1.92 billion- that’s the latest estimated number of online shoppers across the globe.
That is also the combined population of China, the USA, and Brazil, in case you were wondering how substantial that figure is.
Over the last decade or so, eCommerce has frequently shifted gears and became a mainstream trend. A lot of that transition was inspired by evolving consumer expectations, which in turn was a reaction to the advancing digital landscape. As a direct result, today, the digital retail market houses nearly 24 million eStores, billions of products, and numerous ambitious entrepreneurs.
Succeeding in such circumstances is no longer a matter of being present. Now, you have to be the loudest, most valuable, and relevant voice out there. Your messages need to be clear, concise, and engaging. And, your brand must stand out from the crowd.
Keep in mind that such a market strategy has many aspects, each important in its unique way. However, in this article, we’ll focus on catalog product description writing. We’ll discuss what makes a product listing good or bad and share ideas that can help your eStore draw in more visitors.
eCommerce Catalog Product Descriptions Matter More Than You’d Imagine
Is your eStore designed to impress a prospective buyer?
“Perhaps!” “Not Sure”
If those are your answers, you need to pay attention now.
90% of product searches are commenced without any pre-notions about the brand. That means a majority of customers start their online hunt without making their mind about a certain product or brand. It’s an opportunity for eSellers, who can turn the consumer into a buyer with the right content.
However, the moment of truth arrives when a customer lands on your product page.
- Detailed product descriptions are one of the top three most important brand differentiators
- 98% of shoppers have abandoned a purchase because of incorrect/incomplete content
- Lack of information about hidden and extra costs are the primary reason buyers abandon carts
- 76% of consumers consider product specifications very important, 71% prefer reviews, and 66% value images
At the same time, your SEO strategy matters just as much as your product description writing.
- The first search result in Google gets 31.6% of all clicks
- 81% of all clicks on Amazon search results happen on the first page
- 35% of Amazon shoppers click on the first search result
- Together, the first three Google results get nearly 75.1% of all clicks on the first page
- URL with a keyword receives 45% higher CTR than those without
In simple words, as much as paid advertising matters, a lot depends on how you handle catalog product descriptions writing.
Signs That Your Product Descriptions Are Doing More Harm Than Good
Product descriptions are an essential part of every listing. When utilized appropriately, they can turn into a powerful tool for conversion. However, poor product descriptions can also sabotage a buyer’s experience.
That’s why designing a customer-winning product listing is a unique challenge.
It’s essential to determine precisely what effect your listings are having on a buyer. Ideally, a product listing should answer almost all buyer doubts. It should give them a clear idea of what your product does and how it justifies their investment. Doing so is a matter of establishing a balance between good content, images, and layout.
Check for the following-
- Wrong information/drab product descriptions
- Too many/too few details
- Large blocks with crammed content
- A lack of white space
- Not enough product-relevant content
- Blurry, low-quality images
- Confusing page layout
Before doing anything else, you need to determine the state of your product pages and then remedy them.
Tips to Improve Your eCommerce Catalog Product Descriptions
1. Descriptive Titles
Improving product titles, as per FindWatt, can lead to-
- 151% more clicks
- 28% reduced Cost-per-click (CPC)
- 47% higher click-through-rate (CTR)
- Avoid subjective terms like “Great Item” or “Amazing Stuff.”
- Use numerals and spell out measurements, i.e., 3 inches instead of 3” or Three inches
- List color, shape, size, etc. if there is only one option
- Include at least one primary keyword in the title
- Include model number, pattern, size, quantity, & power output, if such attributes apply to your product
- List the most relevant/important/unique feature in the title
- Include the target consumer, i.e., for men, for women, 5+, etc.
- 65% of clients are more likely to remember your products if the listing has attractive photos.
- 67% of consumers say that image quality is critical to assessing a product
- 22% of all returns are credited to differences in the product image and the actual product
- Use the right lighting & equipment when capturing product photos
- Take multiple shots from different angles
- Shoot on a white background or remove backgrounds while editing
- Use zoomable, high-resolution images
- Post many pictures of one product, covering it from all aspects to leave nothing to speculation
- Show the product being used, either with a demo video or a series of images or a collage
- Modify photos to match online store regulations. For instance, Amazon asks for 1000 pixels or higher dimensions
- Use reflections and shadows tactfully to throw attention on the product
- Be consistent with sizing and spacing to give your entire store a uniform aesthetic
- It becomes challenging to determine which of the identical pages it should index
- The strength of backlinking network weakens
- The overall likelihood of any of those pages getting ranked decreases
- Customers will skim through the product listing
- They will expect to find all technical/major specifications at the top
- They will expect all prices/taxes/shipping costs clearly defined
- They will want prompt information about shipping, delivery, return policy, and seller contact
- Stock information
- Delivery information
- Area code checking box
- Color and style options
- Product ratings and bestseller tag
- Primary features
- One-click buy option
- What are the product’s specialties
- Who is it intended for
- What sets it apart from other similar products
- What sets your brand apart from other brands
- What justifies the price
- Why should someone buy from you
Whether you are selling through your website or using an online marketplace, your title is the key to getting visitors. It is the first thing a visitor notices; the only thing that they are sure to notice. It is also one of the factors that algorithms analyze to determine a listing’s SERP(Search Engine Ranking Position.)
So, keep your title as descriptive as possible, with powerful keywords and useful features in it. Here’re some things that a product description writer should keep in mind-
Philips Sonicare ProtectiveClean 4100 Electric Rechargeable Toothbrush with Genuine Philips Sonicare Optimal Plaque Control replacement toothbrush heads, Black 3-pk
This product title covers the brand name, key feature, color, quantity, model number, and keyword. It is an excellent example of things you can highlight in a title without making it too bulky or heavy.
2. Bold & Bright Images
When it comes to product images, quality, placement, and presentation matter the most.
The one thing customers don’t get when shopping online is a feel of the product. They can’t touch it, can’t smell it, run their fingers across the material, or even give it a demo. They have to rely on the information you offer to them.
That’s where product images come in handy.
In addition to offering a unique insight into the product, images also impact the overall user experience. Customers can exit a product page out of frustration if the photos take longer to load, are blurry, or confusing. Keeping that in mind, here are some ways to increase conversions using images.
Note that while you can play with image placement on your eCommerce website, online marketplaces like Amazon and eBay have rules. Follow them to ensure the best results. At the same time, keep your eStore responsive so that your product listings can transition well on all devices. That will help your sales and conversions.
3. Original Descriptions
Duplicacy is way more severe a problem in eCommerce that it’s anticipated to be.
Most good SEO product description writing services suggest creating unique content for different listings. Using the same content on multiple pages of a website presents issues for the search engine.
In the presence of duplicate content, your eStore can lose traffic, and hence sales. So, it’s in your best interest to create as much unique content as possible. Of course, for similar products, that practice can be tough to follow. That’s why many online sellers hire experienced product description writing services for this purpose.
4. To the Point
Here are a few things that will happen undoubtedly when selling anything online-
If a buyer isn’t sure what the product does or how it’s valuable even after reading the description, you’ll lose them. Therefore, pay special attention to the content as well as the layout. Cut the crap and be as specific as possible.
If you’re looking for concise product description writing templates, Amazon is a great example.
We’ve already seen how the title is accurately positioned for this product in a previous section. Here, focus on the layout and the details.
Above the fold, a customer gets every critical piece of information related to this product at once. They have-
Whether you use Amazon, eBay, another marketplace, or your website, this is an ideal example of product descriptions. Think from a customer’s perspective; you’ll agree too.
Cut long sentences. Place the most critical information at the top. Avoid using too many jargons. Stick to a natural flowing tone and use powerful words. Cut unnecessary information.
If you have to include a paragraph, keep it short and engaging. Make it about your brand and the product’s specialties. Use bullet points for more exact information, like the material it’s made of, instructions for use, special features, etc. Just don’t summarize the paragraph into the bullets. That’s a repetition your buyers don’t need.
5. Frequently Asked Questions
An FAQ section is integral to compelling catalog product descriptions writing. It’s the cherry on top! It addresses any objections that might keep a consumer from buying your product. It’s a quick overview of your product, services, and design.
And, it can very quickly be botched up.
A useful FAQ page answers questions that a customer might have. It, however, is not the place to sing songs about your brand or product’s glory.
Arrange the FAQ section logically. Cover topics that your product page either missed or didn’t consider too necessary to include. Keep the answer short and concise. Keep them relevant. Use keywords only if it fits in the sentences. Remember, your aim is to inform the customer, not stuff them with unnecessary details.
Use Your Product Descriptions to Boost Conversions, Strategically
Remember, people are spending their hard-earned money on your products. They are basing a financial decision on the information you give them. So, when they have read through your product listing, they should know the following at least-
Consumers love eCommerce listings that don’t sell. That’s right! You have to speak to their needs and engage them with your benefits. That way, you establish a bridge between a consumer’s expectations and your offerings. Solve a problem and do it smiling. A buyer will be inclined to come to you without any hitch.
Need More Help?
Data4eCom has been offering premium eCommerce content services to its clients across the globe for over a decade. From catalog management to clever & creative description writing services, we provide a suite of useful offerings for eSellers. If you want compelling yet straightforward copies that entice your customers, we’re the answer. Just drop a word to us at email@example.com.