Some more tips about what to do to create useful, sales driven, engaging product page content to attract the right traffic.
1) Forget SEO. Write as a human being, don’t fill your text with too many keywords, don’t use annoying sales language.
2) Customer persona. Keep him/her in mind, without overestimating (remember Nielsen’s suggestion to write for a 6ht grade educated individual)
3) Use smart product names, keep in mind searchability principles (what would the customer type in the search engine while looking for a pair of leather ankle boots? Most likely, “leather ankle boots”. Make sure this does not miss from the page content!)
4) Be short but engaging. Do not just stick on the product features but provide your customers with emotional descriptions about the implicit benefits of that particular products. Use the pronoun “you”, very customer-centred, instead of “I” or “we”, which are company-centred.
5) Remember SEO. Use appropriate headings, use bold when necessary. If you really want to have fun write a list of keywords that your customer persona might look for and try to insert them in the text creating compelling content. Keywords density should usually be 1 keyword every 50 or 100 words. Also taking a look at previous analytics data is not a bad idea. If you see that 20% of your organic traffic came from a specific word combination, try to save it!
1) Upload products without names. It’s just so sad. No one wants to buy a PE12-67/BXA_879
2) Use bizarre original unusual language. Unless you are a poetry e-commerce website.
3) Hide useful information / promotions. People should know that you have free shipping and free return and yes, it should be on the product page.
4) Use smart titles ALSO for the product pictures (they are indexed too!)
5) Use poor quality content. Grammar misspellings will just kill your credibility.