Compared to the five elements, product descriptions can contain more content and are more flexible in form. A consumer often reads product descriptions only when he has a good impression of the product and has doubts. To some extent, product descriptions are the final step before consumers place orders. How to do this well? We also need to improve the format and content.
1. Format
When publishing products on the Amazon platform, the final display is not what you see is what you get. In order to create a better reading experience for consumers and improve conversion rates, we need to use HTML tags when editing product descriptions. The following is a comparison between pages without HTML tags and pages with HTML tags.
Comparing the two pages, it is not difficult to find that after using HTML tags appropriately, the content of the product details page is clearer, easier to read, and more beautiful. Therefore, when publishing products, be sure to use HTML tags well. The specific usage of HTML tags for bold text, line breaks, and blank lines (using two line breaks in a row) is as follows.
Line break symbol <br>.
First line content <br>
Second line content <br>
Third line content
Bold symbol <b> </b>
<b>Content that needs to be bolded</b>
2. Content
The role of product description is to resolve consumers’ doubts during browsing, arouse consumers’ desire to buy products, and encourage consumers to make orders. To achieve these goals, in addition to accurately describing the important parameters of the product, the vivid language and the emotions reflected in the product description are more likely to win the favor of consumers.
Following the principle of “information, warmth, and enthusiasm”, when creating product description content, it is necessary to avoid writing it as a product manual. Boring technical parameters cannot impress consumers. Easy-to-understand language is the correct way to express product descriptions.
Of course, for many sellers, they may be familiar with their products and can use them correctly and skillfully, but it is still difficult to express them in a precise and appropriate language in an easy-to-understand way. It is even more difficult to express them in a non-native language.
Based on years of operating experience, the author has summarized a set of “4-paragraph product description layout methods” (each part can contain multiple paragraphs according to actual needs), as follows.
Paragraph 1: Brand story/emotional story
Starting from your own brand background, use concise language to tell a brand story that can resonate with consumers. Brand stories can convey their own experience and strength around the brand background to win the trust of consumers, or they can be told from the emotional standpoints of dreams, feelings, etc., to express their own pursuits and efforts and resonate with consumers. Trust and resonance are catalysts for transactions.
Paragraph 2: Brief product description
Describe the product parameters, materials, craftsmanship and other details closely related to the use of consumers, so that consumers can accurately understand the product information through this part of the content, and avoid purchasing due to misunderstandings, and then return the goods.
Paragraph 3: Quality assurance and commitment
Describe the various guarantees provided to consumers. Quality assurance and after-sales service are the key points to emphasize in this part, which can resolve consumers’ doubts before purchase, play the role of giving consumers a “peace of mind pill”, and encourage consumers to place orders with confidence.
Paragraph 4: Product packaging information
List the packaging information of the product in detail, including the number of products and the model, quantity, accessories and gifts of each product in the set, etc., which can make consumers feel that they are getting more value for money.
For detailed examples of 4-paragraph product descriptions, readers can download the “Lao Wei Reading” App and watch the relevant teaching videos explained by the author himself.
After understanding the structure of product description, how should its details be described? How can we ensure that our product description is both accurate and can touch the real demands of consumers? We might as well collect and organize detailed materials from the following aspects.
Refer to the product descriptions of multiple competing products. Many sellers will refer to the product descriptions of competing products when writing product descriptions, and some sellers even directly copy the descriptions of competing products. Indeed, competing products are the best teachers. Products that have become popular products must have been planned and considered many times, and have their own reference value. However, it is obviously not possible to completely copy the product descriptions of competing products. When referring to the product descriptions of competing products, sellers should summarize, organize and refine multiple competing products, and combine the strengths of various stores to form their own unique and attractive product descriptions. Copying the product description of a store is called plagiarism, and summarizing the product descriptions of multiple stores is innovation.
Refer to consumer feedback in product reviews. After purchasing a product, many consumers will share their actual experience through product reviews. There are both good and bad reviews in product reviews, which are feedback from consumers. Sellers should learn to extract useful information from product reviews and find out the concerns of consumers. By sorting and refining product reviews, representative views can be applied to product descriptions, which can easily resonate with other consumers and encourage them to place orders.
3. Setting up A+ pages
For sellers who have registered trademarks and have registered their brands on the Amazon platform, there is an important content in the product description that can greatly increase the points of their products – A+ pages (picture and text description).
Compared to the monotonous Amazon product description page, the A+ page uses a combination of pictures and text to better display product details, making the entire product description page look more lively. If the A+ page is used properly, the page with pictures and text can play a significant role in increasing page views, extending the visitor’s stay time, improving conversion rate, and increasing sales. Data shows that products using A+ pages can increase sales by about 5%. Sellers who have registered their brands must make full use of the unique role of A+ pages to promote their store operations to a higher level.
From the perspective of actual operation, sellers who have registered their brands can create A+ pages for all products in their stores, especially those that have placed in-site advertisements and are preparing to participate in flash sales. In the A+ page, the product information should be clear and accurate, highlight the product selling points, and then be supplemented with exquisite application scenarios and concise text to allow consumers to have a deeper and more comprehensive understanding of the product information and stimulate their desire to buy.