Product descriptions are woefully undervalued despite how much impact they have on an eCommerce store’s conversion rates. So much so that many websites end up making incredibly costly mistakes without even techybio realising it!
In this article, we’re going to share 5 product descriptions ‘no-nos’ and how you can successfully up your conversion rates today!
Having poor grammar / spelling mistakes
While not everyone will necessarily notice basic mistakes in your product descriptions, those who do may be put off by them.
Speaking from personal experience, if I am looking on an eCommerce website and I notice consistent flaws in their content, I always look elsewhere.
Attention to detail is everything.
Copy & pasting manufacturer info / descriptions from competitors
You do not copy & paste from other websites, period. Even if you are selling a product for a specific manufacturer, you should still repurpose their product information and give it your own spin.
Remember, you should have your own distinct brand voice and if every product you sell on your website has vastly different product descriptions with inconsistencies in tone and structure, then it’s going to reflect poorly on historyglow you.
Not only that, but plagiarised content can lead to serious consequences
Keep it fresh!
Creating walls of text
If your product descriptions are ugly walls of text chock-full of information, very few people are going to bother reading it. Instead:
- Use bulleted lists.
- It’s a much prettier way to share key information.
- It also breaks up the text and makes it easier to scan.
Aim to keep your product descriptions nice and concise; about 100 to 200 words is ideal.
Having boring product descriptions
Your product descriptions should be exciting! You should be investing in high-quality sales copy that uses visual language and takes your prospective customers on a journey.
If they can picture themselves using the items and you get them thinking about the benefits, rather than just the features, you’ll have a much easier time converting them into business.
Not only that, but well-written product descriptions (that are SEO-friendly) can also help you to improve your online rankings.
Spice it up, keep things unique, and let your brand voice shine through!
Poor quality photos
Nobody wants to strain their eyes to look at low-res imagery. Instead, invest in high-res photos of all your products. The best practice is to hire an eCommerce photographer to professionally shoot all of the products that you sell through your website. This is the key to providing a superior shopping experience and bolstering those conversion rates.
Don’t underestimate the power of a well-optimised product description
As you can see, product descriptions can make or break your eCommerce store. If you are currently having difficulty converting those clicks into customers, there’s a good chance that your product descriptions have a lot to do with it.
That being said, there are many factors that can influence the overall performance of your eCommerce store and if you are struggling, it may be worth seeking out some SEO experts in Sydney who have significant experience with their eCommerce clients (you’ll find 100+ case studies from recognisable brands on their website for your reference).
Either way, we hope the above 5 points have opened your eyes to just how important it is to perfect your product descriptions.