Conversion focused copy-writing
Transcription
Amazon’s detailed page descriptions are not as prominent as the titles and. But they are just as important. The product descriptions allow for more creative writing and provide an opportunity for the products, features and benefits to be described in a unique way. The descriptions give shoppers deeper insights into the brand’s true voice.
show moreThey allow the product details to come to life. When scrolling through a detailed page, oftentimes the descriptions are harder to find. They can easily get buried within all the noise on a page listing here. In this example, we see the title and bullets are prominently on top of the page, but as we scroll down, there are sponsored product ads, A-plus content and all the way below that is a description.
On pages without a plus content, the description is found closer to the top of the page. As you can see with this example, the description is written in paragraph format, using proper sentence structure. It’s about five to six lines of text, but is not visually appealing. Some listings do not take advantage of the descriptions like they should here.
In this example, the one line of copy doesn’t add value. It doesn’t bring the product or brand’s voice to life. This brand is missing out on utilizing every ounce of selling space that is available for them to take advantage. On some selling platforms. If A-plus content is used, the descriptions do not appear on the page itself, but they are still working in the background.
The keywords are still ranking for organic search. For this reason it’s important to always populate the description field, even if it is not visible on the front of the page. Our unique way to display descriptions that make a visual impact is to create HTML descriptions. This type of layout allows a content to be more easily noticed by shoppers and provides an opportunity to capture their attention.
Through the use of headlines, bold or italics textiles, paragraph breaks and lists brands can engage with consumers by using more stylized text. The text is easier to scan and digest. We can see here in this description, how the bold typeface pops off of the screen, the break in the paragraphs is easy to read.
Simple HTML code is required to format descriptions in this style, but it’s well worth it to enhance the customer experience.
Amazon has set a maximum length requirement for descriptions. So be sure to check Amazon specifications for your category and similar to the title and bullets descriptions are another area on the detailed page listing where keyword should be include. Be careful not to overstuff the same keywords that were used in a title and bullets.
This is another area to utilize for organic search to increase page rankings. It’s now time to look at the descriptions in your listing. Does it include pertinent information such as dimensions, care, instructions, or sizes that couldn’t fit in the title or bullets is correct. Grammar, punctuation and complete sentences.
Being used does a key to the flavor and voice of the brand is the product unique selling proposition and brand promise clearly explained. Does it address the target consumer and language? They understand. The description is an often overlooked, the crucial part of the listing. It provides one more area to market and advertise your product and enhance the detail listing page.
Its ultimate goal is to engage the customer further into the product or brand and aid in creating higher conversion and sales.