Product description can make or break your business. It's an important element you should not overlook, especially if you’re looking to start an online store. Product descriptions are a low-investment, high-reward strategy to boost your online store's sales figures.
See, writing effective product descriptions is more than just listing product features or specs. It's about connecting with customers, understanding their needs, and highlighting how your product meets those needs.
A great product description does two important things. It tells target customers about the benefits of your product. It also convinces them that your product is what they've been looking for.
Through this blog, you're going to learn the benefits and top tips on how to write product descriptions that help skyrocket your eCommerce site sales. Let's dive in!
What is a Product Description?
Product descriptions are key tools that connect your brand with potential buyers. They serve two main roles: to inform and persuade. Studies show that accurate and detailed product descriptions can increase conversion rates by up to 78%.
Product descriptions are product copy that provides potential customers with relevant details about the company's offerings such as its benefits. The idea here is to convince the target market to purchase by highlighting how the product can help with their pain points.
Now, the compelling reasons you provide act as a setting stone for potential customers to make a purchase.
Just like how a salesperson persuades you to buy a product by explaining the benefits, you need to do this through product description with your online store.
Why Write a Product Description?
A good product description does more than list specs. It turns product details into a story that meets your customer's needs. The best descriptions grab attention quickly, focusing on one key feature that shows the product's value.
Here's why product descriptions are beneficial for online stores and e-commerce sites:
1. Role in Customer Decision-Making
Customers use product descriptions to see if a product fits their needs. Over 300 million online shoppers rely on them for information. By writing engaging, clear descriptions, you help guide customers to make better choices.
2. Enhances Customer Understanding
With the help of product descriptions, potential buyers can learn essential details such as benefits, usage, and more. By providing a clear outline of your product offerings, customers can make informed decisions, therefore increasing the likelihood of a purchase.
3. Improves SEO Rankings
Optimize your product descriptions for better ranking in the SERPs. Include relevant keywords in the description and product title to increase organic traffic and online visibility without paying any additional cost for advertising.
4. Builds Brand Trust and Credibility
Detailed and accurate descriptions demonstrate a brand's knowledge and commitment to transparency. When customers feel they have all the necessary information, they are more likely to trust the brand and make a purchase.
5. Reduces Return Rates
By setting clear expectations through precise descriptions, customers are less likely to be disappointed or surprised by the product they receive. This transparency reduces return rates, saving time and increasing sales.
6. Competitors Advantage
Through product descriptions, you can clearly state your benefits and unique selling points which will help distinguish your product from the competition.
This will help capture the customer's attention and encourage them to choose the most suitable product according to their needs and requirements.
7. Enhances User Experience
Descriptions that are written in short paragraphs help improve readability which, therefore, provides a positive user experience.
When customers find information easy to read, they are more likely to explore and come to a purchase decision quicker, increasing overall sales.
8. Supports Visuals with Context
While images showcase a product’s appearance, descriptions provide context, explaining how the product can be used or how it solves a problem. This combination of visuals and text creates a compelling narrative encouraging purchasing decisions.
How to Write Product Descriptions That Sell
Writing great product descriptions is an art that can really help your online sales. Shopper value content on product descriptions as a key indicator to come to a purchase decision. Therefore, it's vital to know how to write them well. This knowledge is essential for success in ecommerce.
Your description needs to grab attention fast - you have under 15 seconds. The best descriptions don't just list facts. They tackle specific problems that customers face and highlight unique benefits.
Think about using bullet points to make your description easier to read. Adding customer reviews can boost social proof.
Here are a few tips you need to be aware of to write well-crafted product descriptions:
Know Your Target Audience Inside Out
Understanding your target audience is key to writing compelling product descriptions. Through your description, you want to directly talk to your customers and for that, you need to know your target audience.
Creating Buyer Personas
Creating buyer personas needs deep market research. Look at customer demographics, behavior, and what drives their buys. Additionally, your personas should cover factors such as age, income, interests, and pain points. This helps you see what drives their buying choices.
Understanding Customer Pain Points
Write your product descriptions to solve real customer problems now that's the most important point. By knowing what challenges your audience faces, you can show how your product solves them. Around 30% of cart abandonments happen due to unclear product info.
Highlight how your product meets unique customer needs. Turn features into benefits that directly address their main concerns.
Matching Customer Language and Tone
When writing descriptions, match your audience's way of speaking. Pick words that fit your target market's style, whether formal, casual, or technical.
This approach helps build a personal connection, increasing sales and turning your target market into loyal customers.
Focus on Benefits Over Features
When writing product descriptions, your main goal is to turn technical details into benefits that customers care about.
Put yourselves in the same shoes as the buyer. You would choose to purchase a product only if it meets your needs right? Well, if that's the case then you should include those details into your product descriptions. Do not just describe the product features.
For example, a power drill isn't about speed or power. It helps to save time, making projects easier and reducing effort levels. You need to be pointing out solutions to pain points, only then can you build a connection with your target audience.
Your goal should be to answer the question: "What's in it for me?" This helps buyers see how your product solves their problems.
Marketing experts suggest using the FAB technique: Features, Advantages, Benefits. Turn technical specs into real benefits. For instance, instead of saying a portable thermometer has "advanced sensor technology," explain how it gives quick, accurate readings that save time and avoid mistakes.
Search engines and customers both value content that meets their needs. By focusing on benefits in your descriptions, you'll boost SEO and create a compelling story that connects with your audience.
Crafting Compelling Product Stories
Learning how to write product descriptions is key. Storytelling is a powerful way to grab customer attention. It turns simple product details into stories that buyers love.
So, how to do it? Well, you need to tell a story that will reach the emotional side of the buyer. Storytelling is the way forward!
Including your brand story as part of your product description can put your brand in the minds of your target market and highlight your vision and values making it memorable.
Storytelling is not hard by the way, there are a ton of ways you can gain inspiration:
How did your brand come to be?
What inspired you to create such products?
What challenges did you go past when creating the brand?
The logic here is to make consumers instantly connect with your brand and this will lead to repeated sales in the future.
Poketto - a clothing brand created using Pixpa provides a great example of storytelling in product description.
Using Sensory Language and Power Words
Learning to write a product description that grabs customers' attention is key. Sensory words make descriptions come alive, sparking imagination and emotional connection.
Utilize words that engage all five senses. For example, calling a coffee "rich, velvety smooth" makes customers imagine its taste.
Choosing the right words can make a big difference. Studies show that sensory language boosts customer interest. Words like "refreshing," "luxurious," or "silky" create a strong emotional bond.
Power words also play a big role. Terms like "exclusive," "guaranteed," or "revolutionary" make descriptions stand out. It can be seen as solving problems and building excitement for buying.
Professional copywriters mix practical information with emotional triggers. By using sensory language, power words, and outlining clear benefits, you can inspire customers to act.
Optimizing Product Descriptions for SEO
Writing product descriptions isn't just about selling. It's about making your products easy to find online. By using search engine optimization, your product content becomes a strong marketing tool by drawing in potential buyers with the right keywords and engaging stories.
Keyword research is key when writing product descriptions. Use long-tail keywords that show what buyers are looking for. Make use of tools such as Ahrefs, Google Keyword Planner, and Google Trends to assess trending keywords under your niche along with short and long-tail keywords.
Pro tip: Put your focus keyword in the URL, title, and body naturally. Don't stuff it in too many places this can negatively impact your SEO performance.
Your meta description is like a digital storefront. Make it short, and engaging, and include your main keywords. Also, ensure that your meta description is under 155 characters in order for it to be fully visible in the SERPs.
Make your descriptions easy to read. Use short sentences, bullet points, and clear section breaks. Adding structured data like schema markup can make your search results stand out.
Along with SEO optimizing your product description, there are other ways in which you can boost your online visibility and sales. Here are 20+ ecommerce marketing tips to grow your online store.
Visual Elements and Description Integration
Visuals are a key element to grabbing attention and boosting sales. Think of visuals as part of your story. Customers love seeing products in real-life settings.
Include videos of how your products are used as it helps save time for prospective customers to look out for instructions.
Using visuals wisely can really engage customers. Professional photos, lifestyle shots, and videos show your product's value. Adding customer photos such as before and after can cement the product's benefits in the minds of your customers.
Your aim is to give a complete product experience. Quality visuals and clear text can increase sales. Use professional photos that show your product's quality and how it can improve customers' lives.
Visual storytelling goes beyond just marketing. By mixing great descriptions with eye-catching images, you create a deep experience. This experience meets your audience's needs and wants.
Testing and Measuring Description Performance
Learning how to write product descriptions means tracking their performance. Around 70% of customers leave their carts because of bad descriptions. This makes measuring key to success.
Begin by setting clear goals for what you want to measure. A/B testing can help compare the performance of different versions of a product page. Further, take a look at conversion rates, bounce rates, and time on product pages.
Customer feedback is a great tool for measuring. Watch reviews and return rates. Detailed descriptions can cut return rates, showing their impact on satisfaction.
Your aim is to convert, not just describe. With buyers influenced by descriptions, keep testing and improving for success.
Conclusion
Writing a product description is more than listing specs. It's about telling a story that turns browsers into buyers. With majority of online shoppers valuing product descriptions, your words can make all the difference.
To write a great product description, think strategically. Know your audience, highlight benefits, and use sensory language.
See writing product descriptions as a continuous improvement. Try different approaches, track results, and adjust as needed. Your aim is to create descriptions that inform and inspire, leading to sales.
Begin using these tips now. With effort and focus, you'll craft descriptions that grab attention, spark interest, and boost your e-commerce sales.
Key Takeaways
Product descriptions are strategic sales tools, not just technical summaries.
Effective descriptions connect emotionally with potential customers.
Focus on solving customer problems, not just listing features.
Use clear, concise language that speaks directly to your audience.
Integrate storytelling to make your product description memorable.
Highlight unique value propositions that differentiate your product.
FAQ
What exactly is a product description?
A product description is a marketing text that explains what a product is and why it's worth buying. It gives detailed info on the product's features, benefits, and what makes it special. This aims to convince potential buyers to buy it.
Why are product descriptions important for e-commerce?
Product descriptions are key because they help customers see the value of a product. They answer questions and concerns and drive sales. They turn browsers into buyers by giving them all the info they need.
How long should a product description be?
The best length varies by product and industry, but it's usually 150-300 words. It should be short but detailed, covering all important points. It should also keep the reader interested and highlight the product's best benefits.
What's the difference between features and benefits?
Features are what a product has (like size, material, or tech specs). Benefits explain how those features help solve a problem or improve life. Good descriptions turn features into benefits that connect with buyers emotionally.
How can I make my product descriptions more engaging?
To engage readers, use sensory language and storytelling. Think from the customer's point of view and address their pain points. Explain how the product can make their life better or solve a problem.
Should I optimize product descriptions for SEO?
Yes, SEO is important, but do it naturally. Use relevant keywords but keep the description readable and interesting. Focus on creating content that meets customer needs and includes strategic keywords.
How do I write product descriptions for different types of products?
Adjust your approach based on the product and audience. Technical products need detailed specs, while lifestyle products benefit from emotional stories. Always consider your buyer persona and use language that speaks to their interests.
How often should I update my product descriptions?
Regularly review and update your descriptions. Use A/B testing and customer feedback to improve them. Keep them current, accurate, and in line with your brand voice.
Can images replace detailed product descriptions?
No, images and descriptions work together to fully explain a product. While images are important, descriptions provide context and explain features and benefits. They also answer questions that images can't.
What are the most common mistakes in product description writing?
Common mistakes include using default descriptions and focusing too much on features. Avoid technical jargon, neglect the audience, and fail to connect emotionally. Always write clearly, compellingly, and with the customer in mind.
