Have you ever been shopping online for a particular product, only to come across one that lacks an engaging and informative description, or worse, doesn’t have one at all? If so, you’ve likely left the website page immediately, correct?
The result for that business that lacked any substantial product description? A lost lead!
While it might sound like a common sense task, many businesses continue to fail to write effective product descriptions that capture and convert, with some failing to input any copy whatsoever.
So you don’t make the same mistake, in what follows, we’ve outlined key tips for how to write effective and convertible e-commerce product descriptions. By following the tips below, you’ll position your products in such a way that’s optimal for conversion.
How to Write E-Commerce Product Descriptions
The last thing that you want as an e-commerce business is to lack any product description at all. In other words, it’s best to have a small informative description at the very least. However, even still, information isn’t enough…
If you’re wondering why your products aren’t converting, a lacklustre product description might be why.
Instead, you need to consider SELLING the product by using engaging terminology, calls-to-action, and other engaging tactics that will encourage conversion. With that said, below are the top tips for writing product descriptions efficiently and effectively so that your e-commerce business’s product pages can not only survive but thrive!
5 Tips for Writing Product Descriptions
While there are endless marketing and copywriting tactics that are helpful to know and understand, below are the five most helpful tips that you can implement immediately to garner instant results regarding conversion rates.
Know Your Audience
The first step in any marketing process, copywriting or otherwise, is to know and understand your target audience. What’s their demographic (sex, age, race, location)? What are their interests? What do they value?
By identifying your audience and defining what they prioritize as a consumer, you as a business will be better equipped to write effective product descriptions tailored to them.
The end result? Improved brand reputation, higher conversion rates, and satisfied consumers!
Emphasis the Benefits
While it’s just as important to title and clearly outline the technical aspects of the product, it’s just as important to emphasize in an engaging and convincing way the benefits of said product.
Not only will emphasizing the benefits (likely in bullet form) help the consumer identify what problems the product solves but it will create a level of excitement and urgency to purchase.
If you want to get even more creative, consider outlining the benefits in such a way that tells a story that the end consumer can relate to!
Appeal via Social Proof
Besides storytelling, another effective tactic that will help you appeal to your audience is the implementation of social proof. In short, social proof is a recount of sorts of a previous or existing customer’s experience with your product.
Social proof can take the form of a review or testimonial and can act as a connection between said customer and potential customer, providing the potential customer with the reassurance it might need to move forth to purchase.
Be sure to ensure that the social proof you’re using, however, is real. Today, consumers value truth, transparency, and authenticity more than ever, so they’ll likely see right through a fake recounted story.
Ensure Copy is Skimmable
Today’s consumers have extremely low attention spans. This, for obvious reasons, is less than ideal for businesses who rely upon the written word whether product descriptions, blogs, or otherwise.
As such, it’s imperative that you ensure that the copy you write is both readable and skimmable. In other words, can the consumer read it at a glance of an eye and understand the general points easily and efficiently?
This is typically accomplished through short paragraphs, sentences, and the use of bullet points…
Don’t Forget About SEO
Last but certainly not least, while it’s important to first know and understand your target audience, tailoring the copy largely to them, it’s just as important to consider the SEO score of your website and incorporate the necessary keywords to improve it.
Without proper on-page and off-page SEO, you as a business will fail to reach the audiences that you so desire. Through SEO, however, not only can you reach the audience you desire but you can grow your audience larger than you ever thought possible.
What’s better than creating an optimal product description? Having a sizable audience who is willing and able to read it!
Other key tips that we didn’t go into detail with include but are certainly not limited to including a call-to-action, inputting a readable product title, and characterizing the technical aspects of the product rather than the benefits alone.
By incorporating the above in your product descriptions moving forward, you’ll immediately experience results!
While e-commerce product descriptions hold the primary purpose of providing potential consumers with key information that will better assist them in making the decision to purchase, product descriptions are actually much more than that.
Not only do they allow you to further drive brand identity through the written word but they allow you to share the benefits of your offerings, connect with your audience, and improve your website’s overall SEO score so that you can reach a larger demographic.
By optimizing your product descriptions, you place your e-commerce business in a position for the greatest success by directly increasing conversion rates. Now all that’s left to get is to get to writing those descriptions with some enthusiasm!