Comments on: Product Descriptions: Are You Romancing Your Features?

By: Mark R.

Mark R. — Mon, 31 Jan 2011 08:00:32 +0000

Linda:

You really do have a great talent at writing copy, and I would otherwise agree with you 100%, but two things come to mind:

1) Of course, there are SEO ramifications. You know those SEO types are always spending countless hours trying to squeeze out the most value from product descriptions.

2) Don’t forget that there are LOTS of engineers, lawyers, tax attorneys, math professors, programmers, and other “technicians” shopping online, and to them, the phrase “360g fleece” really gets them turned on. Indeed, they might need a cigarette after reading the words “Poly/spandex overlays.”

So I would just temper what you said a bit by knowing your audience as best you can. Those who are technically minded might appreciate the fact-laden approach, while the whimsical approach might work better with others.

By: John Hyde

John Hyde — Mon, 04 Jan 2010 13:47:59 +0000

It would be great to see some results from an A/B split test.

Moosejaw example is toooo long for me – but a test would show what other people think. Without a test I would go with just one or two “wow” features to lighten up the facts.

By: Kevin Warhus

Kevin Warhus — Thu, 24 Dec 2009 06:22:23 +0000

I agree that a personal experience and the essence of romance can make or break any shopping experience. In these trying times and with so many options out in the world it can be tough to find solutions to building effective customer relationships that can increase business and boost revenues. With well-worded descriptions and the willingness to go that “little extra step” in customer relations, i believe that any business can grow to be successful.

Personally, I feel that social media is an excellent way to help build that relationship. Twittering and facebooking for your company through company pages as well as advertising on these sites can play a huge impact and build valuable, personal relationships.

I work for a company called ShopTab that you might want to check out (http://www.facebook.com/shoptabapp) as this application helps businesses build customer loyalty in a similar fashion as mentioned above in this blog. We saw a huge opportunity for eCommerce business owners who wanted to leverage and monetize their Facebook presence. Facebook ShopTab App allows these business owners the ability to create a shop tab directly on their Facebook fan page.

We feel with the use of personalization through social media sites like Facebook companies can continue to build valuable relations through various media vehicles and keep their customers involved and happy.

Thanks,
–Kevin (http://www.twitter.com/shoptab)

By: Kaitlin

Kaitlin — Thu, 24 Dec 2009 03:32:16 +0000

I agree with some of the previous comments. I think most people buy based on the pictures. Also, it takes so much time to write descriptions. With so many other things on the to do list, writing descriptions is near the bottom.

By: Projekt für 2010 – Inspirationen zur Optimierung des Onlineshops » Anzeige, Navigation, Inspiration, Call, Kunden, Hier » e-commerce-blog.de

Wed, 23 Dec 2009 07:59:16 +0000

[...] Was man an der Produktbeschreibung ändern kann [...]

By: Karibu Infrarotkabine

Karibu Infrarotkabine — Sat, 19 Dec 2009 08:53:22 +0000

We just startet to do some “more personal adverttising” on our Website, but we simply startet with a different Headline for the product instead of the original product name – which obviously no one knows or needs to know. This article makes me think about changing the intro-text as well. Thanx for the inspiring article.

By: Melissa Gonzalez

Melissa Gonzalez — Fri, 18 Dec 2009 21:06:13 +0000

I agree that product descriptions are important but like someone posted in a prior comment, there should be a balance between the two styles shown. Yes, the first is boring but it is still informative. The one with personality adds flair but I feel it sells too much for my taste. I would find it a bit annoying. However, this was a great post with many great points! Thank you.

By: Christian, Baymard Institute

Christian, Baymard Institute — Fri, 18 Dec 2009 20:55:54 +0000

@Linda; great post. Copy writing is right up there with images when it comes to selling online. I’ve wondered why there aren’t plenty of copywriters offering “no cure no pay” deals for online retailers that are willing to split test new copy. Have you heard of anyone doing this?

@DefunktOne; well done, definitely fits the tone of your customers.

By: Kim Dudra

Kim Dudra — Fri, 18 Dec 2009 17:27:58 +0000

I think a balance of the two approaches — the enticing description plus factual bullet points — is the way to go. The enticing descriptions are longer and may not appeal to the methodical types who just want the facts, and won’t bother to read long copy descriptions.

http://www.blissworld.com does a good job with product descriptions, and takes it one step further with catchy product names (seems to be the trend in the makeup industry).

By: Tim Leighton-Boyce

Tim Leighton-Boyce — Fri, 18 Dec 2009 15:44:33 +0000

If you use Google Analytics see if you can use an inline filter on the ‘Top Content’ report so that is just shows your product pages. Then switch to the comparison view of the data.

Change the right menu and take a look at the bounce rate, % exit and $ index for the pages.

This may well highlight the star performers and the losers. Then take a look at the copy. Even if the difference may not be as stark as in the examples here at least you’ll know which ones need the urgent work. (Even more so if you use the advanced inline filters to exclude low traffic pages first.)