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Product Descriptions: 3 Reasons to Improve Them

2018-10-31
E-commerce
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This is the first part of our series devoted to product descriptions that will help you sell more.

Generating suitable and qualified content is nowadays such a popular trend that it has become a cliché. Everyone talks about it, but only a few manage to practice what they preach.

We won't use the wide known reasons for persuading you into the importance of having impressive product descriptions. For us it is beyond comprehensible that not each online store can have a team of copywriters available to generate unique and catchy content so that the store can sell more and more.

We will start from the very beginning.

Rumour has it...

  • That nowadays people read less.
  • That readers would like to only skim-read texts.
  • Product descriptions are there just to beautify your store since nobody reads them.
  • Descriptions must be short so that users don't waste time looking through them.

But you are perfectly wrong!

According to NN/G's research 20% from all online purchases are not completed due to unclear, incomplete or missing product descriptions.

For this reason we present to you a few reasons to focus on creating detailed, useful and interesting product descriptions to help you build your online image and a network of loyal customers.

1. Users are far more informed than you think.

Statistics in Bulgaria show that we observe a strongly price-sensitive market. This, of course, doesn't mean that all users strive to buy the cheapest possible products. On the contrary - users seek the best deals!

Read more: Buyer Persona – The Key to Your Successful Business

Bulgarian shoppers are famous for their skills to research and compare. Your customers have surely scrutinized the competition and all possible details to help them take the best economically advantageous solution.

What does their decision have in common with this sensitivity to the lowest price?

At the moment of purchase the way you describe your product can be far more important than the qualities of the product itself. Some users may consider iPhone not the best smart solution ever. But this does not change the fact that Apple is one of the most loved and respected brands worldwide. The key to its success is the way the brand presents its idea.

Content is a tool to communicate your mission, vision, values and advantages. It shows what you do, how and why you do it. It forms users’ impressions. And makes you stand out among your competitors.

Remember: Detailed, engaging and useful product description is your most important resource when it comes to online trading. Users are much more critical when they can't touch or test the product they buy.

The more detailed, qualified and complete a product description is, the higher is the possibility for users to trust you and place an order. From your e-store.

2. A well-developed product content strategy shows professional attitude.

We all want to be taken seriously, don’t we?

Think about your behaviour when you shop online.

You usually get a different impression of two stores selling the same products but with different product descriptions. At the first store you can notice a paragraph consisting of a few sentences answering the common question: „What is this? “

At the second store the product description answers all your questions and persuades you into making a purchase. When reading the description you make sure the product will provide you with exactly what you need. And not only that. Even if the product with the better description is sold at a higher price, you will surely count on the professional attitude when buying it.

This brand and the people behind it have made the effort to understand and reach me - what I think, what I need and what worries me... I trust it.

... Each user thinks this way when they are impressed by the detailed product description.

3. Useful and engaging product description provides you with higher Google ranking.

Only this reason gives you enough grounds to improve your product webpages. The more people like your product pages and find them useful, the better ranking you will get on Google.

And higher positions bring you more traffic, more potential buyers and brand awareness. The hardest part, of course, is generating your product descriptions. But once you are ready with this difficult task, the descriptions will quickly pay off. They will start working for you. The efforts are worth making.

Speaking of which...

In the next article from the series we will provide you with specific tips and tricks for creating the best product descriptions.
Until then... Think about how you would like to be remembered by your customers!

Read more:
Product Descriptions: The Best Structure (Part 2)
Product Descriptions: 7 Tips to Boost Your Sales (Part 3)

Marketing Specialist

Didi is part of the SuperMarketing Team. One of her many SuperPowers is her ability to cope with any challenge she faces on her way to success. Her positive attitude, wide smile and absolute professionalism, immediately gains the sympathy of everyone – familiar and unfamiliar with her personality. It doesn't matter if a friend or a client needs her help, Didi is always ready to cooperate and do whatever it takes to get the job done.

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