So you’ve nailed your website, invested in marketing and your locate is getting an agitating number of visitors.
Time to sit back and watch those sales roll in, right?
Chances are if you’ve clicked on this post, most of your guests are leaving without buying a thing. If that’s the instance, then you’re missing the secret sauce and killing your conversions.
But fear not.
The secret sauce has 5 main ingredients and if you mix them well you’ll get product descriptions that will turn those guests into customers.
Ingredient# 1: Read “the consumers ” mind
If you’re copying your supplier’s descriptions or worse, barely writing anything at all you’re losing customers.
Descriptions with sparse or generic content can be a real turn-off. How will visitors know they need this particular product if all they have is a picture and some manufacturer information?
The trick here is to put yourself in the customer’s shoes and write content that will answer their questions 😛 TAGEND
What can’t they see in the picture? What are the benefits of the product or substance? Why should customers buy the product?
Imagine you’re knocking on someone’s door and have to deliver an elevator pitch for your product. Now turn that into a compelling product description.
Ingredient# 2: Be unique
It’s tempting to copy what you know is successful, so a lot of eCommerce firms check what’s working on competitor areas and replicate it.
But that doesn’t work for a couple of reasons.
The first is that Google’s’ investigation bots’ love unique content. Its mission is to give its consumers fresh and original content so by rehashing other site’s descriptions you’re not dedicating them what they want.
The second reason is patron perception. If your product descriptions are bearing, visitors won’t engage with them. Your descriptions are a big part of your brand identity and a strong brand identity is what inspires loyalty and conversions.
By all means, find out what your top-ranking competitors are doing but use them to invigorate you and establish your descriptions provoking, compelling, and fresh.
Ingredient# 3: Write for both customers and bots
Potential customers won’t read a ton of detailed paragraphs but bots will.
The trick here is to make sure visitors see your key points from part# 1 and then include lots of SEO strategy afterwards, ideally, through a’ more info/ read more’ button.
Of course, there will always be at least one human who likes to click’ more info’. Keep that in head but for the bots, use long-tail keywords that wouldn’t sit well in your guest descriptions and other pages.
This ingredient has the double-effect of catching the eye of visitors as well as attracting the attention of Google which will rank your area, products, and pages for the words contestant areas aren’t using.
Ingredient# 4: Grab attention with your headline
Clickbait headlines have the unfortunate effect of disappointing people. They might drive traffic to an internet site but when the content doesn’t match the headline visitors leave.
Design your headlines made very clear, simple, and relevant. Here’s what to look for when writing a headline that will convert 😛 TAGEND
Play on people’s emotions so they can feel something related to the product Include a CTA in your headline to create a sense of urgency Depending on your product, can be attributed to one or more of the 5 feels to get imageries fired up
Don’t be tempted to pack in too many words because your headline will lose its influence. Make it short enough to take in rapidly employing power terms that they are able to compel some action.
Ingredient# 5: Pay attention to the three’ Ts’
The three Ts are typos, typography, and testing. Let’s take a quick look at each of them.
It should go without saying but make sure your product descriptions are free of typos, spelling, and grammar mistakes. Guests will notice and will assume you’re not a serious business they can trust with their money.
Before you post, get someone with fresh eyes to check they make sense and are free of errors.
If you want your product descriptions to convert they need to be easy to read. That signifies restriction the number of members of typefaces you use and being smart-alecky with font size, boldface, and italics.
Remember that sizing affairs, both in terms of readability as well as information- hierarchy. Your most important information should grab the eye first and foremost.
Product descriptions that convert will vary from business to business and product to product.
So you must test different styles to see which ones turn your visitors into customers. Try A/ B testing and play with tone, colours, bullet degrees and text. When you hit upon something that gets traction, apply it to your other descriptions to test the theory.
Keep tweaking your descriptions until you hit upon the right formula for your business and only then can you sit back and watch the sales roll in.
If you haven’t added the secret sauce to your descriptions, it’s time to get to cooking. Don’t feel overwhelmed if you have thousands of pieces of content to rewrite, just pick the ones that matter most and start there.
The hard work truly will pay off.
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