eCommerce platforms like Amazon, Big Basket, BlinkIt, etc., open doors to new brands, competitive pricing, product variants, etc. The factors influencing consumers buying decisions also extend to user-generated content such as Q&As, reviews & ratings, product descriptions, informative & comparative tables, videos & photos, delivery details, etc.
According to a Statista report, 22% of online shoppers make buying decisions based on accurate and informative product descriptions. Similarly, other factors have a high or low effect on the buyers’ purchasing decisions. Most businesses create detailed descriptions of their listings on eCom marketplaces based on their product knowledge and could also involve SEO.
However, do they review their content score? Do they analyze their perfect page summary? Do they know the detailed score of the distinct aspects on a product page of their competitors? Most likely, the marketers and business heads would answer No.
Knowing the product page summary and the content score of your competition and reviewing the pages with the highest score can offer many details. For example, your brand could learn the SEO strategy, commonly optimized keywords, content structure, keyword placement, etc., of the competition.
Such information can help your brand improve your listing pages and optimize the content. But, this is just one aspect of it. It can help review the A+, image, and video content, which will likely enhance discoverability on e-commerce marketplaces and increase click-through rate (CTR), likely boosting conversions.
What is a Product Description and Why is it So Important?
A product description explains “What is the product and its uses? Thats it! But stating more about the listing like a robot or using unfriendly words could make the description uninteresting and drive away users to easy-to-understand or similar relatable products. However, most marketers should realize that the title, price, image, and delivery visible on the product searches have already made the user interested in the product.
Also, the informative table is self-explanatory when it comes to features. Still, the user is likely to view the description visible next to the product images or videos of the listing before scrolling down through the A+ content and then visiting the informative and comparative tables. Therefore, it is important to make the product description as compelling as the information on the product search result listings. The question is – How?
How Can eCom Marketers Create Great Product Descriptions?
We have already established that eCom Competitive Analytics offers insights into the competitors’ content strategies on e-commerce marketplaces. Such insights can help brands curate great product descriptions, as the solution can help recognize customer needs, competitor strengths, ongoing SEO practices, etc. Insights derived through eCom Competitive Intelligence can help in this matter in the following ways:
Identify and Implement Informative Words: Most e-commerce marketplaces have approximately 200 words for product descriptions. The consumer is looking for information before checking out reviews & ratings, and Q&As. Knowing the highest content score for the description and checking out the competition with the top results could give a clear picture of the user-friendly information structure, including the product details.
SEO-Friendliness: Ideally, brands with a 100% score in the description would likely have a 100% SEO score for their description too. Therefore, brands should identify them and review the keywords and their placement, enabling them to achieve such a result. Post-review brands would also come across keywords that could match the description of their listings.
Inclusion of Benefits: Consumers might expect the benefits of a product under the description; however, the description score could reach 100%, even without it. Once again, it is subjective, just like Product Titles. Therefore, analyzing the practices of the competitors through eCom Competitive Intelligence can help you decide on whether the product description should describe the benefits.
Before writing a product description based on these aspects, it is necessary to answer the following questions:
Should the description:
- Include words used in brand images or videos.
- Consist of the keywords included in the title or secondary keywords?
- Address user queries in the Q&A and R&R sections through the description.
Following this approach and competitor intelligence can enable marketers and brands to curate great and compelling product descriptions. The details could help the user decide the advantages of the listing over similar products, upsell recommendations or basket listings, curate loyalty towards the brands, etc.
Final Words
Product descriptions might seem the simplest form of explanation of the listing; however, it isn’t. Brands require eCom Competitive Analytics to understand more about them. The solution can highlight the score of your brands’ listings versus the competition and offer an understanding of its compelling nature, user-friendliness, keyword, etc., which would affect sales.
Get in touch to learn the impact of perfect page analysis of your listings, connect with us through email, or leave us a comment.
