Translation in Ecommerce: the importance of product sheets
To turn your website visitors into clients it's not enough just to put a nice photo and display a price. Nowadays, customers expect to have precise information about the product, including its dimensions, color, materials, and increasingly, its origin. A well-crafted product description should reflect your brand identity and cater to the needs of your online audience.
Keep user experience in mind
To create an effective product description, it's crucial to keep the content consistent and aligned with what potential buyers expect. The significance of your editorial guidelines in this process can't be overstated. They help you better understand your target audience and create product descriptions tailored to their preferences. These guidelines also help define the typical buyer, guiding you on the style and tone to use in your listings. And don't forget to maintain a consistent approach across product descriptions within the same category on your Ecommerce website.
The more your files share a similar structure and provide consistent information, the more at ease and confident the online visitor will feel. Users seek familiarity to avoid confusion and to be motivated to explore your website further.
How can you build an effective product sheet?
Put yourself in the customer's shoes. You're interested in purchasing a bag or shoes, but you can't physically interact with the product. What kind of information would you need? Firstly, you'd need a product description that's not only easy to understand but also visually appealing, designed to captivate potential buyers. This is where everything comes into play.
Whether it's crafting the description in your native language or, in the case of international audiences, translating an online product sheet, the clarity of the description is absolutely crucial.
It should be original, high-quality, and of sufficient length (around 200 words) to pique the interest of online shoppers. The description should emphasize the product's qualities and instill confidence in the buyer. A well-crafted description can be the deciding factor that leads to a purchase. A poorly translated text that forces the user to decipher its meaning is a recipe for failure. Potential customers tend to skim through the first few lines and quickly move on to other options.
The writer, or the translator, must be a professional specialized in the field of marketing and must be familiar with the product area (fashion, cooking, stationery, etc.) in order to find the right words.
The product description is generally followed by the technical characteristics (dimensions, colours, materials, etc.) and maintenance advice where applicable. The logistical terms concerning the purchase (delivery/return methods) are interesting additional information to display at the end of the sheet.
Tips for SEO optimized product sheets
To improve your product sheets' visibility on search engines and enhance your website's presence, it's important to categorize your products and include relevant keywords in each category's content. Additionally, consider suggesting related or complementary products at the bottom of each product page to create connections between your offerings. This approach not only boosts your product listings' search engine rankings but also drives higher sales.
Don't forget to incorporate customer and expert reviews. These reviews significantly influence users' decision-making and are gaining importance with search engines. By following these strategies, you'll have the tools you need to create effective product sheets that can greatly support your online marketing efforts.
