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Are Your Product Descriptions Doing Your Products Justice?

Product description, AB testing

When you’re ready to open an online shop, you first start by gathering all of the products that you want to sell. This includes categorising your entire inventory and organising your website in the same fashion that a brick and mortar shop would design the exterior and interior of their space. You’ll then begin to do research and write descriptions of products that are available for purchase. These product descriptions are the main determinant in how well your products sell. They essentially take the place of a human salesperson, since the descriptions boast the item’s best qualities, uses, benefits, and features in a way that should persuade the customer to buy the product.

Once you’ve completed all of your e-commerce descriptions, you may think that you’re done and ready to begin selling. Not quite. Once you write all of your product descriptions, you have to test them to see how effective they are with regard to drumming up business and sales.

 The Importance of Testing Descriptions

The whole point behind this kind of test (usually called a split test or an A/B test) is to see what works and what doesn’t for your online store. Split testing can be done to check the effectiveness of different things on your website. From simple aspects like the colour of the shopping cart button or product photographs to more complex things like the overall structure of your store or the search bar – split testing can help you see what elements of your site impact your customers and their behaviour. By performing a split test you’ll be able to see if the setup of your site makes customers click where you want, linger on certain pages longer than others, buy specific products, and more.

Regarding product descriptions, a split test will tell you which version of an e-commerce description draws more attention and produces more purchases. You’ll be able to word one product description in various ways and see which version appeals to your customers better. Sometimes your tone and overall word choice can be the difference between making a sale or losing out on business. If you’d rather start small, you can choose to split test only the e-commerce descriptions for your top selling products. The results for this may be able to show you the general parts of each description that lead to a successful sale (such as keywords or descriptions). You can then take those generalities and use them to create similarly effective descriptions for the rest of your stock.

Successful split testing may show you a large percentage of improvement but most of the time you’ll only see a slight difference if any at all; after all your original product description may have been brilliant to start with.

 How to Test Ecommerce Descriptions

Nowadays, a lot of ecommerce software has split testing tools that will launch two versions of your site with the various product descriptions. It will show these different versions to random customers and you’ll be able to see the results of both versions, which should tell you which variation impacted your customers more. There are a number of split testing apps available to purchase and use on your online store.

 What to do After Testing

Once you’ve completed all of your product description tests you’ll want to study the results. By doing this you’ll be able to see which changes worked and which didn’t. You can then go through all of your descriptions, in turn, tweaking them in ways that will create more positive results. Once you’ve successfully edited all of your product descriptions, you’re finally ready to start selling.

This process of writing, testing, and tweaking is never completely finished, though. You’ll benefit from constant testing and tweaking as time goes on since your customer base will always be changing and (hopefully) expanding.

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