Any new visitor who comes to your website for the first time gets lost in the various product category pages. Then, if he’s interested in something, he should click on it. The first interactions a visitor has with the store’s website are crucial. As a result, you should ensure that the page is neither too simple (lacking information) nor too loaded and difficult to navigate.
Given that you can’t touch, feel, or test the products before purchasing them in an online store, the design and content of the website become a deciding factor in whether a visitor becomes a buyer or not. As a result, before digging deeper into what constitutes a useful and effective description for an online product, we should first define its purpose.
Presentation is the new sales agent
First and foremost, an effective product presentation will result in increased sales. Customers who are well-informed and can easily connect with the product are more likely to purchase it. The sales discourse that your online store presents to customers is the way the products are described. As a result, the product description functions as a salesperson. It also influences one of the final decision-making steps that consumers take when purchasing. Quality and providing key product details are critical if you want a potential buyer to click “Add to Cart” and thus choose your store’s website over the competition’s.
Regardless of the practical and specific features of any item for sale, all products exist to improve the buyer’s quality of life in some way. As the buyer “browses” the product categories online, he subconsciously imagines that he owns the product and that he uses and enjoys it.
As a result, the stronger the customer’s desire to own the product, the more likely he is to purchase it. As a result, we require not only a text that highlights the basic features and ad litteram functions of the products, but also a description that is memorable and appealing to customers.
To help you get started or improve your current product description, we’ve put together a list of industry best practices to guide you when renewing your online store’s product pages and ultimately increasing conversions.
Use images that are large and clear
According to a HubSpot study from last year, content exemplified by relevant photos receives 94% more views than the least original and cliché. This is especially important when it comes to e-commerce product pages.
The images used on your website’s pages visually communicate the information you want to convey to visitors. As a result, it is best to use high-resolution photos that can be enlarged beyond the technical specifications. An additional benefit of the product presentation is that the photos are taken from various angles to best reflect their reality. This is because a pleasant user experience and a good UX (user experience) component of the website leads to higher conversions and sales. Also, when uploading photos to product pages, keep upload speed in mind and allow visitors with slow internet connections to enjoy a reasonable upload time.
Another thing you can do to improve communication with your customers is to encourage them to share their own photos. This way, you will be able to inspire potential buyers to become customers by emphasizing the credibility of your online store’s products.
Focus on benefits and features
The following step is to create the product description. A good and effective product presentation should concentrate on specific features and benefits. To highlight the benefits of using it, you will need to be more creative and have a good understanding of your target audience.
However, both the specifications and the benefits can be used to write a creative text. As a result, adjectives emphasizing this are appropriate. Depending on the type of product, you can present this design, technical performance, and their description, so that their description is reflected in the displayed price. You should also consider the format in which the information is written. For example, some customers “visually scan” the text, and you can best highlight the important aspects of the product with key points or the use of subtitles so that they are quick to navigate and easy to read.
Regardless of the format in which you present your product description, this is an opportunity to be creative and have a voice for your online business through which to reach buyers. Furthermore, this voice complements all aspects of online marketing: social media, SEO, paid search – in other words, every interaction with the customer. As a result, a creative and effective description makes your products relevant to search engines and other digital media that value original content.
Don’t forget SEO (Search Engine Optimization)
Because the SEO component has been mentioned, don’t forget to keep it in mind when writing the product pages’ descriptive text. Include specific words in the description of objects to help improve the positioning of your website on Google. Another strategy is to naturally incorporate Amazon search terms into the title, subtitle, and/or description paragraph. However, it is best not to exaggerate with an overly concise enumeration of words; always keep in mind that writing these texts is first and foremost for real people, and then for SEO benefits.
Allow website visitors to browse similar products
As an ecommerce business owner, you want your company to produce, grow, and sell as much as possible. Offering upselling and cross-selling options on product pages is one way to accomplish this. Relevant product suggestions not only improve your browsing experience but also assist you in exploring other categories. They are also typically displayed as related products on the same page as the product description and presentation that the user is looking for.
Clearly state your shipping and return policies
Transparency is the best solution when it comes to shipping fees. In an ideal world, no customer would have to pay for transportation. However, because these situations are uncommon, it is best to disclose this cost to the customer from the start. What is the point of doing this? One of the reasons for abandoning the shopping cart is that the delivery option is only available during the payment stage. Your customers will be dissatisfied with this aspect and will abandon the basket as well as the transaction. It is best to be as clear and concise as possible about the return policy. Don’t leave room for ambiguity when it comes to returning data; otherwise, those potential customers are unlikely to return to your website.
To summarize, most customers appreciate e-commerce websites that speak directly to their purchasing needs. To have a successful online business, you must first understand your visitors’ expectations and build your entire store website around these needs. As a result, your company will be able to address itself using the strongest word in your vocabulary, the pronoun – you, in the same way that you address each individual visitor so that the latter becomes a satisfied and happy customer.