The description of products in online stores is not an easy task since informative data must be written that captures the attention of potential customers.
In addition, the text must be optimized in terms of SEO so that you achieve the best positioning in the search engine SERPs.
Oftentimes, these combinations are not easy to achieve to get the desired results. Therefore, in this article, I indicate the most important keys so that the information sheets of what you offer are the best.
Importance of the description of online stores products
A description of the product that sells is one that played an Important role. First of all, it allows an online site to have a good conversion rate. Second, it makes a website rank in search engines. Below I explain in more detail each aspect mentioned:
From the point of view of the visitors
From the point of view of usability, when conducting good content marketing for an online store, the trust of visitors increases. Because a well-written and attractive text is a sign of professionalism, in addition, an original description is synonymous with quality and knowledge. This aspect must be taken into account because mistrust is a great obstacle for online purchases.
It is also important because it sparks the imagination of the visitors since they cannot physically feel the product. In this way, potential customers realize what they need to purchase.
Likewise, a good product description prevents visitors from being confused with what you want to express about their properties. Otherwise, an overload of doubts may occur in the customer service channels.
From the point of view of search engines
A description of the product you sell represents a tactic to gain positions in the search engine SERP, representing the search engine results page. This is because they allow you to include important keywords so that visitors can find you quicker.
Search engines use the information contained in the description of the products to contextualize each page. In this way, when a reader explores something on search engines, they may be presented with the appropriate results.
9 Keys for product description of online stores
Here I indicate 9 main keys for the description of products from online stores:
1. Put a suitable name
The product’s title is the initial presentation of it, and therefore, you must choose the correct words. In this case, you must use the following two techniques as a guide to define the proper name:
- If you have common products, which can be easily found in other online stores, use a noun that identifies them, in a suggestive way. For example, if you have an online clothing website, you should think of a name that makes each garment unique from the first glance, such as VestidoBlonde 1977 , among others. With this method, you improve branding and differentiate yourself from the competition.
- In case you have a unique product, the best way to appear among the first places is to use a common, but descriptive name. Although you are going to compete with other websites that use the same keyword, it is easier for visitors to find you.
2. Follow a structure
When making a product description, it is important to follow a structure, that is, to put the ideas about what you want to say in order. The best way to do it is by ordering them from highest to lowest importance and with solidity in the expressed information. To do this, I recommend that you follow this scheme that gives excellent results:
- Explain in detail what you offer and the unique value proposition or USP. The latter is what differentiates your product from the rest of the competition. You do not have to use technical terms and do not make sense to visitors, use language as simple as possible.
- The next idea is that you describe the main features that the product offers for your target audience. For example, focus on the benefits or benefits, manufacturing elements, finish and aesthetic appearance in general, in case it has too many properties, it is best to group them by categories.
- Finally, tell your target audience how the product can help them solve their problem. What’s the highlight of it and even how it can improve your quality of life.
In addition to the above, it is important to avoid unreliable advertising phrases. For example, This is the best product! You will not find a better price! Among others.
In the same way, it is best not to use superlatives or entertaining qualifiers. In this way, instead of expressing that the product is fabulous, it is best to indicate in the text the characteristics that make it so. It is the way to attract the attention of your potential clients and get them to use the adjectives, realizing that it is a good offer.
3. Avoid duplicating the content
Although it may seem difficult to describe similar products differently, it is best to use different phrases. Although there may be exceptions, make sure that you explain what you offer using synonyms and equivalent words when they do not exist.
Duplicate content is considered inappropriate by Google. Therefore, you must apply this recommendation to your web to avoid boring your potential clients and improve your SEO positioning.
4. Briefly explain the product
A short description can persuade your target audience, and the most important thing is that you highlight the relevance of your product. In this way, visitors can continue reading the text and even be convinced that what is offered is the best for them.
When making this type of description, you have to be emotional and persuasive, thinking about your potential clients all the time. The idea is that you describe what can solve the problem of the visitors so that they are convinced that the product is a true solution.
As an example of the above, imagine that you sell a Led flashlight with a brightness selector. Users looking for a product of this type are probably more interested in light output and light projection than in other functions. Therefore, you can highlight these aspects over the others and include manufacturing materials, finishes, etc.
5. Use appropriate language
You must convey the product’s information with the correct language; this means using synonyms or alternative words that are related. In this case, you must use keywords that identify the user’s purchase intention regarding the item you offer.
When you describe your product, you must do it in the unique language of your business. With this, you improve branding and generate greater confidence in your target audience.
As an example of the above, try to describe your product based on the type of audience you are targeting, whether adult or young. If it is the former, it is best to focus on the quality that defines it and the history the mark of this. Thus, there are chances that those looking for an investment and not a trend will acquire it. On the contrary, if your audience is young, you can focus on aesthetic details, which are ideal to suggest that they can be worn wherever they want.
You must understand what your visitors are looking for to meet their expectations through the description you offer them. For this reason, it is often also useful to use images that suggest what you want to express. For example, highlighting quality in the case of adult audiences or aesthetic details in young visitors.
6. Apply storytelling
The storytelling technique serves to tell a story and attract your target audience with it. In Blogger Pro, much has been written about it; you can search to find more information about the term.
When it comes to this key, to use it, you must understand your visitors to develop an immersive description. The main idea is that you connect with the emotions to stimulate a potential acquisition of the product. This is essential because many studies in market research have concluded that the emotional area is a key piece for the success of advertising.
Once you know how your target audience works, you have to tell the story by describing how it feels to have the product. You can imagine that you are a shopper and you wear it, be it on your hands, body, feet, or wherever it is most useful so that it becomes part of your life.
Another brilliant idea is to use references from real-life situations where potential clients have a problem. Here, your product comes into play, appearing as an alternative for the solution to these conflicts.
In any case, you must use phrases that reach people’s hearts. For example, promoting coffee indicates how sacred it is to prepare a cup of this product in the morning, reflecting a moment of tranquility before starting the day.
Despite the importance of being creative, you must be careful with descriptions that are too long. Above all, due to the constant use of mobile technology, a correct display must avoid large bounce rates.
7. Use sensory words
When describing the product you sell, you have to use sensory words that help your readers feel what you are trying to describe. These are compelling tools, allowing your target audience to imagine what it is like.
As an example of the above, think of coffee as a sales product. In this case, use emotional triggers, such as tasty, delicious, subtle, and aromatic. In this way, your potential customers imagine the taste and smell of what you offer.
The words you use describe the type of product you are selling in specific circumstances. For example, if it is a machine, you can use modern, digital, innovative, unique, aesthetic, metallic, among others. This works perfectly because these types of phrases activate a brain area called the somatosensory cortex due to its allusion to the body’s senses: taste, smell, vision, sound, and touch.
Other ideas that highlight the properties of the product are:
- Crunchy, tender or sweet, in the case of food textures.
- Light, fast or soft, in the case of sports shoes.
- Silky, smooth, rustic or soft, for clothes or elements of beauty.
- Robust, resistant, heavy or light, for materials such as wood or metal, especially for tables or similar products.
When making the description, the idea is to combine words that have to do with the attributes of the product, highlighting its strong points. Consider the type of item you offer and imagine each phrase as if you were the customer.
Social proof is a great resource for evaluating the product descriptions of your e-commerce store. To do this, you should look for comments on social networks, both positive and negative, and use them to illustrate the benefits you offer with your products.
As an example of what I described, think of a review that said: I was afraid my running shoes would break going up the mountains. In this case, you can add to your description: Are you afraid that your shoes will break on your first adventure? Thanks to x technology, you can have the confidence to run when and where you want.
9. Use of archetypes
Archetypes allow you to build a strong identity for your online store, in addition to adding structure and improving the overall narrative. In this way, by describing a product in the form of a story, you make it more attractive and engaging. In addition, with these resources, you connect and have greater engagement with your readers, better communicate ideas and help you achieve success.
The use of archetypes depends on the product you are promoting and the market niche you are targeting. Each one gives you personality and has the power to make your audience feel identified with the content. The latter is thanks to the fact that they promote certain values among which you find: leadership, security, quality, stability, love, empathy, commitment, courage, justice, order, among others.
The archetypes frequently used in product descriptions are the explorer, hero, and sage. Each one has its own characteristics, and Blogger Pro has discussed a lot about these in detail.
The keys to the description of online store products can improve organic traffic and conversion rates on your website. No matter what niche you are targeting, the idea is to put these recommendations into practice so that your visitors feel attracted and have a better chance of achieving your goals.