Product descriptions play a decisive role in the purchase decision and.that’s why it’s imperative that you take care of their writing to maximize your conversion rates and your sales volumes.
Writing good product descriptions is not something you can improvise and the task can quickly become complex.because on the one hand, you need to know and comply with the marketplace’s requirements and on.the other hand you need to integrate web readability and SEO optimization requirements.
Discover the advice of our teams specialized in Amazon content creation to help you write effective product sheets.
Amazon product description composition
The description field is designated by Amazon as a free text area that allows you to provide additional.details about your products to clearly present your offer and distinguish it from others.
The bulleted list or bullet points:
The bulleted list is the field that allows you to add technical details.and the main characteristics of your products in the form of short sentences written one below the other.
A+ content is an advanced product description also known as “enhanced brand content” or “EBC content”.
Reserved for brands registered in the Amazon Brand Registry, A+ content allows you to add images, text and videos (for Premium content) to your product descriptions.
These 3 elements make up an effective Amazon product description. In this article, we offer you tips on how to write your product descriptions.and we encourage you to read our tips on writing Amazon product descriptions.
Amazon’s instructions to follow
The first thing you need to consider before you start writing your product description is Amazon’s guidelines.
The product description must help users understand how your product works, the advantages and benefits of your product in a factual way, therefore, Amazon prohibits the use of a number of elements in the description field:
- Condition of the item (new, used, reconditioned).
- Product availability information
Comments, quotes or customer reviews.
- Promotional tagline (discount or crossed out price).
- HTML code with links to external resources.
You can find the complete list of Amazon’s rules for writing product sheets in Seller Central.
Apart from these rules clearly dictated by Amazon, there are also many practices to be avoided because.they are known to cause a loss in SEO and visibility:
- Content plagiarized from your competitors.
- Automatically generated content.
- Adding the URL of your website in the description.
- Low quality writing with spelling or grammar mistakes.
- Having product descriptions that are too similar from one product to another.
It is imperative to follow these rules to write your product descriptions well and to sell on Amazon, as failure to do so can result in the suspension of your seller account.
How to optimize your product descriptions on Amazon?
When it comes to optimizing product descriptions for Amazon, there are two components to consider:
- Optimize your product description for conversion, which means user-oriented writing.
- Optimize your product description for SEO, which is a search engine oriented writing.
Writing good product descriptions for the user
Product descriptions adapted to the target audience
Before you start writing your product descriptions, define your target audience and typical customers by creating personas.
Personas are fictional characters that represent your customer segment. They are characterized by socio-demographics and socio-emotional criteria.
By creating your personas, you will be able to anticipate the arguments your audience will be sensitive to, the information they expect about the product and you will have more chances to convince them to buy your product.
For example, an environmentally conscious person will be looking for information about the ecological and sustainable performance of your offer.
Make sure your descriptions are addressed to the right people with the right tone and using a vocabulary similar to theirs. To do this you can check customer reviews, search for information on Google or on social networks.
Customer benefits, a key point in your product descriptions
The characteristics of a product are a very powerful element of the description. It is often relevant to specify the size, weight, colors, manufacturing materials, technical specifications, warranty, or other information that you think will be useful for the user.
It is even more important to translate these features into customer benefits. Unlike technical features, which are facts, customer benefits appeal to the emotional. For example, if your product has a battery capacity of 3900 mAh, which is a technical feature, you can add that this corresponds to 2 days of autonomy, which turns the information into a customer benefit.
The description should show the customer what problem the product solves, so your description will be selling and you will improve your chances of conversion.
Readable product descriptions
A good description is first and foremost a description that is read by customers and to do this, the formatting of your text must respect web readability standards.
Web readability principles are based on the fact that users “scan” pages and only read about 20% of the content when looking for information that interests them.
In order to write impactful and readable Amazon product descriptions, we recommend that you use writing techniques such as writing in short sentences.
Finally, it is important to find the right balance between what is relevant to your future customers and the keywords related to your product, this is where the notion of SEO writing comes in.
SEO Optimized Product Descriptions on Amazon
Once you understand your customers, you’re in a position to create an Amazon product.description that is relevant to your targets and will convert visits into sales. But that’s only part of the process. You also need to incorporate keywords into the description in order to improve the ranking of your offerings in.Amazon search results.
The most relevant keywords are usually the brand name, the product name, an important feature or a customer benefit that is highly searched by visitors.
You can start your keyword research by browsing the product categories you are interested in on.Amazon to identify which keywords are used by sellers whose offers are positioned at the top of the list.
This method is basic and can be used as a starting point, however, to gain efficiency, it is highly recommended to use SEO analysis tools.
Semantic research requires familiarity with SEO techniques and is an expertise that often.deserves to be outsourced to a specialized SEO for Amazon agency like ours.
Once you have defined your list of keywords, you will have to integrate them into your descriptions in the most natural way possible while keeping an informative and factual tone.
Finally, keep it short by limiting yourself to a list of 4 or 5 main keywords and the lexical field that surrounds them.
Do you need help writing your product descriptions?