If you are a business selling products online, then there are a number of things you will need to think about. From the landing page web design to the images, video content and written content, every part of your website should be focussed towards selling your products, and providing valuable, persuasive information to your website users and potential customers. A key part of this will be your written content, especially the product descriptions themselves. So why should you put additional effort into this part of your website? And what are the advantages of effective product descriptions?
A good product description helps the consumer to make good buying decisions. It provides the buyer with more detail or information about the selected product. It helps to know whether the product can satisfy his needs, wants, and desires.
It’s not the quality of the text that makes a product description good. It’s the ability to answer the shopper’s inner questions.
Good Product Descriptions
A savvy shopper is looking for honest information about the product to make a good buying decision. A good product description is also compelling and uses words that convince the shopper that that product is the best he/she has been looking for.
A photo or two and a short, bulleted list isn’t enough. The more in-depth and detailed your company’s product descriptions are, the better for everyone involved in the transaction.
Using Fozzels.com, you can automatically generate unique, well-written product descriptions for your online store using artificial intelligence.
What Makes a Good Product Description?
Consumers now expect high-quality content on web pages, so first impressions are important. Quality content and persuasive writing make unique product descriptions stand out.
But with a poor description, you could lose customers right from the get-go as they leave your page to go somewhere with better details. If you don’t impress your customers with words, how will they know how great your product is?
Also, search engine algorithms prefer unique product description writing, so they provide a boon to your organic traffic and page rankings. When you combine SEO practices with quality content, you get your best shot at getting ranked on Google.
The importance of product descriptions lies in their ability to position the product such that the customer chooses it to alleviate their issues using it. A good product description is never too salesy. It talks about how the product can address a customer’s issues. A customer-centric outlook is the best approach to writing a good product description.
Reasons to Use Product Descriptions
There are plenty of arguments out there against using product descriptions. One example is that visuals grab attention better than text. That might be true, but images can often get messed up or skewed online. How many times has a color looked one way on a screen, only to be completely different in real life?
Photos might be worth a thousand words, but they can also lie. For example, a stylist can pin an oversized piece of clothing to make it fit a model perfectly. With a product description, you can correct any mistakes in a photo, or fill in the details. You can also point out details not captured by an image. These can include materials the product is made from, its measurements, and how a person can use it.
Another reason to use product descriptions is that they influence whether or not people make a purchase. According to a study from 201, “detailed product descriptions” were among the top three features people look for when deciding to buy clothing, electronics, or groceries online. Additionally, the vast majority (87%) of people consider product descriptions extremely important when making a purchasing decision.
Benefits of product descriptions
There’s no doubt that product descriptions is important for your e-commerce store’s success. If you do a good job of creating compelling and creative product descriptions for your online store, you will be able to grab buyer’s attention and close a lot of sales.
Have a look at Fozzels.com, a service that lets you generate good product descriptions automatically using AI. This will help you achieve more success selling online.
Product descriptions educate consumers
You have of course have heard this before: education is the key to success. Well, this is also true in the e-commerce world. The online stores that educate customers the most wins! Product descriptions are educative content that provides more information to consumers about the product they are browsing.
Benefits of Product Descriptions: Educate Customers
To win sales, you have to ensure that every product on your online store has a clear, detailed, and informative product description that answers all the basic questions the consumer needs before making a purchase. Your product description will help the shopper to make a better and informed buying decision.
Product descriptions build trust with your shoppers
When a shopper reads your product description, looks at the product images and is fully satisfied, what actually happens? He/she begins to believe that the stated product is the best one. People make buying decisions based on trust. When they trust the brand and the product description, they make purchases.
Product descriptions must not be deceptive. People know when you’re lying. Product descriptions must be honest, but contain persuasive words that “push” customers towards the cart. To build trust in shoppers for buying decisions, you have to ensure that your product descriptions are clear, accurate, and honest.
Product descriptions help your online store look professional
Everyone wants to do business with polished and professional businesses. If you want to be the best seller for your product, then you must have better and creative product descriptions. When a shopper clicks on your online store link and lands on your site, he or she wants to see that you know what you’re doing.
The web design must be professional and the product images must stand out. More importantly, you must provide high-quality and grammar-free product descriptions that persuades the consumer that your company is polished and professional. With good product descriptions, potential customers will know you are good at what you do.
Product descriptions help you to stand out among competitors
If you’re selling the same product that other retailers or wholesalers are selling online, then you better have the best product description. You need to have excellent pictures and compelling descriptions that make your product stand out among the crowd.
Some people simply use the manufacturer’s product description. For example when products are imported from ERP systems. Well, that doesn’t work well because the buyers/shoppers for your specific product might have unique reasons and concerns for buying the product. You will have to write a new product description that is customized to meet their unique needs.
Product descriptions help to increase conversion rates
If you want to increase conversions then you have to examine and reexamine your product descriptions. It is what will convince shoppers to make a purchase. That’s why the product description must contain features and benefits that meet the ideal customers buying motivations.
Product description arouse buying emotions
People buy emotions. They buy feelings. Words and pictures help to drive buying emotions. Why will people buy your product? What emotions will drive people to make a purchase? What emotions will people have after they have made a purchase?
It promotes them to hit the buy-button and make a purchase. It does not only satisfy their logical mind, but contains information that drives them to make a purchase quicker than if there were no product description. Words such as new, sensational, hurry, amazing, quick and so forth arouse buyer emotions.
Product descriptions make shoppers stay longer on your site
The more people stay on your site, the higher the chance of buying something. The fact that shoppers keep and stay longer on your site means that you have something interesting there. It means you have some product, image or interesting information that has caught their attention.
When shoppers stay longer on your online store, it informs Google that your site is important, relevant and interesting. This helps to increase your search engine rankings among other products in your category. High search engine rankings mean more traffic. And more traffic means more conversions and sales.
Product descriptions help Google to know what the products are about
The king of organic traffic is Google. You can use paid advertising to drive traffic to your online store. But that will increase your cost per sales. But, what if you can increase your online sales at your store without spending so much on advertising?
→ Increase Google Search Results
That can be achieved through your product descriptions. Detailed product descriptions help Google to know how the products on your site are all about. It does not only inform shoppers, but it also helps Google to rank your products when a shopper makes a search query in the search bar.
Product descriptions help increase your Paid Per Click (PPC) results
With Google Ads or Bing Ads, you only pay when a visitor clicks on the link and visits your site to make a purchase. While PPC helps to increase traffic, it is important to know that it must be done well to yield the required result.
How should it be done? You have to write a compelling product description with a relevant keyword first and foremost. This way, the landing page will be more relevant to the search query and the shown Ad. And then you have to use the same keyword in your Google Shopping Ads to help Google to rank your products higher above others and increase click-through rates.
Product descriptions help you improve your e-commerce SEO
Every product description must have a unique keyword that is used by buyers when they make a search online.
You need to have a relevant keyword used to write each product description. This helps improve your e-commerce SEO. Each product description should have at least one relevant keyword to rank for.
While you should not stuff keywords in one product description, you should ensure that each product description has the right keywords that will make it rank high on Google, Bing, and Yahoo. This increases your organic search traffic. Imagine having great product descriptions that are optimized with relevant keywords for all products for your online store?
Using keywords directly in the product description increases the chance of being found during an organic search. With each product page, you have the chance to include headers, meta tags, unique keywords and geo-locations to also help search engines find you rather than your competitors. If you want an increase in organic traffic and sales, don’t neglect these.
What should a good product description consist of?
Online, a product description refers to the content used on each individual product page, to give information and details to your potential customers. This generally appears alongside any image or video content and depending on the product itself, can make use of different sections for categorizing information, including:
- Details- this section should provide more detailed information about the product, what it can be used for and what it is compatible with (where appropriate)
- FAQ’s: this section should aim to provide answers to any questions that your potential customers might have, helping to sway their purchasing decision
- Product specification- this section should provide key details such as size, dimensions and weight of the product, so that your customer know what they are buying
- Customer reviews- this should be dedicated to showing honest and genuine reviews from previous customers
Start having unique product descriptions using AI and ChatGPT
Product descriptions may be short compared to the other content on your website, but this type of content is by no means insignificant. Rather than skipping them entirely or saving time by simply regurgitating the manufacturer’s descriptions, make the effort to create unique product descriptions that convert.
If you haven’t touched your product descriptions for a while, it might be time to look back at them and update them. Use good grammar and persuasive writing to describe each service or product. For an even more powerful description, add a call to action that motivates people to act right away instead of shopping around more
If you use Magento as your web shop platform, you can use Fozzels.com to have quality product description texts automatically written, using ChatGPT (the OpenAI artificial intelligence). This can be done completely automatically.
Unique product descriptions not only help you to capture potential consumers, it also helps you to have a better overall web presence. This, in turn, helps build your reputation and attract more customers to improve your bottom line.
Rank higher, build more trust, and convert more with Fozzels.com.