If you have an ecommerce website, one of the main things you’re concerned about on a daily basis is how your online sales are doing. You can see the number of people visiting your site and making their way to your product or services pages, but if those visitors aren’t converting, you’re not going to see your sales numbers at the level in which you’d like them. One reason your visitors might not be converting well could be due to the layout of your product pages and the content found thereon. So to help make these pages perform at their highest level, here are three tips for writing better product descriptions on your website.
Touch On The Human Aspect
While it might be most natural for you to fill your product pages with all the features and qualities of your products or services, this might not be the best strategy if you’re wanting to get your visitors to convert and make a purchase from you. According to Henneke Duistermaat, a contributor to KISSMetrics.com, your customers or clients are actually more interested in how your product or service will affect their life rather than the details of the product itself. For this reason, try to include more human aspects to your descriptions, like how using this product will make their life better or how it will alleviate certain problems they’re currently facing.
Avoid Generic Phrases Regarding Quality
As with most business owners, you’re likely very proud of the products or services you render and, therefore, want to share all the good news about its features and qualities. However, venturing down this path can lead you to creating content that might actually hinder rather than help your sales. Henneke Duistermaat, in an article contributed to Shopify.com, shares that these types of content, known as “yeah, yeah phrases”, leave the visitor feeling like you can’t figure out anything original to say about your products so you just go with something generic that everyone can and will say about their product. This does nothing to help you. So when you’re wanting to address quality but aren’t quite sure how, share features that give an impression of the quality you have in the details rather than just saying that your product is of the highest quality.
Make Each Description Different
One of the worst things you can do for your product descriptions is to make them all the same. Martina Mercer, a contributor to Moz.com, shares that duplicate content not only looks bad to your visitors, but it’s bad for your rankings in search results as well. To help ensure you don’t have content that’s too close to duplicate, use a content tool that can help you scan your content for similarities so you can edit sections that seem too close for comfort.
If you’ve been wanting to upgrade your product descriptions, use the tips mentioned above to help you do just that.