Next to great pictures, having a detailed and well written product description is one of the most important factors when selling items on the Internet. If people don’t know what it is you’re selling, then they won’t buy it. It’s that simple. Your product could literally save their life one day but they wouldn’t know that if the description made no sense, right?
So it’s very important to hone your skills in this area. Below are a few tips that can make your product descriptions stand out amongst the rest.
Detail Oriented
You don’t want to flood your readers with a wall of text. That being said, you also don’t want to leave them in the dark about your product. Again, if they don’t know what they’re looking at, they won’t buy it!
Make sure to hit all the key details of your product. What’s it do? How beautiful is it? Is there anything special about how it was made? Or where it was made? What’s something you think it WOULD do but it doesn’t? Details like these are what people will look for, and if they’re not there, they’ll probably just click away.
Now you’re not quite done after that step. It’s time for secondary description! Yes, secondary description – it’s anything that “rounds out” your product. Did the item get a favorable review from a magazine? Include it! Was it a #1 seller among a certain group? Put that in there!
Secondary description information is anything you think is relevant enough to help sell the item. Don’t just throw random stuff in there (like an entire history of the product), but if you think someone will read it and be moved to click “Buy,” put it in!
For an example of an ecommerce website that really rocks this, check out HoleyDonuts. This company sells low fat donuts and their thorough product descriptions – with plenty of secondary details such as the fact that they were recently mentioned on CNBC – makes sure potential buyers know it!
Keywords
So hopefully now you have a first and secondary descriptive product listing. But you’re not out of the woods yet! The next step is to make sure your product can be found. Forget what I said before about description and pictures driving customers away – if they can’t find the stuff in the first place, they won’t even realize they missed out on a good deal!
Luckily, this step is fairly simple, considering how hard you worked on your description. Take a look at see what you’ve written – you’re bound to see some good nuggets in there. To gauge the popularity of your keywords, search around on the Google Adwords Keyword Tool and ecommerce sites like Amazon or eBay to see what other people have used as keywords for that same item. (Make sure the item sold!)
Also, remember that people sometimes use alternative words when searching. For instance, did you know in some areas a “paper clip” is called a “gem clip?” So if you have some of the best paper clips in town but you only list them by that term, you’re missing out on potential business if you don’t include “gem” and “gem clip” as keywords.
We know it can be confusing and frustrating to try to get all the best keywords for your description, so you may want to check out 7Cart instead. It can handle all your product description needs for you, including picking out some of the best keywords. This includes alternate phrasing (and misspellings) you otherwise would’ve missed!
Some hidden gems for sale on the internet get missed everyday because of poorly written, keyword-free product descriptions. Don’t let your store be overlooked because you didn’t spend enough time on this vital ecommerce detail!