9 Tips to optimize your product Texts
Looking at, touching, trying out – what is taken for granted for the evaluation of products in stationary retail can only be transferred to e-commerce to a limited extent. Therefore, the quality of the product description of an online shop is essential to compensate for this lack of product experience. Ideally, a good product text should inform and convince at the same time.
But what has to be considered when designing product texts correctly? We have compiled 9 tips for you in today’s blog post
Why is the right design of product texts so important?
69% of German consumers name the reason for a return as the deviation of the article from the description or your expectations. A nuisance for both customers and companies, which can easily be avoided by an informative and well thought-out product text. In addition, your product text takes over in the online shop what the conversation with a salesperson in the stationary trade does: While reading, the customer forms his image of the product and decides whether to make a purchase or not. Last but not least, the texts about your products are valuable and relevant content – an essential goal for a good search engine ranking.
Whether on your own or by professional service providers – when writing product texts, you should definitely focus on uniqueness. A common mistake is the literal copying of product texts from manufacturers or even competitors. So-called „duplicate content“ is not only a missed chance to stand out positively from the competition, but also has an effect on your search engine ranking: Google & Co. algorithms only reward original content.
Design meaningful titles
The title of your product text is the first thing that catches the reader’s eye. Here it is decided whether the attention of the customer is won and whether he continues to deal with your product. A good title contains the name as well as the decisive characteristics of your product. Tools such as the Google AdWords keyword planner or the free alternative KWFinder are helpful for formulating the right title. Here you can search for relevant keywords around your product, so that your customer will find your product when he searches for it.
However, you should avoid so-called „keyword stuffing“. The indiscriminate stringing together of popular keywords disturbs the reading flow and can quickly appear dubious. Find here the middle way between search engine optimized and user-friendly content: a good ranking in the search engines does not mean conversion. Often the formation of a complete sentence helps to conclusively link several keywords in your title.
The most important to the beginning
The most important to the beginning
This golden rule also applies to product texts. Start your product description with the key features and benefits of your product. As an expert for your product, decide here what the most relevant information is for your customers and put it succinctly in a nutshell. Avoid technical details or empty phrases. A short description in list form is a good introduction.
Give an example here:
- product characteristics
- Origin etc.
- Most important unique feature
- Essential notes on use
An appealing teaser can serve as an introduction between the title and product highlights. Once you have aroused the customer’s interest with your short description, a more detailed explanation can follow. By clicking on the button „additional information“ or „learn more“ you can further increase the clarity.
Especially with a very large product range, the optimization of all product texts of an online shop can be associated with a high financial outlay. At the beginning it is therefore advisable to prioritize. Where you should start with the optimization depends strongly on the offered product types. In the case of so-called low-involvement products, i.e. self-explanatory, rather inexpensive everyday products, a short and precise product description is usually sufficient. The customer wants to collect all important information quickly and easily. Excessive explanations can even be frustrating.
However, if the involvement is high, such as in the case of expensive products that require a lot of explanation or lifestyle products, your product texts should be more detailed. It also makes sense to pay special attention to key products in your online shop. What are your bestsellers and which products attract customers to your website? As a figurehead for your shop, you make the first impression here – especially with new customers. Finally, it is worth pushing products with a particularly high profit margin through a more detailed product description.
Focus on clarity
Especially on the net, the attention of users and readers is very limited. Therefore, you should meet the needs of your customers by simplifying the reading flow as much as possible. Your text should be clearly structured with subheadings, bullet points and text highlights. Some products also require additional technical or legal information. However, not every customer needs such article details. It is therefore advisable to list extensive specifications separately. For example, make your size guide available as a PDF download or implement a drop-down menu to explain individual product functions in detail. Information that applies to many of your shop’s products can also be easily integrated into the FAQs. This enables your customers to decide for themselves which information they need and when – without disturbing the clarity.
Showing benefit and appealing to emotions
„Why do I need this product?“ – Every good product text provides a clear answer to this question. Your customer not only wants to understand how the product works, but also what added value it offers. Therefore show the unique advantages of your product and how it can solve everyday problems of your customers. Put yourself in the position of your target group and ask yourself about their needs and requirements for your product. Illustrate its benefits through storytelling by describing potential usage situations from the everyday life of your customers.
In addition to their functional characteristics, many products also have an emotional benefit. Consumers identify more strongly with products with which they associate a certain attitude to life or special experiences. Therefore, arouse emotions through pictorial descriptions for which your product stands. So-called stimulus words can help here linguistically. This means words, especially adjectives, which evoke certain associations in the reader. However, here you should pay attention to a moderate use of emotional arguments in order not to sound too promotional.
Activate positively with linguistic codes
With your product text you do not offer a mere instruction manual, but want to encourage your potential customers to make an actual purchase. Such an activation, however, requires a sure instinct: nobody likes the feeling of getting something „turned on“. Too lurid formulations, such as „buy now“ or „hit fast“, quickly appear obtrusive and unprofessional. As call-to-action, a well-positioned buy button next to your text is sufficient.
You can activate it positively with formulations such as „new“, „my“ or „yours“. If, for example, a product is presented to us as brand new, we are automatically more attentive. Possessive pronouns can evoke a feeling of ownership, similar to the effect of touch in stationary retail: the customer feels closer to the product and a purchase is more likely. Also references to the fact that the offer is limited or only small remainders are available let listen attentively and think concretely about a purchase.
Hit the right tone
In order to address your target group exactly, the tone you choose plays an important role. Ask yourself the questions: What is the language of my customers? With what expectations do you visit my shop? A direct and personal approach gives the customer the feeling of being exactly right with you. According to the motto: „If the text fits my personality, then the product will.
If your target group is particularly young and trendy, you can score points, for example, with a humorous, casual description and the introduction of fashion words. If, on the other hand, your customers are primarily business customers, you should also use rationality instead of flowery descriptions in your description. You always sell an image as well as a product. Reflect this in the tonality and style of your texts.
Keeping the promise of benefits and creating trust
Our last tip is also almost the most important: product descriptions should convince your customers, but not fool them! Any text about your product, no matter how successful, does not create added value if it does not keep its promises: Unfulfilled expectations are the main reason for a return of German consumers. So make sure you don’t make any promises that your product can’t fulfill. Only with honest product texts can you retain your customers in the long term.
At the same time, even if you know that you have written an honest text, consumers often still have concerns. In e-commerce in particular, the perceived risk is high due to a lack of interaction with the seller and the product. The key word here is trust. So show already in your product text that the customer can rely on you and your shop. Make it clear that you are an expert for your product and convince your customers of your competence. In addition to a sound understanding of the product, this starts with a careful spelling and grammar check.
Furthermore, you can increase the trust in your shop and your product texts through various trust signals: For example, set references to guarantees, free return options or special seals of quality and awards from external providers. In this way you can reduce any uncertainties of your customers and draw a more objective picture of your product. The opinions of other customers are particularly conducive to the trustworthiness of an online shop: Let your satisfied customers speak for themselves by integrating your social media channels or customer reviews.