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Posts tagged with Product Descriptions

competing product pages

What to do when a competitor 'steals' your product page Google ranking

We recently ran an article about the importance of canonical tags to differentiate between similar product pages.

You can read that piece here. But what about when a competitor's page seems to have bumped you out of the search results?

nike product page

Ecommerce product descriptions: Are they always necessary?

Product descriptions have long been advocated as both a sales and an SEO tactic.

But is this a bit 'web 2.0', or even 'web 1.0'?

Here is some evidence that product descriptions could be a red herring.


How product descriptions vary among nine fashion retailers

Copywriting is just one of the elements that combine to make up an effective ecommerce product page.

The product description needs to be informative and sell the benefits of the item, while also being concise enough to retain the customer’s interest.

Copywriting also goes some way to contributing to a brand’s identity, as the tone and type of language used will impact how customers perceive the site.

To show the extent to which the quality of copywriting varies among major retailers I’ve pulled together nine examples of product descriptions for the same pair of Levi 510 skinny jeans.


How Best Buy, John Lewis and other retailers handle product descriptions for technical items

Detailed product information is essential for achieving conversions as customers obviously can’t touch the product so retailers need to provide all the relevant details through images, product descriptions, reviews and videos.

This is an easy enough task for simple product such as DVDs, books and some clothing items, but electronics and other technical products require a great deal more information.

The challenge is then to try and present all the relevant information in a clear and concise manner that doesn’t cause the reader to lose interest and go elsewhere.

A case in point is the Samsung 3D 51” plasma TV which retails at around £1,800. It’s not the sort of purchase that most people will make on a whim, so retailers have to provide detailed information to ensure customers are happy to part with their cash.

With this in mind, I browsed a number of ecommerce sites to see how they deal with product descriptions for this particular TV.


And you wonder why no-one buys from you

For many, when it comes to writing product descriptions for their e-commerce website, it is a one-way ticket to Boresville! You can tell they'd rather have their teeth pulled, Orin Scrivello style, than sit down and write some copy that sells (heck, even more easier than just to go and control-c some competitors copy, right?)