Many Amazon retailers are throwing away a valuable opportunity to hook a customer. They’re losing potential conversions because of a waste of one element: the product description.
How would you respond if you read this product description:
-Waxed waterproof exterior
As opposed to this one?
-CONVENIENT 12” CARRY-ALL: With five zippered pockets, you’ll have space to stow the whole family’s belongings.
-ON-TREND DESIGN: features a cute canvas strap, grosgrain trim and our signature print.
-WATERPROOF WAXED EXTERIOR: This waterproof bag is begging to be taken to the beach. Do you feel the breeze off the ocean yet?
In the second, it’s evident that the brand has a clear understanding of their customer. The description includes more detail on the construction, but also creates a lifestyle identity for the bag. The customer imagines themselves on a beach, which immediately evokes an emotional response. The copy is engaging to read, so the reader doesn’t immediately feel like they’re reading a list of product specifics—although all of that information is present.
Writing Amazon product descriptions for all of your listings can seem daunting or time-consuming. Once a brand nails down a distinct brand voice, however, copy can echo across multiple product listings. We’ve synthesized five reasons why revamping Amazon product descriptions is worth the time:
1. Enhance keyword richness to maximize organic traffic to pages. This is arguably a brand's most important objective. SEO (search engine optimization) is important for Amazon listings, because its efficacy dictates the order in which products appear for a given search. Good SEO = top of results. Poor SEO = bottom of results. A key element of SEO is the frequency and relevance of keywords, but when a product description is overstuffed with keywords it can feel spammy, bot-like or cheap. Crouch keywords in text that is otherwise engaging to read.
2. Allow a brand an opportunity to apply traditional marketing techniques. A product description is an opportunity to convince a customer why your item will make a difference in their lives, rather than a competitor's. Making the copy sing on the page will strengthen positioning and differentiation.
3. Create a stronger sense of brand sentimentality. Giving a brand a “voice” can establish an emotional connection between the brand and a potential customer. Product descriptions can magnify a brand’s long legacy of excellence, quirky brand identity, strong sense of corporate social responsibility, et cetera. Whatever your brand’s differentiator, write it into the product description. When a customer can relate to a company’s voice, he or she feels like they're talking to a trusted friend.
4. Provide more detail to the consumer. Here, call out details of a product that may not necessarily be visible in photos. For example, let’s say that customers in reviews have mentioned changes in their Amazon-purchased apparel after washing. In this case, providing care instructions can improve customer experience. Providing rich descriptions of images pictured on the page improves accessibility for the vision-impaired. SEO benefits from rich description, too; a customer searching for "black drawstring shorts" might find a product if "drawstring" and "black" are included in the product description even if neither are in the item name.
5. And ultimately... increase conversion rate. Good SEO brings more people to product pages, but a strong brand identity and engaging voice will make the difference once the customer is on the page. Brand identity and voice work in tandem to get more people sold on the benefits of one product over other listings.
Still can’t figure out how to make your Amazon product descriptions convert?