Product descriptions are an important quality criterion for online shops. They give the visitor the most relevant information on an item in the shop, and, therefore, substantially contribute to whether or not a visitor jumps off the page, backs out or carries out the ordering process.
Especially for products that are consulting-intensive and in need of explanation, the visitor should be thoroughly informed about their various qualities. This (product) adviser should explain how this can happen in individual cases.
In order to draw up a corresponding product description, several fundamental questions should first be clarified, which will help with the later work and also serve as a guideline.
Possible questions are, for example:
The target group is an important factor, because it will inform the choice of words. A product description “that misses” the customer makes no sense, because the customer will then find it difficult to exercise his or her intention to purchase.
Two examples of this:
Figure 1: Order tools in the online shop: facts, data, designation, and price suitable for craftsmen
Figure 2: Fashion from the online shop: Here, the customer will find a significantly livelier writing style
The intention to buy an item is different from person to person. Nevertheless, information can be collected before writing, which will answer the questions the customer might have before his/her purchase. In the purchase of a car, men might focus more on motorization and technical gadgets, while women focus more on design, the interior, and everyday practical use.
A further example would be the purchase of a garden hose. What information would the customer want to read about? That the hose can be used to water flowers and plants in your garden is probably clear to everyone interested. But what about the following points?
In the hot summer months, garden hoses are also popular as “cold showers.” Why, therefore, not also point this out and at the same time awaken some emotions (joy, having fun, family, etc.)?
If a product has a quality that differs from those of other manufacturers (USP), this should absolutely be pointed out in the product description. If this is a substantial function, I would place the focus on this and allow it somewhat more space in the text. But be aware: don’t exaggerate! The product description should not be similar to a sales event on a senior citizen’s excursion.
Many products are problem solvers. For me as a copywriter, this fact has to be equated with a point of attack. If the product solves a problem, this can be pointed out in the text and be used to take the visitor by the hand. “You have a problem? I will show you the solution.”
What problems could someone have who wants to buy a coffee pad machine?
Problem: The previous coffee machine allowed the filtered coffee to cool off in the pot after just a few minutes.
Solution: “Enjoy freshly-brewed and delicious coffee to the last drop at the touch of a button.”
Problem: This is a single household. A coffee machine for filtered coffee will probably not make sense.
Solution: “With our pod coffee machine, you will waste neither coffee nor water. Every cup is sheer pleasure.”
Problem: The customer likes to drink different types of coffee, which his or her filter machine cannot provide.
Solution: “No matter whether you prefer cappuccino, latte macchiato, cafe crema, or espresso. Simply insert the appropriate pad into the machine and enjoy the variety … “
Advertisement arouses a desire in people, even if this is subconscious in many cases. This need awakens emotions that finally lead to an intent to purchase. If these emotions are specifically targeted in the product description, the customer will be able to more easily identify with a product. This increases the probability that he or she will order it in the end. Naturally, emotions are no guarantee for a sale, but they can nevertheless positively influence sales figures.
A few examples:
Naturally, the categorization of customer emotions is not always easy and can quickly lead to stereotypes, but as an approach for a good product description, it is well suited and can lead to great results.
There are various methods and tools for keyword research. A good overview of the terms to be used can be obtained with the WDF*IDF tool from OnPage.org. Here, I simply enter the search term, and within a few seconds, the most important terms are made available to me.
Figure 3: Term research with the Ryte WDF*IDF Tool
Text assistants provide a great advantage. Here, I insert the text and can check at any time whether my text corresponds to the specifications. If the graphical overview does not suit the purpose, simply utilize the keyword list below the diagram.
Figure 4: Alternative to graphic presentation: the most important terms in table form
Google itself is also an excellent supplier for more keyword combinations. If, for example, I enter the search term “jeans” into the search field, Google shows me further search recommendations in the lower screen section.
Figure 5: Research keyword recommendations with Google
These search terms are sorted according to the frequency with which they are entered by Google users. If I click on a search term, I get new recommendations again on the following page. Thus, with time, a comprehensive set of keywords is created.
Product descriptions have further tasks beyond giving the actual information to the visitor:
When writing, I always consider what information I would expect from a product description. What would I like to read when choosing a product?
If the product description is written intelligently and is well thought out, the shop will gain the additional plus point of being placed “on top.” When writing, never forget that on the other side of the equation there is a person who has a need. If this need is met, the product description will have fulfilled its task perfectly.
Practice makes perfect!
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Published on 07/24/2017 by Oliver Wrase.
Oliver Wrase juggles with words and phrases in his expert articles to provide his customers with the best. With his great affinity for online marketing topics, he never misses a trend. His main areas are online editorials, research and editorial consultancy.Become a guest author »
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