How can you make all your product descriptions absolutely irresistible? Fortunately, it isn’t too tough. You simply have to follow some guidelines to improve the performance of your ecommerce site.
Below are 10 qualities common among product description pages that attract visitors and convert to sales:
1: Their H1 Titles Make Sense
Have you ever been to a product page and wondered what on earth the product was? This often happens when sellers list the brand names of products instead of adding descriptors. For instance, let’s say you are selling a cat bed called “Kitty Comfort” by the manufacturer.
“Kitty Comfort” could be anything, from a soft toy to a moderately-bristled grooming brush. A better descriptor would be “Kitty Comfort Cat Bed,” or “Kitty Comfort Red Cat Bed,” or whatever color. This helps people and search engines understand what you’re selling.
2: They Offer a Clear Product Image
It can be tough to visualize products, so always include a clear image. Also, be sure it’s sized correctly and doesn’t take forever to load.
Your product photos don’t have to be shot by a professional photographer to look amazing or interesting. Just be certain the photo gives your ecommerce site visitor an understanding of what your item really looks like.
3: The Product Description Is Clearly Written
Never make shoppers muddle through poorly-written product descriptions. The clearer you can be, the better. Tell them exactly what they need to know about the product.
If you have more to say, add paragraphs below the first section of content. Include headers to separate short paragraphs — this promotes skimming.
4: The Item’s Dimensions or Size Is Included
Even if something seems like it would be an “ordinary” size, like a coffee mug, it’s important to include actual dimensions.
People can’t touch or hold what they see on your ecommerce product pages. Therefore, it’s up to you to give them a better understanding of its true-life appearance, including size, weight, height, etc.
5: The Item Cost Is Easy to Understand
This may sound strange, but some products are sold in batches or units. If that’s the case with your items, you would be wise to clearly state both the per unit price as well as the overall price. Buyers have a right to understand what they are getting for their money.
6: A How-To Video Provides an Explanation
Videos and/or slideshows aren’t necessary for every product, but they might be worthwhile for some, or all, of your ecommerce pages.
Do you sell something that warrants a video, such as a baby crib that safely and easily converts to a toddler bed? A video can be the best way to get visitors to understand how simple to use your item is.
7: There Are Suggestions for Additional, Complementary Products
When a customer adds an item to their cart or selects an item to view, do you give suggestions of other products they might like? Typically, suggestions are going to be products that are also sold on your ecommerce site, such as a mirror that matches a bedroom dresser.
Don’t assume shoppers will resent this attempt to cross-sell and upsell. It can come in handy for them, particularly if they have never bought an item like yours before.
8: There Are On-Page Answers to Customer Questions
Want to make your product pages incredibly dynamic? Allow shoppers to ask questions — possibly as part of a bottom-page navigation tab — and post the questions and answers. This assists everyone, including your customer service representatives who will have to answer fewer questions.
9: Buying Is Straightforward
Why complicate the buying process on your ecommerce site? Don’t hide your “Buy Now” button or make drop-down menus difficult to navigate. Be bold and show your visitors how they can own your products. Having distinctive call-to-actions is key to product pages that work.
10: There Is a Limit to Annoying Pop-Ups
Pop-ups. Yikes. In other words, don’t have them on your product pages. When someone is making a decision to buy, the last thing they want is to be inundated by advertisements or requests for email addresses. Save any type of pop-ups for other pages on your website as suggested by your web development team.
How do your product pages rate? Do they make the grade, or do they leave something to be desired? If they’re not up to par, there’s no time like now to make improvements so you can boost online sales.