Why AI-Generated Product Descriptions Can Outperform Generic Supplier Copy?
Hey there e-commerce warriors! Let’s talk about that hidden killer that might be killing your conversion rates, the boring product descriptions.
Think about when someone comes to your product page. You've recruited an amazing team of people to bring these incredible products onto your e-commerce site. Additionally, you have an amazing website designed, and you've spent good money driving traffic to your site. However, when someone lands on one of these product pages, what usually greets them is a really dry technical piece of text that you've just copied and pasted from the supplier's manifest or worse, from the product description.
Not only are you missing an amazing opportunity, but you are actually damaging your online store. In today’s extremely competitive online marketplace, the product description is not just about providing the customer with the information they need.
To use a generic piece of text directly from a supplier when creating your product description is like putting a mask on your best salesperson and having them talk with a monotone robot voice. Good news! AI generated product descriptions are really changing this game in a big way. They will not only provide you with faster generating descriptions, but when used properly, they are far superior to any generic boilerplate text in selling, ranking and building brands.
Consequences of Using the Same Supplier Copy
It is necessary to understand the reasons why creating duplicate supplier copies from suppliers will be counterproductive before we can begin working towards a solution.
1. Duplicate Content Issues that Impact SEO
Using the same product description on your site as hundreds of competing retailers will result in duplicate content for Google. Google views this in the same way as other search engines. When Google and other search engines see duplicate content on multiple domains, they have difficulty determining the source of the content and will not rank any of them. By duplicating content across multiple retailers, you are losing out on the opportunity to rank high in search results.
Your competition in Google search is not only other online retailers but also Google. To rank well for high-volume searches, you should use unique keywords, a rich description of the product which conveys authority and expertise, the opposite of what supplier copy does.
2. Lack of Tone and Context
Supplier copy is written to explain a product, not sell it. It is more of a technical contract that lists features like 7-layer coat, 4.5 lbs, 20-inch diagonal, than selling points or the benefits of the products.
Example: Enjoy Even Heat Distribution For Perfectly Shared Meals Every Time, Lightweight Enough To Handle Comfortably, Screen Size Perfect For Immersive Gaming.
Customers Purchase Because They See How The Product Will Enhance Their Life. Generic Copy Doesn't Engage Customers Emotionally And Leaves Them Feeling Uninspired And Searching Google For A Retailer With A Better Story To Tell.
3. Barrier to Ranking
Your brand is unique among many other brands in your industry because of its personality, voice and USP (unique selling proposition). You should express this through the use of language that represents who you are as a business.
When you use supplier copy that is generic and boring, you make it impossible for your customers to know that your awesome variety of items is different from those available at other retailers. The descriptions of the items on your site should read as if they were written by the business that produced them, specifically for the customer who is viewing them.
Modern-day Artificial Intelligence - Moving Beyond Simple Rewriting
The development of an immensely capable application that can interpret the context of what is written, as well as provide the type of tone and style that corresponds with the intended customer base. For example, if you input information into an artificial intelligence that includes the product's basic specifications and then give it a creative brief that says:
Who Are We Targeting: Our target customers are busy millennial parents who are eco-friendly!
How Should Our Tone Sound: We are going to write this in an enthusiastic and friendly way!
Our Best Selling Features: We are going to write about how our products can be assembled in 30 minutes or less, and are made from recycled material.
Barriers to Scaling Custom Content in eCommerce
Having said that, scaling custom-created content is the most significant challenge.
The result will be a consistent language and message throughout the world. The unique and strong conversion-focused content created through these AI content generation tools provides a distinct advantage over competitors, including selling product descriptions.
Conversion Catalyst
AI-generated copywriting is a conversion catalyst beyond just search engine optimisation.
The AI presents an engaging narrative that combines different data points together to build up confidence towards a purchase, while providing enough meaningful details to allow customers to feel confident that they are making the right choice, thus improving conversion rates and reducing the number of abandoned carts.
In addition to this, AI content provides credibility via high-quality original content, which reflects the professionalism and care taken to create that content. Retailers offering consumers appealing, quality products create an atmosphere for consumers to develop trust in the retailer.
While ultimately an effective tool for reducing buyer's remorse due to detailed and exact descriptions of products, setting consumer expectations correctly, AI-generated content will result in less expensive returns. Given this accuracy, consumers will be satisfied with their purchase upon delivery of the product.
Final Thoughts
Making use of suppliers' descriptions is no longer a viable method for eCommerce businesses. Businesses must begin to produce unique content. Having unique content plays an integral role in boosting search engine rankings and providing visitors with a rich source of trustworthy information.
AI-generated content allows eCommerce companies to transform their catalogues from a static, product-list approach to an engaging collection of stories about shops and products. The effective and productive use of artificial intelligence empowered content successfully resolves concerns of duplicate content, while simultaneously increasing search engine rankings, helping companies build a brand and, very importantly, generating superior sales, which will, in turn, increase the profitability of e-commerce operations.
