Tips for Crafting Compelling Product Titles and Descriptions

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Robust towels and descriptions.

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We already talked about this a little bit, so we might glaze through this one.

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John, let's look at the slide and see if there's anything that we

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missed that we should talk about.

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All right.

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Prior descriptions sell the transformation.

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We talked about that yesterday about the transformation between the haves

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have nots and the days and the fields.

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I wanna pause there and just remind everybody your description

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sells the transformation.

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It doesn't sell the product.

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what's different about their life between when they bought it and they didn't.

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And if you can capture that in the description, then I

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think you're gonna have really powerful PO product descriptions.

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Use specifications to tell, think about the product.

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So here's what's actually really interesting.

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That one company that we spoke about yesterday that sold silicone rings,

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their lead magnet was a printable sheet of paper that showed the ring sizes.

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And it goes if what they asked you to do is take off, if you wear rings, you

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would take off your ring and you would place it over the piece of paper and

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wherever that ring landed, that's the size of silicone ring that you would buy.

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And the cool part about that is if you downloaded the sizing lead magnet

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that went into a remarketing audience.

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Inside of both Facebook slash Instagram and Google to remarket to a person to

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get them to purchase their first order.

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So there, what was actually really cool is that was a way to show the

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size, as an example, very creative way to say, well, I'm not sure if

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I need a small, medium, or large, because the ring sizes were stretchy.

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And so sometimes you have like one size too small, one size too big.

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So they made this little sizing sheet that you printed out at home.

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You dropped a ring on them and like, I need to order a size medium, large,

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and then that's what you would order.

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As an example, using imagery to show features.

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This is not a beer bottle opener.

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it stopped your hat even though it's in every single picture on the homepage.

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People navigate it right to the product page because Smart

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Shopping brought them there.

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So we said, Hey, what if we had kind of an illustration of how it looked?

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Ivon does the Strategy and direction to the client for Facebook, because we

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don't really run Facebook and Instagram here, but we just, you know, he asked

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us to kind of give him some pointers.

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And so Evonne you know, was very helpful in, given the instructions on how

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lifestyle images can help display the.

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material and features in their product ads on Facebook, and then

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how we're doing also that on, Google.

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But that's something that I think is, important.

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Stock photos, they're good, but there's just a lot of things that I

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think hopefully you're learning here that can really help be creative

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in how to sell that product.

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Google Reli on product titles and descriptions to

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make them machine friendly.

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Yep.

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Google specifically from the feed ignores things like alt image text,

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so that's like something from SEO that won't transfer over into Google.

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just a side note there, it's really just that description and title, which is 80

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to 90% of what Google's going to use.

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Or to match.

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And then the arrest relies on user engagement tip used Amazon reviews to

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craft a perfect product description.

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Yep.

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that's a great tip.

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That's from Bohan, that's from one of our YouTube subscribers.

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That's not even ours.

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Yeah.

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He looked at the, what people say about his products, and then you

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know, semantec architecture's so important the way people speak.

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If you can kind of get a sense as to what that is, then you're

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closer to connecting with them.

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And so when people are writing reviews about your product, use

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the reviews in order to influence the description of the product.

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And you're gonna get closer to what your customer thinks about

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it than if you just do it sterile.

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So I thought that was a really good tip.

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A good description can be repurposed for other product

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pages as well as for your ads.

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yeah, absolutely.

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that's also gonna be having a good ad relevancy and landing page.

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Experience.

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When you have a good description, you can bid on a keyword, you can

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put feature that keyword in your ad, and then also is found under page.

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So congruency is key.

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And I think that's something that we probably didn't touch

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upon a lot, but consistency and congruency is very much overlooked.

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And Google is using quality score to make sure you follow those rules.

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If again, I'm gonna use my Red Shoe just cause it works for everything.

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If you type in Red Shoe and your ad says Red Shoe, and you send 'em to a

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product page with a red shoe that says Red Shoe, that's the congruency there.

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And then keep that consistency throughout your site.

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make sure that congruency is gonna stay acy.

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Is a keyword in the ad.

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That's your ad relevancy score.

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And then you have landing page experience.

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Is your landing page also featuring the same content that's in the ad that

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is also part of your same keyword?

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Expect to click the rates more on bids and budgets.

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So it's not something that's really particular about, e-commerce, but expect

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to click the rate is, you know, are you placing yourself high enough for the

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page and are you paying Google enough to, for them to reward you essentially?

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But all those, those factors are, are all.

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Giving you a better quality score.

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And the better you can make that congruency, the more traffic you'll

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get for the same daily budget.

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Live chat.

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John figured this out.

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It was brilliant.

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We had a client whose conversions were suffering.

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He threw live chat only on the checkup page.

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And I John, was it only for that product or was it just checkout page, page one?

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No, it was checkout page, sitewide.

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Yeah.

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Every, any product.

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Yeah.

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And what happened is people told us why they weren't buying.

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And this has happened a couple of times since we had a client,

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this is an e-commerce per se.

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they sold continue education for nurses and there's a two-step purchase process.

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They have to first sign up so they can see all the courses, and

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then they have to buy a course.

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Well, a bunch of people were signing up when we were driving traffic to it.

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We thought conversions were great.

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Nobody was buying the course.

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Through live chat on the page.

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And the number one question, is this online or in person?

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And we realized, oh, the client didn't put that in the product description.

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That's helpful information.

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Add that improves purchase procedure.

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So live chat is not scalable.

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I understand that it's a pain in the he quarters to man or to woman.

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It needs to be a diagnostic tool.

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If anything else,

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what I would use as a diagnostic tool.

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do I have to pay for shipping?

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How long does it take to arrive?

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do you give a refund or store credit?

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You know, all of those things that possibly may be assuming on your end are

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really questionable on their end that they don't know because you might be the fourth

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website they looked at last 15 minutes.

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So they're not gonna learn your, value proposition, your unique

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selling proposition, all the features of your brand right up front.

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They're just gonna look at the product and say, yeah, I like that.

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And then that's gonna be the decision to see if they wanna add to the card.

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And then the secondary thoughts come in oh, what if, or how

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come, or What should I do?

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Or you know, whatever it may be.

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And that's something that my wife, she shops online a lot

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cuz we have two small kids.

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One's two years old, so it's hard to like go to a store and try something on.

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So she shops online a lot and she only buys from places that would give her a

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full refund rather than store credit.

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Cause she doesn't like it.

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She doesn't want to have to buy something else from that store.

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And so she'll look and see, do they have a refund?

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If not to, she'll chat in like, Hey, what happens?

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I've seen that firsthand with even just my wife and I kind of pay

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attention to what her shopping.

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Habits are so I can identify how could that help our clients?

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And so this is something I think that was really, really beneficial.

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So if you like to give it a shot, it's a hundred percent free forever until

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you wanna hire someone to do it for you.

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So I would recommend that Facebook as a Messenger feature addon

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through Shopify App Store two.

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Yep.

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Attaches right to your Merchants Messenger app.

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That's a great idea.

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Interestingly enough, for whatever reason, a good, I would say a majority

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of our clients don't use Facebook at all.

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So just cuz they don't necessarily have the manpower or they don't like opening

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up that type of conversational channel.

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So if that's something that you're not using Facebook Messenger on

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and you still wanna try this, this could be a good alternative.

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But Robin, I I agree.

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that's a great idea.

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I wanted to say one thing about the chat.

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I've been looking to talk to you by the way, John, think we

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should use it for ourselves.

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I like it.

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When we drive traffic to your site and the site doesn't convert, the paid traffic

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agency doesn't have much in the way of.

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Diagnostic tools, generally speaking, really my opinion is,

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and I don't necessarily voice this to customers, but I'm like, oh,

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they didn't want what you got.

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You know, I mean, they saw the ad, they clicked on it, they

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went there and they didn't buy.

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That to me is a pretty solid indicator that they, that we weren't necessarily

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the right product market fit.

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Adding chat or other engagement tools gives you the

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opportunity to figure out why.

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Sometimes it's a tweak if they're asking questions like, you know, is

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this foul leather, a real leather?

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Do you offer free returns?

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Things like what John's saying.

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That helps you optimize to conversion event and get to a position where

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paid traffic actually works.

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You're shoring up your leaky bucket.

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And then you want to create content around that.

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Right?

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So there's a secondary action after you diagnosed is now that you've

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diagnosed Rather than treating the symptom, you go after the cause.

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the reason for the diagnosis was they didn't have this information.

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You were able to supplement that information on a chat.

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But now take those questions and add that to your product pages, your descriptions,

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maybe supportive imagery, maybe possibly a video explanation, like how this works.

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Whatever it may be.

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You want to start to have that cause become more frequent.

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So you're diagnosing that cause not necessarily a symptom.

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Symptom is they had a question.

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The cause was cuz they, it wasn't, on your website to begin with.

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That's why they had the question.

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So using those, chats, and you don't have to do it forever.

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You can do it until possibly now you're like, Hey, people just don't

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chat in and everything looks good.

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Fine, take it off.

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But you want to supplement that now by, creating content or imagery

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or video, whatever it may be, any type of media to then place that

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at least high up on the page that majority of people are gonna see.