4 Essential Factors of Successful Ecommerce Product Page – Part 3: Product Descriptions & Reviews

Following on from our ‘Product Images & Image Gallery UI’ blog post, where we looked into creating product images that convert, in part 3 we’ll be taking a closer look into how to write product descriptions and reviews that turn your site visitors into buyers. This 4 part series focuses on ecommerce product page best practices, helping you convert more visitors to customers.

Product titles and descriptions can make or break a sale. If they’re poorly written, product titles and descriptions can confuse shoppers and jeopardise up to 20% of your total sales!

20% of purchase failures are caused by missing or unclear product descriptions.

However, get your product descriptions right and you could enjoy a 78% increase in ecommerce conversions!

Here are 3 key best practices for highly converting ecommerce product pages:

  • Product headlines (sub-titles)
  • Best text structure and styling
  • How and where to show reviews

1. Product headlines and sub-titles

Write just like your target audience speaks and your product descriptions will resonate with your users and make an impression that converts now and forever.

Your product title begins the conversation, so make it clear, include keywords (remember Google) and use sub-titles if you need to inject more info that supports the main headline.

Personality and vital information are key to a great product headline

Chubbies use both personality and vital info to grab their shoppers attention and convince them to buy.

Chubbies completely understand their audience (Millenials and Gen Z). They don’t stick to boring titles, but they do include vital information, so you’re not left confused.

Chubbies ecommerce product listing 2020

The entertaining and personal title ‘The Legosauruses’ mixed with the sub-title in brackets give both personality and vital information. What a great way to begin the conversation and lead your shoppers into the product detail page.

For example, ‘The Legosauruses 5.5″ (Compression Lined) – There are 3 vital parts in this product title that make this product title perfect:

  • The non-boring, entertaining, and personal bit ‘The Legosauruses’ – who doesn’t want to be a legosaurus?!
  • The size 5.5 to help filter and guide you to the pair of shorts you’re after
  • The main (hidden) feature ‘(Compression Lined)’ – this sub-title (wrapped in brackets) is an important feature that works with the product image and gives you all the information you need in a conversational way. The brackets around the sub-title give it the impression that someone’s saying “Oh, by the way, these shorts are functional as well, so don’t worry you can exercise and still look cool.”

In just 5 words, this product title entertains and informs you, pushing you into the product page to find out more.

Product titles and descriptions – best text format, structure and styling

Product titles and descriptions will change depending on the product category.

For example, a Smart Ultra HD TV will have a more detailed title and description than an organic cucumber.

Therefore the common format for product titles may include:

  • Colour
  • Material
  • Special Feature
  • Brand
  • Size: should reflect the sizing in the size chart (make sure you have a size chart) for example, small, medium or large. Or, size could refer to lengths such as mm, inches or cm.
  • Quantity: this is the number of units in a multi-pack
  • Keywords: the number of keywords that’s been searched for on Google to find your product

Here’s an example to illustrate:

Product Category Product Title Format Example
Electronics & Photo Size + Brand + Product Type + Feature + Brand 24″ LED SMART TV WITH NETFLIX freeview HD Blaupunkt

Here’s the product in situ:

Smart TV on the Amazon ecommerce website

Product description format, key information to include

  • Benefits
  • Features
  • Keywords / keyphrases
  • Structure: Bullets and paragraphs broken into short sentences

Remember, your users are checking the product with the intention to buy or assess its value.

The key to getting the product description formatting right is to understand the product category first.

Generally, people read bulleted text for a longer amount of time than paragraph text. Though this pattern depends on the product category.Conversion XL,

In this study on Conversion XL, they found that products in the tech category (such as hard drives) need detailed descriptions in a bulleted format.

For products in the ‘design’ category (such as shirts), longer copy does get more attention, but format matters less.

How long should product titles and descriptions be?

In this case study, (‘Enhancing product titles resulted in 151% more clicks‘) FindWatt found product titles that were between 37-55 characters long got a 151% increase in clicks on Google Shopping.

“The average length of title in this group went from 37 to 55 characters, an average change of +18 characters. This resulted in a 151% increase in clicks”

In summary, go with product titles that are as descriptive as possible and include key information (as outlined above).

This improves both SEO and ensures your shoppers are 100% clear about what they’re clicking, therefore reducing your wasted clicks, and increasing sales.

Reviews

User reviews aren’t just important, they are critical to users’ purchasing decisions. During our large-scale usability testing, 95% of users relied on reviews to evaluate the product or learn more about products.

In some cases, users mainly used the product information contained in the reviews instead of the product descriptions or spec sheets.

Reviews are critical to your shoppers deciding whether they’ll purchase or not.

Reviews are a proven way to increase sales

Here are some stats on reviews and how they benefit your ecommerce site:

  • 95% of users relied on reviews to evaluate a product…
    users used product information contained in the reviews, instead of the product descriptions or spec sheets Baymard Institute
  • 18% uplift in online sales
    Interestingly, conversion rates get higher as the volume of reviews increases According to Reevoo
  • 61% of customers read online reviews before making a purchase decision – eMarketer

How and where to show customer reviews on your ecommerce product page

Product reviews need to be visible as soon as the user loads the product page, but users also need to be able to read reviews in detail.

2 ways to display reviews are:

  1. A summary with a star rating just below the product title
  2. List product full reviews within the product detail area, below the buy section

Here are some examples of summary reviews with star ratings:

A summary with a star rating just below the product title

Perfect Keto ecommerce product page

Perfect Keto display summarised reviews directly underneath the product title. Immediately visible, giving high impact. Plus, tapping the text ‘3454 Reviews’ takes you straight to the detailed reviews.

John Lewis product page

John Lewis make use of the space to the right of the price and place summarised reviews high in the page.

Magic Spoon ecommerce

Magic Spoon feature reviews directly under the main title, ensuring you see the star rating before the price.

List product full reviews within the product detail area, below the buy section

As you can see from John Lewis’ reviews in the product detail area; it’s not only important to include longer, more detailed reviews, it’s just as important to make them easy to understand.

So, when you build a bank of reviews, be sure to design a way for your customers to understand them quickly.

 

John Lewis ecommerce product reviews

The detailed reviews on John Lewis are not only detailed below, but they include a summary score and search/filters to make it easy to read reviews.

Remember 61% of customers read online reviews before making a purchase decision – so even if you don’t have reviews yet, make this a priority.

However, if you do have reviews, careful consideration needs to be made about how you display both the summarised and detailed versions.

Here are a few examples on mobile to give you some more inspiration.

Reviews on mobile ecommerce sites

How to display reviews on mobile ecommerce sites

Coming up in part 4

Find out how you can optimise your shipping and returns information to reduce your cart abandonment rate and make sure your site visitors have all the information they need to confidently make a purchase.

Further reading and references:

References in this 4 part series on ecommerce Product Page best practices.