Have you thought of how you can improve conversion rates through e-commerce product summaries? Consumers will read through product summaries with a fine toothed comb before they make an actual purchase. As consumers are becoming more informed and educated, your product pages will need to provide more information. Well designed product pages and well represented product summaries can help encourage customer reviews, which can reinforce brand perception. According to PowerReviews, an increase in consumer reviews improves conversion rate or sales by 20%. Here are key points to follow in writing optimized product summaries.
1. Write an Overview
Channel your energy into writing a strong opening paragraph that covers the basics of the product. Write a bottom line statement which sums up your product, highlighting the item’s best features. Make sure the reader will be able to pick up key features here even without reading the rest of the summary and specifications. You don’t necessarily have to give all the details in the overview. Let the consumers do that for you in their own reviews. Also don’t forget to optimize your summary for your product’s SEO keywords.
2. Test your Product
You won’t be able to cover all angles of the product if you haven’t tested it yet. It is best to test thoroughly before your write anything. For example, if a laptop you’re selling claims to have a battery life of 3.5 hours, then turn on Bluetooth or Wi-Fi, watch some movies, and attach several devices to see how long it actually lasts. In testing your product, you can write about the actual experience instead of simply bombarding the readers with specs. Also have it tested by more than one person, you may consider providing an incentive to your first few customers for a review of their experience.
3. Do a Mano-a-Mano
Make comparisons with what’s out in the market. Readers will be interested to see how your product differs from the competition. While it may be tempting to be biased about you rproduct, be as objective as possible. You may do this by presenting your product specs and features to your competitor’s in two columns. This technique is a favorite of software distributors and basically pits their product against a competing one, mano-a-mano. Write in bullet points to make it easier for customers to see the main points you’re driving at.
4. Handle the Truth
Cover the strengths of the product in your summary. Let them answer the needs of your potential customers. Say what’s true about the item and what it’s really for. Instead of omitting its weaknesses, say what it’s not for. If your dry cleaning service cannot guarantee removal of mildew stains, then be honest. You will only receive complaints that will harm your reputation if you give the impression that you can remove mildew. Highlight key selling points and avoid sugar coating.
5. Give Room for Consumer Review
If you’ve noticed, user reviews has become the foundation for successful e-commerce. Amazon is a great example, they give ample space for readers to review products. You must also provide room for users to write their own views of the product. It’s a fact that 85% of potential customers trust consumer reviews from total strangers and 90% prefer products recommended by their friends. It’s the magic of word of mouth marketing where trust plays a major role. Remember, reviews of your brand may be found all over the Internet.
In making product-purchase decisions, people head online to make up their minds. Make the most of this habit by creating a great summary for what your company offers for sale. By providing content of value, you are reinforcing your brand’s authority. If you are new to the e-commerce space and are looking for help with optimizing your storefront or setting up your e-commcer site, it is recommended to seek professional help. A marketing agency that specializes in SEO and websites would be a great place to start.