You have a lot of work ahead of you if you want to manage a successful e-commerce shop. You’ll have to design the store, as well as bring traffic to it. Most significantly, you’ll need to persuade visitors to make a purchase. Knowing the correct tactics, as well as having Good Product Descriptions, can help
Once visitors are on your website, you must do everything possible to persuade them to make a purchase. One of the most effective methods to do this is to concentrate on your product descriptions. You may generate convincing text by using the correct formatting, wording, keywords, and so on to urge visitors to take the next step.
We’ll look at a few approaches for developing highly-converting product descriptions in this post. We’ll also provide you with a product description template to get you started. Let’s have a peek, shall we?
The importance of high-quality product descriptions
It’s easy to get caught up in big-picture considerations like shop design and overlook the relevance of individual product descriptions. While getting people to look at your products in the first place can be difficult, persuading them to click the Buy button is even more difficult.
Product descriptions are one of the most powerful variables in determining whether or not customers convert (along with product pictures and page speed).
To illustrate this point, let’s look at a few numbers from Salsify’s report on digital consumer behavior:
- 87% of consumers feel that product descriptions are “very” or “extremely” important when making purchasing decisions.
- “Detailed product descriptions” is frequently rated in the top three influential factors (along with price and ratings/reviews).
- About 50% of customers have returned a product they purchased online that didn’t match its description.
The key to increasing conversions on your e-commerce business is to write extensive, accurate, and enticing product descriptions (and if possible to use a product description template). Let’s have a look at how we can do that.
Four tips for writing converting product descriptions
The good news is that writing product descriptions to boost sales is simple. All it takes is adhering to a few simple rules. We’ll look at the four most significant tactics below. After that, we’ll send you a product description template to get you started.
1. Provide detailed information
It’s common knowledge that internet users have short attention spans. This can make it tempting to provide only the most basic information about each of your products in order to avoid frightening away potential buyers. This strategy, however, has the potential to backfire.
While some online scenarios may cause people to become frustrated, shopping is not one of them. 85 percent of online shoppers undertake research before purchasing a product, and 87 percent say they are less likely to buy from sellers that provide incomplete or misleading information.
If you wish to persuade individuals to convert, you must provide them with all of the information they require: Just Like Apple
- Providing the key facts about a product, such as size, color, material, and technical specifications.
- Highlighting all of the item’s features – what can it do, and how can it be used?
- Ensuring that everything on your product page is accurate.
The more knowledge a potential buyer has about a product, the more confident they will be in their decision to buy it.
2. Focus on the product’s benefits
While it’s crucial to include a lot of data, that doesn’t imply your product descriptions have to be dry facts lists. A product page should not only inform but also persuade the customer.
This necessitates the creation of ‘customer-centric’ product descriptions like follows: Just Like Apple
People want to know if what you’re selling will improve their life. You can do this by:
- Make the benefits of your product clear right away.
- Identify your target customer’s ‘pain points’ and respond to them. How will your product simplify a task, eliminate a frustration, or enable them to do something new?
- Don’t just guess what your customers want. Instead, do some research and create a detailed buyer persona.
You’ll want to ‘front-load’ this information when creating your product descriptions. Rather than beginning with the thread count of a set of bed sheets, describe how the customer will be able to get a better night’s sleep. After you’ve persuaded them of the product’s main benefits, you may dive into the intricacies.
3. Use powerful words
We’ve only discussed the content of your product descriptions thus far. The thoughts you express, however, aren’t the whole story. It’s also important to pay attention to the words you use.
Some terms entice customers to purchase, while others do not. If you want to sell more things, you should focus on employing attention-grabbing and appealing terminology: Look at Samsung
Some of the words you’ll want to incorporate include:
- “You”. It’s important to talk about your product from the perspective of your customers. This way, you’ll make your product descriptions more personal.
- Sensory terms, such as “see”, “hear”, and “feel”. These words encourage your customers to imagine what it will be like to use your product.
- Positive ‘power words’, like “empower”, “effortless”, “striking”, and “delight”. These terms provoke emotions, grab attention, and make your descriptions stand out. Just be careful not to go overboard with these – and make sure your product can back up your claims.
4. Incorporate relevant keywords
We’d be negligent if we didn’t discuss keywords, of course. There are two main advantages to including keywords in your product descriptions. For starters, it boosts your product pages’ Search Engine Optimization (SEO). After all, Google is expected to drive 69 percent of traffic to your e-commerce site.
Furthermore, keywords inform potential clients that your offering is relevant to their requirements. Customers can be more convinced that the item matches what they’re seeking for if they’re searching for a specific term and the phrase exists in your product description: Look at Logitech
To include keywords in your product descriptions, you’ll need to:
- Conduct keyword research, and identify phrases potential customers will use to search for products like yours.
- Select one or more primary keywords for each product (and be sure to include long-tail keywords).
- Keep these keywords at hand when writing your product description, and include them in multiple places throughout the text.
A successful product page has two objectives. To begin, it must present all of the information that consumers will require in order to make a purchasing decision. It should also be convincing, presenting a compelling case for purchasing the product through customer-centric language and wording.
You can use our product description template to construct high-converting pages for your own store, but remember to: