Product descriptions help you win the Ecommerce game

SEOSearch engine marketingEcommerceTagging
By Yuval Ginor, Jun 24,2021
Product descriptions improve findability

Product descriptions help you win in ecommerce and are most effective when they cater to the actual needs of the customers, offering them the best possible solutions. By creating unique descriptions with your target audience in mind, you will keep your customers engaged and coming back for more.


A big part of marketing is presenting the product you sell in such a way that will keep the customers interested. That is why you must think of your customers’ needs and interests when writing the description of your product.


With the continuously growing popularity of online shopping (and without attendants to answer any questions) product description becomes the main focus, and sellers need to put some thought into it. Learning the preferences of your customers, creating intriguing content, using popular keywords and investing in SEO optimization, will significantly improve the shopping experience which, in turn, will lead to more sales. 


Speak Directly to Your Customers


Remember that humans read the product description, and try to create a description that will keep them engaged. The description must be creative, attractive and interesting - something you would find in a fancy magazine. Using keywords is important, but overloading the description with forced keywords might make the text rather boring and repetitive, causing the customers to quickly lose interest and move on.


While the description must be as attractive as possible, you don’t want to overdo it and overstate what the product can actually do. Today’s online shoppers are smart and they can easily detect such bombastic descriptions, and stay away from them, and the shop in general.


Apart from the content, the description must also be engaging and easy to read. Since people tend to skim through paragraphs, it may be more engaging to use bullet points in the product description, to help customers get the information quicker. 


Focus on the Benefits


You believe in your products, and so should your customers. Simply listing the attributes of the product in the description will not do that. You need to explain to the customers not just what the product does, but how it can help them personally. When writing the description, focus on the product’s benefits and advantages, and show the customers how this product is exactly what they need.

Product description with clear product benefits and features


See these Oakley’s pair of sunglasses, for instance. First, note the use of bullet points. Second, see how the product description presents the features of the sunglasses, and what are its benefits.   


It is also important to keep it short, so even if the product has many benefits, choose the best three and showcase them.


If you have a copywriter, it is essential that they really familiarize themselves with the products and their uses. Preferably, you should hire writers with experience in your area (stereos, sporting goods, fashion, etc.). A shallow knowledge of the product will impact the quality of the description, causing the shopper to lose interest more quickly.  

 


Invest in SEO


No matter how nice the product page is, if no one can find it, it is useless. Findability is key, but it can also be a hurdle in a very crowded online market. It is important to note that according to a Business insider’s report on SEO, approximately 39% of all global e-commerce traffic came from search.


Conduct a research into which keywords your customers use most often in searches. You can find many tools online, both paid and free including the ones provided by Google that will help you do this research. The next stage is to locate the long tail keywords that are specific to your products, as these are a proven recipe to boost conversion rates. Customers who use these long tail keywords and reach your product page are more likely to buy the product, since it matches their search exactly. 


There is a system to selecting the proper long tail keywords. In short, take the product’s best keyword and follow it up with one or two of the product’s key attributes. For instance, instead of just “Sneakers”, you may write “Red Nike Sneakers”, or “Seiko Automatic Divers Watch” instead of only “Seiko Watch”.




The next stage is to insert the keywords you selected into the product page. Use them strategically, in the headlines and subheadlines, image titles, and the description. But remember! Using keywords is important, but its purpose is only to attract customers to the page. Once there, the style of the description is what converts the visit into a sale. Forcing keywords into the description might make it boring, and customers will quickly lose interest. 


Create a unique description to every product you sell. Don’t create one template and copy it to every product's description, making only the minor necessary adjustments. Creating multiple pages with almost the same content, will cause Google to lower the ranking of all the pages in its search, causing traffic losses.  


Good product description not only impacts outside traffic, but also improves internal traffic and product findability within the store. A properly written product description makes it easier to automatically tag the product with navigational tags, making the product much easier to find using site navigation or marketplace navigation.  


Product descriptions are most effective when they cater to the actual needs of the customers, offering them the best possible solutions. By creating unique descriptions with your target audience in mind, you will keep your customers engaged and coming back for more, good product descriptions help you win in Ecommerce game  

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