How to Continuously Optimize Your Product Descriptions
How to Continuously Optimize Your Product Descriptions
Learn how to optimize your ecommerce product descriptions with A/B testing, customer feedback, and insights from top ecommerce brands.
One of the most satisfying things that I do as an ecommerce copywriter is to optimize the product descriptions of my clients, not just once, but several times over the course of years. Creating compelling copy is only the first step in the process.
In this chapter, we'll explore the essential practices of continuously studying industry leaders, analyzing customer feedback and reviews, and A/B testing to inform how you can optimize your product copy. By implementing these strategies, you'll be able to create descriptions that captivate your target audience, drive sales, and foster long-term customer loyalty.
Studying Industry Leaders
You should always be looking for opportunities to differentiate your products and better communicate their value. One great way is to regularly analyze the product descriptions of the top brands in your niche. Keep a swipe file of particularly well-written copy. Of course, you don't want to steal their exact words, but it can certainly serve as inspiration.
Analyzing Customer Feedback and Reviews
By actively seeking out and analyzing customer opinions, you can better understand what matters most to your target audience and how well your descriptions meet their needs.
Post-purchase surveys are among the most effective ways to gather customer feedback. By reaching out to customers after they've received their product, you can ask targeted questions about their experience with your product description. Did it accurately represent the product? Was there any information missing that would have been helpful in their purchase decision? Did the description persuade them to buy?
In addition to surveys, pay close attention to customer reviews on your website and third-party platforms like Trustpilot. Look for common themes or pain points that customers mention. For example, if multiple customers express confusion about a particular feature, your product description probably needs to be made clearer.
You can also use customer feedback and reviews to inform your A/B testing. If customers consistently mention an aspect of your product that isn't highlighted in your description, consider testing a version that emphasizes that feature more prominently. Combining quantitative data with qualitative insights should help you create descriptions that better resonate with your target audience.
A/B Testing
Also known as split testing, A/B testing is a powerful method for comparing two versions of a product description to determine which one performs better. By presenting two slightly different descriptions to separate groups of customers, you can gain valuable insights into what resonates with your audience and what doesn't.
To conduct an effective A/B test, start by identifying a specific element of your product description that you want to test. This could be the headline, the opening paragraph, the call-to-action, or any other key component. Create two versions of the description, the only difference being the element you're testing.
Next, use a specialized A/B testing tool to randomly display each version to a sample of your website visitors. Over time, you'll gather data on how each version performs regarding click-through rates, time spent on the page, and conversion rates.
Based on the results of your A/B test, you can determine which version of the description is more effective and implement those changes across your website. However, it's essential to remember that A/B testing is ongoing. As your products, audience, and market evolve, you must continually test and refine your descriptions to stay ahead of the curve.
Continuously Improving and Updating Descriptions
To stay competitive and relevant, you must be willing to continuously improve and update your product descriptions based on changing customer preferences, market trends, and product innovations. Even if they've been performing well, ask yourself if there are any new features or benefits you could highlight or if there are any outdated or irrelevant details that could be removed. Celebrate the successes and learn from the failures, always keeping an open mind and a willingness to adapt.
Key Takeaways
Successful ecommerce businesses are continuously refining their product descriptions to improve conversion rates.
Use A/B testing (split testing), comparing the performance of two versions with one key difference.
Gather customer feedback through surveys, interviews, and reviews.
Study the top brands in your niche and analyze how they write their product descriptions.
Refine your product descriptions based on the insights gained from your data, customer feedback, and research.