There are certain criteria that transform a boring, regurgitated product description into a keyword-rich, engaging selling machine. And many Ecommerce stores fail to include these features and lose potential sales and search engine rankings as a result.
Here are 4 of the most common product description mistakes:
1. Keyword Stuffing
With the latest Google updates, it’s more important than ever to avoid over-optimizing your product descriptions. Always include keywords, but do it naturally. Also, add them to your metadata, but do not over-optimize there as well. All you need is the product name in the title, a few meta keywords and a compelling description.
If you don’t find your product descriptions interesting, neither will your customers. A few creative blurbs can transform your descriptions into copy your customers will want to read all the way to the “buy” button.
This is especially important if you are a dropshipper and your competition has the identical vendor product descriptions. Make them stand out in uniqueness and character and your customers will notice.
Use creative words that are descriptive. Instead of the phrase “black computer”, use descriptive words like “edgy”, “cool”, “fast”, “lightning speed”, and “cutting-edge” in front of computer. Use words your target demographic will understand and recognize so you can immediately connect with them.
3. Too Short or too Long
A product description should be just long enough to list the benefits, features and creative inspiration, but not too long as to bore the reader.
When customers visit your product pages, they want information on the product. Give them an experience with your descriptions and make sure to include all features, accessories, dimensions, etc. The more details, the better. Be careful, though, not to ramble on and on about how great the product is. The description should be long enough to capture attention and list the features. Once it goes beyond that, you will lose the customer.
4. Make it Personal
Forget about the technical jargon and formal prose. Talk directly to the consumer and make it personal.
Take this example: You own an ecommerce accessories store. Your main target audience for this product is young teenage girls from the ages of 12-17.
The blue, leather purse is a great accompaniment to any outfit. It has a long strap perfect for over-the-shoulder wear.
If you are looking for a great accessory to take your outfit from drab to fab in one second flat, look no further! This blue, leather bag will be the envy of your friends and keep you a part of the “in crowd” until you graduate high school and beyond.
Can you see the difference between the two examples? The first is drab, boring and uninteresting because it does not connect with the customer demographic. The second is appealing, creative and targets the young demographic perfectly.
These mistakes are not uncommon. Correct them and you will not only outperform your competition, but also enjoy increased conversions and customer satisfaction.