I don’t know about you but the way etailers describe products makes me want to abandon my shopping cart.
Here is a randomly selected product description from a randomly selected etailer, pcmall.com:
And now for my version. To make this task realistic I gave myself only five minutes to write. I believe most etailers should be able to devote at least five minutes on each product description.
Magellan Maestro 3200
Our resident GPS expert Rishi has been using this unit for 3 weeks now and feels that it’s a great GPS for first time users. Here is what other buyers had to say:
Reviewer Hoss64 [click to reach actual review] informs us Magellan Maestro 3200 fits perfectly in his Laptop bag. This is certainly worth considering for those who plan to move around with the product. Don’t worry, we’ve already dropped Hoss64 an email asking what exactly inspired him to carry his unit in his laptop bag. [Click here to drop your email address and I’ll share his response once he writes back]. Reviewer tvh55 [click to reach actual review] ended up buying both Magellan Maestro 3200 and Magellan’s 4250 but finally decided the $200 premium on the latter model was not for him. This is reviewer andyzhang’s [click to reach actual review] first GPS system and he seems pretty happy with it so far.
The part about resident expert Rishi is fictional but the point I’m trying to make is that companies should have resident experts and their voices should show up on product descriptions. The second paragraph draws from real Magellan Maestro 3200 customer reviews on pcmall.com.
We’ve spent the last 12 years thinking about ecommerce buyer psychology (my LinkedIn profile). A lot of that thinking has been around copywriting on product pages. This article has one idea but we have a lot more:
If you liked this product page idea you’re bound to also like our other thoughts about optimizing product pages: