In today’s modern world, people are inclining towards making purchases just by a click of a button.
As a result, users are more dependent on reading product descriptions. Product descriptions are significant for SEO and creating conversions.
Believe me, most of the customers will access your e-commerce shop by direct visit or through search engines.
Your product pages will drive more traffic if you are making SEO-rich product descriptions.
Over the years I have noticed that a product strategy is important to sell a product.
Your product strategy should be based on product content. Well, 87% of customers believe that product content is important while making a purchase.
For instance, Overstock.com was able to increase 84% of the traffic by optimizing product descriptions with their 10% top-performing pages.
That’s why I have written this article so that you can dig deep into how to write product descriptions that will increase your brand’s voice.
1. Be Precise And Write For Your Target Audience
Firstly your product descriptions should present a clear copy. People tend to read only 16% of the page. If you want to make each word count then omit unnecessary and generic words.
Secondly, just think about your target audience when writing a product description.
For example, if you are into selling DSLR cameras to professional photographers then you should explain about technical aspects of the camera.
But if you are selling cameras to entry-level-enthusiast or wealthy customers then you will have to create different product descriptions.
You should use bullet points if you want to mention a lot of information or highlight a few features.
So, just provide sufficient information so that your customers should feel confident while buying a product.
2. Avoid Content Duplicacy
If your products are slightly different then you should never sell them through the same product page.
You should avoid the content duplicacy issues that never use the same text else your product won’t be able to rank for the relevant search.
For instance, if you have an e-commerce store and you are selling other’s manufactured products- then never use the same descriptions for the products.
Avoid the copy-paste technique else the technical jargon used with those products might night fit well for your defined market.
3. Go With Error-Free Descriptions
While writing the product descriptions you should focus on error-free content. Spelling and Grammar must be accurate.
As failure in the above would implicate unprofessionalism and casts doubt on the quality of a product.
Remember trust is hard to earn and easy to lose while making online sales.
Also, a mismatch between product and description should be avoided.
A report by Cracking a Consumer Code shows that 50% of the online bought items were returned as they didn’t match with the product descriptions on the website.
Your product descriptions are setting the expectations of a consumer. So, write them carefully.
4. Include a Call-To-Action
The other important aspect of your product description is to include a call-to-action.
While crafting call-to-action you should include verbs and power words such as buy, shop now, add to cart. This will help your customers to move forward and make a sale.
Last but not least make a good product description that professionally mentions product details, connects with readers, and makes a person buy from your website.
5. Add Media To Sell Your Products
It’s hard to sell a product if your product page does not have photos, videos, and visual effects to support your product descriptions.
Visual images and videos will help your consumers to remember and stick to your product for a longer time.
Do you know most people only remember 10% of the information they heard three days earlier?
According to John Medina adding a relevant image with a product description will increase retention by up to 65%.
Moreover, with photos and videos, you aren’t just selling a product, instead, you are selling an experience.
- Types of Photos To Include
Well, there are two basic types of photos that you should include with your product descriptions.
One is the product images and the other is the lifestyle images. These photos should be professionally shot and edited according to specifications.
Product Photos will help your customer to see your product without any distractions. They will also highlight the specific features and details of the product.
One of the most common forms of e-commerce product images is 360-degree photos.
They help the users to see the product from various angles. According to Omnivirt, 360-degree photos increase conversion by 410%.
On the other hand, lifestyle photos are selling an experience to your customers. With these photos, you can answer to the 5Ws and H apart from brand associations.
- Adding Videos
It is important to note that 96% of consumers find videos as a helpful source for making online purchases.
Around three out of four users are likely to buy a product if they can watch a video explaining it.
Videos will also make the users spend more time on your page which will increase brand awareness and user engagement.
So, always add short and easily understandable videos to your product description.
6. Valuing Customer Reviews
Weekly online reviews are essential for your product page. Do you know 93% of the purchasing decisions are based on customer reviews?
For some customers, it is always a daunting task to buy high-priced items without actually seeing them. So, customer reviews help them to buy more expensive items easily.
A recommendation from another person is more likely to create trust and increase the conversion rate for your product.
7. SEO Optimized Product Pages
Your product page should have specific keywords that will filter people who are interested in your product.
Also, if you want to scale up your success with product descriptions, use long-tail keywords.
For instance, a search for “best car” won’t generate much traffic as compared to “High-Average Low Price Car”.
You can use some keyword explorer tools like Ubersuggest or Ahrefs to check that your website is ranking for the relevant terms.
Another way is to study your competitors on how they are funneling clients towards their product.
Besides optimizing your product pages, your website should load fast.
One of the reasons for slower website speed is the images.
So, always optimize your images with ALT tags that are included with product descriptions.
To find success for your e-commerce store, it is necessary to write good product descriptions.
Your product descriptions should be capable enough to convince someone to buy the product that they have never seen.
So, write accurate product descriptions by using relevant images and videos to increase conversion rates and user outreach.
Claire Mark is an investment and strategic planning consultant at Alcor, a global investment bank. She’s best known for her insightful blogs on business growth, startups, small businesses, and investments. Claire also has a good network in the Finance industry, especially the investors’ community. Apart from her work, she loves to bake and go out for gadget-free nature walks.