Most online business owners put a substantial amount of time into building a website. However, many of these online retailers only put a small effort into one of the essential parts of e-commerce, the product descriptions.
Fundamentally, product description defines the product, highlights its features, benefits, the material is made of, as well as the colors available. By all means, it persuades the customer why they should buy a particular product.
As the customer browses the page, they tend to imagine whether how these products can benefit them. Thus, a well-written and interesting product description can indeed drive your customers into your purchasing funnel.
That said, adding a touch of creativity into your product descriptions can most likely move your customer from casual browsing into sales.
If you’re in search of improving your product descriptions, follow the clues provided in this guide and increase the change of persuading your audience to make a purchase.
Get to Know Your Buyers
The first move of creating a description that converts is always learning the insights of your customers. Each of your site visitors has different backgrounds and interests. If you can determine how they think and act, a higher chance you can convince them to purchase.
Moving forward, creating a one-size-fits-all product description might be the biggest mistake you can make. If you write for your every audience, chances are your product will not connect with the visitors on any meaningful standard, ending you up selling to no one.
Hence, consider to narrow your audience down to will help you design a more persuasive product description.
Here are some of the questions to determine your target audience:
- Who is buying your product?
- Who is your end-user?
- How did this visitor land your page?
- What are the demographics of your users?
- How would your products benefit your buyers?
- Why is your product better?
Again, once you determine who will be purchasing your products, all the other stuff will become clearer.
Setting Up Goals and Metrics
Before creating your killer product descriptions, it is essential to have precise, measurable, and actionable goals. That said, you need to design sharp KPIs to analyze your performance and have a foundation on how you will develop your product descriptions in the future.
Here are some of the KPIs that might help you:
- The flow of conversion rate
- Rate of cart abandonment
- Amount of product returns
- Decrease of calls from shoppers
- Ranking on organic traffic
Further, you can compare conversions, organic traffic, and engagement as affected by the adjustments you will make. More so, always remember that you need to have metrics and goals for all stages of the purchasing process, from browsing to completing the orders.
Introduce Features, Emphasize Benefits
You are probably excited to share the advantages your products may have. However, some of your audience is somewhat not interested in the features of your product; most of them want to know the benefits it carries.
One of the most common pitfalls a marketer can fall into is confusing benefits vs. features. Most of the time, copywriters only offers a list of features, which is not enough for a conversion.
For example, you are selling children’s toys; you should emphasize how durable and safe they are. If you are selling clothes, try to highlight how cozy and relaxed these clothes are.
To point out, it gives customers a straightforward reason why they should purchase your product. Also, by adding more care to benefits, you are trying to convince customers that your products will somehow improve their lives.
Indeed, both features and benefits are equally significant for a compelling advertising copy. However, your product’s benefits are the ones that will give you a higher chance of converting customers.
Use Simple but Influential Words
Always remember that your audience has different backgrounds. Most or some of them may not be fluent in English, or others have limited vocabulary due to varying education levels.
Hence, if you would like to reach a broad audience, try to avoid using complex words and sentences. Instead, use simple but powerful words to attract more potential buyers.
Here are some of the most influential words according to David Ogilvy:
- and more
Using these words can help capture the attention of your audience and influence them into purchasing your product.
The Significance of Product Story
Nowadays, most people are not interested in dull and lame product copies. They want to understand how your product helped or improved the lives of your buyers. You may want to tell your customers the inspiration of your product, who is making it, and how it was tested.
For example, if you are selling a drink, try to imagine the setting and mood of your customers when they’re drinking it. If you’re offering services such as international remittances, show your customers how your service has connected the lives and family of their loved ones abroad.
Again, a product description is about persuading customers, and stories can effectively inspire emotions than facts and figures.
Consistency of Tone
One of the factors that define your brand is the tone of your writing. Keep in mind that product description is a crucial part of your sales. That said, you should set the tone that supports the character of your brand when writing a killer product description.
For example, if you are selling luxury goods to wealthy, middle-aged people, try to use a formal style of writing and set a serious approach.
On the other hand, if you are targeting Millennials, consider setting a friendly tone by using informal and lively language.
Above all, the product description needs to be consistent and aligned with everything on your site.
Final Grammar and Proofreading Touch
Once you finished your product descriptions and you are already happy with it, consider giving them a final check before publishing. When your product copy contains poor grammar or typo errors, it may drive your prospective customers away. That said, potential customers might think that the quality of your products is poor as well.
Nevertheless, do not be discouraged if some of your product descriptions don’t work. Instead, consider it as an opportunity to learn more about your customers and eventually formulate the product description that would work for different buyers.
When customers visit physical stores, they tend to talk to the salesperson to inquire about the product. On e-commerce sites, customers browse your page to look for the information about the products you’re offering.
Indeed, some of the ways that can allure us to make a purchase when shopping in a physical store are not the same when we’re shopping online. So we can imitate these physical store experiences, it needs a lot of care and thought into the planning, visualizing, and marketing your products.
Alexia Todd is a part of the content creators of Ding.com. She started writing during her college days and eventually loving it, even making it as a career. Alexia loves to explore different towns as well as meeting new people and acquaintances. When free, she spends her time with her pets or playing video games.