Those who shop offline can take a close look at products. This possibility does not apply to e-commerce, but nobody wants to buy the proverbial pig in a poke online either. As an online retailer, how can you ensure that potential customers’ willingness to buy is positively influenced despite the lack of a haptic experience? For example, with good product descriptions. In this article, you will find out what distinguishes them and how you as a retailer can optimize them.
Why Are Good Product Descriptions Important?
Product information plays an important role in the online trading process. On the one hand, they influence the decisions of customers in the buying process and, on the other hand, the ranking of the products, categories, or the entire shop in sales and marketing platforms such as Google Shopping or Idealo.
In order to be successful as a retailer in e-commerce, you should in principle design your product descriptions in such a way that they meet both the needs of potential customers and the requirements of the corresponding platforms. If this is not the case, it minimizes the chances of high online sales.
But what exactly is a good product description? We provide you with the ten most important factors or tips that significantly increase the quality of the information.
1- Well Organized Is Half The Battle
A good organization is – as with so many other things – also in the preparation of product information the A and O. Set of best determined in advance who can give information critical to the descriptions and where they will be collected. A Product Information Management System (PIM) can be particularly helpful to support management and to optimize the creation process through automation.
2- Score With Unique Content
Offer potential customers added value with your product descriptions and write unique content instead of information – e.g. B. directly from the manufacturer – to copy. In this way, you avoid duplicate content on the one hand, which has a negative effect on you in the Google ranking. On the other hand, you also set yourself apart from online giants like Amazon. An additional bonus: Since many online shops do not currently provide product descriptions, your chances are particularly high to stand out in this area and to differentiate yourself from your competitors.
3- Uniform Standards Simplify The Way Through The Information Jungle
A uniform presentation of the product descriptions is clear and looks professional. If the type, scope, and terminology are consistent, potential customers can find their way around better, and the chances of a successful purchase increase. Determine which common properties of your products you want to describe, which units of measurement are used, and to what extent additional materials, e.g. B. Photos or videos to be provided for the presentation.
The online optician Mister Spex relies on unique product texts with a variety of multimedia. Due to the many product images, the uniform pictograms and the “virtually try on” option, the missing advice and real try-on are replaced and a visit to misterspex.de becomes a real customer experience.
4- Appealing Language Style Instead Of “0815” Advertising
A good product description stands or falls with the linguistic style in which it is written. Too frequent mention of superlatives and empty phrases quickly gives the customer the impression of boring advertising. At this point, avoid terms such as “top quality”, “best” or “premium” and instead emphasize in the text what actually defines your product and what distinguishes it from others. This also avoids the risk of creating the impression of a top position on the market, which may not be given. If unique selling points are mentioned in the product information, it must be possible to substantiate them in the event of a dispute.
5- “The Best Comes Last” Is Not Always The Best Way To Go
In addition to an appealing language, the structure is also of enormous importance. Descriptions are not always read in full from beginning to end. But are often just skimmed over to quickly filter out the relevant information. In order for these to reach your prospects in any case and be remembered for a long time, they should be found in the right places, especially at the beginning of the body of the text and in the headline.
- Start with your most compelling argument and end with weak points.
- Describe your product as comprehensively as possible in a few words.
- Use lists, for example, to present advantages at a glance. Bullet points in the form of ticks or dots give structure and attract the attention of the interested party.
- Do not keep the product description too short or too long – 100 to 200 words are usually a good guideline for orientation.
6- Order Is Half The Battle
Nobody likes to spend a lot of time looking for something – especially not shopping. If you offer many different products online, it is therefore always a good decision to structure product texts in a meaningful way and to organize them according to appropriate categories, for example, according to product type. If the structure of the descriptions within a category is stringent, z. B. Essential features always in the same place in the text, this makes it easier for your prospective customers to research – they can find their way around better.
7- Reach More Customers With Target Group-Specific Information
As an online retailer, you naturally want to reach as many customers as possible. Generating actual willingness to buy, however, works best within your own target group. Of course, to be able to address them effectively, you need to know them very well. Depending on the orientation (B2B / B2C), age structure, gender, etc., the needs and requirements of customers for product information differ. Therefore, do not keep your product texts too general, but instead package the information here that is really important for your customers. In other words: Recognize and address the added value that your product offers your target group.
8- Increase Findability With Search Engine Optimization (Seo)
Before making a purchase – whether online or offline is irrelevant – the first research route for customers today usually leads to the Internet. If your products are to be easy to find on Google and Co. And appear in the front ranks, it is important that the descriptions are not only complete and offer potential buyers added value. But also contains the right search terms. For example, if a customer is looking for a blue jacket and they find red blouses instead, that is of little help.
But be careful: a lot doesn’t always help a lot – a mere collection of keywords is rated negatively by Google. An understandable text with relevant search terms in the right places is ideal, e.g. B. in the headings and occasionally in the body of the text.
With Google’s Keyword Planner, you can research suitable keywords for your product and see how often your target group searches for them. It is part of the online marketing package on Google Ads and can be used free of charge. To use it, you need a Google account with which you log in to Google Ads.
9- Competence Creates Trust
In order for a visitor to become a buyer. He or she must be convinced about your product and your shop. This requires a certain amount of trust in you as a dealer. With a good, professional product description that contains all the relevant information. You can achieve exactly that: You set yourself apart from Amazon and Co. And show competence because you are obviously familiar with the products. That in turn creates trust.
You can also add so-called trust elements: B. test seals, customer opinions, test reports, or various payment options. Placed clearly in the right place, these elements also help to build customer trust.
10- Be Careful With Labeling Requirements And Legal Requirements
Make sure that you comply with legal requirements and labeling requirements depending on the destination country and product. For example with regard to the Youth Protection Act. If the information is missing or incorrect, you face unpleasant consequences, e.g. B. Loss of trust of your customers and loss of sales, warnings from consumer protection, or even fines.
Our conclusion: With good product descriptions to more customers and sales
In addition to the product images, good product descriptions are the most important source of information for your customers. In order to differentiate yourself from the competition and to increase the performance of your online marketing activities. You should enrich your product texts with attributes that on the one hand focus on the specific needs. And requirements of your target group and on the other hand provide convincing sales arguments to the competition.
Would you like to optimize your product descriptions and would like professional support for this? Our editors always find the right words and are happy to help and advise you! Through experience and technical know-how, you receive product descriptions that present your products in the best possible way.