Tuesday 1 July 2008

The importance of product descriptions

“Product descriptions are very important on retail sites” Sarah G July 20th 08

Wouldn’t it be great, if you could web cam in one of your in-store sales representatives and place them right inside you website. There are developments for this – Woopra – however it is slightly scary for someone to pop up and say “Hi, have you chosen yet” – but as we get more involved with the interactive internet – sure this could be a possibility. Find out more about real time features here.

Before we move onto Web 4.0 and lets assume that the sales rep is currently on leave from the site.

Here are my thoughts on optimising product descriptions using an example of a fashion site.

Something that many fashion and retail websites currently lack is the persuasive sales representatives together with the tangibility of “feeling the garmet” to help the customer make their decision. (Think about how M&S describe their food, "these are not just fish fingers, these are M&S fish fingers, made with the finest cod, crumbled breadcrumbs etc etc).

Giving attention to your product descriptions can help let the potential customer know that they must have “this” designer piece, how glorious it is, the fit, the style, the feel, the experience of wearing it and buying it.

Another important thing about product descriptions, is that you can use them to include the key terms that a potential customer may use when searching for the product.

So by optimising your product descriptions, you can not only benefit your search engine rankings for key phrases relating to your brand, but you could also potentially increase your sales too.

An eloquent description talking in the brands natural voice should offer the customer confidence and amusement when browsing through the selections.

What information should you write:

Consider this example: Shopping for Vivienne Westwood Dress

One site says: “Vivienne Westwood Sweety Dress”

Another says:

“This stunning dress, encompasses everything this British designer set out to accomplish. The corset style front with the drawstring bust gives the edge to the dress through fantastic tailoring, making this a Vivienne Westwood classic. The clean lines and shape give a timeless look and appeal to be in everyone’s designer ladies wardrobe. Team this with the Vivienne Westwood XY bag to create a style which says “I have arrived”

Even better would be to have a link to more information: ie: “History of Vivienne Westwood Fashion” “New collections from Vivienne Westwood designer clothing range”

It is clear that the second example will have more appeal to the style hungry shopper, and helps persuade consumer to buy (everyone wants a classic!). Remember that unlike shops (the bricks and mortor) online you do not have the support from your sales representatives, thus your product description will become your most valued friend.

Few more points

You can also add some key points to your description:

Key points
1: 96% Cotton
2: 4% lyocell
3. Contrast Fabric 100% cotton.

Other points could mention, other product:
1: Logo on front lower left side
2: Double Collar
3: Three button round collar shirt
4: Reversible shirt (Yes Reversible)

Some people do have problems writing the product descriptions, finding it hard to expand further on “it’s a pair of jeans” however it is likely that the people in store are experts in the designer clothing field, so use them, how they talk about products in the shop can echo online.

1 comment:

Sarah Griffiths said...

To assist - please find list of selling words below:

Worn by

As seen on

Wonderful

Finest

Quality

Stunning

Special

Authentic

Traditional

Unique

Perfect

Distinctive

Excellence

Innovative

Remarkable

Reputable

Strong

Genuine

Breathtaking

Real

Classic

Magnificent

Exceptional

Fascinating

Sumptuous

Perfect

Specialise

Luxurious

Spendid

Reliable

Superior

Sought after

Well known

Reputable

Professional

As used by..