How vital are product descriptions to e-commerce purchases? To customers, they are an incredibly significant part of the purchasing process.
87 percent of consumers rate product content extremely or very important when deciding to buy.
Customers pay particular attention to the product content of items and will check to see if it matches as 50 percent of shoppers have returned an item if it did not match the product description.
It becomes very apparent that customers do care about product descriptions, and they use it as a resource to decide if it is an item they need. However, to create compelling product content, your descriptions need to address your target audience.
This process is where the use of data comes into play. Knowing as much as you can about your audience enables you to create content that is almost tailor-made for your customers.
So, how can you increase your conversion rates? Take a look at how using data can help you convert.
You Can Develop Detailed Personas
As your customers are interacting with your content and making final purchases, you can begin to see who is most engaged with your products. This scenario allows you to start creating personas of individuals who would most likely be interested in what you have to offer.
For example, are shoppers from a specific city or state purchasing your item? What social media platform are they using? How old are they? All of this information allows you to develop characteristics which enable you to create product descriptions that attract a target audience.
Include More Relevant Information
This process may take a bit of work, but it will be worth it in the long-run. Is your product accomplishing what it is supposed to? How satisfied are your customers with your product?
Make a point to inquire about this information and include it in your description. For example, if you are selling a type of apparel, include data that reveals how satisfied customers are with the style and comfort of the clothing.
Are you selling a tool or piece of software? Incorporate information regarding how customers were able to meet primary goals related to the product. This kind of data can build trust and influence with your customers.
Focus on Popular Features and Benefits
What are customers the most impressed with concerning your product? Are there features and tools associated with it that are widely used with your audience?
Make a point to find out what these are. Send out surveys that collect data on the aspects of your product that resonates the most with customers. Once you have this information, include this in your description. You can achieve even better results if you match this information with your personas.
So, if you send out product descriptions through email mailings, you can change the description based on the segment you are sending it to.
Utilize SEO Keywords
All savvy content creators are aware that SEO and keyword data is critical to page rankings. The same is true with product descriptions.
While you should not pack product content with keywords, you should strategically use high-ranking and long-tailed keywords in your product content to increase visibility.
The goal is to balance an accurate and appropriate description with keywords that can cause your product pages to rank. So, apply relevant keyword data to attach the correct terms and concepts to your product descriptions.
You can also use tools like Atomic Reach to facilitate you auditing your product content for additional keyword insights. Both methods can significantly help you reach the right audience while honing the focus of your product.
Know the Devices Your Customers are Using
If you are using any program like Google Analytics or Tableau, you can easily find out the devices your customers are using to reach your product. This data can help you craft descriptions that are optimized for the device they are using.
For example, if most of your customers are using mobile phones, then product descriptions should use short paragraphs, smaller sentences, and bullet points. While all copy should be optimized for mobile usage, you may find that most of your customers are using desktops or laptops.
With this information, you have a little more leeway to be lengthier in your descriptions.
Use the Language Your Customer’s Use
This step will also require a lot of work and forethought on the front-end, but it can be worth it. What terms are customers using to describe your product on customer reviews, social media, and in surveys?
Collect this information and begin to use this wording in your product descriptions. Social media is an excellent place to start this process.
You can utilize tools like BuzzSumo or Hubspot to engage in some social listening. These programs can notify you when your business is mentioned, and you can begin to track what customers are saying about you and your products. Take this data and use it to create your descriptions.
Conduct A/B Testing for Deeper Data
If you want to go more in-depth on the information you should include in your product description, and even how it is formatted, be sure to conduct A/B tests. A/B tests are where you use data to create two formats of information. They include similar information, but each one is unique.
You will put out each version to your preferred segment audience. You might decide to change the headline, add new keywords, or use a different image. You can then begin to track the version that performs better with your audience.
A/B testing provides you with valuable data regarding the aspects of your descriptions that resonate with your audiences.
Use “Buyer Awareness” to Determine Product Description Length
How long should your product description be? Well, your audience can help you decide this. While you should use factors like device and demographic information to guide you, one of the best pieces of data for this is “buyer awareness.”
How aware your customers are of what you do and your product offerings will inform the length of your product descriptions. For example, if you have a product that is highly known, you likely will not have to go into the background of the item or go into much detail about your company.
However, if you are selling a more niche product that appeals to a specialized audience, you may want to add more information to your product description.
Create Unique Product Descriptions on Your Website to Compete with Larger Marketplaces
If you are selling products on Amazon or are competing with rivals on the platform —which you probably are—you can gain the upper hand by creating unique content. Take the time to research how your product or a competitor is being portrayed on Amazon.
Use this information to craft product descriptions that are customized and unique from duplicate content used on places like Amazon or even eBay. This process will enable you to differentiate yourself, and potentially pull some traffic away from these e-commerce platforms.
You can also look at the keywords these marketplaces may be using and strive to steer clear of these terms.
Find Out What Your Customers Most Want to Know
Your product description should answer the basic questions your customers have. The specs, features, potential benefits, and contact point person, are all topics that customers may inquire about concerning your products. Begin to research your product and see the questions customers have.
Even be sure to check rivals, and see the complaints or inquiries customers may have asked them. Then, make a point to incorporate these findings into your product descriptions. Many times, customers will pass on a product if there is not any information regarding their questions.
So, use data and research from your findings to ensure you are correctly answering their most pertinent questions.
Do Product Descriptions Matter?
Current conversations regarding e-commerce typically have to do with website aesthetics, product photos, customer service, the creation of exceptional customer experiences, and the overall brand influence of the company.
So, it is easy to forget about the impact of product descriptions.
When it comes to the flashiness of online shopping, they are likely the most unexciting component to create. However, product content is still important to the customer purchasing experience. Product descriptions are there to answer the pertinent questions consumers may have about the product they are interested in buying.
Product descriptions should be engaging, informative, and reliable, and the best way to ensure this happens is through the usage of data. Writing product content with data can help you tailor your reach to target audiences. Data also makes your product content more useful and relevant to interested customers.
Their creation should be part of any savvy marketer’s e-commerce marketing plan. A recent infographic revealed data that showed that product specific information is only second to photos when it comes to their significance in the e-commerce purchase process. So, don’t rest on guesswork, hunches, or intuition to capture your audience. Customer and product data, enables you to develop verbiage that can put your product in front of those who need it the most.