Shopping online is no longer viewed as an alternative option to shopping in-store. For the first time in history, shopping online is now the standard and in-person is seen as the alternative to shopping online. And while this may seem like a matter of semantics, it’s not. The way that we buy and sell has been permanently altered. The result is that shoppers now expect not only the same shopping experience that they once had in-store, but a better one to boot.
The rapid evolution of online shopping over the last year has raised the bar for ecommerce retailers, requiring that they provide timely, accurate, helpful, and actionable product information to inform purchase decisions. Product descriptions are the main vehicle to conveying this critical information to buyers, making them critically important.
Consumers shop with their eyes, which makes images a critical component of product descriptions. Include multiple images for each product showing different images and close ups of key components. Use a zoom feature so that shoppers can get a closer glimpse at any areas that are of particular interest to them.
Showcase the product in use to get consumers excited about owning the product. Call on product images to convey an aspirational element, allowing shoppers to see how the product can benefit them and allow them to achieve their goals.
Use product photos to provide “digital palpability.” Remember, the goal is to give consumers a similar experience to shopping in-person by using photos to make up for the inability to hold and touch the product. Where possible, include crowd-sourced photos as well give shoppers a glimpse of what the product looks like in “normal” settings to lend credibility.
Unique Product Descriptions
Ensure all your product descriptions are unique to your website instead of recycling descriptions from the manufacturer’s website. It is vital for SEO efforts that your product descriptions cannot be found elsewhere. If your company is selling a variety of similar products, ensure that their product descriptions are unique to not only make them more search-friendly, but also elaborate on how they vary from other products on your site.
Use product descriptions as an opportunity to get creative. Make them more than just functional and informational. Be compelling by infusing your brand persona into product descriptions to both build your brand and drive sales.
Data shows that shoppers are 63% more likely to buy from ecommerce website that use customer reviews. Furthermore, consumers spend 11% more on average after engaging with user-generated content like reviews.
The power that reviews yield is likely a one-two punch of social influence and perceived credibility. Use social proof to sell products by allowing shoppers to leave honest reviews and then promoting your highest-rated products.
Address any negative reviews respectfully and improve products that do not live up to customers’ expectations. Turn negative remarks or concerns into constructive feedback that inform product descriptions. For instance, if consumers report that the product is not compatible with another type of component, mention that limitations in the product description to avoid having more dissatisfied customers for that reason.
Last, but certainly not least, include the nitty gritty specifics that shoppers need to make an informed purchase. Technical details, size charts, vital numbers, compatibility data, relevant usage particulars, and integration information are all crucial to include. Including this type of information not only helps your best-informed audience segment, but also work towards establishing your company as an industry-leader. Furthermore, the more thorough a product’s specs are, the less of a burden you will place on your sales team because shoppers will largely be able to answer their own usage questions.
If you need well-optimized, compelling product descriptions written, reach out to us! We’d be happy to help!