In e-commerce, creating an appealing online store is only the first step in selling your products. To turn visitors into paying customers, convincing product presentations and precise product descriptions are crucial. After all, your product page is the place where most customers decide to buy a product or leave your store.
You should therefore explain to customers on your product pages why your product is special, what problems it solves or what needs it fulfills. In this blog post, we'll look at how you can optimize your product displays and product descriptions on Shopify to not only attract the attention of potential customers, but also increase conversion rates.
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Do you need support with the implementation in your Shopify store? As Shopify Plus experts, we will be happy to assist you and help you customize your store to meet these requirements. Get in touch with us.
How do I create product descriptions in Shopify?
A compelling product description is key to the success of your Shopify store. It is not just a simple text that lists the features of a product, but rather a powerful sales message that captures the customer's imagination and inspires them to add the product to their cart. When writing a product description in Shopify, be sure to communicate clearly and concisely what benefits the product offers and why it is the best choice. Use language that speaks to the target audience and include relevant keywords to maximize visibility in search results.
In the admin area of your Shopify store, you can manually create and customize the title and description of your product texts under the "Products" and Add product tab. Here you can also add your product images, set the prices and make any adjustments to product details.
A particular highlight of this process is the ability to use Shopify Magic to automatically generate texts for your product descriptions. This innovative feature uses artificial intelligence (AI) to take the details you enter, such as product titles and keywords, and create suggestions for product descriptions based on them.
Shopify Magic even goes one step further and offers not only generated suggestions for the entire text, but also for selected texts in order to reformulate existing descriptions. This feature can be a huge time saver and help you create engaging and informative product descriptions.
You are responsible for ensuring that all content published in your store is correct, even if automatic text generation is used. Generated text may also contain information that you have not explicitly specified, such as product benefits based on other published content about similar products.
If you want to use automatic text generation, you can do so via the Shopify admin area. You have the option of creating a complete product description, editing existing product descriptions and improving the content suggestions you receive. It is best to read the tips on using Shopify Magic carefully to achieve the best possible result.
There are also numerous integrations available in the app store to help you create your descriptions. These are also AI-supported apps that can take the writing process off your hands as far as possible.
With the Product Descriptions by AMP app, you also have the option of creating accordions on product pages and can thus fold in Shopify product descriptions. This makes it easier for your customers to scroll through the pages and open up exactly the information they are looking for.
Reading tip: You can find out more about Shopify AI and the functions of Shopify's AI tools in this blog post.
What goes into a product description?
Creating effective Shopify product descriptions requires a careful selection of content that is not only informative but also appealing. The essential elements that should definitely be included in a product description include
1. Meaningful headings
Headlines play a crucial role as they arouse the interest of potential customers and determine whether they read on. They serve as a door opener for the content below and should therefore be short, clear, concise and appealing. A well-chosen headline immediately conveys the value and appeal of your product, arouses curiosity and invites people to find out more.
The introduction prepares potential customers for the product, conveying context and meaning. It is important to identify the target group and emphasize the benefits of the product.
3. Product text
The product text should describe the product in detail, addressing both functional and emotional aspects. In addition, frequently asked questions from customers should be anticipated and answered in order to eliminate potential uncertainties and increase customer confidence.
Another important aspect is the search engine optimization (SEO) of the product text. By integrating relevant keywords and phrases into the text, you can ensure that your product page ranks high in the search results. However, you should make sure that the keywords are integrated naturally and organically into the text to ensure good readability and avoid excessive keyword stuffing. A well-optimized product description can help to increase your visibility in search engines and drive more qualified traffic to your site.
Meaningful product texts are also a crucial point for accessibility in your store. Visually impaired people can make a purchase decision and store in your store even without product photos.
Reading tip: Find out why accessible websites will soon be mandatory for every store operator here.
Lists are ideal for presenting the most important product information clearly. You can list benefits, technical data and other features.
5. Product photos and videos
Product photos and videos are another important way of arousing customer interest and increasing conversion rates. By clearly showing the key features and characteristics of your product, you can boost customer confidence and encourage them to make a purchase decision. In addition, product photos and videos provide an insight into how the product can be used, helping customers to visualize how it can be used in their own lives or environments.
6. Product data sheet
The product data sheet provides detailed information about the product, such as technical data, materials, dimensions and more. It can be supplemented with sketches or graphics and often offered as a PDF for download. Such a product data sheet can be particularly important for products that require a lot of explanation.
A convincing call-to-action, such as "Add to cart" or "Buy now", is essential to increase sales figures. It is important that the CTA stands out from the rest of the page. Place the CTA in a prominent position on the page, for example in the top third or directly next to the product image.
8. Customer reviews
Social proof is an important tool for increasing conversions on your product pages. Present your potential customers with reviews from other customers to increase trust in the product. Consumers are more likely to believe other customers and their opinions than those of a company. Today, online reviews are a kind of seal of approval and should not be missing for a good product description.
In Shopify, you can use various apps in the app store to add customer reviews to product pages. Loox, for example, is a popular tool for collecting and displaying reviews.
Reading tip: We present the best Shopify apps in this article.
9. Prices and shipping information
Prices and shipping information should be listed clearly and transparently, including availability, shipping costs, delivery time and return policy. This allows you to increase transparency and build trust with potential customers, giving them confidence to complete the purchase.
A good product description should be between 100 and 300 words long, with the length adapted to the type of product and the expectations of the target audience. Ultimately, it is important to provide all relevant information and put yourself in the customer's shoes.
Reading tip: Here you can find more tips for conversion rate optimization.
Worauf muss ich bei der Produktdarstellung achten?
Creating high-quality product images is a key element in designing high-converting product pages. Meaningful product images give potential customers a clear understanding of what they are buying and can reduce returns while increasing conversion rates.
High-quality product photos not only convey the quality and nature of the product, but can also evoke emotional responses from the viewer and help them connect with the product. Similar to Shopify product descriptions, it's therefore worth creating individual product images for each item to stand out from the competition and appeal to potential customers.
Here are some steps you can take to create high-quality product images:
Use a good camera:
Start with a high-quality camera. If you can't afford a professional camera, newer smartphones also have excellent cameras that can do the job well.
Lighting is one of the most critical aspects of product photography. You need enough light to clearly highlight the features of your product. If you can't afford professional lighting, try to use natural light as much as possible. A light box can also be an inexpensive solution.
Use a tripod:
A tripod is essential to ensure that your pictures are not blurry. It stabilizes your camera and allows you to create high-quality images.
Use a simple, uncluttered background when creating your product images. White or light gray are often the best options as they don't distract from the product. Depending on your product, you may also want to consider other color backgrounds or environmental shots to create context.
New Shopify editions have recently introduced updates to Sidekick, a powerful image optimization tool. Sidekick allows you to quickly and easily optimize your product images to ensure they look professional and capture the attention of your customers. From adjusting the background to improving image quality, Sidekick has everything you need to enhance your product presentation and increase your sales.
Particularly impressive is the new app feature that allows product scans via the camera to create true 3D renderings.
AI product images can now be created directly in Shopify with appropriate prompts.
Capture different angles and details:
Capture your product from different angles to give customers a comprehensive view of what they are buying. Include close-up shots to highlight details.
Make sure your images have a consistent look and feel across all your products. This gives your website a more professional look and makes it easier for customers to compare products.
Reading tip: You can find more homepage best practices in this article.
Use models or contextual images:
If possible, show the product in use or in the context in which it would be used. This helps the customer to visualize the product and understand its size and use.
After you've taken your photos, you'll likely need to do some post-processing to prepare them for your website. This includes cropping, adjusting the lighting or retouching small imperfections. Various software such as Adobe Lightroom and Photoshop can help with this.
Resolution and size:
Your images should have a high resolution to display the necessary detail, but you should also keep an eye on your page load times. Compress images so they are optimized for web use. The balance between quality and speed is crucial.
The recommendation for Shopify product image size is up to 5000 x 5000 pixels or 25 megapixels. To add product or category images in Shopify, they must have a file size of less than 20 MB. Shopify's recommendation for square product images is 2048 x 2048 pixels.
When creating product images, you should also keep search engine optimization (SEO) in mind. This includes proper naming and alt texts, among other things.
An appealing product image is not about having the most expensive equipment, but about presenting the product in the best possible way. Experiment with different settings, lighting and compositions to find out what works best for the product.
Product description examples: Latori customer ooia relies on a detailed product presentation
Unser Kunde ooia bietet in seinem Shop funktionale Unterwäsche für die Periode oder in der Stillzeit. Es handelt sich hier also um Produkte, denen man 100-prozentig vertrauen möchte, bevor man sie kauft.
Ooia setzt auf vielfältige Möglichkeiten, um die Conversions zu verbessern. Angefangen mit Produktbildern, die die Unterwäsche aus jedem Winkel zeigen und an verschiedenen Körpertypen präsentieren. Alle Bilder wirken hochwertig und stellen das Produkt in den Vordergrund, indem ein neutraler Hintergrund gewählt wurde und nur das Wesentliche auf den Bildern zu sehen ist.
Weiter geht es mit einer Liste, die dem Kunden klar und prägnant die wichtigsten Fakten zum Produkt präsentiert. Hier wird nicht nur auf die Besonderheiten des eigentlichen Produkts eingegangen, sondern es werden auch die Werte vorgestellt, die das Unternehmen an sich vertritt. Inzwischen ist das ebenfalls ein entscheidender Punkt für Verbraucher, einen Kauf zu tätigen oder den Shop zu verlassen.
This is followed by a detailed product description, including product details and information on delivery and returns, which also boosts the confidence of potential customers.
To anticipate frequently asked questions from customers, the company now presents information on underwear care, technology and use. If customers still have questions, they will find a FAQ section at the bottom of the product page to help them.
Finally, customers can find the customer reviews on Trustpilot on the product page. This is where social proof comes into play: the reviews are the final push for some still unsure customers to decide to make a purchase. Most consumers trust other customers rather than the company, which is why customer reviews should not be missing from any product page.
As you can see, for a convincing product page, the actual product presentation in the form of product images is just as crucial as a detailed description that understands the concerns and needs of the customer. This can help you increase conversions and convert website visitors into paying customers.
Reading tip: Read here how to increase the average order value with Shopify Plus.
In summary, creating compelling product displays and accurate Shopify product descriptions is crucial for the success of your Shopify store and for conversion optimization. These elements form the core of your product pages and significantly influence the decision of potential customers to buy a product or leave the store.
It is important to put yourself in the customer's shoes, understand their needs and provide relevant information to support them in their purchase decision. In addition, the product presentation should include clear and transparent communication of prices, shipping information and return policies to build customer confidence.
By optimizing your Shopify product descriptions, you can not only attract the attention of potential customers, but also increase loyalty to your store and build long-term customer relationships.
As Shopify Plus experts, we support you in creating appealing product pages to increase conversions in your store. Get in touch with us.