We live in times of change that are more forced than fast: to the boom in online sales typical of the 21st century, we must add the global collection of populations preferring to stay at home. And at Duplika we have developed a proposal so that everyone can move their business to the online sector with the greatest simplicity and speed in the world. Thus, it arose Duplika Store.
But don't settle for that, we want to help you sell more and better, reach more people and expand your business steadily. For this reason, today in this note we are going to transmit a series of guidelines and recommendations so that your online store flourishes along with this spring that is about to reach the southern hemisphere.
How to write product descriptions that sell more?
When a Store starts, two things usually happen: there is still no budget and it is not a priority to invest in an administrator to write the descriptions of your products (let alone take the photos) and, on the other hand, you will have to take care of this task yourself with Little or no writing experience. However, we recommend that you give all the importance in the world to this aspect in order to learn and improve every day.
What makes a product seriously sell? How to write interesting paragraphs, neither too short nor too long, to capture the interest of the potential buyer? How do I reproduce the language of my clients' niche so that I can better communicate my products and services to them? Let's see:
"What are you selling me?"
A product description is the argument why someone should buy that product. In other words, it is a review containing both factual and rhetorical information. With a photo, the potential customer cannot touch the product. Nor can you smell it, weigh it, verify its operation. The purchase decision depends on the visual content of the product page.
In the virtual world, it is not enough to upload a photo, place a good price and describe all possible aspects. In general, your store will probably sell items that are sold in other stores; then, it will be the intelligent, interesting description, the one that will sell more.
On the other hand, a poor description can even turn off the most impulsive buyers (not to mention those demanding observers). Describing a product well involves spelling, grammar and writing in the first place, yes, but immediately you need to touch the customer's heart, stimulate their need to buy, "fall in love".
What features make a description a sales magnet?
We must put ourselves in the shoes of the possible client: in their gender, in their age, in their needs, in their possible certainties and in their probable ignorance regarding our product. This done, the columns of the good description are:
- Clearly state what the product does, how it is used, its requirements (if any).
- Highlight the benefits of the product within its specific context.
- Provide all the necessary information to speed up your purchase: weight, size, care, materials, useful life, and, if any, awards, mentions and certifications.
- Speak the language used by the target audience of the product.
- It is convenient to carry out tests at intervals, modifying the content or the photos to obtain the best possible version of a product's sales page (if your Store has hundreds of products, it may not be as easy or possible).
When information is good and concise, the chance that a customer will need to message you for additional information is greatly reduced. Remember that a question asked about a product can generate a rebound in the purchase, since the time is increased and thus the desire (or need to purchase) can either disappear or be resolved in a competitor store.
On the other hand, remember to incorporate the information of those questions that tend to be repeated over time. In general, the best way to sell a product to people is from the people themselves!
Duplika store facilitates your sales
Thanks to Duplika Store, you can specify attributes for different types of products. This facilitates the segmentation of items and a certain standardization of the descriptions: for example, if your store sells clothing, you can have a product type "Accessories" with attributes such as "brand", "material" or "season" leaving the technical mentions for the contexts where it is essential.
We must not lose sight of the fact that sometimes “less is more”, and that an excess of information (especially when it is technical, obvious or incidental), could overwhelm your potential clients.
That's why, try a language of few words: “Batteries not included” is immediate information, as opposed to “Portable power supply not supplied with the product.”
If you know your product you will be able to sell it better. You don't have to be Shakespear to write about what you know: honest language is universal. Don't underestimate buyers: they're fast, they see what they want to see, they read what they're interested in, and they rarely let their eyes settle on unnecessary specs. Therefore, remember that talking about a "benefit" is much better than talking about a texture, design, volts, minerals or ISO validations.
What is attractive to my potential clients?
Understanding the “subtleties”, mastering the language of sales, is learned by answering the following questions: What makes your product attractive, special? What characteristics make it unique or desired? What problems or contexts does it solve? How does the buyer's routine change? Why buying it makes life more comfortable, safe, agile or easy?
take into account your target audience when explaining the benefits of the product: What can influence the decision to buy? For example, if the product is about hiking boots, it makes more sense to emphasize fit, comfort, and safety rather than aesthetics and colors. On the other hand, if the product is cosmetic, the balance will be tipped by vitamins, anti-aging capabilities, use and duration of content, UV protection, etc.
The key is the keywords
Balance is critical when we must speak both to our customers and to the machines, and all with the same language. Of course, in this note we are emphasizing how to communicate our products to our potential customers in the best possible way, but we cannot leave SEO aside either: optimizing our content to rank in search engines. So how do you write human-friendly and SEO-friendly product descriptions? With keywords.
What are keywords?
Keywords are the phrases that users type into the Google or Bing search engine; that is, searching for something on Google transforms that search into a word (or phrase) called "key" in SEO jargon. When you search for “watch movies online” you are typing a keyword, the same as “don qujijote ticket sales”. In other words, the very way in which one, as a user, searches for solutions, products and other resources on the Internet implicitly entails the construction of keywords, and, of course, some are more sought after than others (and more difficult to position within the results, of course). Therefore, we are now going to introduce the concept of keywords long tail.
Choosing keywords for your store
A classic tip in the SEO universe in terms of online stores is to search for and place keywords called "long tail" or long tail. How are they different from conventional keywords? That while an obvious keyword might be "remote control cars», positioning that way on the first page of Google would take a lot of time, work and money. Instead, search for a keyword long tail What "ferrari stubborn remote control car” is as precise as it is unique. If we sell such a product and such a keyword is found in our product description, the potential customer searching for that on Google or Bing has a very high chance of reaching our content, and we have a very good chance of selling!
It is worth clarifying at this point that it is tempting to sprinkle the text of your product descriptions with keywords and combinations that can attract traffic, but it is not recommended. As we told you before, there must be a balance between the human and the nods we make to Google and Bing robots. Our texts should flow naturally, and words, keywords or not, too. Do not force them too much because “who covers a lot, squeezes little”. Even, keep in mind that Google's artificial intelligence is today a prodigy, and smells "bad practices" a thousand kilometers away.
Also don't forget to take advantage of page titles and meta descriptions (snippets of text that, this time, are invisible to your audience). These two aspects describe the content of a page as we show you in the example:
Title and Meta Description help “tell” search engines what a web page is about. Therefore, make sure that the meta descriptions contain the same keywords that you used in your product descriptions.
Duplika Store automatically generates your sales page titles and meta descriptions based on the product names and descriptions you've entered. However, you can also manually generate this content to ensure it contains accurate information and relevant keywords.
Shops with personality
In the virtual universe, and especially when it comes to "online stores", it is easy for our design to be “unfriendly” or impersonal. It is understandable: the buyer interacts with a computer instead of with other human beings who attend to him, advise him, guide him, but, in addition, the objects are only present in the form of pixels.
That's why, the online stores that sell the most know how to remind potential customers that there are people on the other side of the screen. This is achieved with winks and personalized care scattered throughout the store; for example, the care of experts in the preparation of the product, or the packaging, or in customer service, etc. is mentioned. It is interesting (when you are a manufacturer) to mention the inspiration, the evolution of the product, the love in the details or the vindication of a tradition. This same current of warmth must be applied honestly whenever it is convenient.
If relevant to your brand, try using first person pronouns (“we” / “our”) as it will sound warmer and more human than a third person voice. In particular, remember this for your Facebook store as it is the usual language, and users of this network expect and respond better to this type of communication.
What sells, after all, is a good story. To say that a product is perfect, or that it is the best in a country, or that it is beautiful, is a bit obvious, repetitive. Therefore, you must rescue valuable details that facilitate the narrative: “genuine Italian leather, hand-stitched” or “18K gold-plated buckle” is much better than saying “high quality durable leather” and “luxury details”.
If we pay attention to any advertising on television or on YouTube, we will notice that the product is almost not important, but that the weight lies in its context: the people who surround the product, the scene, a lifestyle or a moment in life. working day.
Do your products have a story? It is not necessary to exaggerate, but to look for the human touch that may belong to it. The consumer does not buy quality Italian leather shoes, but rather the attractiveness of that nationality, its fashion history, the status or the collective memory it represents.
The cliche is your enemy
Avoid clichés and empty phrases (in your store, and in life too!). "High quality", "maximum technology", "the most sought after on the market" are phrases that have been repeated in the history of humanity since the Industrial Revolution began and objects were massively manufactured.
Of course, your products can deserve these adjectives —and more than enough—, but the frequency with which certain phrases or praise are repeated in the sales descriptions mean that they no longer have any value for anyone.
The exercise to be able to express certain aspects without falling into the obvious is synthesized with these questions: What do I mean when I say “cute” on my product? Maybe I meant to imply warmth, or originality. Why is it "high quality"? Sure I mean the materials, the meticulous manufacturing method, and/or the quality control. Is it then better to offer a longer warranty period than my competitors? Can I turn “high quality” into a competitive advantage? Well, your potential customers will find “lifetime warranty” more convincing than “unbreakable”. The same goes for “Our products comply with the latest safety regulations” versus “latest technology”.
If you really prefer to use grandiose terms, such as “most popular” or “lowest energy consumption on the market”, then we recommend that you provide evidence that supports this. (for example, with links to third party pages where there is evidence of what we ensure, whether it is a patent, recognition or ranking).
Allow analysis and opinions of your products
Luckily, we are not alone in the world, and neither are your store and its products. When buyers really benefit from a product or service, they recommend it to friends and family, and just as often write about your experience on the store page. Of course, there is a risk of an angry customer writing a negative feedback, but that shouldn't worry you unless bad reviews multiply. In that case, you will have to accept that you are doing something wrong in order to change it. But, for now, let's think positive and continue with the note.
The opinions of the clients attract the target audience and usually have a significant influence on the purchase action. If you use Tienda Duplika, you have at your disposal the possibility of display customer reviews and ratings for all your products, and buyers will be able to easily add their own reviews (don't worry, if a person hasn't bought the product they won't be able to comment let alone slander).
Complement text with images
We've talked a lot about descriptions and it really is a deep and defining subject. Nevertheless, text is not the only type of content that helps describe (and sell) a product. With Tienda Duplika you can add tables, icons, graphics and/or multimedia videos to publicize your products, facilitating the customer's "fall in love".
A good example of how an image facilitates understanding and speed of reading is to replace the typical "You can pay with Visa" with the logo of said credit card. Another good example is adding award badges, nationality flags, certification seals.
Also consider adding a video to your product. Various marketing studies have shown that multimedia content favors the purchase action and, in addition, allows adding information to answer questions such as: why is this product convenient? How is it different from the competition? How do I use it?
With Tienda Duplika you can easily add videos to your products. Take advantage of this resource to highlight advantages, benefits, modes of use, manufacturing, customer testimonials and success stories.
Format your text
With Duplika Store you can easily customize the look of the different text snippets in your product descriptions. Giving a varied format or with different emphases not only makes the reading dynamics but also allows to generate a more professional look.
Try changing the font types, colors and sizes to make a product description easier to read and digest. Pay special attention to the headings and their relationship with the text below (it is the difference between sizes that indicates hierarchies). In particular, highlight information that your customers can't miss for the world.
The line breaks they are useful for unlocking text content and speeding up reading. Use them.
The bullet points they are a great way to organize information, but it is not recommended to overuse them (30 points with long sentences is essentially a paragraph and not a list of features). Look at the example in the screenshot above: there are only three bullet points, clear and precise.
A good store will be the one you fall in love with. When you are convinced of your products and love the imprint of your online store, your customers will also fall in love. Honesty is unbeatable: mixed with good styles and taking advantage of all the tips that we have already mentioned, we have no doubt that from now on you will start a beautiful path to set up the store of your dreams, optimize it, beautify it, understanding your potential clients to design the best possible architecture. Remember to take tests, ask for objective advice, take notes and, above all, have fun at the same time.
- Include all the basic details customers need to know.
- Avoid technical jargon whenever possible (if you sell technology it may work the other way around).
- Explain the benefits your product (and your store) provides instead of listing features.
- Make sure that the description of your products also favors you in the SEO ranking.
- Seek to reflect the personality of your customers and speak to them in their language.
- Take advantage of the problems that your potential customers seek to solve to improve the argumentation of your products.
- Avoid typical and common expressions.
- Include customer reviews in your product descriptions.
- Complement the text information with graphics, icons and video to better highlight the benefits of your products and their use.
- Format the text of your products combining sizes, fonts and colors (without exaggeration).
- Make sure your store looks and reads well on mobile (made easy with Duplika Store).
- Take advantage of customer feedback to improve the information of your published products.
Wishing you excellent sales, we thank you for reading, inviting you to leave your doubts in the comments.
We are Duplika