Online shopping’s pretty awesome, right?

No need to traipse around a store, carry heavy bags or navigate the multitude of other shoppers desperate for a deal. It is simple, easy and straightforward.

But there’s a problem.

It seems to me there are too many copywriters out there who depend on the convenience of online shopping to do their job for them. Rather than properly optimizing their product descriptions they take the easy way out and simply list a few features. These descriptions are, for lack of a better description, interminably dull.

“But wait,” you say, “that’s what a product description is, it describes the features of the product.” Yes, you are right. A product description should describe the product. But that is not all they are trying to achieve. The real purpose of your product description is to sell.

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So you’ve taken a bold step and launched your online store. Congratulations!

The hard work is done, right? Soon you’ll be able to outsource the day to day running of your eCommerce business from a deck chair on a sunny beach in a quiet corner of the world. But wait, something’s not, right?

Despite a successful launch that brought a ton of traffic, your sales have barely increased. What’s gone wrong?

Well, how much thought did you put into the development of your eCommerce page? Did you follow any advice, or did you just launch the site and hope that the quality of the product would handle the rest?

If it’s the latter, you’re in trouble. The eCommerce space is highly competitive. A successful site is more than a handful of images next to a purchase button. There’s a lot of consideration that goes into gaining higher conversions.

Even the most minor of problems can cause prospects to exit your site. It’s your job to reduce these issues and keep prospects interested and engaged with your product pages.  (more…)