It’s the time of year when family, friends, and loved ones ask you questions like “Where do you get your ideas?” and “What are your goals?”
You tell them you get your ideas from the things you love, but cracking open a good book can only go so far. You’ll have to find a way to make your content compelling, memorable, and persuasive — all while doing it in a way that’s appropriate for your audience.
It may be time to consider some innovative content creation methods.
The relationship between product description and search traffic is, in many cases, predictable. Alibaba’s search engine strategy, for example, is to match the products with their corresponding descriptions.
Why don’t you start learning how to write great product descriptions for your online business that achieve these goals?
Do product descriptions sell products?
Product descriptions are one of the most underutilized and underappreciated tools for selling online.
According to Entrepreneur, “simple, short descriptions” can improve a product’s sales by 60 to 90 percent. Websites like ecommerce search engine Yoast offer testimonials and user reviews to support this claim.
For example, when I purchased a toothbrush on Amazon, I had the choice of hearing the feedback of other customers, or trusting the “one customer reviews” photo.
Even if only 5 percent of the people who view your product description ever buy it, you can use it to tweak your copy until it’s perfect.
The most common conversion hacks that product descriptions can perform are:
Raising Your Average Order Value (AOV)
Encouraging Your Most Likely Customer Persona
Aligning Your Product Offer with Your Website’s Content Marketing Strategy
Let’s look at three example product descriptions to understand their role with Alibaba-style search engine optimization.
Example #1: Natural Deodorant
StainBlock Clear makes you feel confident, even in the toughest situations. With absolutely zero odor, StainBlock Clear works under even the most stressful conditions: in school and on the job, at sporting events, on the road, and everywhere in between.
By accomplishing three goals with this product description, we can see why it can improve the chances of this product being found in search results for search queries like “natural deodorant.”
Raise Your Average Order Value: Stated as “absolutely zero odor,” this product is a hard sell to anyone with a nose. However, there’s evidence that those without a strong sense of smell are becoming a larger portion of the global population. Those people are prime potential customers for this product.
Stimulate Your Most Likely Customer Persona: “Even in the toughest situations … in school and on the job, at sporting events, on the road, and everywhere in between” stimulates “someone who needs a credible and effective deodorant, someone who wants to feel confident,” according to dictionary.com.
Align Your Product Offer with Your Website’s Content Marketing Strategy: “StainBlock Clear makes you feel confident, even in the toughest situations.”
Example #2: Face Cream
Made with plant extracts, Natural Treatment Face Cream provides all day moisturization for spot free, glowing skin. A easy-to-use pump provides the perfect amount for your skin care needs, so you don’t waste a drop.
By accomplishing only two goals, this product description falls flat.
Raise Your Average Order Value: “Provides perfect amount … so you don’t waste a drop” sounds good, but the amount of product required is vague and doesn’t justify the price of the product. Any customer who wants to purchase this product is still in the evaluation stage and in the “hassle” to purchase mindset. It does not cause a corresponding action (purchase).
Encourage Your Most Likely Customer Persona: This product description is a good lead-in to the benefits of the product, but it doesn’t inspire any buying decisions yet.
Align Your Product Offer with Your Website’s Content Marketing Strategy: This product description is not a good match for the content strategy of the website where this product is sold, so it will not benefit from a content marketing strategy.
Example #3: Shampoo
Shampoo eliminates build-up, moisturizes and conditions hair to enhance healthy hair growth. Dr. Hammer’s Shampoo takes the guesswork out of healthy hair care and helps eliminate hair build-up in just one wash.
By achieving three of the four conversion hacking goals listed above, we can see why product descriptions like this one can lead to sales.
Raise Your Average Order Value: “Helps eliminate hair build-up in just one wash” is an enticing benefit that causes the prospect to evaluate the product in a favorable way. Subsequently, the prospect will want to make the purchase.
Stimulate Your Most Likely Customer Persona: This addition to the already-sublime Dr. Hammer brand promises “enhanced healthy hair growth” in a shampoo “that takes the guesswork out of healthy hair care.” Also, “helps eliminate hair build-up” is another statement that works with “enhanced healthy hair growth” to induce confidence and comfort in the purchase decision.
Align Your Product Offer with Your Website’s Content Marketing Strategy: “Dr. Hammer’s Shampoo takes the guesswork out of healthy hair care.”
You’re now armed with the do’s and don’ts of product descriptions, and the path forward when it comes to selling online products.
Remind your prospects and customers what they are looking for, and your products will sell themselves. As a result, you can become a full-time content marketer.
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