Product Name: Required: Brand / Series / Dartboard

Example: Sportcraft Unicorn World Pro Bristle Dartboard


Product Description: Information entered here should be in paragraphform



Information entered here should be in bulletedform





Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


25/45


Category: Pool & Billiards

Sub Category: Tables

Copy:

Product Name: Required: Brand / Line / Dimension / Pool Table

Example: Mizerak Mercer 7' Pool Table

Produc t Details: Required: Provide a Product Description and Product Features andBenefits. For child-sized tables and accessories, include choking hazardmessage during item setup process.

Product Description: Recommended: An overview of the key sellingpoints of the product, marketing content andproduct highlights. Information entered here

should be in paragraph form.



Required: The products key features, benefitsand item specifics. Information entered hereshould be in bulleted form. The information forthis item should contain the requestedinformation as outlined below.


Table Design: Describe main frame

Describe legs, end panels and levelers Type of pockets? Construction and finish Special features

Playbed: Describe playbed Material/construction What is the thickness?

Other Features: Cognac drop pockets with matching cognacpocket shields

Full profile rubber cushions provide consistentbounce and rebounds 4 3/8" solid wood rails with pearlized sightscreate a solid and consistent rebound

Includes: Cues? How many? Chalk? How many? Pool balls? Triangle? What is it made of?

Dimensions and Weight: What is the minimum room requirement?

Dimensions of playing surface Overall dimensions


26/45

Storage dimensions Weight of table (not shipping weight)




Imagery:


AVs: Highly Recommended: Room lifestyle shot / Close-up views of legs,pockets and included accessories

Rich Content:

Video: Optional360 View: Optional

EMC: Optional


27/45


Category: Table Tennis

Sub Category: Tables

Copy:

Product Name: Required: Brand / Series / Indoor or Outdoor or Both? /Professional or Recreational / Table TennisTable

Example: Stiga QuickPlay Indoor Recreational Table TennisTable








Special Features: Describe casters

Describe net and posts Corner pads?

Design: 2-piece or 4-piece design? Does it fold for storing? TrueBounce top? Dimensions and construction of apron Dimensions and construction of legs

Accessories: List any accessories that are included

Certification: USATT-approved? Regulation table striping?

Dimensions: Minimum room requirements Playing surface area Storage dimensions

Assembly: Does it require assembly? List tools that are needed Instructions included?

Search: Required: An abbreviated . For consistency, it is necessary to enter the


28/45


29/45

Department Name: All Sports Dated: 4/10/2014

Category: Golf

Sub Category: Bags

Copy:

Product Name: Required: Brand / Series / Golf Bag / Color

Example: Wilson Pro Staff Golf Bag, Black and Red










Imagery:


AVs: Highly Recommended: Lifestyle shot

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


30/45

Department Name: All Sports Dated: 4/10/2014

Category: Golf

Sub Category: Kits

Copy:

Product Name: Required: Brand / Series / Womens, Mens or Kids? /Number of Pieces / Golf Club Set / Right- orLeft-Handed?

Example: Wilson Pro Staff Womens 16-Piece Golf ClubSet, Right-Handed








For beginners or advanced players? Special features

Brief list of whats included in set

Search: Required: An abbreviated list of no more than three bullets. For consistency,it is necessary to enter the requested information as outlined below.


Imagery:


AVs: Highly Recommended: Overhead of clubs / Close-up shot of driver, putterand grip

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


31/45

Department Name: Racquet Sports Dated: 4/10/2014

Category: Tennis

Sub Category: Racquets

Copy:

Product Name: Required: Brand / Series / Tennis Racquet

Example: Wilson Nano Carbon Champion Tennis Racquet







Head size Length Ideal for (all-court players, baseline players,doubles players)

NTRP Rating (0 6.0) Composition Beam width Weight of racquet Power level Grip (info about size required also include info about type if available) Strings (if strings are included is required info also include info about string pattern if available) Swing weight Swing speed Stiffness Balance

Delivers (ie: maneuverability, stability andprecision) Model #





32/45

Imagery:


AVs: Highly Recommended

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


33/45

Department Name: Water Sports Dated: 4/10/2014

Category: Swimming

Sub Category: Goggles And Masks

Copy:

Product Name: Required: Brand / Item Name / Color

Example: Cosco Swimming Goggles, Blue










Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


34/45



Sub Category: Trampolines

Copy:

Product Name: Required: Brand / Diameter / Collection / Trampoline /Accessories

Example: Airzone 55" My First Trampoline with Enclosure







Specifications: Frame materials Frame dimensions Number of legs

Spring material and number of springs Cover Maximum weight capacity Warranty

Safety Features: Meets safety requirements

Assembly Information: Assembly instructions Tools required?

Includes:

Jumping mat? Frame cover? U-shaped leg pieces with extensions?





35/45

Imagery:

Hero Image: Required: Environmental shot

AVs: Highly Recommended: Close-up views of legs, jumping surface and pads

Rich Content:Video: Optional

360 View: Optional

EMC: Optional


36/45

Department Name: Team Sports Dated: 4/10/2014

Category: Baseball

Sub Category: Bats

Copy:

Product Name: Required: Brand / Series / Material (Wood or Metal) / (Adultor Youth) / (Baseball) Bat

Example: Easton BK50 Typhoon Metal Adult Baseball Bat










Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


37/45


Category: Baseball

Sub Category: Batting Gloves

Copy:

Product Name: Required: Brand / Model / Type / (Right- or Left-Handed) /(Baseball or Softball) Batting Glove / Pair

Example: Easton Typhoon First Baseman Right-HandedBaseball Batting Glove, Pair










Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


38/45


Category: Baseball

Sub Category: Protective Gear

Copy:

Product Name: Required: Brand / Type / Product Name

Example: MacGregor Junior Catcher's Gear










Imagery:


AVs: Recommended: Show all pieces outside of box if this is a set or pack

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


39/45


Category: Baseball

Sub Category: Batting Helmets

Copy:

Product Name: Required: Brand / Series / Type / Batting Helmet / Color

Example: MacGregor B90 Professional Batting Helmet,Navy







Search: Required: An abbreviated list. For consistency, it is necessary to enter therequested information as outlined below.



Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


40/45


Category: Baseball

Sub Category: Pitching Machines & Accessories

Copy:

Product Name: Required: Brand / Series / Pitching Machine

Example: Franklin Sports Field Master Pitching Machine







Ideal for: (ie: Youth League practice for ages 6 to adult)

Throws: (ie: Fastballs, drops, risers andcurveballs)

Hit zone Delivery angle Ball feeder Type of ball (included/not included) Training benefits (ie: Improve hitting skills andfocus on improvement) Variable speed control (ie: Up to 65 mph) Construction (ie: tripod-mounted) Engine (ie: 12-volt electric engine) Battery operated? Describe set up Accessories included Warranty information

Model #




Imagery:


AVs: Highly Recommended: Lifestyle shot / Pan and zoom


41/45

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


42/45

Department Name: Sports Dated: 4/10/2014

Category: Team Sports

Sub Category: Basketball Backboard & Rim Combos with Mount

Copy:

Product Name: Required: Brand / Licensed? / Youth or Pro? / Item Name /with Mount

Example: Huffy Sports NBA Youth Basketball Backboardwith Mount


Product Description: Recommended: An overview of the key selling

points of the product, marketing content andproduct highlights. Information entered hereshould be in paragraph form.





Target area Material construction Mounting instructions Accessories included Model #




Imagery:


AVs: Recommended: Environmental shot

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


43/45


Category: Basketball

Sub Category: Balls

Copy:

Product Name: Required: Brand / Series / Basketball

Example: Wilson NCAA Tri-Channel Basketball










Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional


44/45


45/45


Category: Volleyball

Sub Category: Balls

Copy:

Product Name: Required: Brand / Series / Type / Volleyball, Color/Design

Example: MacGregor X600 Beach Volleyball, Floral










Imagery:


AVs: Optional

Rich Content:

Video: Optional

360 View: Optional

EMC: Optional

style guide ecommerce

Documents