Despite most e-commerce websites pushing product descriptions to the bottom of their product pages, a rich and detailed description is among the most customer sought-after content on a product page.
Even if your product images look amazing, 99% of the first-time visitors will have queries about the product specifications. A rich product description can help answer many of these questions.
Wherever possible, try to have an original content and a really unique value ad, in your product descriptions. – Matt Cutts, Head of Search SPAM at Google.
The Recipe for Rich Product Description
The word content no longer refers to text on a page. A rich product description includes product specifications, manufacturing information, use information, alternate images, customer reviews and much more.
Here’s a great example of a well coordinated rich product description:
A rich product description should include the following (in order of importance)
1. Product Title: Unique & Keyword Rich
Under 70 characters, rich in keywords, readable and unique to the product
A few examples:
- Bad Title: Samsung Galaxy Note 2 1317 AT&T Android Smartphone
– Good Title: Samsung Galaxy Note 2 Smartphone, White
- Bad Title: Dell Silver 11.6″Inspiron 3148 2-in-1 Laptop PC
– Good Title: Dell Silver 11.6” Laptop with Intel Core I3
2. Product Features Snippets
Most of the products, particularly from Electronics category, have at least 6-10 features that are crucial for the buyers and can affect their buying decisions instantly. The product description must speak about those features clearly in short snippets that are skimmable.
Example: Smartphone: Display, camera, sound and battery life are most important.
3. Feature Callouts to Highlight Specifications
Highlighting specifications using feature callouts can increase content efficiency and reader comprehension.
Example: Samsung Galaxy S6 smartphone: Quad HD display (2560X1440)
4. Feature Images
Alternate images, beyond the standard featured product image can helps customers look closer at the features that are important to them. Include images that show scale, features, and lifestyle images to help them imagine themselves using the product.
5. Video and Text Reviews
Customer reviews in the form of a video, written review or simple rating gives browsing customers confidence in the products use and features, and can significantly influence the conversion rate.
Remember, the rich product descriptions help convey the value of the product while educating the customer on features, design and specifications. It’s worth the effort to design a content creation process that accounts for providing the most important components of a rich product description.
Over past few years, eZdia is helping various e-Commerce companies worldwide to enhance the user experience of their product pages, through highly engaging content, interactive images and creative videos.
Learn how eZdia does that for some of the world’s top most retailers, check out some cool examples of highly converting product pages, Enhance your product pages now!