E-commerce product pages: best practices for a complete customer experience

When we talk about selling online products we all agree that a lot is happening and that we are dealing with a very crowded market. So, if you want your e-commerce website to stand out, read how can you improve your chances to be seen, liked and your products to be added in the shopping cart.

Why are product titles and descriptions so important?

It is simple: because people use them to decide if they want to buy your products or not. Investing in writing your unique product titles and product descriptions will be certainly time-consuming, but in the end, all this effort will be worth it. Why? Because maybe your products will appear in google’s first page results, your users will find easily what they want and finally, your sales will increase.

Words can impact your customer engagement, conversion, and loyalty. First of all, you write for people, for your persona, even in the product description.

So, buckle up and read this article if you want to discover how to write your product title & what are pieces of information categories that you will want to put on a product page.

 

How do you make a product title for e-commerce?

Components that you may have in your title

  • Brand Name
  • Model Name & model number
  • Gender + Product Type
  • Attributes (Color/Pattern, Size, Material, Flavor)
  • Quantity (centimeters, grams, kg)

 

See some examples grouped in categories:

Electronics (washing machine)

  • Brand+ Model number+ model name+product type+color

House Deco (bed sheets)

  • Brand+Color/Pattern+thread Count+Material Type+Size

Tech (smartphone)

  • brand +model number &name+product type+product color

 

Here are some examples from Amazon:

TVs

  • Style: Brand + Model Number + Product Type + (Color/Pack Size)
  • Example: Sharp LC-20E1UB 20-Inch LCD Flat-Panel TV (Black)

Video Games

  • Style: Brand + (Model Number if unclear what product is) + Product Type + (Platform)
  • Example: Thrustmaster Freestyler Bike (PC)

Laptops and Desktops

  • Style: Brand + Model Number + PC Type + (Processor speed + MB of RAM + Hard Drive Size+ Optical Drive)
  • Example: Sony VAIO PCG-FRV25 Notebook (2.66-GHz Pentium 4, 512 MB RAM, 40 GB Hard Drive, DVD/CD-RW Drive)

 

Some rules for writing your e-commerce products titles

  • Capitalize the first letter of each word
  • Spell out measure words such as Ounce, Inch, and Pound
  • All numbers should be numerals
  • Ampersands should not be used in titles unless part of a brand name; spell out and lowercase “and”
  • If the size is not a relevant detail, do not list it in the title
  • If the product does not come in multiple colors, the color should not be noted in the title

 

Product description components

Components that you may have in your description

  • Summary (in the summary you should have main benefits, consider the summary as a uniques selling point method)
  • Main Image
  • Gallery
  • Benefits (start with most relevant for your buyer persona, why should they use the product, how is your product better than your competitors)
  • Features & Functions (start with the most important ones, how does your product works)
  • In what scenario might your product be used?
  • Dimensions (develop this aspect in your description if this topic is relevant for the user, put details about most important feature)
  • Materials and construction (how to build/install, do we need extra products for the installation)
  • Technology (mostly on gadgets, electronics, media, etc.)
  • Services
  • Other relevant documents (instructions, prospect, etc.)
  • Brand/ Product History (does your product have an interesting history or provenance?)
  • What can it be used alongside (cross-sell, additional products)

 

Keep these rules in mind when you make your product description

  • Measurements should be formatted like “Measures 16 by 12-1/2 by 4 inches”- also use similar wording within the review.
  • Never abbreviate, unless it is a common industry acronym that is never spelled out.
  • Don’t use symbols (like the TM symbol).
  • Always use numerals instead of spelled-out numbers.

 

See our e-commerce page structure

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