Answer Questions Before Customers Ask
Put yourself in the shoes of your customer who is shopping online. You come upon two sites which both sell a product at the same price.
Which site would you buy from?
| Site One Product Description:
New Fishing Rod. Item #ZX10590. Length 6′ 10″. |
Site Two Product Description:
We created this fishing rod to compliment the award winning Bait Lure which is this year’s most popular lure.Rod Specifications:
Best Used with the Following:
Features:
|
The first description is vague, cold and impersonal. Immediately you wonder:
- What is this product?
- What am I getting?
- How can I use this product?
- How is it packaged?
- What if this isn’t the product I was looking for?
The second site however is informative and friendly. All of our questions are answered:
- What is this product? Fishing rod made for use with Bait Lures.
- What am I getting? A 6′10″ medium-heavy fishing rod.
- How can I use this product? Best used with the listed baits and jigs.
- How is it packaged? Bubble wrapped in PVC tube.
- What if this isn’t the product I was looking for? No hassle warranty with satisfaction guaranteed.
Clearly the second site provides the better description and, based on description alone, it is far more likely you would buy the product from them.
So the next time you are getting your products together to sell online, or considering what you can do to sell more of your products online, consider taking a second look at your product descriptions and ask yourself: Am I really answering my customers questions about this product before they ask them?
More about product descriptions:
- Second description is from our client Kistler Rods
- Jakob Nielsen plugs the benefits of Informative Product Pages
- See our site for e-commerce services
- Need help on your site descriptions? Let us know.