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A One-Size-Fits-All Problem: Optimizing Product Titles & Descriptions

 
 

These days it doesn’t matter how big or small a product manufacturing company is; when it comes to pushing online content, we all face the same challenge of getting our product descriptions to connect with an audience that relies on mobile devices, laptops and desktops to scan for goods. As digital levels the marketing playing field by making any listing as accessible as the next, how can your brand’s content stand out among the competition? To find the answer, you need to crunch the data.

Perfect copy is never one-size-fits-all
The pathway to optimal product titles and descriptions differs for every brand. Not only is it important to create a familiar voice that aligns with key company messaging; it is vital to ensure verbiage is aligned with the right target audience. As we’ve pointed out previously, you can spend a virtual eternity crafting the most brilliant copy, but until it is seen by the online shopper there is no way to properly measure its impact. Bottom line? All listings should be considered works in progress.

“We don’t always get it correct on the first try and to be honest, one of the most frustrating things as a content marketer is creating a well-thought out piece that doesn’t perform nearly as well as it should.”- Casie Gillette, Search Engine Journal.

With almost every brand manufacturer and retailer feeling the same growing pains of adapting to an always-changing world of e-commerce marketing, there is clearly no one-size-fits-all solution. However, there are a few tactics we have found to be extremely helpful in guiding the process.

1. Start with your top products
Many brands today are pushing out dozens of products at any given time, so it can be difficult to narrow down a good starting point for content optimization. We recommend focusing on your best sellers first as these are the products competitors are trying to outperform. When thinking about product titles and descriptions, it’s great to research possible SEO keywords and consider demographic, geographic and psychographic profiles. But, as everyone who has gone down this path can tell you, things change fast. Consumer attitudes and expectations morph by the day and only through proper A/B testing can any business find its content sweet spot.

2. Consider the Do’s and Don’ts of Copywriting
There’s a fine art to persuading someone to purchase your product. Exclusivity, limited-time offers, detailed descriptions of the product and verbiage about how it can be used multiple ways are tried and tested methods to minimize buyer remorse. Some words to avoid include the extremely overused “stunning,” and the filler words “actually,” “literally” or “honestly,” as well as negative words like “sorry” or lazy words like “nice” and “great.” Unnecessary modifiers including “very,” “maybe,”
“sort of” or “kind of” are also non-starters. Lastly, buying suggestions should be truly persuasive calls to action, not words that passively attempt to convert such as “got,” “get,” “grab,” “snag” or “pick up.” Active phrasing such as “buy these shoes” rings much stronger in the consumer’s mind as opposed to “get these shoes.”

3. Use big data to speed up the process
Today, internal marketing teams are struggling to get a swift handle on consumer feedback. With so much data constantly flying back and forth through Internet pathways, it can be almost impossible to analyze every bit of info in a reasonable amount of time. By tapping into online monitoring tools to quickly address problem areas, brands are now able to rise above the competition with optimal content.

“In the same way that NBA coaches and players can harness the power of data to lead them to victory, your business can – and should – collect, analyze and act on consumer data to improve the way you market your products and services.” – Guy Powell, Forbes.com

PriceSpider understands urgency
Companies can no longer afford to sit on their hands and simply wait for quarterly numbers to roll in before making creative decisions on product titles and descriptions. With PriceSpider, companies have the ability to monitor several retail touch points, allowing brand managers to see what content is working where all in real time. Hundreds of brands are already maximizing their e-commerce conversions by creating product copy that resonates with consumers.

Ready to have your product titles and descriptions make a true impact? Contact us today.

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