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Tips for Crafting Compelling Product Titles and Descriptions

Are you struggling to attract customers to your eCommerce store? Your product titles and descriptions could be the key to getting more conversions. In this episode, John and Kasim share tips for crafting compelling titles and descriptions to grab customers' attention and persuade them to buy.

These tips include making your product titles and descriptions "machine-friendly," using Amazon reviews to craft your descriptions, and more. They also share how we fixed a client's conversion problem by setting up live chat on their checkout page and how you can do the same for your eCom store.

By the end of this episode, you'll have the knowledge and tools you need to create product titles and descriptions that pack a punch and drive more conversions. Watch it now!

PS:

This episode was taken from eCommerce Masterclass, an 8-day masterclass designed to help eCommerce business owners set up, run, and manage Google Ads campaigns.

Kasim and John look different? That’s because it was filmed in 2021! The concepts taught, however, remain the same ;)

eCommerce masterclass has sunsetted, but if you’re interested in getting the most comprehensive training in Google Ads, check out https://sol8.com/paid-traffic-mastery/


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0:00 Intro

0:29 Tips for Crafting Compelling Product Titles and Descriptions

3:06 Make product titles and descriptions “machine-friendly”

5:29 Using live chat

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Transcript
Kasim:

Robust towels and descriptions.

Kasim:

We already talked about this a little bit, so we might glaze through this one.

Kasim:

John, let's look at the slide and see if there's anything that we

Kasim:

missed that we should talk about.

Kasim:

All right.

Kasim:

Prior descriptions sell the transformation.

Kasim:

We talked about that yesterday about the transformation between the haves

Kasim:

have nots and the days and the fields.

Kasim:

I wanna pause there and just remind everybody your description

Kasim:

sells the transformation.

Kasim:

It doesn't sell the product.

Kasim:

what's different about their life between when they bought it and they didn't.

Kasim:

And if you can capture that in the description, then I

Kasim:

think you're gonna have really powerful PO product descriptions.

Kasim:

Use specifications to tell, think about the product.

Kasim:

So here's what's actually really interesting.

Kasim:

That one company that we spoke about yesterday that sold silicone rings,

Kasim:

their lead magnet was a printable sheet of paper that showed the ring sizes.

Kasim:

And it goes if what they asked you to do is take off, if you wear rings, you

Kasim:

would take off your ring and you would place it over the piece of paper and

Kasim:

wherever that ring landed, that's the size of silicone ring that you would buy.

Kasim:

And the cool part about that is if you downloaded the sizing lead magnet

Kasim:

that went into a remarketing audience.

Kasim:

Inside of both Facebook slash Instagram and Google to remarket to a person to

Kasim:

get them to purchase their first order.

Kasim:

So there, what was actually really cool is that was a way to show the

Kasim:

size, as an example, very creative way to say, well, I'm not sure if

Kasim:

I need a small, medium, or large, because the ring sizes were stretchy.

Kasim:

And so sometimes you have like one size too small, one size too big.

Kasim:

So they made this little sizing sheet that you printed out at home.

Kasim:

You dropped a ring on them and like, I need to order a size medium, large,

Kasim:

and then that's what you would order.

Kasim:

As an example, using imagery to show features.

Kasim:

This is not a beer bottle opener.

Kasim:

it stopped your hat even though it's in every single picture on the homepage.

Kasim:

People navigate it right to the product page because Smart

Kasim:

Shopping brought them there.

Kasim:

So we said, Hey, what if we had kind of an illustration of how it looked?

Kasim:

Ivon does the Strategy and direction to the client for Facebook, because we

Kasim:

don't really run Facebook and Instagram here, but we just, you know, he asked

Kasim:

us to kind of give him some pointers.

Kasim:

And so Evonne you know, was very helpful in, given the instructions on how

Kasim:

lifestyle images can help display the.

Kasim:

material and features in their product ads on Facebook, and then

Kasim:

how we're doing also that on, Google.

Kasim:

But that's something that I think is, important.

Kasim:

Stock photos, they're good, but there's just a lot of things that I

Kasim:

think hopefully you're learning here that can really help be creative

Kasim:

in how to sell that product.

Kasim:

Google Reli on product titles and descriptions to

Kasim:

make them machine friendly.

Kasim:

Yep.

Kasim:

Google specifically from the feed ignores things like alt image text,

Kasim:

so that's like something from SEO that won't transfer over into Google.

Kasim:

just a side note there, it's really just that description and title, which is 80

Kasim:

to 90% of what Google's going to use.

Kasim:

Or to match.

Kasim:

And then the arrest relies on user engagement tip used Amazon reviews to

Kasim:

craft a perfect product description.

Kasim:

Yep.

Kasim:

that's a great tip.

Kasim:

That's from Bohan, that's from one of our YouTube subscribers.

Kasim:

That's not even ours.

Kasim:

Yeah.

Kasim:

He looked at the, what people say about his products, and then you

Kasim:

know, semantec architecture's so important the way people speak.

Kasim:

If you can kind of get a sense as to what that is, then you're

Kasim:

closer to connecting with them.

Kasim:

And so when people are writing reviews about your product, use

Kasim:

the reviews in order to influence the description of the product.

Kasim:

And you're gonna get closer to what your customer thinks about

Kasim:

it than if you just do it sterile.

Kasim:

So I thought that was a really good tip.

Kasim:

A good description can be repurposed for other product

Kasim:

pages as well as for your ads.

Kasim:

yeah, absolutely.

Kasim:

that's also gonna be having a good ad relevancy and landing page.

Kasim:

Experience.

Kasim:

When you have a good description, you can bid on a keyword, you can

Kasim:

put feature that keyword in your ad, and then also is found under page.

Kasim:

So congruency is key.

Kasim:

And I think that's something that we probably didn't touch

Kasim:

upon a lot, but consistency and congruency is very much overlooked.

Kasim:

And Google is using quality score to make sure you follow those rules.

Kasim:

If again, I'm gonna use my Red Shoe just cause it works for everything.

Kasim:

If you type in Red Shoe and your ad says Red Shoe, and you send 'em to a

Kasim:

product page with a red shoe that says Red Shoe, that's the congruency there.

Kasim:

And then keep that consistency throughout your site.

Kasim:

make sure that congruency is gonna stay acy.

Kasim:

Is a keyword in the ad.

Kasim:

That's your ad relevancy score.

Kasim:

And then you have landing page experience.

Kasim:

Is your landing page also featuring the same content that's in the ad that

Kasim:

is also part of your same keyword?

Kasim:

Expect to click the rates more on bids and budgets.

Kasim:

So it's not something that's really particular about, e-commerce, but expect

Kasim:

to click the rate is, you know, are you placing yourself high enough for the

Kasim:

page and are you paying Google enough to, for them to reward you essentially?

Kasim:

But all those, those factors are, are all.

Kasim:

Giving you a better quality score.

Kasim:

And the better you can make that congruency, the more traffic you'll

Kasim:

get for the same daily budget.

Kasim:

Live chat.

Kasim:

John figured this out.

Kasim:

It was brilliant.

Kasim:

We had a client whose conversions were suffering.

Kasim:

He threw live chat only on the checkup page.

Kasim:

And I John, was it only for that product or was it just checkout page, page one?

Kasim:

No, it was checkout page, sitewide.

Kasim:

Yeah.

Kasim:

Every, any product.

Kasim:

Yeah.

Kasim:

And what happened is people told us why they weren't buying.

Kasim:

And this has happened a couple of times since we had a client,

Kasim:

this is an e-commerce per se.

Kasim:

they sold continue education for nurses and there's a two-step purchase process.

Kasim:

They have to first sign up so they can see all the courses, and

Kasim:

then they have to buy a course.

Kasim:

Well, a bunch of people were signing up when we were driving traffic to it.

Kasim:

We thought conversions were great.

Kasim:

Nobody was buying the course.

Kasim:

Through live chat on the page.

Kasim:

And the number one question, is this online or in person?

Kasim:

And we realized, oh, the client didn't put that in the product description.

Kasim:

That's helpful information.

Kasim:

Add that improves purchase procedure.

Kasim:

So live chat is not scalable.

Kasim:

I understand that it's a pain in the he quarters to man or to woman.

Kasim:

It needs to be a diagnostic tool.

Kasim:

If anything else,

Kasim:

what I would use as a diagnostic tool.

Kasim:

do I have to pay for shipping?

Kasim:

How long does it take to arrive?

Kasim:

do you give a refund or store credit?

Kasim:

You know, all of those things that possibly may be assuming on your end are

Kasim:

really questionable on their end that they don't know because you might be the fourth

Kasim:

website they looked at last 15 minutes.

Kasim:

So they're not gonna learn your, value proposition, your unique

Kasim:

selling proposition, all the features of your brand right up front.

Kasim:

They're just gonna look at the product and say, yeah, I like that.

Kasim:

And then that's gonna be the decision to see if they wanna add to the card.

Kasim:

And then the secondary thoughts come in oh, what if, or how

Kasim:

come, or What should I do?

Kasim:

Or you know, whatever it may be.

Kasim:

And that's something that my wife, she shops online a lot

Kasim:

cuz we have two small kids.

Kasim:

One's two years old, so it's hard to like go to a store and try something on.

Kasim:

So she shops online a lot and she only buys from places that would give her a

Kasim:

full refund rather than store credit.

Kasim:

Cause she doesn't like it.

Kasim:

She doesn't want to have to buy something else from that store.

Kasim:

And so she'll look and see, do they have a refund?

Kasim:

If not to, she'll chat in like, Hey, what happens?

Kasim:

I've seen that firsthand with even just my wife and I kind of pay

Kasim:

attention to what her shopping.

Kasim:

Habits are so I can identify how could that help our clients?

Kasim:

And so this is something I think that was really, really beneficial.

Kasim:

So if you like to give it a shot, it's a hundred percent free forever until

Kasim:

you wanna hire someone to do it for you.

Kasim:

So I would recommend that Facebook as a Messenger feature addon

Kasim:

through Shopify App Store two.

Kasim:

Yep.

Kasim:

Attaches right to your Merchants Messenger app.

Kasim:

That's a great idea.

Kasim:

Interestingly enough, for whatever reason, a good, I would say a majority

Kasim:

of our clients don't use Facebook at all.

Kasim:

So just cuz they don't necessarily have the manpower or they don't like opening

Kasim:

up that type of conversational channel.

Kasim:

So if that's something that you're not using Facebook Messenger on

Kasim:

and you still wanna try this, this could be a good alternative.

Kasim:

But Robin, I I agree.

Kasim:

that's a great idea.

Kasim:

I wanted to say one thing about the chat.

Kasim:

I've been looking to talk to you by the way, John, think we

Kasim:

should use it for ourselves.

Kasim:

I like it.

Kasim:

When we drive traffic to your site and the site doesn't convert, the paid traffic

Kasim:

agency doesn't have much in the way of.

Kasim:

Diagnostic tools, generally speaking, really my opinion is,

Kasim:

and I don't necessarily voice this to customers, but I'm like, oh,

Kasim:

they didn't want what you got.

Kasim:

You know, I mean, they saw the ad, they clicked on it, they

Kasim:

went there and they didn't buy.

Kasim:

That to me is a pretty solid indicator that they, that we weren't necessarily

Kasim:

the right product market fit.

Kasim:

Adding chat or other engagement tools gives you the

Kasim:

opportunity to figure out why.

Kasim:

Sometimes it's a tweak if they're asking questions like, you know, is

Kasim:

this foul leather, a real leather?

Kasim:

Do you offer free returns?

Kasim:

Things like what John's saying.

Kasim:

That helps you optimize to conversion event and get to a position where

Kasim:

paid traffic actually works.

Kasim:

You're shoring up your leaky bucket.

Kasim:

And then you want to create content around that.

Kasim:

Right?

Kasim:

So there's a secondary action after you diagnosed is now that you've

Kasim:

diagnosed Rather than treating the symptom, you go after the cause.

Kasim:

the reason for the diagnosis was they didn't have this information.

Kasim:

You were able to supplement that information on a chat.

Kasim:

But now take those questions and add that to your product pages, your descriptions,

Kasim:

maybe supportive imagery, maybe possibly a video explanation, like how this works.

Kasim:

Whatever it may be.

Kasim:

You want to start to have that cause become more frequent.

Kasim:

So you're diagnosing that cause not necessarily a symptom.

Kasim:

Symptom is they had a question.

Kasim:

The cause was cuz they, it wasn't, on your website to begin with.

Kasim:

That's why they had the question.

Kasim:

So using those, chats, and you don't have to do it forever.

Kasim:

You can do it until possibly now you're like, Hey, people just don't

Kasim:

chat in and everything looks good.

Kasim:

Fine, take it off.

Kasim:

But you want to supplement that now by, creating content or imagery

Kasim:

or video, whatever it may be, any type of media to then place that

Kasim:

at least high up on the page that majority of people are gonna see.

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