Sell More Meat

What information does your customer need?

The ChopLocal team has looked at a LOT of online farm stores over the past couple of years, and learned some important lessons from operating choplocal.com.


And one reoccuring trend we see: there's not enough information for customers to confidently make decisions.


Your customer wants:

  • Complete product descriptions
  • Shipping and delivery charges and policies
  • Clear pricing
  • Easy communication options
1
Product Descriptions & Photos
Writing complete product descriptions can be tedious, but it's incredibly important in order to increase your ecommerce conversion rate, especially among new customers.

At a bare minimum, you need to answer these questions:

  • How big is the package? (1 per pack? 2 per pack?)
  • How much does this cut weigh? (Is that the total package weight? Or the weight of each item?)

To really make an impact, go beyond the basics and include:
  • Alternative names for the cut: New York Strip might also be called NY Strip, Strip Steak, etc. This helps clear up any confusion over regional cut names, and also helps with search engine optimization.
  • Cooking and recipe ideas: How does your family enjoy this cut? Do you have a favorite recipe? Include it here!
  • Farm practices and product claims: This is especially important as a reminder to new customers about what makes you special.
It's okay to use stock photographs, if you do it correctly!

Rule #1: Do not ever, under any circumstances, copy and paste a photo from somewhere online, though, and that especially applies to grabbing images from food bloggers.

Bloggers work hard to develop new recipes and photograph them, and those photographs are copyrighted. Many bloggers keep an eye out for "stolen" photos, and have been known to get lawyers involved. It's best to avoid the risk.

So where can you get stock photographs?

There are three websites we recommend:

  • Pixabay.com
  • Pexels.com
  • beefitswhatsfordinner.com
And if you are a Canva user, Canva Pro has an incredible selection of stock photos you can use.

Rule #2: Use photos that represent your product well. For example, don't use highly marbled Wagyu photos if your product is a leaner grass-fed beef. The stock photo should look similar to the product you are selling or you'll end up with some very unhappy customers.


Other tips:
  • Which is better? Pictures of cooked meat or raw meat? We recommend including both! We like to include photos of the raw meat if it's a muscle cut (steak, chop, etc.) and especially if it's a photo of your meat (not a stock photo.)
  • If you take photos of your own meat, use the same background for each photo for a very professional-looking result.
  • Consider including a farm photo on the product page, as well. Again, this is a reminder for new customers that they are buying directly from a farm!
2
Shipping Information
Customers shopping for meat online know that shipping is probably going to be costly, and they need to take that cost into consideration.

That's why it's so important that you give them the information early in the shopping process.

Do not, under any circumstances, force the customer to enter an email address in order to find out how much shipping will cost.

You will lose many, many customers that way.

Instead, create a page about shipping and answer all of their questions there. Link to that page in the header or footer so they can find it easily wherever they are on your site.

Make sure you include:
  • What days you ship
  • How you package the meat
  • How to estimate the cost of the shipment

Estimating the cost may be difficult, but you should be able to list a base price and factors that may increase it. For example: Shipping starts at $14.99 for small orders in-state. Larger orders (over 10 lbs) and orders being sent further away will incure a higher charge for shipping.

3
Clear Pricing
Pricing can be very confusing for customers purchasing meat online.

If you are selling retail cuts by exact weight, your customer may not know the final charge when they hit that checkout button.

That's why it's VERY important that you give them an accurate estimate of the package weight and final cost.

An Alternative:

At ChopLocal, we price based on weight ranges, not exact weight.

Our inventory management system allows you to enter exactly how many packages you have in various size ranges. Then, the customer chooses a size range, and the price does not change.

We have found this to be much easier for the customer to understand (and it eliminates the extra step of adjusting the final price).

Pricing freezer meat (side of beef, half a hog) is even more confusing for your customers. Watch for another blog post soon covering this topic.

4
Easy Communication Options
Finally - the customer may have more questions that you didn't anticipate, and in that case, they need any easy way to get in touch with you.

Make sure that you have a link in your header or footer or on your product description pages so they can send a message, and make sure you answer that message immediately!

Need Help?
Need help with your product description pages? Would you like us to take a look at your site and make recommendations to increase your sales? Get in touch here and let us know!
Contact Us
Phone: +1-833-246-7525
Email: support@choplocal.com
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