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DO YOUR PRODUCT DESCRIPTIONS MAKE OR BREAK THE SALE? When you’ve invested the time and money to bring relevant traffic to your website, it can be a huge disappointment when your products don’t sell the way you expect them to. Especially when you use good images and optimize for the search engines. So, what’s missing? According to Marketing Profs, it might be your product descriptions. And that’s a problem, because, as the company implies, “The product description is one of the most important aspects of your online shop when it comes to conversion.” Here are 6 rules to follow in order to create product descriptions that sell: RULE #1 – KNOW YOUR CUSTOMER“Perhaps the most important element of a high-converting product description is that it is written with an understanding of who the ideal customer is for your offering,” states Marketing Profs. Consider your core audience and make a list of the ways your product fits into your customers’ lives. For example, what are their main needs? How and/or where would they use your product? How do they prefer to buy—online or instore? Take the information you gather about your customers and use it as the foundation of your product descriptions, framing the content from their point of view. Don’t forget to infuse the product copy with your brand voice. This will deepen the relationship you have with your customers, providing a more consistent user experience. RULE #2 – MAKE SURE PRODUCT DETAILS ARE ACCURATE“Creating accurate product descriptions takes the element of surprise out of an online purchase,” says Izea. “It also lets people know that they can trust your brand.” When you consider that about half of all customers have returned an item because of an inaccurate product description and that more than half of customers who’ve returned something to a retailer aren’t likely to make another purchase from that brand, the stakes are high. Think about the information your customers would find most helpful to know before they decide to make a purchase. Your descriptions should be used to answer your customers’ questions before they even need to ask them. This will help you prevent returns, refunds, and negative reviews down the road. You can read the rest of the four tips here.
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