Copy of Template - Open then choose "Duplicate" to create New Products
Start with a one to three sentence paragraph description that draws in the shopper. Answer why THEY would want this, without asking the question. Communicate why this product is so much better than all the others (without mentioning the others).
- Move into short bullet point statements
- Keep them short so they are at most 2 lines on a mobile device
- Aim for 3-5 bullets depending on the details a customer would want.
End with a clear call to action, that encourages them to action, without actually saying, "buy it now".
---- Extra Details ----
Additional Information to Add/Change/Review
- Product Status
- Sales Channels
- Product Type
- Vendor (leave as Avid & Co. if not a popular vendor)
- Add Tags from existing Tags.
- Add Images
- Other Details (Pricing, Inventory, Weight, SKU, Barcode...)
Broad Concepts to keep in Mind
- Focus on the ideal buyer and/or end-user (varies by the product).
- Describe how they will benefit from this purchase.
- Craft a narrative that places them into the story, helping them to imagine what it would be like if they already owned the product.
- Focus on Benefits versus Features. For example: Instead of simply stating facts like, "Made of Wood", help them instead to understand the benefits of it being made of wood, "These individually crafted wood pieces feel great in your hand and look great on display as well."
- What is the awareness of a typical customer for this product? Do you need to tell them a lot about the product or not as much? For example, the description for a chess set (assuming most people have heard of chess) should focus on the benefits of this specific set. Thus the description would be short and have less about the actual game. While the description for a niche boardgame would instead serve to introduce a shopper to the basic concept of the game, and maybe help them understand it by drawing in examples from other popular games, and include enough details to help someone understand if they might be the kind of person that would like to play it.
- By default, start descriptions with more general information, and work your way towards detail-oriented specifics later on. E.G.: A book description will at some point include a page count, but that's likely to be near the end versus the beginning. Avoid giving technical details before the reader is ready and wanting those details.
- Use Action-oriented words that draw the user in and helps the shopper to picture themself using it. Craft a storyline that helps them visualize and even already start to be thankful that they own it.
- Stay consistent with your brand's voice and identity. If it's been a while, re-read the content on your homepage and about us page to get back into the right frame of mind.
- Tags are for helping visitors find what they are looking for, not for SEO. Long ago, yes it was "good" SEO, but unless your audience is using an ancient search platform, trying to use tags for SEO is at best a loss of time, and at worst risking the wrath of search engines. Instead, focus your efforts on improving the customer experience and increasing conversion rates.
- Stay consistent with nomenclature. Typically aim for keeping all tags plural and lowercase. Brands are a good exception: go with the Brand's specific lettering instead.
- Seek a balance between overly broad tags that apply to every single product within a category/type/collection. While also not using hyperspecific tags that only apply to a few products across your entire store.
- There isn't a magic number/ratio, but a good rule of thumb is to view the collection an item is in, and ask yourself if filtering that collection by a given tag would be helpful or not to a visitor.
- Ask yourself if a customer would logically select a tag from a filtering list when browsing your store.
- Keep in mind that if it's a very specific product that a customer is looking for, they likely would do a search for it instead of relying upon tags and category filters.
- Aim for at least 2-3 images per product - thinking about what a potential customer would want to see.
- An overview/package image
- A detailed image
- An image or two of the product in use (with or without people)
- Maybe a picture of the back/side/bottom/top... of the product
- Crop their dimensions to be an even square
- Take a moment to consider re-ordering the images in a way that flows in the same order that a potential customer might explore a product if they were able to touch and hold it in person.
- When possible, pick a primary image that shows most, if not all, of the different variants.
- Variants can be helpful for combining together very similar products that vary in minor ways (like by color or size). But be careful.
- Typically, non-primary variants are less visible in collections and search results.
- If you have a lot of similar products and are concerned about a visitor not finding what they are looking for... Consider merging together the product variants that are less popular, while keeping popular (or higher profit margin) products separated out as separate products.
- A thought exercise: Imagine a product that comes in Green, Yellow, and Purple. If you display all 3 as separate products, then that could clutter your store and make it more difficult to find other products hiding in a mass of near duplicates. However, imagine if you make them as variants, with the Green option being the only one shown in the primary image. Even if the product title says that it comes in multiple colors, how likely would a person wanting Purple be to click on the product when all they see is Green?
- Add the vendor to Both Vendor and Tags - yes, double data entry, but it helps for filtering.
- If it's a new Vendor:
- Customize the Theme > Customize > Collection Pages > Collection Filter and then add the Brand to the “Brand” list of filters (alphabetical)
- Add the brand to the brand page with a link to “/collections/vendors?q=”, inserting the brand as it was entered in the Product Tag after the “=” sign.
- Keywords / SEO
- While you should use wording that people might search for within a search engine, keep keyword SEO in the back of your mind (not the forefront). Focusing too much on SEO can easily mislead you into writing a description that only a computer would love.
- Focus first on gently guide a visitor towards doing what they (and you) want to do (making a purchase). Then after your conversion rate is what you want it to be, start thinking about how to get more visitors.
- When natural, use words that carry a connotation of urgency or positivity, subconsciously encouraging them to move quicker towards adding it to their cart.
- Review the descriptions of high selling items from the past. Maybe it's just a popular item, but maybe it's popular because the description is well written.
- Ask a co-worker/friend, especially if a product isn't one that you would be likely to buy yourself.
- Contact Jansen with Mountain Clarity if you have specific questions.
- For an in-depth article that won't lead you astray into SEO myth (and potentially detrimental suggestions), check out: https://neilpatel.com/blog/write-better-product-descriptions/ (Good and Healthy as of 2020)