Increase Conversions with Product Descriptions

Posted by Sheldon Casper

November 11, 2008

Here’s a quick tip…

This is something that a lot of online retailers overlook. It only takes a couple of extra seconds but can make all the difference when it comes time for a customer to buy one of your products…

What am I talking about? Product Descriptions of course! These areas of content provided by just about every shopping cart software on the planet have sadly been reduced to glorified catalog index’s about as exciting to read as the nutrition facts on your morning cereal box. Believe it or not, your website visitors actually want to read about your products. It helps them justify purchasing from you. Things like SKU numbers, stock availability etc. are good to have around but they don’t really do anything for your visitors…

Here are a few ideas you can put into action right now that can help charge up your conversions and give a little SEO support in the search engines…

Your product descriptions should be enticing, you should sound excited while describing details that relate to your potential customers. Try to incorporate the senses when your building your descriptions. How does it make you feel? Is it super bright? Or maybe smooth as silk? Tie in the benefits of the product for the customer. What will your product help them achieve?…

Also, whenever possible try to work in a few of your core converting keywords. DO NOT stack a bunch of keywords in your descriptions, this will not help you at all, in fact it can work against you. But if you can logically work in some core keywords that are relative to your product then do so. This will help your search visiablility…

Don’t be afraid of long descriptions. Within reason a well written description of some length is ok. It can go a long way in bringing the mind of your prospect along into a buying state of mind. Remember, poeple buy on emotion and they justify with logic…

Take a look at your product descrptions and see where you can add a little creativity. Just think of yourself speaking with a real person about your products. What would you tell them?…

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