Selling your products on the internet requires many factors to produce desired results: such as great products, a good business model, supporting customer service, etc, but the key at the page level is providing very good communication about the product. Product descriptions should inform, persuade and lead your customers to a sales transaction, which make them very powerful selling tools. Listed below are several suggestions to increasing the time on page and time on site via well crafted product descriptions.
- Educate: Educating your customers about your products provides additional value while you are teaching them how this product can improve their life, work, etc. RadioShack does a good job of this with their Research library.
- Use Persuasive Emotional Imagery: Let your customers see, hear, taste, touch, and smell your products through descriptions that create powerful images in their mind. Understanding some basic psychology will help you in crafting your copy to show/describe what is important to the user (your targeted audience) to aid in persuading them to choose your product over your competitors products or even the same product but described differently.
- Include a Call-to-Action: Don’t forget to add a call-to-action in your product description copy. It is one thing to talk about your product, show great images, talk about its practicality, usage, benefits, etc. but if there is no way for the visitor (potential customer) to go the next step, you have failed in your endeavors to sell your product. Put an action button such as “Buy Now” or “Add to Cart” near the image or main product title. You can also include a “Send me More Information” or “Call for More Information” link to
- Focus on benefits, not just features: It is frustrating to listen to a salesperson rattling off useless specifications and features that you either don’t care about or don’t understand. Focus on the unique benefits of your product. Instead of saying “This radio has over 100 presets” you can show the benefit that this radio can hold All of your favorite channels in memory. Another example, instead of saying “This handheld has blue tooth technology”, say that this handheld allows wireless updates, syncing and hands free usage. Features are important, but should not be the focus, putting them in a table at the bottom of the page or in a separate page linked in the main product page can be a good idea. Also allowing potential customers to compare features of similar items is a useful tool to helping the customer make a good choice.
- Proofread Thoroughly: There’s nothing more embarrassing than being told by a customer that your product description is erroneous or contains typos. Make sure your descriptions are proof read by someone other than the original copywriter.
- Use Customer Reviews: Allow your customers to describe or review your products. The information they provide will be very valuable to customers considering a purchase. Visitors may trust a user generated review even more than your own product descriptions.
- Interactive Visual: Adding a product video or flash presentation will add a new dimension to the users experience, if done well, may enhance the customer’s understanding and interest of the product to help encourage a positive choice for purchase. The video should show the product in use by a user highlighting it’s unique benefits, enticing the viewer to want this product because of its uniqueness in functions/benefits/features/productivity/time savings/etc.
Using most or all of these techniques will help to retain the customer on your product page a little longer. This not only increases the Time on Page statistic but also the amount of information the customer is taking in on the product page which increases the likelihood of a sale, our ultimate goal.