The Product Description Checklist

product photos

(Source)

Despite the fact that eCommerce is relatively new, there are best practices that online retailers use to increase conversions and customer engagement.

From developing email marketing strategies to utilizing a FAQs page in order to address common customer questions and concerns, it’s important to ensure that your eCommerce business adheres to best practices.

After all, you wouldn’t want to learn certain lessons via trial and error when you can learn proven tactics that have been tried and tested by other businesses.

Your products drive your business forward–and crafting product descriptions that represent them well will be key in priming your online store for conversions.

In this post we’re making it simple and providing a checklist of elements to use when crafting product descriptions.

#1: Informative and Beautiful Product Photos.

product photos

Shoppers need to have their senses–particularly their visual senses–stimulated.

Not only do they need to read descriptive copy that stimulates the imagination (more to come on that in the next point), but they also need photos of the products or services under consideration.

Whether you’re selling a coffee maker or a dog leash, be sure to showcase high-quality photos that…

  • Show various angles of the product.
  • Enable the prospect to zoom and view the fine product details.
  • Demonstrate the product or service in use.

#2: Descriptive Copy That Ignites the Imagination.

Stunning product photos aren’t the only way to demonstrate the benefits of your product.

Rather than simply bulleting the product features and benefits, be sure to use descriptive copy that engages your customer’s imagination.

If you sell wedding dresses, be sure to describe how the dress and its features will make the bride feel on her wedding day–whether it be beautiful, elegant, or regal.

Or if you sell a diet program, describe how confident and radiant the customer will feel once they’ve shed the extra weight.

In the example below, Marks & Spencer does a terrific job describing the carefree and stylish feeling a woman will experience wearing their shorts to the beach.

descriptive copy

(Source)

Now it’s your turn.

Take a stab at writing descriptive copy that will bring your product or service to life…and make it impossible to resist!

Don’t forget to tap into the five senses and paint a vivid picture of how the product will make a prospect’s life better.

#3: Clear Placement of Prices.

Price plays a big role in whether or not a customer will convert–regardless of income level.

Ensure that your product’s price is easy to locate and prominently placed on the product page–perhaps in more than one location.

Often, it’s best to include the price directly above the “Add to Cart” or another type of CTA button.

price placement

(Source)

In the above example, you can see that the price is listed using one of the largest fonts found on the page, directly above the bright orange call-to-action button.

If you haven’t already, try to mimic this for your own product pages.

After all, you don’t want to lose customers simply because they have no idea how much they will need to pay!

#4: A Clear and Compelling Call to Action.

Psychologically speaking, we need a sense of direction and next steps.

You need to provide a call to action that is visible, compelling, and simple, whether it be “Add to Cart” or “Order Now!”

To do this, you will need to…

  • Work with your web designer to select a color and placement(s) on the page that makes your call to action impossible to miss.
  • Play around with the verbiage used, depending on your brand tone. You can always go with the formal “Add to Cart” option or go for something a bit more unique.
  • Simplify verbiage. The shorter, the better–stay away from using too many words.

#5: Customer Reviews.

customer reviews

(Source)

When it comes to persuading customers to buy, a past customer’s word will always trump yours.

In fact, according to Powered by Search, 85% of consumers read reviews before purchasing a product online.

By this logic, it would be a missed opportunity not to ask past customers for reviews of your product.

This can be done in a post-purchase email sequence or by including collateral with the product that asks for a review.

Then, make sure that these reviews and ratings are easily located on your product description page.

You may even want to select one or two quotes from your best reviews and feature them within the product description copy.

#6: Cross-sells.

Making a sale to a customer definitely deserves a pat on the back.

However, two sells are better than one.

Cross-sells featured on product pages can increase the potential for increased revenue and lifetime value from a customer.

Ensure that your item’s cross-sells make sense–the featured cross-sell products should be related to the original product.

Additionally, they should fall in line with what your targeted customer would likely purchase.

For example, see Think Geek’s Legend of Zelda master toy sword in the image below. You’ll find their attempt to cross-sell other related toys in the second image.

cross selling


cross sell

(Source)

As you can see, these cross-sells are related to the original product and make sense as a next step in the shopping process–adding to Think Geek’s revenue growth potential.

Equipped with these six checklist items, you’re set to develop the perfect product description page!

Curious to learn more about how to cr0ss-sell effectively? Click here to read our post 5 Tips for Cross-Selling like a Pro!

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