The product description is difficult to get right and interesting. Each business that operates an online store has to write them. Therefore, it’s increasingly difficult to make product descriptions become unique, exciting, and original. However, in some cases, this competition has pushed businesses to create incredibly innovative, creative, wacky, and funny product descriptions. On the other hand, it has resulted in some businesses making formulaic product descriptions and feeling tired. Despite this, it’s rare for businesses to analyze the problems of their existing product description and find methods to improve.In this article, we give common product description problems and offer solutions.
Top 8 issues when writing Magento product description
Your product pages are an important part of the equation when it comes to gaining a successful online retail presence. Despite this, it’s rare for businesses to take a step back and examine the ways in which their existing product descriptions are problematic and could be enhanced. Here, we do just that and examine 8 common product description issues and provide a number of solutions.
1. Incorrect product description
Incorrect product descriptions can impact your conversion rate considerably. In addition, using the wrong adjectives and descriptors make the product unappealing, and unfashionable. Besides, the product description doesn’t enable the customers to visualize the product accurately which is avoided.
Furthermore, they’re also likely to lead to higher dissatisfaction with the product delivery. Therefore, the customer feels as though they’ve been duped or mis-sold an item. This can extremely damage your brand reputation and the rate of returns.
2. Inconsistent tone of voice.
All businesses need to give considerable time and effort to develop their tone of voice. Creating a successful brand is based on the ability to convey a sense of identity, personality, and character that resonates with customers.
The only method of transferring this identity is developing a style or tone of voice. This accurately represents the attitudes, values, and characteristics associated with your brand. If your product description doesn’t use the same tone of voice, you will dilute your brand. Then you make it less memorable and relatable for customers.
3. Duplicated content problem
It’s easy to copy and paste a manufacturer’s description then on your site. Unfortunately, this way generates some issues. The first of which is originality. A user may view a number of sites before landing on your website. Therefore, there’s an opportunity for they will have already seen the same product description.
Besides, another issue is the ranking of your website. Search engines don’t look too favorably with the simple and repeated content on your site. This may give your website’s ranking a penalty and positive impact on SEO work.
4. Product description generators
Nowadays, AI software can replace human writers to write better product descriptions for eCommerce sites. However, some product description generators confuse about grammatical constructions. And they are not able to write descriptions with a sense of nuance or style. In contrast, a human copywriter is the only way to make your product description utilize a specific tone of voice. In addition, they understand your brand and can take on feedback.
5. No product reviews
Product description often lacks product reviews. Many customers are rightfully wary of the claims made in the product description. In addition to that, they will depend on product reviews for their reassurance. Then they make their decision to purchase products. This may be not the fault of the product description itself. It’s just as likely to be a result of the community’s wariness about advertising and marketing in general.
Therefore, many eCommerce sites implement policies that reward customer reviews. To be more specific, it could be a loyalty scheme such as money-off vouchers and special offers for customers to leave their reviews.
6. Over-dependence on images
Images of each product on sale are very important for customers to evaluate and get an accurate idea of what it really looks like. However, some product pages often fall short when they only rely on images to describe products. The product description should combine with the image in harmony. That means they are saying the same thing but in different ways.
Some customers will be more inspired by photos. Others will be motivated by the product description. The comprehensive product description will strengthen information in the images and convey it in a different manner. This drives some customers to respond more positively.
<7.The target audience gets lost
Your business and brand will have established your target audience and the tone of voice used to reach them. However, it’s not always easy to write good product descriptions with sufficient subtlety.
For example, your target audience is women between the ages of 25 and 45. You sell two skirts: one for people who like a little glitz and glamour. And one is more understated, classically elegant. Although your audience remains women between the age of 25-45, your product description needs to express these two items are likely to be subtly different.
8. Individuality and vitality
A lot of product descriptions are technically correct. Though they don’t seem to awake any sense of interest or excitement in customers. This can be difficult to avoid. Especially, there are a large number of product descriptions being written at the same time. Therefore, some copywriters struggle to find new ways to describe a product. Others may lose their passion for working because of writing similar descriptions over and over again. However, this can also occur when the company requesting the product description doesn’t provide enough information. Then it can result in descriptions that are inaccurate or lack of vitality to attract customers.
Tips to write product description in Magento
There are a lot of things to think about when putting together a great product description. Here are some tips on getting started!
1. Set goals and KPIs
The goal of a product description is to move a visitor toward purchase. But how do you know if your descriptions are working or not? You’ll want to determine a set of metrics to track on your product pages on the Magento store. Defining these metrics will support you understand what product descriptions are working best and improve on underperforming ones. There are some KPIs to monitor including:
- Conversion rate
- Cart abandonment
- Return rate
- Support inquiries
- Organic search rankings
You can then run different A/B tests using a tool like Neat A/B Testing, resulting in higher conversions and more sales for your eCommerce store.
2. Concentrated on a selected range of products
Firstly, you should choose the best seller or most important products. Then you write incredible descriptions for them. This solves some problems like the inconsistent tone of voice, repetition, dilution, and missing the target audience.
3. Focus on benefits not features only
An effective product description should focus on the product’s functions and benefits. Obviously, the features are a bit more clear-cut. The benefits will need more creativity and understanding of your target audience. However, both features and benefits permit creative writing. Be sure to use some positive adjectives that highlight them.
There is also an extended product description further down the page which goes into greater detail about the headphones’ features, benefits, and specifications. Not only does the description inform the site’s visitors about a high-end product, but all these relevant texts and keywords will help the product page’s SEO and, in turn, help the page rank higher.
4. Choose the best template for your products
Besides, you need to memorize that customers only scan text on websites within 30 seconds. It should be a paragraph (three or more sentences) or two to showcase why your shoppers’ life is enhanced with the products. Here is a simple formula for you to write persuasive product descriptions on the Magento website
[Paragraph(s)of Prose] + [Bulleted List of Specs or Product Features] = [Appealing Product Description]
Moreover, to design your descriptions scannable, create:
- Subheadings to grab your audience’s attention.
- Bullet points of your product’s key functions and benefits.
- A large font so that it’s easy and quick to read.
- Visual content to improve desirability.
5. Use Natural Language and Tone
Your voice (personality and tone) is one of the most robust elements in differentiating your brand. And, it keeps a crucial role in engaging with your specific audience – whether that be serious, casual, or even irreverent. Have a look at how Amazon describes Mattel Games UNO Card Game:
- UNO! The classic card game of matching colors and numbers
- Players take turns matching one of their cards with the color or number card shown on the top of the deck
- Write your own rules for gameplay with the Wild Customizable cards!
- Score points by being the first to get rid of all the cards in your hand
- The first player or team to 500 wins
You want to include “UNO Card Game” to your cart because of the many interesting attainments in this description, don’t you? In contrast to a boring voice, a more lighthearted and goofy approach makes sure that the product is sold immediately, accompanied by positively affecting the mentality of target shoppers. Why would you buy such popular products that you easily get everywhere on Amazon? As this description and voicing have persuaded you!
6. Looking for expert (human) assistance.
You are not confident in your writing abilities? Then it’s better to find experts to help you. This means you employ the services of marketing experts and copywriters. You should not use a product description generator or AI software. Product description can be challenged. Particularly, there is a large number to write. You should combine professional assistance and a well-researched approach. Then you will soon improve your conversion rate. Especially, ArrowHiTech – Magento 2 CMS Builder can help you today!
Conclusion
Product descriptions are not something to be overlooked. They can tell stories, answer questions, and speak to your target audience in a way that builds connections. They can also really help boost your page’s ranking in search engines and bring more traffic to your online shop. Make sure they get the attention they deserve!
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