The best eCommerce descriptions create an impression at once. They communicate value, get people excited, and make them switch from browsing mode to paying customers instantly.
Although it’s not fair to give all the credit for conversions to product descriptions, but they do play a key role (after the images).
Still, so many eCommerce site owners prefer to do without them. And worse, some copy-paste manufacturers’ descriptions on their websites, which are already being used all over the Internet. Don’t be one of those people. This can hurt your SEO efforts as well as the conversion rate of your website.
Realize that your potential customers cannot touch or feel the product. So, the responsibility of identifying and addressing the needs and expectations of your target audience relies on your copy to a great extent.
Make sure you include all the information that they might require to buy the product. Use your words to give them the necessary information in an engaging fashion that impels them to click that “Add to Cart” button right away.
8 Quick Tips to Write Distinctive Product Descriptions that Sell Like Hotcakes
1. Speak to Your Target Audience
Should your voice be serious and formal, or casual and funky? Should you emphasize your descriptions on the technical aspects of the product, or should you concentrate more on its looks?
Understanding main considerations of your ideal customer is the most crucial to make them relate with your descriptions and buy your products. Once you know who your target audience is, you can then know which voice or personality should you take up to communicate with them.
Creating online personas can help you write more effective copy for your target market.
2. Bridge the Gap Between Features and Benefits
A feature is essentially a fact about your product or offer. The benefit mainly answers how a feature is useful for your customer.
For most products, it may seem like customers are already aware of the primary features, unless the product is really complicated, like crane equipment maybe? And usually, you can easily add specifications of a product in bullet points and get done with it.
But if you want to really persuade your visitors to become customers, you will need to spell out the benefits of these features in your descriptions. Tell them exactly “how” a particular feature is useful for them, and “why” they should make this purchase.
3. Rely More on Verbs, and Less on Adjectives
Admission letters are no less of a selling copy. And an analysis of MBA admission letters sent to the Director of Harvard Business School revealed that verbs are much more compelling than adjectives.
In a world where no one clinches from using the same set of adjectives, verbs help to make an impact like nothing else.
This cute, little sleeping bag is perfect for your one year old baby.
This bright sleeping bag gives your baby plenty of room to kick and wriggle without the worry of getting tangled in layers of bedding. He will never wake up cold having kicked his bedding off. Your baby will feel safe even in unfamiliar surroundings.
Which one sounds more compelling? Decide for yourself! Or, wait! This article might help you decide (just to be sure!).
4. Use Jargon Only When Talking to Sophisticated Buyers
Excessive jargon that your customers do not completely understand can lead to confusion. It is best that you avoid it in product descriptions because if they don’t understand it, they won’t buy it.
But probably, you want to include the jargon because you think that it makes you come across as an expert. And you’re right. Using jargon adds to your credibility. This is especially true when you want to cater to sophisticated audience.
But if you know that majority of your customers do not care about too many details, it is best to hide these details under the “Know more” or “Technical specifications” section and keep product summaries simple.
Too much information can also overwhelm visitors and segregating information under different sections is a perfect way to display information and appeal to different target audience.
5. Give Them a Story
Make them imagine how their life would be if they buy the product. People take decisions emotionally and attempt to justify them with logic. And weaving a good story is a great way to reel them in.
6. Borrow the Language/Vocabulary from Your Ideal Customer
Don’t write copy. Swipe copy from your testimonials.
In the article, she explains how she swiped the exact words from a customer testimonial for the headline, which increased conversions (Clickthrough to the pricing page) by 103%.
Here’s the testimonial that she used:
And this is the winning headline that swiped words from the above testimonial:
Conversion experts swear by this technique and you can easily use it to write high-converting product descriptions. It’s all about matching the conversation in the minds of your prospects.
7. Add Social Proof to Your Descriptions
The popular online furniture store, Made.com, tempts people by adding social proof in their descriptions. They add the media box to descriptions of products that have been featured in the press.
8. Check for Readability
- Use Short or Broken Sentences. Yes, you got me right! Your English teacher in school probably didn’t approve of broken sentences. But this is no academic writing. Your sales copy or description should be about what is easier to read.
If reading will feel like a task to your customers, they will ignore your descriptions, which will eventually plummet your conversions. Feel free to begin your sentences with words, like “And,” “Because,” “But,” and others.
- Use Bullet Points. Most people scan pages on the Internet. They do not read word-by-word. Get them to notice the important points by listing them in bullets.
The placement order of the points/benefits is also important. Be sure to mention the primary benefits/concerns first, followed by other lesser important points.
Source – Smriti Chawla (https://vwo.com/blog/ecommerce-product-descriptions-that-sell/)