In eCommerce, your product descriptions are arguably the most important copy on your whole eCommerce website: if it’s good, it will attract a lot of people to purchase the product. On the other hand, a weak product description might weaken the sales performance of an otherwise really good product.
The product description’s main function is to inform your potential buyers about the unique features and benefits of the product, convincing these potential buyers to buy the product. However, many people—even professional copywriters—often fall into the very common trap of writing product descriptions: simply describing the product.
Why is it not okay? Isn’t it supposed to be a description, after all?
Because when writing our product descriptions, our mission is to convince and engage real people, not just solely as a dispenser of information. On the other hand, we also need to consider SEO and content marketing and ensure our product description is also SEO-friendly.
As you can see, writing a good eCommerce product description can be easier said than done, and here we will learn all you need to know about developing an effective product description.
Just so that we are on the same page, however, let us begin by discussing the concept of the eCommerce product description itself.
What Are eCommerce Product Descriptions?
As the name suggests, a product description is a copywriting you use to describe your products. In eCommerce, it is a blurb of texts on a product page that is aimed to inform potential buyers about your products: its key features, its unique selling points, benefits, and so on.
A good eCommerce product description should not only describe the product’s features and list its benefits, but also communicate the problem the product solves and convince readers about why it is the best solution to solve this specific problem.
To put it short: your potential prospects and customers need your product description.
The data is fairly obvious: a product listed without any product description at all sells considerably worse than the same product with one. Can you convince people to come to your restaurant without clearly telling them what kinds of foods you are selling? Probably not, and the same idea also applies to eCommerce product descriptions.
In brick-and-mortar businesses (like a restaurant), we typically have in-store employees that are equipped with product knowledge, so potential buyers can physically interact with a product and ask this in-store employee to get more information about the product. The employee can also use various techniques to compel this potential buyer to make the purchase.
In an eCommerce experience, however, we’ll have a very different experience, and a written product description is there to replace this experience of interacting with in-store products and store assistants.
Isn’t Product Photos More Important?
While it’s true that product photos are important, and arguably are the most important factors in attracting and convincing customers, product descriptions can fill the gaps that even the best product photos can’t fill. Product descriptions can help customers make better decisions about whether a certain product is right for them.
So, it’s best to have both a good product photo and product description to maximize the performance of your product. Your product description should help answer potential questions to eliminate the need for customers to send an email or contact a sales rep via live chat.
How To Optimize Your Product Description
1. Know Your Target Audience
The first and arguably the most important step to writing an effective product description is to define and understand your target audience.
This way, we can properly understand which features and benefits of the product would be the most attractive/interesting for this ideal audience.
You can start by developing a buyer persona and list the important behaviors, pain points, and needs of your ideal audience. Work with conversion rate optimization agencies like Northpeak to conduct proper market research and competitive research to gather as much data as you can about your ideal audience.
So, when developing your product description, consider these factors:
- How did a target audience arrive at your eCommerce page? (i.e. clicking on an ad, searching for your content, referral, etc.)
- Their interests and pain points
- Why would this specific person be interested in your store?
- How would this product describe your product to a friend?
- What benefits/features would interest this person the most?
So, above anything else, make sure your product description meets your target audience’s preferences and needs.
2. Focus on Communicating Benefits, Not Listing Features
As discussed above, one of the most common mistakes in creating product descriptions is to make it solely a description of your product and a list of its features.
Instead, it’s very important to understand that people don’t actually buy a product or survive, but rather the benefits they’ll get from the product. So, instead of listing your features, you should communicate the benefits of those features instead, and what makes this product different from your competitors’.
So, for example, if your product is built with high-quality, durable material, instead of simply listing that fact, emphasize how your customers can save more money since this product is built to last.
In short, your product description should help your customer understand how your product will help their pain paints and/or provide added benefits.
3. Prioritize What’s Really Important
Now that you’ve defined your target audience and understood their needs, you should also understand what benefits of your product are important to this specific audience.
For example, let’s say you are selling foods. If your target audience is price-sensitive, then probably they are more concerned with details like “the cheapest pizza on the block”, “buy 1 get 1”, and so on. However, if your audience is more concerned about quality, you can communicate that your pizzas are using the best, high-quality ingredients, and so on.
You can probably think of 20+ benefits with your product, but most of your potential buyers won’t read all of them. So, prioritize the most important benefit of your product, and emphasize it in your product description.
4. Be Careful With Your Tone
The tone of voice in your product description is very important. You have to make sure your tone fits your brand’s voice, and also maintain the right balance between seriousness and engagement: too serious, and you might bore your potential buyers, too ‘fun’, and they might deem your messages as inappropriate.
Again, a very important consideration here is your target audience. If your audience is generally younger, you can be more casual or even witty with your tone. On the other hand, if you are selling B2B products and are targeting professionals, then you’d want to be more serious and formal.
5. Use Storytelling Techniques
Storytelling in describing your product is very powerful. Again, a common mistake is to have your product description as a boring list of your product features. By incorporating storytelling elements, you can avoid this mistake and make your product description more fun and engaging.
A basic approach to using storytelling with your product description is to discuss a problem and how your product can be a solution to this problem while highlighting a personal/emotional connection between your product and your potential buyer.
People are more likely to get behind a product if it’s associated with an inspirational story and/or relatable protagonist. If you can capture your audience’s emotion, they will buy your product.
6. Tackle Potential Objections
Obviously, your product is not perfect and has its flaws. Also, not all of your site visitors will convert, and some might not end up buying your products for one reason or another.
The longer you run your e-commerce store, the more you’ll know about the strengths and weaknesses of your product, and some of the obstacles why people are unsure about buying this product. This can be your high price tag, warranty, delivery options, or concerns about quality, among others.
What you can do is to incorporate the solutions to these potential obstacles into your product descriptions, and answer your potential buyer’s doubts before they have a chance to doubt your product.
Think about any points in your product descriptions where your potential buyers might have objections, then include the answers to these objections in your product descriptions. This is especially important if you are selling relatively expensive, higher-end products of which your potential buyers might have second thoughts about the purchase.
Great product descriptions are arguably one of the most important factors determining an e-commerce site’s success.
A good product description shouldn’t only list your product’s key features, but should engage your potential buyers by communicating the benefits they’ll get from your product and/or how this product can solve their problem. If you can incorporate an interesting story, even better since it can make your product description much more powerful.
By creating an attractive yet accurate product description, you can not only increase your conversion rates but improve your product page’s SEO performance and drive more traffic to this page.
Mike is passionate about all emerging technologies in the IT space and loves to write about all of them. He is a lifetime marketing and internet expert with over 10 years of experience in web technologies, SEO, online marketing, and cybersecurity.
Product descriptions are essential for a successful online business as they help you become more visible online and convince the potential customers to make a buying and therefore increase more sales. If you are an eCommerce seller and struggling to write quality product descriptions, then Adzis is a good call for you. We can generate thousands of compelling product descriptions with our Product Description Generator in no matter of time which will skyrocket your sale. You can check our app for more details: https://app.adzis.com/