Writing compelling product descriptions can be tricky but crucial to e-commerce success. Product descriptions are more than just a list of features and benefits; they help potential customers understand the value of a product and how it can solve their problems.
By writing captivating product descriptions, you create an emotional connection with your audience and increase your chances of making a sale. This blog reveals seven secrets to writing compelling product descriptions that will set your products apart and drive more sales for your business.
According to Nielsen Norman Group e-commerce survey data, 20% of unsuccessful sales result from a lack of pertinent information in product descriptions.
What are Product Descriptions
A product description is a type of marketing copy that describes a product’s features and justifies why customers should buy it. The main goal of a product description is to persuade customers to purchase by giving them critical details about the features and significant benefits of the product.
Depending on your content strategy, you may give these product details in a single sentence, a short paragraph, or a list of bullet points, which can be presented in different tunes. You should place them immediately next to or below your product titles or image.
Answering the queries that customers have about your items will help you write compelling product descriptions. Examples include:
- What challenges does your product address?
- What key benefits do consumers get from your product?
- What sets it apart from the competition?
How to Write Product Descriptions that Convert
There’s no denying that product descriptions can aid in expanding your online store, but what should they say? What is the ideal format? How long should they be? How do you make sure they convert?
The following are indispensable secrets to writing a kickass product description that is guaranteed to drive results:
Focus on Your Buyer
When writing product descriptions, you must put yourself in your target audience position; this will help you write product descriptions that answer the questions.
- Who is this item intended for? You may specify the target market in terms of gender (i.e., male or female), age (i.e., college students or retirees), lifestyle (i.e., first-time mothers or automotive fanatics), or some other specific group of people.
- What are the basic details of the item? Dimensions, materials, product features, price, and functionalities are only a few of these characteristics.
- When should a person use the item? Is there a specific time of day, season, or occasion when you should use it? Indicating whether a product may or should be used every day or all year round is equally crucial. The product’s long-term value can be discussed using these specifics.
- Where should the product be used? Is it intended for indoors or outside, in a car or a home?
- Why is this product better than the competitors or more useful? Quality, worth, or features are all examples of this. Consider how graphics can enhance your product text while considering the benefits your buyers will receive from the product.
- How does the item work? It might be optional for some products, but this is a requirement if you sell anything with electronics or moving parts.
When you write a product description with many potential customers in mind, your reports end up vague and address no one in particular.
The most effective product descriptions speak directly to your target market. You converse with them by posing questions and providing answers in this way. You decide what language your customer uses. “You” is used by you.
While formatting, imagine you were selling your goods in person at a store, and think about the language you would use to address your target audience. Try incorporating that language into your e-commerce site for a more meaningful dialogue.
Keep Your Product Descriptions Simple and Scannable
Using engaging, long-paragraph descriptions to draw in fans and ideal clients and short bullet points with critical specifications to effectively communicate the most crucial facts to online consumers is an excellent method to consider in product descriptions.
Your product descriptions will be easier to read and more appealing to target customers when packaged with a clean, scannable design.
- Use catchy headlines to draw website visitors.
- Make use of scannable bullet points for critical features.
- Add a lot of space.
When creating yours, pay attention to the following areas:
- Increasing the font size should improve readability.
- Make use of beautiful high, quality product images.
Here is a fantastic product description example from Kettle & Fire. Using bullet points, the brand conveys concise, scannable product benefits. The “Why You’ll Love It” header takes the place of the customary “benefits” headline, customizing the shopping experience for customers on the product page.
Make Use of Narrative
Does the history of your product hold any special meaning for you? Your audience will find it to be equally unique and lovable.
Mini stories in your product descriptions help to overcome skepticism about persuasive strategies. Including that story in your product description gives it more personality, engages readers, and enables you to win them over.
Short tales about winemakers are frequently included by wine retailers like the UK’s Laithwaites.
When it comes to using your product description to describe your products in a narrative, consider the following:
- Who manufactures the product?
- How was the product evaluated? What served as inspiration for the product?
- What challenges did you have in developing the product?
Avoid Using Superlatives
When promoting our products, the generic phrase “great product quality” is frequently included in a product description.
That is the “yeah, yeah” language. When a prospective customer sees “great product quality,” he immediately thinks, “Sure, yeah, of course.” That is what everybody claims. Have you ever heard someone describe the quality of their product as average, not so good, or even harmful?
Unless you can convincingly demonstrate why your product is the best, most straightforward, or most sophisticated, superlatives in a product description come off as disingenuous.
If your product is the finest in its field, back it up with evidence. If not, tamp down your product text or use a customer quote praising your product as the best thing they’ve ever used.
When potential customers read your product description and say, “yeah yeah,” you lose credibility. Be as detailed as you can to avoid this reaction.
Here’s how to go further with the formula from the above product description. Is your founder’s skill used to differentiate your product? Has your product improved as a result of years of testing? Is it handmade? Does it have a lot of customer feedback and solid social proof?
If the answer to all these questions is yes;
Make that known!
When website visitors need help deciding which goods to buy, they look for recommendations. They are frequently influenced to purchase a product with the most high ratings and endorsements.
The majority of potential buyers are drawn to popular items. You should highlight the most popular items with customers on your e-commerce site.
To give your quote more legitimacy, attach a picture of the customer. Even better, you can incorporate a social media feed with user-generated content featuring individuals discussing their favorable experiences with your items. Your business becomes more approachable and relatable as a result.
The fact that the product is described as popular gives the previous quotation additional impact. A press clipping and the words “press favorite” further strengthen the claim of popularity.
You can tell a more compelling tale in your brief product description paragraph by providing details demonstrating why your product is superior to the competition.
You should include customer reviews, testimonials, and statistics and display a rating system to show their wonderful experience utilizing your items. Your target audience gets relevant information quickly and easily.
Search Engine Optimization
Power phrases help persuade your readers but are also crucial for SEO. A salesbacker at Amazon states that including keywords will work wonders for your search engine rankings. Additionally, adding bullet points and keywords is much better for SEO and search engine rankings.
To boost your online store’s search engine optimization (SEO), you must add keywords to the following places:
- Meta Descriptions
- ALT tags
- The text on a page
Contrary to popular belief, avoid stuffing your content with keywords. The keywords in your blog post or product description should be relevant to your company and its products.
You should establish goals and KPIs.
The purpose of a product description is to persuade a consumer to make a purchase. However, how can you tell if your reports are effective or not?
Selecting a set of metrics to monitor your product pages is essential. By defining these KPIs, you may identify the most effective product descriptions and improve those underperforming ones.
Conversion rate, cart abandonment return rate, and other typical KPIs to track
The following are some advantages you can experience if you commit to creating product descriptions using the technique above:
- A rise in the conversion rate.
- A decline in shopping cart abandonment
- A decreased return rate.
- Fewer calls from customers.
- Improvements in organic search results.
What Format Makes a Decent Product Description?
- Specific brand name
- A brief, informative paragraph
- List features and technical details in bullet points.
- Social proof
- Call for action
Product Description Examples
- A product description for “Baby Cruiser Stroller.”
“Introducing the Baby Cruiser Stroller – designed with comfort and convenience for busy parents. With a sturdy frame, adjustable handlebar, seat recline, and footrest, your baby will be comfortable for the whole ride.”
“The one-hand fold design makes it easy to store, while the spacious basket and side pockets keep essentials close at hand. The five-point safety harness, adjustable canopy, and lockable swivel front wheels provide added protection and maneuverability.”
“Available in a range of colors, the Baby Cruiser Stroller is perfect for park strolls and busy city errands. Get yours today and enjoy stress-free strolling with your little one!”
- A product description for “All-Purpose Pancake Mix.”
“Wake up to delicious pancakes with our All-Purpose Pancake Mix. Made with only the finest ingredients, our mix creates light and fluffy pancakes that can be customized with your favorite toppings. Easy to use and versatile, it can make waffles, crepes, and muffins.”
“Our mix is made with wholesome ingredients free from artificial flavors and preservatives and suitable for gluten-free and vegan diets. Enjoy delicious, wholesome pancakes any time with our All-Purpose Pancake Mix. Get a bag today and start making pancakes that will become your family’s favorite!”
Importance of Writing Product Descriptions
Today, customers prefer to examine all their options before purchasing. According to Salsify, one of the top marketing research firms, 87% of online shoppers say that thorough product descriptions affect their decisions to buy a product.
More and more individuals are turning to online shopping in today’s hyper-digital world, significantly as the COVID-19 pandemic has changed internet paradigms.
In a world so reliant on technology, the value of product descriptions cannot be overstated. Product descriptions serve as the brand’s voice, informing your customers of the best qualities of each option,
The value of product descriptions is further highlighted by their role in assisting customers in making educated purchases. Customers are more likely to become captivated by your brand if your product description is innovative and appealing.
Power Words You Can Use to Write Product Descriptions
Do you believe that only a few words can alter your perspective? Experts agree, and from what I’ve seen, that is true. There are some words and expressions that human beings instinctively respond to emotionally. Fortunately for owners of online stores, this attracts more customers.
Words like “sensational” and “elegant” are enough to entice you to buy the product before you ever know what it is. They spark your interest in the actual product.
By including these terms in your product description, you can encourage people to pay attention and, hopefully, change their opinions about your products.
Some of these words include;
These are what Jon Morrow of Smart Blogger calls “power words.” that can make the copy for your products more alluring.
However, using these phrases in your description does not ensure it will convert more customers effectively. They are guaranteed to grab the user’s attention, but simply using them won’t be the only reason your customers convert.