Online shop owners often wonder how they can make the shopping experience as pleasant as possible for potential customers. Great importance is attached to the visual presentation of product descriptions and product pages. The use of large format images or videos is becoming increasingly important.

In addition, the visitors of the online shop are constantly measured in the background. Their click paths and mouse movements are evaluated. Based on the analyses, the UI (user interface) and on-page elements are permanently optimised.

All these efforts have one goal: to increase the rate of buying customers. Because the higher the conversion rate, the longer the cash tills of the online shop keep ringing. However, in addition to the purely technical view, an essential element of the product pages is often neglected: the product description, i.e. the product text itself describing the goods.

Search engines love good product descriptions

The product description, i.e. good product content, is one of the most important factors for increasing the conversion rate – and thus sales. There are several reasons for this:

  • Good product descriptions inform customers about the characteristics, features and added value of the product. Product descriptions with added value can be the tip of the scale. Especially if the customer is still uncertain about the purchase.
  • Product descriptions written with the potential target groups in mind, create the necessary trust and provide interested parties with the product information that is relevant to them.
  • Thus, well-prepared product descriptions demonstrably contribute to a better ranking in the search results on Google. As a result, they also increase the conversion rate.

But a glance at some online shops shows all too often how carelessly the description of the products is handled. Because many online retailers are content with enumerating product features in the form of boring bullet points or cryptic continuous text instead of creating good text that describe the product in detail.

Even completely outdated data or even missing information are unfortunately a daily occurrence. Important questions of the readers are left unanswered. Added values such as tips, benefits or features of the product are also often missing. It could be even worse: Even overview pages often lead a shadowy existence or are filled with crude text. This discourages customers and, in doubt, they prefer not to buy or look around at the competition.

Product descriptions of the manufacturers are not a good alternative

Even worse: Many online shop owners, in their precarious situation, default to the product descriptions provided free of charge by the manufacturer. However, this has disastrous consequences.

Product descriptions – duplicate content in Google search results

Integrating suppliers’ product descriptions in web shops is a risky undertaking.

Let’s put it to the test. Let’s take an extract from any product description of a manufacturer and start a Google search. The result is frightening: there are over 3,200(!) hits. These include a considerable number of online shops. As a result, any individuality and uniqueness falls by the wayside. For this reason, many online shops disappear in a mass of identical search results. We can deduce three things from the example:

  • The use of manufacturers’ product descriptions in online shops robs retailers of any chance of positioning themselves. Moreover, the individual approach to the target group suffers as a result.
  • In short: Those who increasingly use manufacturers’ product descriptions expose themselves to a risk that should not be underestimated. the Google search algorithm does not like the multiple use of so-called duplicate content at all. Thus, a generally worse ranking in the search results is the consequence.
  • Using manufacturers’ product descriptions weakens the conversion rate instead of increasing it.

Conversion-strong product descriptions not without effort

There are numerous reasons why product descriptions are neglected. For online retailers, the creation of product descriptions that are appealing to the target group, unique and thus SEO-relevant, poses a number of challenges:

  • Speed: A lot of time goes by until the descriptions have been created. This means that product descriptions can often only be added to the product when its half-life has long since passed.
  • Quality: The production quality of externally commissioned text is – to say the least – often horrible. Furthermore, the requirements of conversion-strong and SEO-relevant text have not been fulfilled at all. On top of that, all too often you purchase product descriptions with orthographic and grammatical inadequacies. It takes a lot of extra time to eradicate the errors.
  • Effort: Producing your own high quality product descriptions is a costly and maintenance-intensive matter. In low-margin online business, however, the retailer must think cost-effectively.
  • Sustainability: The constant maintenance of category pages is often ignored and not carried out at all. The effort required by the constantly changing product range is simply too high. Product pages and overview pages are often completely forgotten.

Good product descriptions demonstrate their effectiveness

But no matter how you twist and turn it, one thing remains undisputed: good product descriptions are effective and boost sales. To achieve this, the target group must be addressed accurately. The adequate tonality of the texts helps in this case. With SEO-relevant product descriptions the cash tills will keep ringing significantly, because those willing to buy will find the right product. The reason for this is an increased conversion rate. The next post will explain how the challenges described above can be met efficiently, sustainably and economically by using a Text Robot.

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