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.
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Dieser Artikel wurde am 20.November 2015 von Ines geschrieben.
Ines Maione is responsible for marketing and contact person for PR.