8 Tips for Product Pages

1. First and foremost, we should consider who we are writing the texts for

It is important to identify your target audience. Consider not only what you write but primarily whom you are writing for. Is your goal to attract affluent customers to your e-commerce site? Young individuals? Do you have something that sets your product apart? What about design or price? Try putting yourself in the shoes of your ideal customer. What is he like?

Tips to help you answer these questions:

• Imagine yourself as a salesperson in a physical store. What tone of voice would you use with customers? Use that language to your advantage on the internet. Now, reverse roles. You are a customer yourself every day. What kind of customer are you?
• Create a persona. A persona is a detailed description of a typical representative of your target audience. It will help you choose an appropriate communication style and understand what interests and needs this group has. Is it a man or a woman? How old are they, what is their income, and what problems do they face? Try to be as specific as possible.

2. Highlight the main benefits of the product, make them visible!

Every customer wants to know right away why this product is the best choice. Focus on a maximum of 5 simple bullet points with bold text. The benefits should always be highly visible, for example, right below the product introduction.

• What is it/What can it do?
• Why should I buy it/What will it bring me? 
• What does it have in addition compared to the competition?
• What problems or issues does the product solve?
• What are the product's features?

3. What about SEO and PPC?

Search engine optimization. Yeah, but what is it really? Simply put, it's about ranking high in search results.

If you don't utilize keywords, which are the first things customers enter when searching for a specific product, even the most finely crafted product description won't help you. Never write descriptions for search engines; write them for people, but keep a few things in mind:

• Use the language of your target audience. 
• Choose keywords (KW) to target (you can find them, for example, in Google's Keyword Planner). They will help customers and search engine robots orient themselves.
• Ensure you have filled out meta data - "title" and "description" that entice clicks and purchases on your website.
• High-quality and unique descriptions are essential - entrust your descriptions to a skilled copywriter.

With PPC advertising, you can increase the relevance of landing pages and improve your quality score. This can enhance the performance of your ads and save you on click costs. Additionally, you can differentiate yourself from potential competitors and provide potential customers with additional interesting information, which PPC tools (such as Google Ads, Sklik...) also respond positively to.

4. Formatting: Long and monotonous text won't be read by anyone

People are lazy when it comes to reading, and on the web, they usually only skim about 20% of the text. So why should you care about a product page, you ask?

Focus on formatting and structuring your page. Customers look for certain focal points where they can quickly find the most important information.

Utilize:

• Headings - they help structure the text.
• Bold text - it catches the customer's eye; here they will find something important.
• Benefits - concise, clear, in bullet points, should be visible at first glance.
• Product photos - just like with text, customers expect realism from photos and emphasis on important details.
• Bullet points - improve text readability.
• Perex (introductory paragraphs) - a brief product introduction in a maximum of 3 sentences.

5. Always engage the customer in the story

Don't just describe the product in a dry manner. Create a short story around it to captivate the customer. It should capture their attention for a few seconds and make them forget that you're trying to sell them something. These questions can help you with that:

6. Prepare a template for the product page

It is important for product pages on an e-commerce website to have a consistent appearance. This way, the customer will know where to find the information they are interested in, especially when deciding between two products and comparing specific features.

The structure of a product page could look as follows:

1. Introduction:

   • Start with a brief description that highlights the most important aspects of the product in a few sentences.

2. Detailed product description:

   • Provide a more detailed description of the product. You can describe the benefits and interesting features in more depth, include answers to frequently asked customer questions, and optionally add a few sentences about your brand. We recommend listing the technical specifications towards the end.

By following this structure, you can create a template for product pages that maintains a uniform layout and helps customers easily locate the information they need. Remember to adapt the content to the specific product and target audience, making it engaging and informative.

7. Product descriptions replace salespeople in a physical store

When making a purchase in a physical store, you have the opportunity to ask the salesperson for additional information. However, the situation is different when shopping online. While you can certainly contact the seller by phone, email, or chat, you may not receive an immediate response.

It is much quicker and easier to click on other web pages where you can find the desired information. Therefore, product descriptions should include everything that customers are interested in.

• Imagine yourself as a customer considering a product purchase. What information would be important for you to know before buying the product?
• Product descriptions can also include answers to frequently asked customer questions to provide additional clarity and address common concerns. By providing comprehensive and informative descriptions, you can help customers make informed decisions and enhance their online shopping experience.

8. Simplify the creation of product descriptions with an editor

There are tools available for e-commerce platforms that can make the process of creating product descriptions easier. In Shoptet, you can utilize a basic WYSIWYG editor, but if you want to make more extensive visual changes, you will need at least a basic understanding of HTML and CSS.

If you prefer, you can use plugins like Pobo Page Builder, which allows you to easily add text and images to product pages using widgets. What are some of its advantages?

• You don't need to have knowledge of programming languages to create descriptions. The interface is user-friendly and straightforward.
• If you manage an e-shop with hundreds of products, you will appreciate the ability to easily share descriptions across multiple products.
• You can be confident that the descriptions will display correctly on all devices - desktop, mobile, and tablets.