Pimping that site

[dutter]

Doug Caverly withstood some questionable fashion choices to bring us this report; there's one bit of information that we feel will be critically important to online retailers.

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[davidmg]

Great article! The part about quality copy is so important. It is difficult to write copy for many products, but it is essential. To many ecommerce sites use very little copy just the name and color of the product. You can never stress that they need copy.

[khurramali]

Can some explain this to me.

She also suggested writing as much as possible about each product, boosting the word count to 100 words per page (she recognized that this can be difficult for many products.)

[davidmg]

khurramali Wrote:

Can some explain this to me.

Quote:
She also suggested writing as much as possible about each product, boosting the word count to 100 words per page (she recognized that this can be difficult for many products.)

The internet is changing. The search engines are going for more content. This is why all the blogs and RSS feeds are starting to come up on the first pages "Content" Too many ecommerce sites put up a picture and one sentence on the products with no other content. The search engines feel that the more content the more important it is and the more authorative the publisher on the matter. Ecommerce sites are forced into PPC because many have lost top spots because of no content.
Also it is very important to use fresh content when writing. Many Ecommerce sites copy the manufactures description word for word, they have to rewrite the copy and try to be more descriptive. Consumers today are more educated and want more info than just a picture before the buy. If a picture is worth a thousand words comming up with one hundred shouldn't be all that difficult. Good Luck

[crankydave]

This has been the conundrum for E-tailers for some time... adding text.

Why are you adding text? Because of the SE's and not your visitors. SE's need it and want it. Shoppers don't. IMO shoppers do not want to have to wade the a few hundred words of text to buy something. I certainly don't. My highest product exit pages are those with the most text.

Rob Snell, an author and speaker on the topic of Yahoo! Stores, emphasized some basics for online retailers. He recommended "Add to cart" instead of "Order" for buttons that place items in the site's shopping basket. "Order is such a commitment," he said.

Hello? Of course "order" is such a commitment. It's what E-tailers want. You've got the customer to your product page, you're not there in person to hold there hand. You're going to go "soft"? How about we change it to "Think About It"? Ask for the sale.

If he tested this and had some conversion data to present, I suspect he would have. In the absence of this, I have to disagree Rob's recommendation.

Dave

[Chris]

Originally Posted by crankydave

Hello? Of course "order" is such a commitment. It's what E-tailers want. You've got the customer to your product page, you're not there in person to hold there hand. You're going to go "soft"? How about we change it to "Think About It"? Ask for the sale.

If he tested this and had some conversion data to present, I suspect he would have. In the absence of this, I have to disagree Rob's recommendation.

i see both sides. you do not want your customer to feel any type of pressure, unless it's an internal struggle trying to justify the buy to themselves. at the same time, i see your point as well. some people need and even look for a push in that direction so the word "Order" should be subtle enough not to scare potential buyers away.

however, the psychology involved is crazy, because minute changes can make a world of difference in either the positive or the negative. consider the grocery and dept stores putting all that junk stuff up there by the check-outs, junk stuff that probably wouldn't sell otherwise.

it's definitely a trial-and-error procedure.

[davidmg]

crankydave wrote

Hello? Of course "order" is such a commitment. It's what E-tailers want. You've got the customer to your product page, you're not there in person to hold there hand. You're going to go "soft"? How about we change it to "Think About It"? Ask for the sale.

It's really debatable, the "Order" – "Buy Now" – "Purchase" or "Add To Cart" Buttons all push a customers “button” in different ways. In ecommerce you are not in front of the customer to read their reactions as to if they “Want to order! (Typically the word order would mean waiting a few weeks for it to arrive)” Buy Now!” (Most customers want the instant gratification of taking it home with them)” Purchase “Sounds like a commitment how many pages do I have to sign?” Add to Cart “I have a cart I can keep shopping and fill it up!”

Almost every ecommerce website has a button that says “View Cart” or “Shopping Cart”

We really can debate this with little resolution. Some customers have to be told to buy a product now, some want to be left alone to make their own decisions.

[Peter (IMC)]

This has been the conundrum for E-tailers for some time... adding text.

Why are you adding text? Because of the SE's and not your visitors. SE's need it and want it. Shoppers don't. IMO shoppers do not want to have to wade the a few hundred words of text to buy something. I certainly don't. My highest product exit pages are those with the most text.

Now this makes 100% sense. Google's logic of "Would you do it if search engines wouldn't exist? No? Then don't do it." is correct and I agree with it 100%.

There is too much focus on pages and not enough on marketing. There are so many things you can do to promote a website and optimizing your pages is just one of them. In my opinion, a product page should not contain more copy than necessary.

The problem with many online stores is that they´re static. I'm not talking about static pages, but about the nature of the site. Would you do it exactly the same if you would be a store in the mall?

[crankydave]

Originally Posted by Peter (IMC)

Now this makes 100% sense. Google's logic of "Would you do it if search engines wouldn't exist? No? Then don't do it." is correct and I agree with it 100%.

There is too much focus on pages and not enough on marketing. There are so many things you can do to promote a website and optimizing your pages is just one of them. In my opinion, a product page should not contain more copy than necessary.

Exactly Peter.

What I want SE's, especially Google, to do, is index the damn page and leave the marketing to me. I want to be able to focus more on marketing and my visitors and less on building pages "worthy" enough to make the index.

A perfect example...

In a recent thread, a site that sold car grills, 54 different ones, asked about writing a unique description for each one. Resounding answer was yes.

It's a car grill!!!! Why in the world should a site owner be forced to expend the resources to manufacture 54 different descriptions JUST to get the pages indexed.

Allow me to "pimp my site" for my visitors without having to concern myself with being flushed into the supplemental index to rot for not writing multiple book reports to uniquely describe an ash tray.

Dave

[davidmg]

crankydave wrote:

Allow me to "pimp my site" for my visitors without having to concern myself with being flushed into the supplemental index to rot for not writing multiple book reports to uniquely describe an ash tray.

Good content and marketing go "hand in hand"
Good content needs only be a few sentences describing the product and mainly using key words. Internet selling takes more work than retail because the customer isn't there holding the "Ash Tray" in their hands. They are looking at a picture and reading the description. It is important to accurately describe the product as best as possible. A good accurate description helps to sell the product and keep it sold. If something is not described well it might tend to be returned because something was left out. Returns are ineveitable when selling on the internet but a good description can possibly cut down on returns and help to sell the product. You have to convince the customer why the should buy the ashtray from you and not your competitors who sell the same one for less. You have to explain why yours is unique from everyone else. The best part about selling on the internet is you only have to write the page once so you might as well give it your best shot. A few good descriptive sentences are fine. More than a 100 words is too much.
After you write a good descriptive page with a good picture you can spend the rest of the time "Pimping". A good writen page will help to sell more! When "Pimping" It is easier to sell a "Good Looking" than an "Ugly One"!
Good writen text with keys words can help to bring in more natural hits wich will take less "Pimping"!

[crankydave]

Originally Posted by davidmg

Returns are ineveitable when selling on the internet but a good description can possibly cut down on returns and help to sell the product. You have to convince the customer why the should buy the ashtray from you and not your competitors who sell the same one for less.

Returns are ineveitable when selling regardless of where.

You shouldn't be forced to convince the SE's that your page deserves to be indexed by writing page after page, paragraph after paragraph, of unneccessary text for each end every one of the different ashtrays you sell.

A sentance or two, is simply not enough for Google and it's not simply descriptions. It's product names as well.

I go back to my original point. Index the damn page and leave the marketing up to me. If I don't find or feel it neccessary to "convince" my visitors on every single page of how "wonderful" I am, I shouldn't be forced to simply for the sake of getting my page in the index.

"Less is More" "K.I.S.S." "T.M.I."

Content and marketing *may* go hand in hand but more content isn't automatically better.

How many 3 word marketing slogans can you think of that were tremendously successful?

"Kills Bugs Dead"
"Like a Rock"
"Just do it"
"Where's the beef?"
"Mikey likes it!"

Nobody should be forced to add additional "content" to a page they feel is uneccessary and annoying to the visitor simply for the sake of being "deemed worthy" enough to have the page indexed.

Dave

[davidmg]

crankydave wrote:

Returns are ineveitable when selling regardless of where.

You shouldn't be forced to convince the SE's that your page deserves to be indexed by writing page after page, paragraph after paragraph, of unneccessary text for each end every one of the different ashtrays you sell.

A sentance or two, is simply not enough for Google and it's not simply descriptions. It's product names as well.

I go back to my original point. Index the damn page and leave the marketing up to me. If I don't find or feel it neccessary to "convince" my visitors on every single page of how "wonderful" I am, I shouldn't be forced to simply for the sake of getting my page in the index.

"Less is More" "K.I.S.S." "T.M.I."

Content and marketing *may* go hand in hand but more content isn't automatically better.

How many 3 word marketing slogans can you think of that were tremendously successful?

"Kills Bugs Dead"
"Like a Rock"
"Just do it"
"Where's the beef?"
"Mikey likes it!"

Nobody should be forced to add additional "content" to a page they feel is uneccessary and annoying to the visitor simply for the sake of being "deemed worthy" enough to have the page indexed.

It looks like we agree. Like I said before

A few good descriptive sentences are fine. More than a 100 words is too much

[crankydave]

Originally Posted by davidmg

It looks like we agree. Like I said before

My point has been, it's not good enough for the SE's, especially Google if you want a page indexed.

My point has been you shouldn't be "forced" to describe an "ash tray" using more than 3 words if thats what works best.

Sometimes it's far more effective to say "Slider" instead of "Ground beef formed to make a small square shaped patty served on a steamed bun with onions."

Why force the latter?

Dave

[davidmg]

crankydave wrote

Sometimes it's far more effective to say "Slider" instead of "Ground beef formed to make a small square shaped patty served on a steamed bun with onions."

I would like an RGA# to return the above product. After receiving it I discovered that the bun was not steamed as described.

You have to explain the product and give the most accurate description. What if somebody never had a "Slider" before? White Castle had to do a lot of advertizing stating that it was "steamed" BEEF with onions on a bun!

Why does BK promote "Flame Broiled"? To show their different!

What is "lettuce, cheese, oniions, pickles on a seasame bun"? It describes. A few sentences are necessary to describe any product and it is all part of "Pimping"

Once a customer has purchased a product before or physically seen it, then the discription need only be "Slider" but on the otherhand "Slider" is also the "Tribes Mascott"

[crankydave]

Originally Posted by davidmg

crankydave wrote

I would like an RGA# to return the above product. After receiving it I discovered that the bun was not steamed as described.

You have to explain the product and give the most accurate description. What if somebody never had a "Slider" before? White Castle had to do a lot of advertizing stating that it was "steamed" BEEF with onions on a bun!

Why does BK promote "Flame Broiled"? To show their different!

What is "lettuce, cheese, oniions, pickles on a seasame bun"? It describes. A few sentences are necessary to describe any product and it is all part of "Pimping"

Once a customer has purchased a product before or physically seen it, then the discription need only be "Slider" but on the otherhand "Slider" is also the "Tribes Mascott"

You want a RGA#

Fine, here you go... #DVD14789

You got your "Ground beef formed to make a small square shaped patty served on a steamed bun with onions" for FREE, you paid only for S&H which is NOT REFUNDABLE! Pay to ship it back if you wish to.

You are missing the point!

It should be MY choice how I describe and market ANYTHING and NOT yours and especially not that of any of the SE's, WITHOUT the penalty of refusal to index or "supplemental hell" because I didn't provide a damn "paper" on how hot steam is, how cows are born or all the wonderful things the city where the bun was made has to offer!!!

Dave

[davidmg]

crankydave wrote:

It should be MY choice how I describe and market ANYTHING and NOT yours

I agree with you! Don't describe anything on your site that's fine. I'll just keep using short descriptions and keep selling products.

By the way you have to send the call tag because the product wasn't as described. If not I'll just call the credit card company and dispute it!
Have a nice day!

[crankydave]

Originally Posted by davidmg

crankydave wrote:

I agree with you! Don't describe anything on your site that's fine. I'll just keep using short descriptions and keep selling products.

By the way you have to send the call tag because the product wasn't as described. If not I'll just call the credit card company and dispute it!
Have a nice day!

LOL! You really do miss the point.

I do have a suggestion for you. I would do a bit of research into what merchants are and are not *legally required* to do in the event of a *dispute*. Based upon your post, you're a bit confused. :wink:

Dave

[davidmg]

Cccccrankydave wrote:

LOL! You really do miss the point.

I do have a suggestion for you. I would do a bit of research into what merchants are and are not *legally required* to do in the event of a *dispute*. Based upon your post, you're a bit confused. :wink:

First off I'm not to keen on guys winking at me!

Not only is there a "Code of ethic's" merchants should follow by "If I mande the mistake of misrepresenting a product than I should be liable for the outcome and send the call tag for the product. If the customer chooses to return something for their various reasons than they have to pay the shipping cost I.E. wrong size, gift not wanted etc.

With over 30 years in retail I know that credit card companies will always side with their customer untill the merchant proves them wrong. For example MC/Visa requires that a signature for proof of delivery is required and that a return policy be given to the customer. On our order page the customer has a choice they can check a box that say's no signature required (which puts us in the clear with the CC Co) or they have to check a box that say signature required $2 additional (As carriers charge more for this service) They can't proceed untill either one is checked. Next they have to check a box that says they read the return policy in order to proceed. Just as when you download something and you have to check the box that say's "I agree" of "I accept" before you continue.

Really the whole thing with the return was pulling your leg, but I also used it to get a point across that a good well writen description of the product is very nesscessary. Not only to the customers benifit but to the merchants as well. Our retail store is also a Fedex ship center and I can't beleive how many people "Return" things purchased online. We have one lady who has faithfully bought in several packages every week since we started the shipping and they are all internet purchase returns. This process is very expensive to the merchant and many times a good description of the product will help. "No you don't have to tell her it will make her look fat but you can say for a slim build. But maybe you should explain to your customer that the silder is only a few ounces in weight but after a 15 pack it will feel like a 15 pounds!

We have gotten way off the subject that if it weren't for the search engines would you still write copy. My answer is yes and for all the reasons I have stated in these posts. Again a few good sentences describing the product is well accepeted and bennificial to all. If you feel that you don't have to write anything that's fine and I respect your opinion. This should really be up to the publisher of each site to determine.

[Peter (IMC)]

My point has been, it's not good enough for the SE's, especially Google if you want a page indexed.

This I don't agree with. My point was that you don't need to put additional copy on a page just for the search engines.

What these types of pages need is just the necessary copy. Then you start marketing the page. A way to do this is by links inside your website pointing at the page, and links inside the page it self. The page should not be a dead end street and should be accessable from many points inside the website.

Do make sure that the different product pages are unique enough. When the only difference between product pages is the product name, then you´re in trouble.

[davidmg]

Peter (IMC)

Do make sure that the different product pages are unique enough. When the only difference between product pages is the product name, then you´re in trouble.

THANKYOU

But sorry no WINKS for you!

[Peter (IMC)]

Let's keep it friendly,. :)

[crankydave]

Originally Posted by davidmg

Not only is there a "Code of ethic's" merchants should follow by "If I mande the mistake of misrepresenting a product than I should be liable for the outcome and send the call tag for the product. If the customer chooses to return something for their various reasons than they have to pay the shipping cost I.E. wrong size, gift not wanted etc.

Point to this code. Where is it? Who wrote it? How you think a merchant should conduct business and what a merchant must do are clearly 2 different things and you clearly do not know the difference between the 2 which is why I suggested you do some research.

Originally Posted by davidmg

With over 30 years in retail I know that credit card companies will always side with their customer untill the merchant proves them wrong. For example MC/Visa requires that a signature for proof of delivery is required and that a return policy be given to the customer. On our order page the customer has a choice they can check a box that say's no signature required (which puts us in the clear with the CC Co) or they have to check a box that say signature required $2 additional (As carriers charge more for this service) They can't proceed untill either one is checked. Next they have to check a box that says they read the return policy in order to proceed. Just as when you download something and you have to check the box that say's "I agree" of "I accept" before you continue.

No davidmg. You are wrong. You really ought to take my advice, do some research before you open your mouth. What YOU are required to do IS NOT what everyone is required to do by their processing bank.

All the merchant has to do is prove that they have followed the terms set forth by their processing bank in order to get paid. In many instances, this does not require a signature. Merchants are not legally required to offer a refund policy in many instances. Different states have different laws. Best to check. Also best to know your arrangements with your processing bank in order to protect yourself against fraud.

Originally Posted by davidmg

Really the whole thing with the return was pulling your leg, but I also used it to get a point across that a good well writen description of the product is very nesscessary. Not only to the customers benifit but to the merchants as well. Our retail store is also a Fedex ship center and I can't beleive how many people "Return" things purchased online. We have one lady who has faithfully bought in several packages every week since we started the shipping and they are all internet purchase returns. This process is very expensive to the merchant and many times a good description of the product will help. "No you don't have to tell her it will make her look fat but you can say for a slim build. But maybe you should explain to your customer that the silder is only a few ounces in weight but after a 15 pack it will feel like a 15 pounds!

Briefly...

1. T.M.I. will cost you sales. Marketing 101. Descriptions need be accurate not extensive.

2. Merchants are not required to pay for return shipping. S&H is almost never refundable either.

3. Merchants who can afford to "eat" return shipping are making it up, and then some, elsewhere. Business 101.

I truly suggest you try and look beyond the limits of your 30 years experience and your little corner of the universe.

Originally Posted by davidmg

This should really be up to the publisher of each site to determine.

By Jove I think he's got it!

How about without having to worry about whether or not their page get's indexed or not? :wink:

Dave

[crankydave]

Originally Posted by Peter (IMC)

This I don't agree with. My point was that you don't need to put additional copy on a page just for the search engines.

What these types of pages need is just the necessary copy. Then you start marketing the page. A way to do this is by links inside your website pointing at the page, and links inside the page it self. The page should not be a dead end street and should be accessable from many points inside the website.

Do make sure that the different product pages are unique enough. When the only difference between product pages is the product name, then you´re in trouble.

Part of my point Peter.

In many instances, you cannot even be unique with the product name without adding unneccessary copy. A gold Miraculous Medal is just that and if you sell 30 different ones then you have 30 products with the same name.

Let's go back to the 54 different car grills. It shouldn't be neccessary to come up with 54 unique product names and 54 unique descriptions in order to get a page in the index. This is indeed what is being required, especially by Google.

Dave

[davidmg]

cccccraaankyyy dave wrote

Point to this code. Where is it? Who wrote it? How you think a merchant should conduct business and what a merchant must do are clearly 2 different things and you clearly do not know the difference between the 2 which is why I suggested you do some research.

I didn't say that it was a "Writen Code of Ethics" I didn't want to write tooo much copy I only used "Three words" instead of expanding. But if you read what I stated if you misrepresent a product in the description yes a merchant should pay the shipping costs both ways. If you don't want to run your business that way it's up to you, but the CC co would side with the customer on this point. As earlier you misrepresented the "Steamed bun" yet told me I had to pay to ship it back! Sorry that wouldn't hold up anywhere. I didn't say that the merchant had to pay return shipping on everything, only if they make a mistake, There is a thing called "Honor" I don't know if this is writen anywhere but I abide by it along with 99% of the retailers.

No davidmg. You are wrong. You really ought to take my advice, do some research before you open your mouth. What YOU are required to do IS NOT what everyone is required to do by their processing bank.

It's not the processing bank it's MC/VISA Themselves who can pull the plug and deny any sale. You must prove that you have a return policy posted and that the customer was aware of it and they do reguire a signature proof of delivery not just a tracking # that says delivered. With all the CC fraud going on the CC companys have realy gotten tough and they put the burden of proof on the merchant. The merchant needs all the proof they can get. There are also a lot of consumers who try to scam the merchants out there also.

Merchants are not required to post a return policy but it is for their protection to do so. I offer a 30 day return policy. If a customer deciedes after 90 days to return something and just ships it back without a RGA# then call their CC saying it was returned. The merchant has to prove that the customer was aware of the policy and that they read it. Unfortunately as you stated it is not my arrangement with the CC co it is thier arrangement if you want to accept the CC or not.

A little over a year ago We had a customer who made a purchase aand demaded that we send a call tag because we didn't say the product was plastic. They called the CC company and everyhting. Luckily in our description we stated that it was poly-resign and the customer either overlooked it or didn't understand what poly-resign was. The CC company sided with us and our posted return policy. The customer paid to ship it back. If I would have only used 3 words in the description this wouldn't have flown.

Cranky Dave Wrote:

1. T.M.I. will cost you sales. Marketing 101. Descriptions need be accurate not extensive.

I don't think it necessarily costs you sales. Some of our top sellers have tons of text and diagrams for installation as well. It really comes down to the product you are selling. An ashtray doesn't require much text but a fireplace glass door or a $2000 retractable awning do need much descriptive and informative copy. We litteraly sell hundreds of retractable awnings and I have a huge page of text. We even have a video for them to watch online!

If you can inform your customer wwith as much text as possible your product becomes a little more beleivable and the consumer feels more educated from it. Consumers make the buying deciesion when they feel they have enough info to make the purchase. Not necessarily because the almighty google gave your site as the first one to look at. It really depends on what you are selling and how you promote it.

cranky dave wrote:

2. Merchants are not required to pay for return shipping. S&H is almost never refundable either.

YESSS!You are correct except as I stated if the product was misrepresented by the merchant.

cranky dave wrote:

How about without having to worry about whether or not their page get's indexed or not? :wink:

Is it the heartburn from the onions that's making your eye twitch?
Without good descriptve copy the search engines may think you are selling 54 of the same grill. Yes you have to make it unique. Just change the words around if need be it has to be different to stand out even on your own site.
I always tell my programers that the search engines scan a site and the whole internet just like you when you site infront of the tube with the remote going down the menu of what's on. Seen that, seen that, seen that. but a title that sounds different makes you click to read more "info" on the movie. That is where the difference in good text comes about. Yes too much for the sake of writing text is too much and the educated web surfer can tell you that also. But just remember that the keywords should be repeated 3 times in the first 3 sentences for relivance to the search. All the markting does is to try to get the search engines to read your page. Give them something new and refeshing to read and also your customers.

[crankydave]

wow... You really are confused.

You really need to take my advice and do some research and stop posting misinformation.

1. Visa/MC are membership organizations... here's the important part... that are owned by the banks issuing their cards. They cannot "pull the plug" on anything. Your merchant agreement is with the bank that processes your payments. If you follow their criteria, you get paid. Your agreement is with them. I know this is hard for you to comprehend, so let me type it slowly... Your agreement is not the same as everyone elses.

2. No, a merchant does not have to prove a customer was aware of their return policy. It's called due dilligence on the part of the consumer. Check the laws. You'll find you are again, mistaken.

3. No, a merchant does not neccessarily have to provide signature proof of delivery. Why is so hard for you to understand? It depends upon the agreement with the bank. I'll type slowly again... Not all agreements are the same.

3. No, a merchant doesn't have to pay for return shipping even if it is a mistake. Burden of proof is on the consumer to prove misreprentation. Plenty of information, including case law, available on this too. Research it or remain ignorant of the facts and law. Your choice.

4.T.M.I. costs you sales. Spend some time educating yourself about marketing and you'll be the better for for it.

You actually prove my point. Had the description not contained "steamed" then there's no issue. T.M.I. cost the sale. :wink:

Originally Posted by davidmg

Without good descriptve copy the search engines may think you are selling 54 of the same grill. Yes you have to make it unique.

You again make my point. Being forced to add/write copy for the SE's. :wink:

Dave

[incrediblehelp]

Originally Posted by crankydave

Let's go back to the 54 different car grills. It shouldn't be neccessary to come up with 54 unique product names and 54 unique descriptions in order to get a page in the index. This is indeed what is being required, especially by Google.

I know this does suck, but Google could careless if you did write orginal copy for each grill or not. It is the website owner that is trying to figure out what or why Google likes to rank. Right or wrong this is the way it is.

[crankydave]

Originally Posted by incrediblehelp

I know this does suck, but Google could careless if you did write orginal copy for each grill or not. It is the website owner that is trying to figure out what or why Google likes to rank. Right or wrong this is the way it is.

Actually, my issue isn't about ranking. It's about indexing. A webmaster shouldn't have to add copy to get their pages in the index or to keep them from getting flushed into the supplemental toilet.

I'm taking a couple of supplemental pages and adding relevant, but for the most part, totally useless copy as far as a visitor to the actual page would be concerned.

Any bets on what happens?

Dave

[bathgems]

I find that most ecommerce descriptions are very spartan. There seem to be so many different angles people are coming to this discussion with that very few are talking about the same things.

Sure, you can have a three word description of your product, if you are Burger King, because they have done so much marketing prior to those three words that you already know what you are getting when you go in.

Not so with the average ecommerce site whose entire marketing is the PPC that got the consumer to that page, and what the page actually says.

Besides the description, what are the benefits of the product? Who is the target buyer? What is the unique selling proposition, cheap, exclusive, great selection, outstanding service, lightning fast shipping? There is so much to say about any product, the merchant needs to think about it like a customer.

What is the metal the grill is made of? What model does it fit? What are the specific measurements? Why buy from this site instead of buying a new grill? Is it in new pristine condition or are there defects? Is it as-is or warranted? Is this a one time lot where the buyer needs to act quickly or is it part of an ongoing inventory of these items?

Just about any product you can name would be better served by a complete description than the one sentence you usually get. It need not be presented in a monoblock of text, bullet points and headers will make the presentation more compelling.

In my view, the one sentence description is lazy selling. In fact, it is not selling at all, it is just presenting. Here it is, we have it, if you want it click here. Selling creates the demand.

Steve