Many novice copywriters of cross-border e-commerce may fall into such a misunderstanding: the product details page is simply to put a few product pictures, and then add some parameter tables or simple introductions, and finally put a 5-star praise. This idea is actually wrong. In order to make an excellent product details page copy, you need to first conduct investigations and ideas, determine the page layout and writing direction of the copy, and then describe and optimize the details. The writing skills of the product details page copy are mainly as follows.
(I) SEO friendliness
SEO friendliness should be reflected from the perspective of whether the website is easy to be included by search engines and obtain good retrieval results. Generally speaking, high SEO friendliness means that the web content of the website is more likely to be included by search engines, which increases the probability that buyers can obtain seller product search results through search engines, and can make it easier for buyers to obtain seller information.
When writing copy, you can increase the probability of the product being included by the search engine from the perspective of the product name. The product name can appear in the copy 2 to 3 times. The product name must be complete, including the brand name, Chinese/English name and model, and there must be no errors, so that it can better match the search engine results and improve search efficiency.
(II) Matching of pictures and texts
Good text explanations with excellent pictures will also leave a good impression on customers who have no intention to buy. Product copywriting cannot be separated from the embellishment of pictures. You can add text to the pictures or to the blank space outside the pictures, but you should pay attention that the text cannot cover the information to be conveyed by the pictures, and at the same time, you should ensure that the pictures are clear and highlighted.
(III) Reflection of product value
1. The use value of the product
2. The non-use value of the product
(IV) Close to the store positioning
Copywriting must be in line with the needs of the customer group and close to the store positioning. Only by constantly emphasizing your own advantages and characteristics can you impress customers. For example, stores such as Liebo and Ziyu are positioned as literary and artistic clothing. They have captured the customers’ love and yearning for literary and artistic style. They create copywriting through some literary words and language with ethnic customs, which mainly reflects the freedom and the release of the soul, which is in line with the vision of most urban white-collar workers and has become a leader among literary and artistic clothing brands.
(V) Grasp the pain points of the target consumer group
The pain point does not refer to how good it is to buy this product, but what the consequences will be if you don’t buy this product. You can put yourself in the shoes of consumers and find out from their perspective, think about the reasons why consumers must buy this product, use the pain points of consumers to drive the selling points of store products, deepen consumers’ sense of identity, and enhance their desire to buy.
The finer the product classification, the easier it is to find the pain points of the target consumer group. In the copy of the product details page, carefully analyze and grasp the pain points and interests of the consumer group, and amplify them, so that you can write a good copy with a high conversion rate.
(VI) Touch customers with emotions
Touching customers with emotions means adding added value to the product through “stories” to make it easier for customers to accept. No matter what type of product copy you write, as long as you can tell this story well, you can mobilize the reader’s emotions, let them gradually recognize the value of the product in the process of reading, and finally promote purchase. For example, the emotional copy of a dress of the Taobao store “Bu Bu Ting” mentioned in the previous case.
(VII) Logic guides customers
Excellent product detail page copywriting has a certain logic. It mainly describes certain themes of the product, subdivides the selling points, and approaches from different angles.