Two sellers in the same market. One shouts: “Kama strawberries at 5 dollars per kilogram” and the other shouts: “Selected sweet strawberries straight from the farm bed – feel the taste of summer in each berry.” What offer will spark your appetite and desire to buy? People tend to choose the second because it paints a vivid and juicy picture in their heads. This does not mean that the sort and price are optional. It is important to correctly highlight and emphasize the benefits of the product.
How to write better product descriptions for your online store
On the Internet, such sellers are store sites with separate pages for each product. Only strawberries on the market can be touched and tasted, but this cannot be done online. Therefore, it is not enough to show a photo of the product and name dry characteristics – it is not so important for people whether to buy the Kama or Kimberly sort. They just want delicious strawberries. The lead will be won by the one who makes the customer feel as if the berry is already in their mouth. Below you will find info on how to correctly place a product in an online store in order to multiply profits and bypass competitors.
What does a product page consist of?
A person lands on a product card looking for a specific item or after clicking on an ad. The daily pressure of advertising from all sides forces them to be picky. On average, a website has 3 seconds to grab attention and persuade them to stay longer.
The fastest way to do this will be a visual demonstration of the product – a picture and/or video. Then the text will stir up interest and desire and the call to action will persuade you to buy. The guest of the site will go through the standard marketing behavior model – AIDA. If done correctly, the product will look more expensive and will be sold more often. The main thing is not to forget about the portrait of the target audience and address it accordingly. Products from a sex shop suit a frank and flirtatious description and construction nails – a serious one.
Let us take a closer look at each part of the product page.
Best of all, we perceive an object visually, since 90% of information about the environment is given to us by sight. You can paint for a long time how silky the hair will become after a certain brand of shampoo, but the photo of the result will cause much more confidence.
At the same time, the original approach will favorably distinguish it from competitors. For example, a gel for joints. How are we used to seeing its ads? An elderly man holds his back or vice versa – easily carries his wife in his arms. An understandable and expected presentation that most people choose, but one brand went the other way. On an advertising poster, they portrayed a woman as a crane – she lifted the sofa while her son was vacuuming. Slogan – “We do things for which we were not born”. Strikes the target. It clings. Sells. Of course, for a certain group of target audiences of working age, older people will more easily accept obvious messages.
What can you portray? The view of the product from all sides and inside, in and without packaging, the process of its use, technical capabilities, results before and after use, emphasis on one or several features, the pain of the target audience, and its happy life after purchase… Just do not deceive customers. The picture should be beautiful, but believable. Quite a thin line that can cost clients and lead to litigation. For example, the Federal Trade Commission took a lawsuit against a child’s game because the race cars were moving slower than the advertisements.
It is perfect when technical specifications go somewhere separately or at the bottom and at least a couple of paragraphs of selling text are placed in front of them. It disposes of the customer, talks about the advantages of the product and how to use it, creates a more detailed picture in their eyes, dulls the fear of purchase. If we buy a mattress, we are afraid that it will not be comfortable enough. Even if we have clearly defined their technical requirements for the manufacturer. And the text under the picture says: “Yes, it will definitely be soft and give sweet dreams.” Customer loyalty is growing, they want to know more, read reviews, and order conditions – this opportunity should always be at their fingertips.
Remember, people read the headline first. Translated texts from AliExpress have long become memes – “Diamonds five for a dollar pride of ancestors.” The rest of the sellers and marketplaces should not take such risks.
- Call to action
Call to action in the form of a button, image or text prompts the customer to do something. Do you think they understand what you want from them and where to click? Tell them directly: “Buy”, “Order”, “Register” and you will see how the conversion grows.
There are no universal calls with the same effect for all. Everything needs to be tested and optimized. The same CTA for two sites in a similar direction can give exactly the opposite results. Software developer Basecamp raised CR up to 200% using the “View prices and tariff plans” button. And for the Crazy Egg app, the same call cost -10%. Choose the text depending on your direction.
It is important for designers to determine the appropriate color for the button, make it contrast and noticeable. If funds permit, you can follow the lead of Gmail and test 50 different shades of the blue button, but so few people bother. The location also plays a role. It is not a fact that customers will decide to buy a product right away without reading the offer in more detail, so the pressure to take action at the top of the page can scare them off. Likewise, people may not want to go into details for a long time and leave without noticing the call in the middle or at the end of the page. You need to find out how the target audience behaves, so feel free to experiment.
Keep in mind: a checklist of a good product card
Strive for the correct design of the product page, even with large volumes of different items. There are general rules to help you make a good impression on the customer.
- Keep it simple
Bulky and complex constructions will not convince anyone that the text was written by a professional. Instead, the person will be too lazy to strain and delve into sentences like “this globally recognized formula of our multifunctional product will optimally convince you of its superiority”.
- Turn features into benefits
As for each feature, the question immediately arises – “So what do I get with this?”. Answer it in advance, once again highlighting the advantages of buying your particular product. You could just say that the jacket is stuffed with sheepskin. But it is better to add that this material is hypoallergenic, durable, and will warm you even at -25 ° C.
- Understand your audience
Any product covers specific needs. Depending on these requests, target audiences are divided into groups, analyzed by geographic, psychological, demographic, behavioral, and other indicators. An analysis of the audience of competitors, forums, polls, and personal communication with potential customers will help to better determine the portrait of potential customers.
- Add SEO keywords
It is not for nothing that experienced Internet users twitch their eyes because of them. “Leading manufacturer”, “high-quality guarantee”, “put your trust in the professional hands of our best specialists”? No thanks. This is not informative, as you can say about any company and the meaning will not change. Look for new approaches and non-standard epithets that will grab attention claims Bradley Thomas, a SEO specialist from Dropex.net
Search engine promotion will help increase your position in the search results, which means it will reach more people and inspire their trust. There are services for free optimization and search for the right keys like adwords.google.com. Just do not overdo it with spam, avoid illogical constructions “just to shove” and do not forget about the uniqueness, which can also be analyzed on free services.
- Do not be vague
People love and believe in specifics. Delete uninformative paragraphs and boldly change the indistinct “for sure”, “probably”, “about”, “about”, “maybe”, “almost”, “most likely”… Why would a person need a chair in which “many” are comfortable? What if they do not become one of the “many”? Better show them reviews or list the benefits of an orthopedic back.
- Avoid cliches
- Demonstrate the benefits
Let us go back to the warm sheepskin jacket. It is good that we have listed its benefits, but it is better to show them in a picture or video. As an option – a photo of a cheerful pink-cheeked girl who frolics in the mountains during a snowfall. If the fabric is waterproof, pour water on top of it and peel off as the drops drip off. You can be inspired by the same ads for washing powders, where they show results during and after washing.
- Take care of mobile users
The smartphone is always at hand, so it is convenient to make purchases with it or get acquainted with the product. Even a very good offer will simply collapse if the site is not adapted for the mobile version.
- Offer proof
Do not be lazy to look for reliable facts – you can always find the information you need in the public domain. If you have not found it, create it yourself, using your own sales statistics and personal experience. Tell us what summits the customers have conquered in your jackets, backing it up with photos.
- Use different types of content
Photo, illustration, presentation, text, audio, video, game, quiz, interactive graphics… Look for something that will present your product from different angles. You can review and test a product, compare it with others, or experiment with it. You can run a survey and ask visitors to guess your brand story or the correct product feature.
- Make the text easy to read
Do not allow a line that is too long – when you get to its end, it takes longer for your eyes to look for the beginning of a new one. Break your texts into short paragraphs with subheadings, add lists and highlight key messages. A long, monotonous canvas of letters is of no interest to anyone.
- Edit carefully
Measure thrice and cut once. The same applies to the text before publication. No one is immune from mistakes and typos, but readers do not like to find them. So you lose your professionalism in their eyes.
Examples of effective product descriptions
Best of all, product cards are made by expensive brands, so you can focus on their sites. Look at AirPods from Apple. The user only needs to turn the mouse wheel. A vivid presentation of the product unfolds in front of them? with the main emphasis on “audio spatiality”, in which the sound is surrounded from all sides and adjusts personally to the listener.
Marketplaces can also serve well. For example, Amazon clearly shows all the advantages of a Bosch blender and the dishes that can be prepared with it. The manufacturer knows very well the “sore spots” of most blenders: insufficiently powerful, overheats, splashes quickly breaks down, inconveniently switches modes… On the basis of this, the features of the product have emphasized that cope with all these problems. Or the Polish platform Allegro, on which the iPhone 13 Pro Max was presented in such a way that it would correspond to the slogan “The future is closer than it seems”.
Take a conventional drill on eBay as well. Below a short list of characteristics, a demonstration of the product begins – with a photo and emphasized benefits. For good cards of such products, you need to write not just “torque adjustment clutch”, but “the ability to work with both small fasteners and large self-tapping screws without damaging the material.” You can also add humor and play with the joke about the neighbor with the drill. The site visitor will definitely remember the product that made them smile, and if they really like the joke, they will share it on social networks. This can make your product page go viral and sales skyrocket.
The Adidas football boot is “for those with the instinct to play”. Not just a “mesh boot”, but “effective ventilation during intense play and the ability to easily take on and off the boot.” Below, the company reveals that it fights plastic waste and that 20% of the top of this model is 50% made of it. An ecological focus is trending now and is increasing loyalty.
The last parting word
Do not lose sight of the face of your product – the e-commerce product page. Independently or with the help of contractors, constantly work on it, test, update, optimize, even if it already brings you profit. After all, you can always increase its profitability.