10 Tips to Create ProductContent that Converts

TIP 1
Provide an on-point explanation of the product’s purpose.
Don’t waste your customer’s time with ﬂuff. Use short words,short sentences, and short paragraphs to tell a product’s story.
Use easy to read, jargon-free and informative sentences.

TIP 2
Overcome doubt with beneﬁt-driven descriptions.
Start product descriptions with details that matter.
Make it effortless for buyers to ﬁnd essential information.

TIP 3
Use easy-to-scan formatting. List the features and beneﬁts
in a bulleted format to make it easy for customers to skimthrough and ﬁnd the detail they need.

TIP 4
Write in speciﬁcs, avoid hypes. Refrain from sounding “templated”
using generic phrases such as excellent quality or superb materials.
Persuade with details.
Which is better?
• “Fastest pizza delivery in town” vs. “We deliver your pizza in 20 minutes.”• “Cheapest cable subscription” vs. “Monthly subscription starts at $2.00.”• “Serves exceptional food” vs. “A 3-star Michelin restaurant.”

TIP 5
Disclose important information such as product origin,environmental impact, ingredients, etc. Proper
disclosure of a product’s source is a must. Brands
can leverage it to win customers who are after
sustainability, cruelty-free, inclusivity and fair trade.

TIP 6
Display social proof, ratings and reviews. Nearly 95% of shoppers
read reviews before making a purchase, which means reviews
are essential to establish trust.

TIP 7
Emphasize a clear call to action. Make the checkout processeasier for your customers by highlighting a CTA
that is impossible to miss.

TIP 8
Keep your product pages up to date all at times. Outdated,
incomplete and inaccurate product information is the fastest
turn off for any potential customer.

TIP 9
Pair product descriptions with rich and responsive images
and videos. Customers spend 20 seconds browsing a website
before leaving if they don’t ﬁnd the website engaging. Use vibrant,
high-resolution and relevant product photos to enticecustomers to stay longer and consider purchasing.

TIP 10
Maintain product information accuracy and consistency.
Avoid cart abandonment by creating the same experience
everywhere you sell by ensuring that product content isalways the same, no matter what channels consumers use.

Leverage the right tools for engaging
and vibrant product content
Curating exciting product content across all channels requires a lot of timeand effort. To succeed, brands need to pair their product content strategy
with the right tools:

PIM

A Product Information Management (PIM) solution that can enable
the validation, management and delivery of accurate and rich productcontent to multiple channels.

DAM

A Digital Asset Management (DAM) solution that can store and manage
all digital assets while ensuring approved and on-brand digital content
can be accessed and shared at all times.

Leveraging PIM and DAM together allows brands to carry out an effective
content strategy that drives conversions by:
Providing customers
with relevant and engaging
shoppable content

Powering digital commerce
and meeting channel
requirements

Delivering customer-centric
experiences with your products

Improving employee experienceand boosting productivity

About Contentserv
Contentserv’s software solutions enable manufacturers, brands and retailers to deliver rich, personalized
and highly converting product experiences that delight customers, improve time to value and boost ROI.
Learn more at www.contentserv.com