Do you remember when you had to visit the nearest retail store (Kirana-wala) and check out the product’s qualities by reading its description? We still have an audience that does the same as their preferred choice.
Product description in an e-marketplace, like Amazon or BigBasket displayed after clicking on a product listing. It is much more than the standard description written on a product’s label. It signifies the product’s audience, benefits or features, suitability criteria, and more.
The question that ecommerce marketers come across while writing a compelling description is ‘How to make the product description convincing to potential customers?’. A convincing description would increase the buyer’s interest in purchasing and re-purchasing the same product while simultaneously increasing interest in exploring more about it.
Here are the 3 things to consider for writing a great product description
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Leave No Room for Doubts
If you have ever visited a clothing outlet in a shopping mall, you must have been greeted by a salesperson who can assist you in searching for a section or finding the product for you. The salesperson leaves no room for doubt and helps you out with every possible detail. Also, create a user-centric content product description that provide answers to all possible questions that a customer may have about the product
- Understand customer needs
- Evaluate customer reviews and Q&As
- Address every possible customer concern in description
This would not just increase customer’s interest in purchasing the product but will give the existing shoppers a loud and clear message, ‘we are hearing your voice’. It also leaves no doubt in the minds of the buyers.
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Include All Essentials
Convincing a customer to buy a product takes more than stating the benefits or features of a product. It demands showing off humbly. It requires stating the obvious and the not-so-obvious factors.
The product description should have sufficient room for all the qualities, which also helps in removing repetition.
- Keep it precise and informative
- Use Story telling style – engage with facts and benefits
- Include all essentials that customer seeks
For example, people searching for hiking backpacks would want to know its capacity, whether it is waterproof, materials, and ‘unsuitable for’ criteria.
But, ensuring that everything the product offers is mentioned requires knowing the aspects mentioned in similar listings of your competitor.
Sometimes, you may not regard a feature as desirable, but the competitor might use it to scale up sales of similar products.
Our eCom Competitive Analytics solutihelps brands analyze product descriptions and discover the critical aspects through a word cloud. The most mentioned words often appear the largest and using them in their description helps in page optimization.
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Use high performing keywords for your brand
Writing a similar description for almost similar products gives a wrong impression to the online shopper. On the other hand, it also makes it easier for regular buyers to distinguish between the products and makes buying decisions easier. So, it’s a slippery slope for ecommerce marketers whenever the demand for new product descriptions arises for similar listings.
Keywords play a significant role in product discoverability on ecommerce marketplaces. An ecommerce marketer writing a one-paragraph description could include 2-3 keywords at the most.
However, deciding the right keywords becomes essential as it can place similar listings together or under different search results. The best way to find the correct keywords would be to look at competitors’ listings.
Doing so helps to know the approach they are following for similar listings of their products. Our solution, mScanIt, shows the top keywords used by your competitors along with your keywords.
The analysis through mScanIt helps to know their most used keywords and measure whether their keywords have been used in your description or not.
Conclusion
A powerful product description can increase an online shopper’s interest in the product and convince them to buy it. Ecommerce marketers know that descriptions should be crisp, enriched with keywords, and scannable.
However, eCom marketers should also include customers’ interests, all the ‘need-to-know’ aspects, and know competitor’s keywords. Doing so would help to make a much better product description.
Ecommerce Competitive Intelligence Solution helps brands to evaluate the differences between their product descriptions against their competitors. The analysis helps brand marketers to achieve their description goals and optimize their content for search engines.
