Product descriptions have a big influence on the purchase decision in e-commerce. For example, IFH Cologne reports in a blog that this is one of the most important criteria with a percentage of 85%.
Nevertheless, the net is still teeming with boring and incomprehensible names, which at best invite you to continue clicking.
In order to stand out from the competition, companies must act in a targeted and search engine-optimized way. With a Product Information Management System (PIM), you can create creative and appealing product information that inspires customers.
1. Keeping an eye on the target group
Do you know your target group? Good, because customer needs should always be at the forefront. After all, you want to reach these potential buyers. A personal address, the right tonality and the interest is on your side. Support the right keywords, including search engine optimization.
2. Use search engine optimization
Often there are already rough product descriptions, which need to be structured, because the text should not only flatter the interested party, but also the search engine. Optimal texts have both headings and relevant keywords. But the most important thing is that their product description is unique. So fine-tune the text quality to optimize the ranking. Read more about this in this article on search engine optimization.
3. Creating Structure – What is the Benefit?
Why should customers buy your product and not any other one? That’s exactly the job: highlight the benefits. Expressive or exuberant product descriptions will not inspire anyone. It is much more important to show why your product can improve the lives of the customer. What problem does it solve exactly? Explain special features, applications and benefits.
4. Arousing emotions
Facts are good – emotions are decisive when people have an emotional connection to the product. It is therefore important to pick up the target group and appeal to their imagination. Describe situations in which people may find themselves and use appropriate adjectives such as “fluffy warm”.. or “pleasantly cool.”
Attractive pictures or videos underline the text and arouse desire.
Learn how Digital Asset Management (DAM) can bring product experiences to the highest level.
5. Answer all important questions
Everyone knows this: you are interested in a product, but you still have a lot of questions that go unanswered. What do most people do? Right, they’re looking for an alternative that gives answers.
Because customers can’t ask anyone, like shopping in a real store, it’s all the more important that there’s no need for clarification. All details should be presented clearly and meaningfully, with Bulletpoints you create structure and convince with details. Feel free to tell more about materials, manufacturing and production chains. Particularly for products that need to be explained, detailed information is needed to convince consumers and reduce the risk of a return. Read how to reduce the return frequency with PIM.
In about 200 words, all the information that interested parties are looking for should be provided. A concise headline and a teaser with the most important facts serve as an introduction.
Inspire your customers with lively texts and all the information that is decisive for their purchase. Convince yourself of how prodexa PIM can be used effectively in your company. It is best to arrange a free online demo with one of our specialists now!
More articles:
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Due to their enormous reach, online marketplaces are increasingly being taken into account in B2B and
B2C when designing their own e-commerce strategy. We show which online marketplaces are leading in
Germany and give you tips on how to market your products successfully on them.
We show why print media continues to be an innovative way to communicate brands in a world where consumers face digital overload – and how companies can maximize the efficiency of their print publications using database publishing.
More and more companies are turning to video marketing as part of their digital marketing strategy. With good reason, as it turns out. But how can the increasing demands on multimedia content be mastered successfully? And how can the increasing amounts of data be managed efficiently?
In addition to ROI (Return of Investment), ROX (Return of Experience) is a metric that should play a big role in e-commerce. Customer experience determines up-selling or cross-selling and also post-purchase reviews. The direct link between customer perception, customer experience and actual behavioral changes is quantified by ROX. The engagement of the employees in the service departments of the companies is also included in the consideration of the ROX. A PIM helps deliver the best quality data across all touchpoints.
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