Words are extremely powerful. You can use them positively as words of encouragement or if used poorly, they can be destructive and harmful. And this is true for any eCommerce store, words can directly impact your customer engagement, conversion, and your overall bottom line.
As you know, the product page plays an essential role in eCommerce website. You have to develop product pages in a right way in order to decrease the abandon rate as well as boost sales. Thus, you need to follow these guidelines to create product pages that convert to outperform your competitors. In order to create an awesome product page that drives conversions. The best product pages include videos along with images and text, to draw interest and convert shoppers into buyers. How To Create Landing Page Content That Actually Converts Creating a well-optimized landing page for your company website, eCommerce store or blog can be tricky. Depending on your niche and the audience you built up, chances are that your landing page already has a stable design solution.
Today, you will learn how you can transform words into powerful content — writing product titles and product descriptions that can help you persuade your online shoppers into their path to purchase. The quality of how you construct your product title and product description can definitely make or break a sale.
In your product pages, you write for people. The main reason why you write product title and description is simply that people can use them to decide what products to buy.
So if you write confusing or complicated product titles and product descriptions, you might be jeopardizing your sale. In fact, 20% of purchase failures are caused by missing or unclear product descriptions. Moreover, if you write quality product descriptions, you can potentially increase conversion rates by up to 78%.
If you invest in writing your own unique and quality product titles and product descriptions, you are supporting your SEO practices too. Search engines love fresh and unique contents. If your products share the same product titles and descriptions, how will search engines distinguish one from the other?
Remember, you want to craft quality product titles and product descriptions because you want to help your customers look for the right products and persuade them, eventually, into a purchase.
You can easily transform a bad product copy into a product title and description that convert by following our best practices below:
The foundation of a good product name and product description starts with your core: your customers. You should write in a manner that resonates with your target audience. Write in such a way that they understand. Your brand should be reflective of who your target audience is.
The best advice is to copy how they write and talk in a normal conversation.
What kind of word does your target audience would appreciate? How would you speak to a customer in a face-to-face interaction? What words are your shoppers using?
Try to incorporate their language and words into your product copy in order to get their attention and to convey your message more resoundingly.
Who is your product made for? A target audience can be a generation (millennials, generation z), a gender (men or women), a marital status (head of household, spouse) or a specific demographic for a group of customers.
When you understand how your target audience acts or behaves, you can invoke your product titles and descriptions more clearly and more effectively just like how Chubbies crafts their product titles and product descriptions in a clever and humorous manner that mirrors their millennial target market.
You need to make sure that your products are properly named and formatted accordingly. This will increase the probability that they will be discovered by customers. The more people discovering your products, the higher the possibility of resulting in sales. But, we are not only talking about search terms or keywords here.
It is important to understand that the product’s category will heavily impact how you write the product title or description. For instance, a smartphone will have a more detailed information compared to a lipstick. With that in mind, we have the following elements and formats to consider when writing your product title and description:
Basic Format for a Product Title:
We’ve told you earlier that product category will directly impact a product titles format, here are few illustrations from Amazon:
|Product Category||Product Title Format||Example|
|Cookware, Cutlery||Brand + Line + Size+ Product Type||Sabatier Precision 14-Piece Stainless-Steel Knife Block Set|
|Tableware Sets||Brand + Pattern + Product Type, Amount||Spiegelau Authentis Collection Burgundy Wine Glasses, Set of 6|
|Television||Brand + Model Number + Product Type + (Color/Pack Size)||Sharp LC-20E1UB 20-Inch LCD Flat-Panel TV (Black)|
Basic Format for a Product Description:
In a study conducted, the formatting of your product description will influence the perception of your shoppers toward the product. However, the rule of product description formatting varies depending on the product category.
In summary, the results suggest that a paragraph or a text format is recommended for techie products or specs-driven items like computers or smartphones. For bulleted type product descriptions, they gain more attention and people have a longer amount of time reading them compared to paragraph type.
Some people say that in copywriting, the longer the better because you’ll have more words to sway your potential customers into buying. However, not all people like to read lengthy product titles or product descriptions, especially if they’re just written for no good reason.
Finding the right length for a product title and product description will help you get 51% more clicks. As a rule of thumb, follow the policy requirements of where you are listing your products. For example, Amazon has a clear policy of using 50 characters maximum for product titles as a general rule. However, some product categories allow longer product titles of not more than 200 characters, including spaces. For product descriptions, you are allowed to use 2000 character with a separate maximum of 500 characters for key features.
The average customer attention span is more limited and more distracting than ever. This is why in order to pitch your product effectively, you should entice your customers with the copy that will actually assist them to find the right product. And the best way to do this is to always write the features and benefits of the products.
But, sometimes you still don’t know the difference between the two. A product feature is something that a product has or made of. It is the functionality that enables the buyers to do something. In contrast, a product benefit is the result that a buyer will get from using the product.
To write your product features and benefits that will drive your shoppers into conversion, you need to ask yourself with the following things:
Every time customers shop for a product online, they are uncertain for a lot of reasons: is the product of good quality? Is the merchant reliable? How do I know if this is the right product for me? Will I receive the product on time?
Your product copy will help you answer a lot of questions in a customer’s mind, especially those that they fear and doubtful of. The reason is that shoppers will risk their money every time they shop online. The higher the item’s value, the higher the risk. You will see high-priced items like smart TVs and smartphones with lengthy and detailed descriptions. Again, because the more monetary value that a customer will spend, the more uncertainties and risks they will gamble.
Your product descriptions should be able to relay sufficient information. The lack or missing information could actually prevent the customers from successfully buying the product. Whenever possible, your product title and descriptions must anticipate all questions and doubts that shoppers would encounter. As a general rule, every shopper wants to know how the product will meet his or her wants and needs. So, start thinking about what the customer desires and requires to achieve.
All shoppers do comparison shopping all the time. It’s either because they want to steal the best deal or get the most suitable product. Whatever the reason is, average shoppers visit three websites before making a purchase.
And this is where you get the opportunity can control the conversation. Given that people are already comparing you with your competitors, why not use your product descriptions to directly compare your product with that of your competitors? This way you can present the advantages of your product more.
This is also a good way to explain your products even more. Say, for example, your product is more expensive compared to your competitor. You can include the reasons why buying a higher priced product will be more beneficial in the long run versus purchasing a cheaper alternative.
Aside from directly comparing your products from your competitors, you can also use your product descriptions to compare your own products within the same product category. Office Depot, for instance, has a product comparison feature to quickly compare the characteristics and features of different products at the same time in a table format.
If a product isn’t converting, it’s likely that your product description is not resonating on the customer’s emotional level. You want to appeal to your customer’s emotions in order to successfully convert them. This is why using emotionally charged stories can help you increase the perceived value of a product making it more viable for purchase.
In 2009, a project called Significant Objects was created as an experiment. The goal was to resell inexpensive items on eBay and turn them into a profit by adding personal short stories as product descriptions. The products, bought for $1.25 apiece on average, were sold for almost $8,000 in total.
This project tells you that storytelling is a powerful technique in a highly converting product description. While product features and benefits are staples in product descriptions, it is good to note that they shouldn’t be dull and boring. You can take advantage of people’s imagination and turn it into something more engaging and entertaining to read.
A good example is Son of a Sailor’s product description. The product name was actually the namesake of a well-known person. They injected a short story of a person’s life and contributions and turn them into a product’s attributes. Here’s the narrative:
Whenever visitors enter your online store, they are most likely unsure about what to buy. This is why they visitors seek advice from other people before purchasing a product. They’re often more inclined to purchase an item that generated a high number of positive reviews or feedback.
And this is what exactly what a social proof is all about. If you put social proofs like reviews or testimonial into your product descriptions, you are adding trust and credibility to that product. That customer reviews will serve as evidence that other people have already purchased the product and they’re satisfied with it.
When visitors shop at your online store, they don’t have the means to examine your product. They can’t touch or try it on. While visuals like product photos are important aspects, you’ve learned the power of writing product titles and descriptions to help shoppers look for the right products.
Construct your product titles and product descriptions to resonate with your target audience, appeal to your shoppers’ emotions, and answer important questions. But more importantly, don’t forget your main objective: sell your products and drive shoppers into conversion.
0.05 seconds is all you have to make a solid impression on those who visit your website. In this time, a visiting online shopper will either stay longer to shop or leave your site to look for better options. Hence, the product page is the most important page of your website.
An attractive and persuasive product page has the power to drive conversions from the available traffic and boost revenue. Read on to learn a few valuable tips on creating impressive product pages, thereby leading your visitors down the sales funnel.
In order to create an awesome product page that drives conversions, you should know the anatomy of a product listing. Your eCommerce website should include the below-mentioned elements on every product page, thereby improving the chances of conversions from the traffic it receives.
When it comes to including images, remember to use high-quality images with a 360-degree, zoomable, and quick view of the product. This will provide enough details to your prospective customers, addressing concerns and doubts if they have any. Further, if the product is available in a variety of colors, it’s advisable to include images of these variations, allowing the shopper to know exactly what they are getting.
Abercrombie & Fitch leaves nothing to chance. The American lifestyle retailer offers enough views of their products, averting the need for shoppers to go to a brick-and-mortar store and look at the physical product before making a purchase.
Include clear product descriptions that help customers, giving them a clear idea about the product. The description shouldn’t sound too promotional. So, avoid using cheesy clichés, technical jargon, and complex vocabulary, and keep the tone professional and readable.
Check out how The Man Company uses fantastic vocabulary to share the features and benefits of its products and has separate tabs for the product specifications, ingredients, and reviews. They go on to add a section that explains how the customer is supposed to use the product.
cameras, talking about the various shooting modes, such as Aperture Priority, Shutter Priority, and Manual will not mean anything to a prospective buyer. Instead, mention the benefits of having the Aperture Priority Mode – saying that this mode will cause the background elements to blur as you focus on your main subject – will make more sense to the average person.
Make sure you use a large font size and a contrasting color to make the product price stand out. You can also place it near the call to action, enabling your shopper to make a quick purchase decision.
Notice how the large font size on Ikea’s product page stands out from the rest of the elements. The solid black font color contrasts with the vivid blue, gray, and orange call-to-action buttons.
A recent survey revealed that online product reviews influence purchase decisions for 93% of customers. Hence, it’s extremely important to start collecting and displaying customer reviews on your product pages, enabling visitors to make a decision in your favor.
The prime purpose of a product page is to persuade shoppers to buy your product. Thus, the add-to-cart or add-to-basket button should be one of the most dominating elements on this page. Check out how Etsy, the online store for handmade items, uses a large add-to-basket button with a contrasting color, making it easy to locate.
Customers have a variety of concerns. When will the product arrive? What are the return policies? What are the shipping costs? Is the website secure? Addressing these concerns will help you win the trust of your customers, convincing them to make a purchase. For instance, add credit card or e-wallet logos to help customers know that your site is secure for online transactions. Similarly, adding a size chart near the size options can help customers choose the most fitting option for themselves.
Notice how online fashion stores Forever 21 and GAP do a great job of addressing the most pressing concerns among customers, namely product size, shipping, and discounts.
Most eCommerce stores end up cluttering product pages with text and ill-considered functionality that muddle with the core message and call to action. Yes, it is critical to include the product description, customer reviews, and images or videos. But do so while keeping the page clean and clutter-free, thereby creating a satisfactory browsing experience for your visitors.
Notice how Nike uses a minimalist design for its product pages while offering several options for customization.
Videos are a far better story-telling media than other forms of content. Wyzowl’s annual State of Video Marketing Survey reveals that 68% of people prefer learning about a product by watching a video. Further, short videos (less than 90 seconds) have a higher retention rate of 59% compared to long ones, which retain only 14% of viewers.
The best product pages include videos along with images and text, to draw interest and convert shoppers into buyers. Keep your product videos short and to-the-point. Incorporate your brand logo to strengthen brand image and make your videos recognizable. Finally, remember to include a call to action in the form of a title card, voice-over, or button at the end of the video to let viewers know what action you’d like them to take.
Check out how BlenderBottle has humanized the video by involving a sportsperson, thereby connecting to the theme of working hard and overcoming failure. The video is 17 seconds long and the upbeat music complements the energy involved in pursuing any form of sports. Notice how they have subtly incorporated their logo in the video to enhance their brand image.
Torrid, a popular online store for plus-sized fashion, effortlessly uses videos on its product pages to wow its audience and drive conversions.
Displaying related or recommended products will not only help shoppers appreciate your collection but also persuade them to buy more, thereby increasing the average order value (AOV). In fact, you can use product recommendations to display related products, up-sell, and cross-sell.
Amazon, the giant eCommerce store, is an expert at using product recommendations to boost AOV.
Related products are displayed with the objective of persuading customers to buy items in addition to the one they are currently viewing. Check out how Zalando, a European eCommerce company, uses the related products feature to flaunt their exquisite fashion collection and persuade customers to buy more.
These are products that you would want the customer to purchase instead of the product they are presently viewing. The recommended up-sells are of higher value, better quality, and possess additional features. So, using this tactic you are encouraging the customer to spend more.
Here’s an example of up-sell created by Macy’s, an American department store.
These product recommendations can be placed on the product page or in the shopping cart, encouraging impulsive shopping. See how Bed Bath & Beyond uses cross-selling to persuade customers to buy items they didn’t have in mind.
The recommended products carousel allows eCommerce sellers to offer their customers multiple choices so that they never run out of options. Thus, including this section on the product page will either lead them to buy the product or go through the recommended collection to purchase more.
When implementing recommended products on your website’s product page, remember to give a click-worthy product title with clear images and precise product information. Create a relationship between the product that the customers are viewing and the recommended product.
For instance, ASOS, a British online fashion retailer, recommends accessories and other clothes that can complement the product being viewed by the customer.
42% of the global population actively uses social media to connect with others, express their opinions, and shop. Yes, you heard me right! Customers are increasingly treating social media as a platform to look for product recommendations and shop. In fact, 30% of online shoppers are influenced to make a buying decision through the top social media platforms.
Thus, an impressive product page can aid in making your social media campaign successful. The product page should not only carry your brand’s social channels but also allow shoppers to share the product across various platforms. See above how Forever 21 encourages its audience to share and recommend products on social media.
An impressive eCommerce product page plays a pivotal role in persuading visitors to stay longer on the website and shop. Hence, it makes sense to run an onsite analysis and use the aforementioned information to revamp your product pages.
This simple exercise will help you offer relevant and useful product information to your target audience, allowing them to complete the buying process.