Reuben Yonatan, the founder of GetVoIP, originally provided this blog post.
How do you develop product descriptions that persuade sellers to purchase without being pushy? It’s an age-old conundrum.
Product descriptions that are seductive can result in unit sales or inventory decomposition. You have some work to do if potential customers make purchasing decisions after reading your product description. Here are eight essential criteria for successful product descriptions in an eCommerce store.
1. Create product descriptions that are tailored to your target market.
You must first learn about your clients before selling online. Adapting your product descriptions to specific consumer personas is one of the most effective methods to improve them. An ideal buyer persona quantifies your clients’ behavior, allowing you to write more effective product descriptions.
Knowing that prior customers praised your items for their durability, for example, may urge you to employ language that promotes product lifetime. If your loyal customers, on the other hand, enjoy product upgrades, write about the new features in the next edition.
2. Instead of talking about features, transform them into advantages.
Although features and benefits may appear to be comparable, they are actually extremely different in practice. The features of your product are technical specifics, whereas the benefits are how those aspects alleviate client pain points.
Your techies will be ecstatic about features, but the ordinary client may be perplexed by terms like “upgraded tensile structure and 44% overlay.” Customers should be informed that this option will “increase their ability to drive off-road more efficiently.”
It would be fine if the writer had left the underlined text as: “Unique herbal synergies unleash skin-changing anti-inflammatories, antioxidants, fatty acids, and phytonutrients,” as shown below from Josh Rosebrook (opens in a new tab). Translating those elements into actual advantages and even product visuals, on the other hand, makes it even more appealing.
There’s no better moment than now to use social proof to your advantage. We’ve all been in circumstances where we’ve been overwhelmed by options—or unsure where to begin searching—and turned to Google for help. I can tell you that if your visitors are undecided about the goods to purchase, they will seek advice online.
They, like everyone else, are drawn to products with the most positive ratings: those with testimonials, those promoted by social influencers, and those advertised in periodicals. Customers looking for swim goggles will be considerably more likely to purchase one of these three due to the “Best Seller” badge and their visibly numerous and high reviews, as demonstrated below from Amazon.
In situations where we are unsure of ourselves, there is hard psychology (opens in a new tab) behind why we want to copy other individuals. If you can’t use the strategies above to integrate social proof into your product copy, there are still alternative options. Use the fact that popularity is appealing to emphasize consumer favorites on your homepage, for example.
4. The manner in which you express yourself is just as significant as what you say.
Your audience will notice a significant difference in the tone of voice you use in your product descriptions. To market to the modern consumer, you must approach them at eye level. Nothing is more annoying than sounding like a large organization mass-promoting a product. You want to sound like the supplier down the street, even if you’re scaling.
Customers can learn about your company culture by listening to your tone. Millennials, in particular, are wary of the businesses they choose to support. They have so many options that they can afford to pass up a product from a company that they believe is ecologically conscientious or socially isolated. Allow your company’s personality to shine through in your product descriptions.
5. Make sure you’re utilizing a font that’s easy to read.
The average person’s attention span is short—very short. According to studies, most users read less than 20% of any given web page (opens in a new tab). People will read less if you offer them a cause.
The Most Effective Product Description Techniques:
- Make the subheading a little bigger than the rest of the text.
- For the body text, use a common font that is easy to read.
- To draw attention to important points, use bold and colored text with caution.
Bullet points are also a fantastic way to get someone’s attention. However, don’t forget to include a lot of white space on your product pages. Allow the eye to rest before moving on to the next point.
6. Think about your most important client: the main search engines.
Your stuff will not be purchased by the search engines themselves. They do, however, control 90% of all Internet traffic. Consider Google, Yahoo, and Bing as three major consumers who must be satisfied on a daily basis.
Pro Hint:
Simultaneously, avoid attempting to manipulate the system. The days of stuffing keywords into product descriptions to increase search engine rankings are long gone.
Make sure your key words are optimized in your product photos and that you employ the key phrase in prominent parts of your content, such as the subheading and any bolded language.
The most effective SEO strategies all boil down to one thing: excellent writing. The remainder of your material should flow organically and appeal to human eyes, as long as you have one or two key phrases to center your content around.
7. Don’t be generic; include specifics that are exclusive to your products.
You may believe you’re doing yourself a favor by stating how “excellent quality” your product is, but to the ordinary buyer, unquantifiable assertions are meaningless. After all, how often do you hear a merchant tout their own goods as “superb” and “excellent quality”? Your product descriptions should be the final hook that draws your customers in—be as detailed as possible! Give a detailed description of your product and how it will benefit the customer.
Instead of defining your goods as “excellent quality,” emphasize the unique features that make them stand out. Take a look at the following product description from Saddleback Leather. Rather than just asserting that the product is of “great quality,” they highlight the characteristics and benefits that demonstrate the product’s quality. This level of precision lends far more confidence to the bag’s quality than merely stating that it is “excellent grade.”
8. The most significant item in your product descriptions.
Because the industry is constantly evolving, your product descriptions must as well. Adaptability is the most critical component of an excellent product description.
Take notice of any catchphrases that your competitors are using. Examine search engine rankings to understand what’s working in your market and with other e-commerce companies. Above all, pay attention to what your consumers are saying on social media and on industry message boards. Most of the time, your prospects and conversion rates will immediately instruct you on how to write product descriptions.
