A flawless website with great images contributes to your sales but only partially. On the other hand, a well-written product description can grab the attention of your traffic and move them through your sales funnel to become your customers. For an E-commerce business, having epic product descriptions is vital for completing the sale.
What is a Product Description?
A product description is a copy that describes the features and benefits to a customer. A product description’s purpose is to compel traffic on the product page to make the final decision to buy your products and become your customer.
A good or bad product description will have a huge impact on the customer’s decision to buy or not to buy your product.
Why can Product Description Make or Break You?
Realistically you need a functional online store, decent products, and customer traffic. A product description is your final sales pitch which makes a difference between a visitor becoming your customer or clicking away.
By mastering the art of writing product descriptions:
- You get more digital traffic: Search Engine Optimization (SEO) plays a crucial role in bringing you more traffic. You should have the best-written product description with the right keywords to utilize SEO. This can convince your target audience to stay on your product page and make the sales decision instead of bouncing back to your competitor’s product page.
- You close that sale: A great product description will provide enough information your audience needs to persuade themselves to hit the ‘add-to-cart’ or the ‘buy’ button.
The top three factors considered by Google when determining search rankings are:
- Description Length
- Price
- Images
So, here are the three essential aspects that you should keep in mind to make your eCommerce product page rank high on SERP (Search Engine Results Page).
Write Unique Product Descriptions: Nowadays, people are bombarded with thousands of advertisements and marketing messages daily. To have any effect on them, your product description must stand out from the crowd.
Characteristics for a good product description:
- Well written
- Interesting to read
- It should not be too long
- Must be helpful to the reader
- It gives the reader a reason to buy your product
- Must address your target audience’s concerns and needs.
An average eCommerce product description is about 200 words long. It is not a good practice to save a super long description to avoid losing customers’ interest. Keeping the description concise is the best choice.
The product’s price is one of the most critical factors for driving sales. Hence you must make sure your product price is clearly visible in your product description. Placing the price toward the beginning of the product description is the best choice as many people don’t read the entire post.
Shipping costs and delivery dates should also be included next to the price in the description. This will give customers an idea of how much they are going to pay. It will also give you an idea of how long they will have to wait to get the product in hand after ordering from you.
Another essential factor in driving sales is product images. If possible, include more than one image per product with different angles and ensure they’re high-definition with a professional look and style.
According to Unbounce, several words and phrases that you should not use in your product description are:
- Market-leading
- Breakthrough
- Innovative
- Stunning
- Ultimate, etc.
As these words aren’t an accurate description of your product, using them won’t make your brand stand out instead, it can backfire, making your brand a liar.
7 Essential Tips for Writing Product Description
1. Write a Product Description of your Own
Don’t use the manufacturer’s copy. Write the description of your product. This will help you avoid getting penalized by Google for duplicate or thin content.
2. Honest and Transparent Information
You should write honest information about the product. Otherwise, your brand may get tagged as deceptive, and you may end up losing all your customers. Being honest doesn’t mean mentioning all the flaws. It would be best to highlight the benefits the user will get from your products. For example, if the feature of your product is its selling point, then put emphasis on its benefits to the customers and features.
3. Make it Scannable
Using short sentences with bulleted listings allows your customers to receive the information quickly.
4. Know your Target Audience
Knowing your audience will help you write and use targeted product descriptions and images. Some questions that can help you to understand your audience are:
- Who is going to buy my product?
- What features would they be most excited about?
- Which problems or main points will it solve?
- How could it improve their lives?
- What makes it better than similar products?
- What is the information that your audience will be interested in?
- Why should the audience buy your product?
5. Mention your Product’s Key Attributes
Mention all key information of the product without missing any. Otherwise, it can lead to a bad experience for the customer. Enlisting all essential information regarding the product can remove any ambiguity and confusion. Every product has different attributes. However, some of the key features are:
- Materials: You have to mention the materials the product contains. Letting your customers know the materials from which your product is made helps build trust. It also clears any misunderstanding the customer may have about the quality of the product.
- Size of the Product: Images can be quite deceptive when it comes to the size of your product. Hence it would be best always to mention the dimensions and measurements of your products.
- Care Instructions: It helps build the product’s reputation and earn the customers. This is because it lets the customers feel that they are cared for.
6. Tell a Story
Evoking emotion through storytelling can keep your audience glued to your product. This increases the chance of a successful sale. An example of storytelling to increase sales and brand value is the Nike brand. The main sale pitch for the Nike shoes was never really about the shoes. Nike always focused on empowering people to achieve greatness. That’s why their slogan says, “Just Do It.”
7. Split-Test it and Spell-check it
Always proofread and split-test your product descriptions. Testing different lengths, words, formats, typos, etc., can help you optimize your product page. This will also improve your conversion rates, thereby helping you get more customers.
Product description will not push the sale of the product onto the user/customer. Instead, it will highlight how it benefits the prospective customers.
If you are not sure where to start, you can get in touch with us, and we can help you write conversion-centric product descriptions for you.
