In addition to standing out to search engines, your material must also appeal out to your customers – the people who make the purchasing decisions!(product features)
As internet marketers, part of our job at TheeDigital is to assist e-commerce clients with product description content optimization. Too frequently, we see store owners go over the essential step of optimising copy for SEO and buyers, or simply ignore product descriptions!
The choice to de-prioritize product descriptions was influenced by time constraints. Taking a few minutes to produce unique, optimised wording for each of your products, on the other hand, might make or break the sale.
This post will answer two questions on how to write effective copy for your e-commerce store:
Why should you spend time reading product descriptions?
What are a few basic tips to remember when writing product description copy?
1. The Product Description and Your Salesperson (Inform, Educate, & Persuade)(product features)
Let’s start by dispelling the myth that product descriptions serve only one purpose: to describe your goods. Wrong!
When a customer shops online and examines a product, the product description is effectively your salesman – it is the only thing the user has at that time to represent your brand and enlighten, educate, and encourage them to purchase.
Since a result, the argument that you don’t have enough time to optimise your product descriptions for conversions is no longer true, as you can see how critical these bits of content are in the buying decision process.
Observational Learning(product features)
Let’s take a look at what an excellent product description looks like before we get into the details.
A solid product description can help your company stand out from the crowd. Take, for example, our marketing superstars. ThinkGeek was easily recalled when asked what brand has amazing product descriptions off the top of their heads.
2. Content that is unique to each product (The Basics, Re-told)(product features)
While explaining the product is not the primary purpose of a product description, it is one of them. However, we want to make sure we include the proper keywords for search engines and write the language in a fun way that people will like reading and that clearly depicts the features, benefits, and “why” behind why they should choose your product.
Duplicate content is one of Google’s most crucial ranking factors — yep, even for product descriptions! Not only does Google frown upon seeing nearly identical product descriptions on every product (or none at all), but it’s also dull, monotonous, and uninspiring to the buyer.
3. Use culture and branding to set yourself apart (product features)
A product description is an excellent place to start developing a customer-brand relationship. Your company’s culture should be reflected in every part of your organisation, including your website, social media pages, emails, and product descriptions.
Buyers prefer to do business with businesses who take the time to make their material more fascinating, simple to read, and pleasurable. This method of communicating your culture and branding also aids the buyer in remembering your firm and distinguishing it from the competitors.
4. Write a narrative (Appeal to the Human Factor)(product features)
With insight and narrative, appeal to emotions and psychological triggers, and make the product as relatable as feasible. The more relatable the product is, the more likely the consumer will imagine themselves using it (don’t forget to address the buyer personally!).
“This vehicle has 8 cup holders,” a car salesman does not simply mention. “This family van contains 8 cup holders, which means no more sharing cup holders – everyone in the family has their own holder, which means less messes, more safety in being hands-free, and youngsters can hold their books or tablets instead of their Happy Meal cups,” he says. He successfully creates a mental image in the buyer’s head, allowing them to envision themselves utilising the product. He’s made a mundane feature into a useful and relatable benefit. It can be done for your product if it can be done for something as simple or “everyday” as cup holders!
5. Sense of Importance (Give a Reason to Act)
The likelihood of a customer purchasing something drops the instant they leave your website to think about it or buy it later.
The key to keeping buyers on your site and persuading them to click the “Buy Now” button is to create a sense of urgency.
Time, exclusivity or availability, and the impact on their wallet all contribute to urgency (saving money).
A Quick Review
To summarise, here are five factors to bear in mind when creating effective product descriptions for both a) search engine exposure and b) user conversions:
- The Product Description, Your Salesperson (Inform, Educate, & Persuade)
- Each product has its own original content (The Basics, Re-told)
- Make an impression with culture and branding
- Write a narrative (Appeal to the Human Factor)
- Sense of Importance (Give a Reason to Act)