Number of Words Product Pages

[BobGW]

Hello,

Can you give me some examples of how many words you use for product pages? I know it's going to vary and that quality is more important than number of words, but what's been optimal for you and why?

[EGOL]

I think that approaching product descriptions with a number in mind is a recipe for poor performance.

Some products are clearly known and understood by most people and require very little explanation.  On my sites these might receive 200 words (but there might be three to six of these products on a single page for comparison).

I have some products that sold slowly with 500 words and four nice images... .but when I added a video, 500 additional words and a link to an article of 2000 words and several images my sales multiplied.  These are products that could be popular but not many people know about them or took them seriously in the past.

Some people would call these "boring" products. 

[BobGW]

EGOL,

Most of this client's products have about 100 words. I'd like to work with the top 20 products (top by sales last year). How do I add lots of content without the customer looking at all of those words and not reading it and leaving? Right now most of the information is in bullet points, I don't see how to keep the customer's interest. Photos may help but I don't think that's enough.

I'm assuming adding content would result in more long tails and more sales.

[EGOL]

I'd like to work with the top 20 products (top by sales last year).

This is a good idea.  Work where you might make a big impact.

How do I add lots of content without the customer looking at all of those words and not reading it and leaving?

The products that I write about would be absolutely boring and of no interest to most people.   However, those who are interested in the products read this content, watch the videos and stay several minutes on the page.  When some of these people write to us or call on the phone we can tell that they have read the content and watch the video.  They key is to know the products that you are writing about well and explain them thoroughly.  If you can't do that they you are not the right person for this writing job.  If you are working on the 20 most popular products there should be a lot to say about them.

Right now most of the information is in bullet points, I don't see how to keep the customer's interest.

Bullets work great for presenting product features.

Photos may help but I don't think that's enough.

Great photos are kickass in my opinion.

I'm assuming adding content would result in more long tails and more sales.

Absolutely you will get more long tails.  You will get more sales if you know what you are talking about and answer the most common questions that people ask about the product.   If you don't know what you are talking about or what people are asking then you are not the right person for this writing job.   Bullshit will not increase your sales.  You have to answer questions and explain the value in the product.

[BobGW]

Great photos are kickass in my opinion

What kind of photos work best?

[EGOL]

Photos that show product features in detail.

Photos that show the product being used.

Visit some websites that sell the same products that you sell.  Look at their photos and then produce photos that are kickass better.

[BobGW]

Hi EGOL,

I think a slideshow will work best for some of our products. An expert talking about frequently asked questions with visual slides, could that work well?