Welcome back! In today’s video post in our ongoing website writing series, Heather Lloyd addresses how to write conversions-driving product pages. Last week, Heather discussed the essential strategies for writing a killer home page (as well as the not-so-hot tactics). Today, she tackles how to write benefit-specific, targeted product pages that will drive revenue.
If you’re new to the how-to series or could stand a quick review, it might be helpful to check out Heather’s previous posts on Features vs. Benefits and Transforming Ordinary Features into Extraordinary Benefits.
Well-Written Product Pages Drive Revenue
Product pages are “money pages,” and if you own an e-commerce company, your product pages present a spectacular opportunity to improve your conversion rates. You have a fantastic chance to first, improve the overall copywriting itself and second, improve your search engine optimization. So let’s look at what is great, and what isn’t so hot:
What’s Hot and What’s Not So Great:
Keep in mind, first and foremost, that your #1 Goal is to Sell the Product
You want your prospect to land on your products page and immediately think, “Yeah, that’s exactly what I want and I’m hitting buy now!” With this priority in mind, here are specific ways to help our readers do just that with targeted copywriting for our product pages.
1. Product-Specific Benefit Statements (vs. Feature-Oriented Content)
This is a HUGE opportunity that a lot of companies miss out on. You may have an incredible amount of product features – color, weight, dimensions, etc. – but key to your conversions is to explicitly highlight and translate the benefits implicit to those features so your prospect says “Yes!” Specifically addressing that “what’s in it for me” is precisely what will sell your product. (Again, recommended reading are Heather’s detailed posts about features vs. benefits, and transforming features into benefits).
2. Product-Specific Keyphrases (vs. General Keyphrases – or None At All!)
Here’s where you can dig in to your analytics and do your keyword research to figure out the best overall keyphrase strategy for your site, as well as drastically improve your conversions: look into SKU’s, specific product and category names, and designer search terms. With this data, you’ve a great resource for discovering those keyphrases ripe for optimizing both your products page and your conversions!
3. Directed and Original Content Written with your Customer Persona in Mind (vs. Simply Uploading the Catalog/Manufacturer Copy)
While Google’s taken steps with its Farmer/Panda update that does not reward mere uploads, beyond that you want to rewrite the generic catalog/manufacturer copy so it speaks to your customer persona. While refining and honing the copy like this means more time and more resources, know that you don’t have to do it all at once. You can baby-step your rewriting, focusing on the most important content first.
4. Clear Call to Action (vs. Long, Scrolling Content where the “Buy Now” Button is Buried)
The idea is to make it easy for customers to buy your products. A clear and visible call to action will go a long way towards improving conversions – you don’t want to make prospects work to make their purchase. This is where an A/B split test can be applied to see what works best for conversions in terms of the placement of your call to action.
5. Highlighting Overarching Company Benefit Statements (vs. Hiding Them in Copy or Not Mentioning Them At All)
Again, this where a lot of businesses miss the mark. Specials, discounts, free shipping, and other such benefit statements should be made clear and obvious to the prospect. You can’t assume the customer knows about your company’s sales or special offers – don’t hide these great benefits in the copy!
6. Fantastic, Benefits-Oriented Title (vs. So-So Title Filled with Product-based Keywords)
The power of a benefits-oriented, compelling title cannot be overstated! A well-written, “clickable” Title not only improves click-thru rates on the search engine results page, but is far more likely to result in conversions than a Title that merely lists keywords separated by commas.
One company that has product pages down is Brookstone. Clearly thinking of “search-ability,” the company incorporates a keyphrase into their product name, and pairs it with a benefits statement and product-specific SKU: “OSIM Comfort Massage Chair.” Looking at the company’s product page, you’ll notice they’ve also incorporated customer reviews, great content, benefit statements, and answers to customer questions. The Brookstone product page is a good example of how to do it right.
Thanks for tuning in for today’s video how-to!