Once upon a time, about 15 years ago, I trained as a seller of luxury clothing. An element of the final certification was the presentation of the goods, for which I was pulled out of an old worn-out denim cloak of swamp color. In a fit of inspiration, I talked about it so that the next day our boss bought it, I was offered the job of a manager of a retail outlet, and certification itself was cited for a long time as an example, as a reference.
Why am I talking about this? A competent description of the goods is the key to profit and success.
And now directly to the topic: how to describe the product for online stores to exit the site in the TOP and high sales ?!
Why do I need cards / product descriptions
Often you can find the opinion that the description of the goods as a text is completely unnecessary: buyers look only at the technical or consumer characteristics and reviews. And that’s all.
I
allow myself to disagree with this. In my opinion, texts for product cards in online stores are needed. I made the research of the
boards like Pin to compare different types and regions and ready to share my conclusions.
They are read often enough to:
- understand the benefits of a particular product, especially if it is new to a potential buyer;
- evaluate the competitive advantages of this thing and compare it to the rest;
- remove existing objections and understand the real need for a purchase;
- evaluate the pleasant bonuses that the online store offers.
Requirements for cards: commercial, semantic, SEO
The volume of the text description of the goods can be absolutely different. Today I have two working projects: for one of them, no more than 1000 characters of content are needed; for another one - from 3k and above. According to my observations, the optimal size: 2-2.5 thousand characters. This is enough to tell useful and interesting about almost any thing without extra water and emotions.
What requirements for the online store goods description should be presented?
- Uniqueness. This moment can be put last, as the text will be unique by itself, given all the writing below.
- Availability of commercial markers. Organically and well, the words “buy”, “order”, “price”, “price” and the like should be entered in the mini-article about the product. Do not forget about toponyms - just mentioning is enough.
- USP. Unique selling proposition. Regarding a commodity unit, it is not always possible to formulate it. If you can’t talk about USP, you should focus on the next paragraph of the description.
Use of the product. The most important point for the buyer. If the client understands and is imbued with the benefits that he will acquire when purchasing the goods, then the order will certainly take place. It should be understood that the benefits of each person are different, so you need to provide maximum information about the product / product in the card. For a simulator, it can be: restoration of health, mobility at home, slimness of a figure. You don’t have to invent too much, but you shouldn’t “forget” about the important: the buyer himself will choose what is important for him - you just need to tell.
The presence of LSI keys. LSI requests are terms that are somehow related to the products being sold. A real example of TK in which there are both main keys, and LSI. If the customer does not provide auxiliary words, then any copywriter can easily find them on their own.