Many businesses have a store online (o eCommerce) where they display and sell their products with the help of certain technical sheets. The problem is that Not everyone makes good sheets to describe their product. and that's what makes it difficult for your customer to click through to checkout and have a good experience on your website.
And, what does it mean for a user to have a good experience? This encompasses three key factors. The user must: navigate and purchase without difficulty through the site, enjoy a reliable and pleasant environment, and must be well aware of the products or services offered. The latter is where we are going to focus.
How to optimize your descriptions eCommerce
Unlike a physical store where you can try the products, in a store online, How can you know all the details of the product if you can't touch it or try it? Through solely and exclusively the product descriptions. Thanks to these we can:
- Make known any details of the product.
- In addition to technical information, the benefits are presented.
- Know how they are different from the competition.
- Improve the SEO.
- Transmit feelings and emotions to users.
Taking into account the importance of product descriptions, let's see what elements should not be missing from a description:
- Product name: It is key for the client to find it quickly and for Google to index it.
- Technical data: It may seem like a nonsense, but these data, such as physical characteristics, performance, materials, size, are what users want the most. I recommend that you put this information clear and concise in the form of a list so that it is easy for everyone to understand.
- Highlight the most notable value: This is nothing more than pointing out the attribute that differentiates you from the rest and positions you on a higher step than your competitor.
- The benefits: Don't just focus on the features, but on the advantages it will have for the customer if they end up choosing that product.
- Keywords: If someone does not know the specific name of the product, they will use other words to search for it both on Google and on the store's website. online. So look up what those words are.
- Testimonials from other customers who have already tried the product: Users will appreciate being able to access the section with testimonials from other customers who have already tried the product in the description. If you don't have that section, it will be a point in your favor to create it.
7 questions you should ask yourself to describe your products
1. Do you know your target audience?
Knowing your target audience will give you the clues to choose one tone or another when writing the article description, for example, to know if you should use more technical or informal language.
When writing a description, think about that person and try to make it as specific and personal as possible.
2. What problem is your product going to solve for the user?
It is not enough to say what color or size it is, but to let the customer see what advantages they will get with that product and what problems it will solve.
Avoid highlighting more features than benefits, as this gives an image that you want to sell at all costs and that you don't care about solving their problems.
3. Does your description have a hook?
You must think about how to hook the client in the first lines. It doesn't make sense to put the most interesting thing at the end. So, take care of your creativity and arouse their interest, persuading them to make the purchase.
Monotonous and boring text can be a reason for abandonment in your store. Don't fall into this increasingly common mistake.
4. Do you tell a story that awakens a feeling in the user?
Since you cannot touch or try the product in a store online, you have to use creativity to connect with the user. And a great resource will be to write persuasive texts that provoke a feeling or emotion in the user.
You must look for that feeling that makes them travel to the past and makes them remember some sensation that drives them to purchase the product.
5. Do you show a good photo of the product?
A picture is worth a thousand words. So avoid uploading photos of poor quality or that do not correspond to the product. And opt for photos that impact and help your client imagine your product in a specific situation.
For example, if you sell a flower pot, put a photo of that flower pot and a pretty flower inside it. It looks more, doesn't it?
6. What keywords do your users search to reach you?
With the Google tool keyword Tool, you will be able to know which words related to your business that users search for the most.
Therefore, this will help you know what exact words they use to search for your product, that is, what they call it if they don't know its name. This will also help you improve your descriptions.
7. Do you have your call to action visible?
And finally, place your call to action (buy, add, etc.) in a visible place. It is about guiding the user to move to the next purchasing stage. Don't make it difficult. Make it big and use a color that stands out, within clear limits so as not to scare away the client.
And you, do you think your users have a good experience on your website? Do you take care of all these details in the description of your products?
