What characterizes an ideal online product description? What content belong in the text and how long should the text be? E-commerce managers must ask themselves these questions to optimize their online shop and achieve a high conversion rate; good product descriptions are an essential feature for the success of online shops. If important, purchase decision-making information is not included in the descriptions, customers will leave the shop without making a purchase. Customers usually click on the “Buy” button when they have obtained all the information needed to ensure that the selected product meets their needs and expectations. At the end of the transaction, customers must be convinced that they have made the right decision.
The articles offered in the online shop should be regarded and described as more than just objects; they are lifestyle products. Products that improve the quality of life, solve problems, convey a positive image, have a positive effect on life, pleasure, enjoyment and joy of life, or provide additional certitude. The product presentation must arouse strong, positive feelings and as a result, its price, i.e., spending money, becomes secondary.
Therefore, when you write product descriptions, arousing positive emotions is just as important as providing detailed information about the item!
For example, ladies shoes:
The bullet points are not very attractive and do not contribute to the emotionalism. However, they are useful because some website visitors only briefly glance at the page and information, and the bullet points are easy to grasp.
However, the emotionalism of the entire product description will be preserved if the bullet points are placed in front of a brief, emotional text that highlights the item. The text must convey why the item is an absolute “must have” and that it is perfect for the customer.
Last but not least, the creation of product descriptions must also allow for the search engine optimization of the text, so that the product pages appear at the top of the search engine results, for example with Google & Co., and increase the number of visitors. As a result, a well-written text that is relevant for the customer must also include the 1-2 most important keywords – if possible also in the headline – and most important of all, the content must be unique.
No related posts.
Dieser Artikel wurde am 20.November 2015 von Ines geschrieben.
We are using cookies to give you the best experience on our website.
Find further information in our data protection policy. Change cookie settings.
Cookies are small text files that are cached when you visit a website to make the user experience more efficient.
We are allowed to store cookies on your device if they are absolutely necessary for the operation of the site. For all other cookies we need your consent.
You can at any time change or withdraw your consent from the Cookie Declaration on our website. Find the link to your settings in our footer.
Necessary cookies help make a website usable by enabling basic functions like page navigation and access to secure areas of the website. The website cannot properly without these cookies.
If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as additional cookies.
Please enable Strictly Necessary Cookies first so that we can save your preferences!