Online store owners and eCommerce managers often ask about the best ways display and describe their products. Product descriptions are a sticking point for lots of people, we get it, they can be time consuming and often require a lot of work. But, they are a huge factor is what turns a casual browser into a customer. Those key product details are what help customers finally take the plunge and hit “Add to Cart”.
So, what does a product description need? How long does it need to be? What’s the best format? How do I make them ranking highly on Google and other search engines?
To answer these questions we need to look at the people you should know best, your customers.
Do your customers react to a well told story?
When a builder is looking to buy framing timber they don’t need a long story about where the wood was milled, or the story of the forest it came from. For this customer we need to give them the most important information, whatever that may be.
The best way to do this is with bullet points. They’re great for:
- Technical specs
- Important features
- Letting your customers see the key information.
When this is done right this shouldn’t leave any technical questions.
Of course, we also have customers that require something more. A bullet point list doesn’t tell a product’s (and by extension your brand’s) story, it doesn’t engage your customers emotions or imagination. That’s a job for writing.
Simply by writing a paragraph or two we can talk to the customer, allow them to see just why they need to purchase your product. It may seem scary at first to have to fill your shop with engaging descriptions, but, with practice, it can become as engaging for you as it is for the customer.
These paragraphs also give you the opportunity speak for your brand. Reflecting your customers. It can be serious and technical, or it can be funny and, at times, silly. You’ll show your customers that your brand and your company is just like them, and wants to share the products and knowledge it has gained.
It all comes down to the simple formula:
[Paragraph(s) of Writing] + [Bullet Point List of Specs and Product Features] = [An Awesome, Readable Product Description]
It may seem like repeating this process for all of your products may be a time consuming process. That’s because it will. There are very few shortcuts to creating something people will actually read. However, by following the formula, and doing a few products a day you will see the benefits in no time:
- A boost in shopper confidence. The better your information, and by making it easy to find, your customers will start to see you and your store as someone who knows what they’re talking about. This means they’re more likely to share links from your site, they’re more likely to buy from your site and they’re less likely to abandon cart if they can’t find the information they need.
- Lower Return Rate – By giving your customers all the information they might need you will help make sure they get exactly what they need, and what they received should always be exactly what they wanted. This means more happy customers and less returns caused by misinformation.
- Less customer questions. Leaving you more time to do what you do best. – By making all of the information your customers might need easy to find they’ll spend less time asking you questions and leave you more time to focus on your business.
- Better Search Engine Results – Much like customer engagement there are no shortcuts in Search Engine Optimisation. One thing that will always help though is more unique, and relevant content on your website.
When it comes to your online store no one knows your products better than you. So don’t hide that information away, get it out into the world. Become the place to go to find out what you need to know, and a example for others to look up to. Know your audience, give them what they need, speak their language and give your product the description it deserves.