Let’s say you walk into a textile shop, you notice the employees immediately asking for the needs, accommodating you the relevant sections and explaining the cloth material, design pattern, recent trends, price rate, etc. persuading us for a fair purchase.
In comparison to the retail shops, who takes the role of an employee in online eCommerce websites? Who is responsible for explaining the products?
The answer would be- Unique and Powerful Product Descriptions.
Along with well-structured websites, designs, product photographs, price tags, digital marketing strategies etc. product descriptions are equally important in distinguishing your business from competitors.
Just tell them what you are selling, it is as simple as that!
Here are 10 reasons that state why you must include product descriptions, to put your eCommerce website ahead in the marketplace.
- Stand Out in the Competition
Your customers may have come to your website after going through a lot of similar items. So here is a chance to convince them the quality of your product and why they need your product, not others.
Creating your own product descriptions tremendously helps you to stand high among competitors. Unique product descriptions are more engaging, ultimately connecting with customers emotionally, which in turn results in conversions and sales.
- High SERP Ranking
Optimizing your product descriptions with relevant keywords can help in a higher ranking in the Search Engine Results Page (SERP). There are websites that copy contents from other eCommerce websites, what’s new and exciting in that?
Original contents have an authenticity of its own that proclaim the credibility of your website and the quality of your products and services.
- Increased Organic Traffic
Higher rankings in search engines automatically put your website in front of many potential customers. Optimized product descriptions, for example, spices, can emphasise:
- Specificities of the product
- A small history of spices
- Names of regions or countries known for the spice cultivation
- Health benefits of using spices
- Action provoking words such as, “buy now”, “purchase online” etc.
A short version of these details provided in meta descriptions and a detailed overview in product page invariably increases organic traffic into the site.
- More CTR through Search Results
As mentioned above meta descriptions are highly capable of drawing organic traffic into the site. Meta tiles that stand within 50 to 60 character length and meta description up to 155-160 characters are golden trump cards for you to play clever.
They represent the front face of the entire product page, products and the website as a whole. So, incorporate the best in them, include relevant keywords, brief product description, any offers or discounts, especially cases of free delivery to further increase Click Through Rate (CTR).
- Enhances Quality Scores of Websites
As we know that Pay Per Click (PPC) Ad campaigns have a higher chance of ranking depending on the amount of bidding and the quality score of the website. The higher the quality score, the lesser amount of bidding.
Original content descriptions have the capability to influence all these factors. Quality contents with decent keyword embedding create a good impression which substantially increases the quality score.
- Reduced Bounce Rate
A blank description spot or a duplicate content increases bounce rate. The customer who clicks on the website link reading meta titles or descriptions or ad campaign expects to see the same quality in the product page. If they are greeted with no-content formula, there is no reason for them to stay on the page, so they bounce back.
Authentic content has the ability to actively engage the customers in staying and ultimately moving forward into the shipping or carting page, reducing the bounce rates massively.
- Gain Trust Increasing Return Customers
Every business tries to create a good impression in the minds of the customers, persuading them to purchase, and the deal does not end there. They seriously wish and desire for return customers, who can make future purchases and suggest the brand to their friends.
Fresh and new contents have a really crucial role in formulating that everlasting first impression so that your customers will automatically search for your brand name in case of future purchases.
- Sell Your Products, Not Only Describe
Your ultimate aim is not to describe the product, but sales. You must develop the product descriptions in such a way that contents ensure sales.
- Embed the contents with some search keywords
- Address the customers’ doubts
- Emphasise the distinguishing features
- Add an accurate description in a creative outlet
- Stop Product Returns
The major problem with duplicate or copy content is that they provide false information painting a fraud image of your product in the minds of the customers. They buy the product, become dissatisfied and return the product.
With clear and in-depth product descriptions, you give a pretty transparent picture of the product without concealing anything. As a result, people who buy your product knows exactly what it is, so you can meet their expectations and provide satisfaction.
- More Conversions
After all, in the end, all that you care for is the conversion rate. No matter how many social media followers you have or how many people saw your link in search engines or how many visited the website, all that matters is how many are converted and made purchases.
For eCommerce websites, just as any other digital marketing strategies, content marketing is equally relevant when it comes to the increase of conversions.
Conclusion
In comparison to the other contents of eCommerce websites, product descriptions might seem little and silly. But it is not quite so. Never omit the creation of product descriptions, the blank space below your product does not give a good picture of your website.
If it’s blank, fill it in, if it’s old, update it, eCommerce Websites are direly in need of Product Descriptions.
