Good product descriptions generate more sales in online shops

Online shop operators think a lot about how they can make the shopping experience as pleasant as possible for potential customers. Great importance is therefore attached to the visual presentation of products, product descriptions, and product pages. The use of large-format images or videos is becoming increasingly important.

In addition, visitors to the 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 continuously optimized.

All these efforts have one goal: to increase the rate of customers who make a purchase. The higher the conversion rate, the more often the online shop's cash register rings and the better sales are. However, in addition to the purely technical considerations, one essential element of the product pages is often neglected: the product description, i.e., the product text itself that describes the product.

Search engines love good product descriptions

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

But a glance at many shops all too often shows how carelessly product descriptions and features are handled. For example, many online shops are content to list product features in the form of short bullet points or cryptic continuous text with few words, instead of creating good articles that describe the product comprehensively and also use the right headings, subheadings, and keywords for it.

Unfortunately, completely outdated data or even missing information are also commonplace. This leaves important questions from readers unanswered. Added value such as tips, benefits, or features relating to the product are also often missing. It gets even worse: overview pages are often neglected or filled with uninspiring text. This deters customers and, when in doubt, they prefer to refrain from making a purchase or look to the competition.

Product descriptions from manufacturers are not a good choice

It gets even worse: many online shop operators resort to using the manufacturer's product descriptions, which are provided free of charge. However, this content has fatal consequences.

Let's put this to the test. Let's take an excerpt from any product description from a manufacturer and run a Google search. The result is alarming: we find over 3,200(!) hits. Among them is a considerable number of online shops. As a result, any individuality and uniqueness falls by the wayside. For this reason, many online shops sink into the search engine's uniformity of identical search results. We can deduce three things from this example:

The use of manufacturers' product descriptions in shops robs operators of any chance of positioning themselves. In addition, the individual approach to the target group suffers as a result.

High-conversion product descriptions require effort

There are numerous reasons why product descriptions are often neglected. For online retailers, creating product descriptions that appeal to customers, are unique, and are therefore SEO-relevant poses a number of challenges:

Good product descriptions have a lasting effect

But no matter how you look at it, one thing remains undisputed: Good product descriptions are effective and boost sales with their advantages. To achieve this, the target group must be addressed accurately and with good content. The appropriate tone of the text helps here. With SEO-relevant product descriptions, the cash registers will ring much more often, because visitors and potential buyers will find the right product. The reason for this is an increased conversion rate.