Back to basics – The guide to great product content
As a retailer, nothing is more frustrating than content that undervalues your products. As a customer, unhelpful content makes shopping a chore. In our Back to Basics – The guide to great product content, we look at how important product descriptions are for your conversion rates, and how you can tackle the mammoth task of writing them.
To get an overview of all things product content, we recommend reading each section of our guide. Otherwise, skip ahead to each section below:
- Section One – Content benefits
- Section Two – SEO benefits
- Section Three – Who’s doing it well?
- Download the full guide to read later
WHAT ARE PRODUCT DESCRIPTIONS?
At the very core of any e-commerce site is the products it sells. Consumers go online to find the exact product they’re looking for and a huge advantage that the internet has over in-store shopping is that they can find it within minutes. Typing in ‘little black dress’ to a search engine brings up hundreds of thousands of results for consumers to comfortably browse, compared to the restricted offerings of local high street shops. The problem for online retailers then, is that the marketplace is crowded. Plus, unlike high street stores, consumers can’t try out the products and are essentially ‘buying blind’. This is where product descriptions become a crucial foundation for any site.
WHY DO YOU NEED QUALITY PRODUCT DESCRIPTIONS?
Strong content written by skilled writers results in better-informed customers, increased trust in your brand, and, finally, loyalty or advocacy of your brand. It also helps to reduce the chance of returns because customers are buying the product based on accurate information. User-friendly product content is particularly important for electrical or tech products, which usually include lots of complicated technical information. When buying these types of items, customers will be looking for content that can help them easily compare products to make sure they are choosing the right one for their needs.
On average, 36% of sessions enter via a product page compared to just 21% of entries via the homepage. Often, product pages are not designed to be the user’s first point of contact with a site and without optimisation for a better UX, it sets up a bad first impression. Nailing the content to give customers a better first impression helps to improve trust and advocacy.
Add SEO into the mix and your site benefits from better search engine rankings, more click-throughs and a higher return on investment. These channels overlap to create successful product content that grows brand awareness at a customer level and increases online visibility.
Why aren’t retailers making proper product descriptions a priority?
- Product-level content is often overlooked
Product content is a foundation for websites that can be overlooked for more glamorous digital projects. Retailers need a ‘back to basics’ approach to improve the SEO and content foundations of their site before attracting customers with digital campaigns that are not matched in quality by product pages.
- Finding internal resource can be difficult
Brands may also struggle with product content when they don’t have access to the resources they need. A team of copywriters and SEO experts are required to make sure content is properly optimised and retailers may not have an in-house department.
For large companies with 1000’s of products on offer, the task is time-consuming. A high product churn makes it hard to justify spending time on product descriptions.
- Retailers are happy to rely on manufacturer content
Online retailers are then forced to rely on manufacturers to supply the content. It may save time and research, but as the same content is also distributed to several retailers this causes duplication issues which will affect search rankings. What’s more, with the same content as your competitors, customers may not be persuaded to buy from your site over others.