Customers are on your Ecommerce website Business searching for the perfect product that fits his/her need. How do you get these customers to click the “add to cart” button?
An excellent product description.
Therefore, a product description is the marketing copy that explains what a product is and why it’s worth purchasing. It is one of the most important aspects of your online shop when it comes to conversion.
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A good product description is not easy to write, especially when you have a long list of items on your product page.
Let’s have a look at some ways to persuade visitors to your online store with product descriptions that sell.
How to write product descriptions that sell
Know Your Audience: A good product description starts with a solid buyer persona, a breakdown of your potential customers’ characteristics. Your buyer persona will help you understand which features will be most valuable to your customers.
As you are writing your product description, keep these questions in mind:
- How did this person arrive at your page?
- What are his or her interests, generally?
- Why would this person be interested in your e-commerce website, specifically?
- How would this person describe the product to a friend?
- What features or benefits would interest this person the most?
By keeping these questions in mind as you write your product copy, you will be better able to write a product description that sells.
When it comes to writing your own product descriptions, start by imagining your ideal buyer. What kind of humor does he or she appreciate (if any)? What words does he use? What words does he hate? Is he okay with words like sucky and crappy? What questions does he ask that you should answer?
Consider how you would speak to your ideal buyer if you were selling your product in-store, face-to-face. Now try and incorporate that language into your eCommerce site so you can have a similar conversation online that resonates more deeply.
Use features and benefits to motivate purchases: As a business owner, you are understandably excited to share all of your products’ qualities. You want to show that your product has the best features and unique specs.
The buyer, however, is not necessarily interested in the mundane features of the product. Instead, they want to know how it can benefit them.
A product feature is a factual statement about the product that provides technical information. On the other hand, a product benefit tells how the product can improve the buyer’s life or meet the buyer’s needs.
If we take a closer look at the product description of the unique item from above, we can see the product’s key features and benefits.
The content of your product description should convince the potential buyers that it will improve their lives in obvious, measurable ways.
Before you begin writing your product descriptions, outline your product’s features and benefits. Think about how the product either increases pleasure or reduces a pain point.
For every feature that you list, figure out how this will directly benefit the buyer.
Translating features into benefits like this will help you write more persuasive product descriptions and more quickly.
Make it Scannable: In this age of information, few people really have the time to read everything they find online. They want the most important details first.
Your product description should be easy to read; if possible, include bullet points. Having two sentences describing the product with several bullets allows customers to receive the information quickly so they can purchase immediately. If you sell electronics, it’s advisable to turn the specs into bullet points for an easy read.
Tell A Story: A good product description should give all relevant details, convince the buyer of its benefits, and pack an emotional punch. Use your product description to tell a story. It could be the story of why your customer needs this product to solve their problem or a story of the product’s benefits. Or just an entertaining story about the product that draws your customer in.
It has been observed that emotions influence buyer behavior, so your product description is the perfect place to elicit emotions.
How do you do this?
By filling in any gaps that potential buyers may have about the product.
The product description includes features, sure, but it goes further into the key feature story: Moringa seeds.
It does this by focusing on the traditional spiritual benefits of the Moringa seed. It focuses especially on how it can be used, making it easy for the customer to imagine taking moringa seeds.
By telling a mini-story about the product, you are much more likely to connect with the potential buyers on an emotional level than a transactional one. This is key to converting your potential buyers into actual buyers.
When it comes to telling a story in your product description, try to answer these questions.
- Who originally made this product?
- What inspired them to make this product?
- What was the journey of making this product?
- How would this product look at the buyer’s day-to-day life?
Setting a scene like this will help the buyer envision this product so that features and specs could never do. If you can get the buyer to imagine the product as an emotional conquest or companion, they will likely forget that they are being sold.
Reflect your brand’s tone of voice: A good product description should sound like you. If you read your description aloud, does it sound like a real conversation that you would have with your friend?
Or does it sound like a computer-generated string of words?
If your product description isn’t something that you would say to your friend about the product, then it’s time to inject a little life into them.
Is your brand conversational or professional? Do you like to use tongue-in-cheek humor, or do you keep things more straight-laced? Your description should be cohesive and believable.
Optimize for Search Engines: The words you use don’t only hold sway over the buyer.
In virtually everything you do on your e-commerce store, you should optimize the content for search engines. Search engine optimization (SEO) is the easiest way to attract new customers to your page, which is the first step in convincing a person to buy your products.
Optimization begins with keywords, usually the search term that buyers use to find the product they are shopping for.
According to some selling experts, there is some anecdotal evidence that is placing keywords in product descriptions, especially in bullet points, increases search rankings.
With a little bit of keyword research, you can quickly discover which keywords are best for your e-commerce website.
“Women’s office shoes,” for example, is a keyword that could easily be optimized in your online store.
With a quick search for women’s office shoes, you will see the top results include some keyword variations, such as “office shoes for women” and “women’s shoes.”
Look for the bolded words in the descriptions to get an idea of what Google currently favors.
If we click on one of the listings on the first page, we can see how they use this keyword on their site to appear in the search results.
They use the keyword, or a variation of it, both at the top of the product page and in the product title.
Use more images and mixed media.
Even if you master product description writing, you must still have quality images to go with it.
Because about 65% of customers think that a product image is more important than the description or even the reviews.
There’s a lot more you can do with your product descriptions than describe products with words. So an important aspect of your product description is actually in the photo itself. Many shoppers will skip reading the descriptions altogether in favor of looking at images or videos.
It might benefit you more to keep your text descriptions short and use icons, images, and mixed media like the video to showcase a product.
For example, Nexus, a brand that sells freezers, uses quality images and videos on its product pages to sell.
Rather than telling you about the freezer’s capacity, they show you a picture of the freezer filled with food items as well as an inspiring video about the chilling rate.
Mastering your product descriptions will require creativity and testing. The main takeaway is that your product descriptions shouldn’t push your product to cut to the main points about why it will improve your customer’s life. And if you can convince your customers of that, then your sales will increase.