The solution is original and persuasive product descriptions in the online store. Their creation requires adapting to several rules - established by search engine algorithms and psychology. However, more time spent on creating unique sales content will bring us fewer problems in the future, build a stable market position and attract customers to the store.
Contents
Are product descriptions in an online store actually necessary?
How to create professional product descriptions for an online store?
Summary – what should be the ideal product description for an online store?
Are product descriptions in an online store actually necessary?
A 2017 study of online consumers showed that almost 90% of online shoppers believe that product descriptions are extremely important when making a purchase advantages of our nurse data decision. At the same time, the same analysis showed that exaggerated descriptions that did not reflect the actual state of the product became a reason for complaints in half of the cases.
Good product descriptions in an online store are essential to ensuring your company achieves optimal sales profits and building a unique and distinctive image on the web.
This happens for several important reasons:
1. The product description replaces the seller in the stationary store.
It not only fully describes the product, its technical specifications, methods and benefits of using it. The text is intended to answer any questions asked by potential customers and dispel their doubts related to the purchase. In other words, exactly like a salesperson.
2. It increases the position of the page in the search engine
Product description is SEO text. Properly written, it engages users and search engines, which classify the text into the appropriate group and then display it for specific keywords entered by Internet users.
Even a perfect product won't sell in an online store if no one sees it. So let's take care of search engine optimization.
3. Encourages purchase
A properly written product description shows the benefits, advantages, and features of the product – in that order. It puts the customer first and tries to satisfy their needs and desires. A lack of description or a poor one can cause a potential customer to go to the competition and finalize their purchase.
4. Reduces the risk of returning purchased goods
Let's not deceive users and let's not promise them pie in the sky. The more specific and reflective of reality the description we write, the greater the chance that the customer will not use the complaint option. We can additionally diversify the texts with active verbs and adjectives that affect the imagination of consumers.
How to create professional product descriptions for an online store?
Professional product descriptions attract search engine algorithms and engage recipients. However, combining sales text with SEO text requires skill and balancing between appropriate keyword saturation and benefit language. How to go about it to squeeze the most out of the description?
Product description as sales text
Creating texts for the Internet, regardless of their type, should begin with a thorough analysis of the target group and its individual representatives, the so-called personas. This is the first step to understanding the needs, desires, requirements, as well as the fears and doubts of potential customers.
By creating a persona, we know to whom and how we are talking. We obtain data on personas (because it is good to create several representatives) through conversations with customers themselves or the sales department in the company, during the analysis of tools such as Google Analytics or Search Console, and also by reading customer comments on the brand's social media and on industry forums.
