The often overlooked potential of a good category description

The division into categories not only creates order for the e-shop owner, it can also actively increase the customer's identification with the products.

In the previous blog article on the subject of product descriptions, we looked in more detail at the importance of an emotionally appealing product text, which should not only contain the absolutely necessary legal information, but should also inspire and sell.

Today, we're moving up a level that is no less important: the category description. In fact, here you have the opportunity not only to present your customers with accompanying articles and a clear structure, but also to address their motivation in a more abstract way:

Why is he in the category level in the first place?

Have they already made up their mind and just want to make sure they don't miss out on a better offer that they can only recognise at this level? Or have they worked their way down here from the highest navigation level and want to view the entire range in this section with an open mind? Are they perhaps just wandering around your e-shop in an unspecific way, waiting for you to address them virtually?

Now is exactly the right time and place to further reassure your potential customer that they are on the right track with their possibly still vague interest. They are no longer reluctant to buy from you, but have not yet made a concrete decision in favour of a product. Make him curious about the options that are open to him. open up the associated world of experience for your customer.

We would like to show you two category descriptions below. It's about the "Backpacks" category in two different army and outdoor online shops. Which formulations appeal to you personally? Which text suggests that the author is familiar with the subject matter and is picking up the reader in their world of experience? And where have only the supposedly relevant keywords been padded out with text?

Text 1:

Find and buy the right carrier bag for every occasion

Whether it's worn around the body with a casual shoulder strap as a "sporty bag" or held firmly in the hand with handles - depending on the area of use, you need to consider how best to transport the selected bag and which type should be chosen.

We offer both inexpensive and extremely robust, durable and versatile models. Of course, the models also differ in size: there are small and really large XL or even XXL bags. So there really is something for everyone. The most popular colours black and green are also covered by the range, as well as camouflage patterns.

Text 2:

You can pack your bags - travelling bags in Bundeswehr style

Soldiers don't go travelling, they are deployed. In the past, all equipment had to be stowed in rucksacks, duffle bags or even bulky officer's boxes, but nowadays more comfortable bags are also fully serviceable.

Their uncompromising functionality and robust material naturally also predestine these containers for civilian globetrotters or frequent flyers. In our online shop, we offer you Bundeswehr travelling bags for every transport requirement; even on deployment, you have everything you need with you thanks to the excellently manufactured combat carrier bags.

Did you find the second text more appealing? We did too. The second text suggests that the author has "served" and deals specifically with the typical requirements in the corresponding cosmos of experience. In this way, the reader feels "picked up" in his need for information and purchase. If they were also in the Bundeswehr or another army, the tone is immediately right. If they have not "served", they will at least recognise the author's expert status. Furthermore, the relevant keywords have been embedded in such a way that the impression of a pure keyword plantation is not created.

The first category description actually only contains what the reader already knew beforehand. Of course, there are different sizes. And the selection of a bag depends on the intended use. So the reader is not picked up, but rather fobbed off with truisms. With a category description like this, the worst thing you can do is deter your customers from ordering from you. Because they don't feel taken seriously.

Then you'll also find more general keywords in the text, which should be at a higher level. "Carrier bag" and "bag" are not enough here. Ideally, a careful keyword analysis should be carried out before structuring a website or online shop. The hierarchical structure of the page structure then results from the frequency of the search terms. In this category, we are at the level "Bundeswehr travel and carrier bags". Unfortunately, this is not taken into account in the text. And the semantic environment is not correct either.

The next blog article deals with the effect of article images. Of course, this will be explained using meaningful examples.