Did you knowthat product pages are among the most important on an e-commerce site? If you haven't paid attention to them until now, try these tips on how to make functional descriptions that will help you increase sales.
1. Don't write for everyone
Who wouldn't want as many people as possible to buy their product? But the stumbling block comes when we try to reach too wide a range of clients. It may be that we end up not reaching anyone. Each type of customer has different needs and expects something different from the product. So a good strategy is to identify your usual customer before writing and tailor the whole text to them - from content to tonality.
Tip: Imagine you're talking to a client live in a store or over coffee.
2. Explain the advantages of the product...
What's in it for me? The visitor should have a clear answer to this question after reading the product description. Instead of simply describing, explain what the specific features and functions of the product are for and how they will make the customer's life easier.
Don't be afraid to visually highlight a few key benefits of the product in the description so they don't fit in. For example, you can list them right at the beginning in bullet points, highlight them in the text, or dedicate a mini-paragraph to each of them.
Example:
Each paragraph here is dedicated to a specific projector feature and its benefit to the user. In this case, for example:
Feature - voice control, Benefit - no need for remote control
feature - projection timer, benefit - healthier sleep in the dark due to automatic end of projection
Description of projector features and benefits
3. ...but give all the information
Even though it is good to focus primarily on the benefits of the product, be sure to include all important information in the description, such as dimensions, specifications, material, etc. Add them at the end, but they should definitely have a place on the product page.
Imagine you want to buy a cabinet on the internet for a few thousand crowns, but the description doesn't tell you what it's made of or if an important dimension is missing. Who among us would waste time contacting the seller when you can find this information just a few clicks away - on a competing e-shop.
4. Prove it
If you have the evidence to prove to the customer how good and popular your product is, go for it! Right on the product page, you can list your customers' positive experiences with the product or mention a famous person who uses the product. You can also share the results of a study or product testing.
If none of the above is available to you, you can record an honest review of the product yourself. Just be careful not to just praise it - mention any shortcomings (e.g., the higher price due to handmade production or the need to buy accessories).
5. Good text is not enough
Visuals are just as, if not more, important than text for product descriptions. Above all, the page should be clear so that the visitor can immediately find the information they need. Therefore, structure the text appropriately and keep it concise so that the description doesn't turn into more of an article. And if you do need more space, for example to explain the features of a more expensive or lesser-known product, use subheadings to separate the text.
Then supplement the text description with (high quality) product images and possibly other content - video, icons, infographics...
Example:
Decide for yourself which page looks clearer and friendlier to you?
Before modification
After editing in Pobo editor
6. Measure and test
Measure and monitor the performance of the product descriptions you create. An important indicator is the conversion rate, which is a percentage of how many visitors to a product page have become customers.
You can also use A/B testing to compare multiple variations of a product page to see what works best for your customers.
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