Texts on the internet do not read as much as we watch. Therefore, the layout and form of the description are of great importance. I will even venture to say that a good product description put on the page without an idea (too small font, broken text, lack of specified main issues) is useless. Most customers will not want to read the description.
To encourage the customer to carefully read the product description, you can use the following methods:
- a large, readable, sans-serif font;
- listing of the most important features;
- bolding of relevant information;
- dividing the description into sections ( general description, parameters and size table);
- the use of graphic icons to complement the text ( a washing machine sign next to the instructions for use);
- the use of appropriate spaces between paragraph lines and buttons – minimum 8 px.
Keywords and SEO on the product page.
The product page is exactly the place where you can show your product promotion, also increasing its chances of being visible on Google. Remember, you decide how exhaustive the description will be. Personally, I think that one should maintain healthy restraint with saturation of the description with key phrases, both long and short tail. Where the use of a keywords has a logical justification – use it. Remember, however, that the description is primarily to be useful to the customer and make him buy. You will not need a text that can and attracts leads but does not generate conversions. Sales primarily. Wherever justified, use the h1, h2 tags.
In the process of optimizing the product page, keep in mind also:
- correct generation of the URL,
- full optimization of product images (alternative text, tags, image name, watermark, size, quality)
- encouraging purchase buttons, button text should be simple and have only one goal “put in the basket”, do not “put in the basket and move on”
- information on available sizes, stock of goods
- internal linking to similar or complementary products (up selling and cross selling)
- placing information on delivery times and shipping costs in a clearly visible place.
Identification of client’s needs.
Do you know what is most important for your client? Product? Low delivery price? Unique product technical solutions?
No, he and his needs are the most important for your client. Not so much the product’s features as the value that the customer will get, the answer to his needs. If you know why people buy from you or why you buy this article, then you have half the success.
Reasons for purchase are not always obvious.
If you are a producer, a designer or a specialist in your range, your product rating may be biased by cognitive error. On the other hand, it’s all too risky to say the copywriter completely that he does not know the products so well. Ideally, the cooperation between the store owner / product manager – copywriter should take place in an atmosphere of discussion and focus. I realize, however, that this is impossible, especially in the case of large, multi-branch stores, where the assortment counts in thousands of products with different variants.
Advice for smaller stores: If possible, let the copywriter read the product.
When creating the perfect description, it is worth considering customer feedback. It is a good idea to emphasize these advantages, which are particularly frequent in the rating system, in social media, on internet forums (among other reasons, it is useful to monitor the Internet).
Social engineering techniques in e-commerce.
I will show you several methods to encourage the customer to buy. However, I would like you to remember that he would never use them to manipulate or mislead the customer. First of all, it’s unethical. Second (if the earlier argument does not stop you) – attempts to cheat will sooner or later get revenge on you, it’s not worth it.
- social proof – opinions of other customers about the product;
- Pareto principle – 80% of the most important information should be included in the first 20% of the text;
- AIDAL – a popular acronym useful in marketing:
Attention (or Attract).
- promotions, discounts, discount codes;
- a progress bar during the purchase process – the customer can see at what stage of placing the order;
- visible field for quick contact with customer service. Telephone number, live chat – let the customer know that he can ask for help at any time.
How to Create a Text that Sells
- use understandable vocabulary;
- start with the general, slowly moving to more detailed information;
- do not use too many synonyms. The book is a book, not a box with cards;
- use the active verb page to give a description of the dynamics,
- write only about the actual benefits of the product. Do not lie;
- they will mislead the customer’s doubts before they appear. Provide in the description all the information necessary to make the right purchase choice (attached table with technical specification, composition of materials or country of production);
- place yourself in the role of an expert and direct you to a company blog or stress your willingness to help in case of doubt (when choosing a particular model, size, choosing an extended option). With one caveat – it can not be promises without coverage !;
- show that you understand the client’s needs and know how to solve his problems. Find sensitive customer points;
- do not overdo it with sales sales language. For a normal recipient, this is a daunting gibberish.
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