Let’s look at some samples from eCommerce sites to see how to develop product descriptions that persuade your visitors to place an order.
1) Write in order to be discovered
When it comes to internet purchasing, product discovery is crucial.
Customers, for example, are looking for a ‘instant pot.’ However, phrases like ‘induction’ and ‘electric’ abound in your product descriptions. Although these terms are not necessarily incorrect, your product will appear after other products that have been tagged with the right search term in the eCommerce store results.
Write down the main characteristics of your product first. Define basic details such as dimensions, colours, and weight. Ensure that the primary products and USP are properly communicated in simple words.
Then, to write better product descriptions, start with a mix of your product offerings and a comprehensive SEO approach.
Tools like Ubersuggest and Google Keyword Planner can assist you in identifying various search terms, auto-complete search terms, related terms, phrases relevant to your product, questions asked, problems encountered, and so on.
Once you’ve come up with a concept, use those terms in your product description to set yourself out from the competition.
Keep in mind that not every customer is a voracious reader. They could be looking at your product while simultaneously using ten other tabs.
In addition, yearly mobile eCommerce sales in the United States are expected to climb to $488 billion by 2024, and mobile buyers are more likely to scan and read more if anything catches their attention.
As a result, it is critical to avoid equivocation and to go right to the point while adding value to each line.
How to write conversion-oriented product descriptions:
Important information should be included in the first 3-4 phrases of the product description.
Instead of paragraphs, use bullet points.
Each paragraph should have a subheading.
Use symbols to represent specific features (eg, eco-friendly, colors, etc)
Use proper punctuation and grammar.
BONUS: We’ve discovered a method that will help you write a product description that converts.
This is how it appears:
[Engaging Product Description] = [Prose Paragraph(s) + [Bulleted List of Specs or Product Features]
Keep this in mind the next time you’re writing a product description, and you’ll be ready to go in no time.
What should you stay away from?
Write product descriptions that people want to read instead of sales copy.
Don’t be overbearing; instead, focus on the benefits.
Examine similar products, but don’t replicate the descriptions verbatim (search engines and eCommerce stores may regard this as spam).
2) Use the Right “Product Title” to Get People’s Attention
The titles of eCommerce product descriptions frequently serve as elevator pitches. This does not preclude you from being as detailed as possible.
According to CopyBlogger, 8 out of 10 people will read your title, but just 2 out of 10 will read the rest of your content.
Tips from eCommerce product titles that convert well:
- Stick to a simple, reader-friendly format.
- Go wild and see what may pique your prospects’ interest.
- What should you avoid?
- There are too many technical terms.
- Use terms like “great quality” and “better than everyone” sparingly.
3) Recognize your customers’ problems.
According to a study, only 1.94 percent of visitors to eCommerce websites make a purchase. That means roughly one out of every 51 website visitors makes a purchase.
As a result, sales are lost
So, how do you convert these browsers to buyers?
Create an individual buyer profile.
Map out your clients’ pain spots using a data-driven approach. A buyer persona can assist you in communicating effectively. Details such as preferred geography, age group, interests, languages, occupation, gender, and more must be included in a consumer persona.
Customer research in depth
Investigate your clients’ preferences and dislikes to add value to your product descriptions.
Why should I choose this product over those offered by your competitors? Make your unique selling propositions known. It might be the type of material used, the product’s quality, the company’s history in the industry, additional benefits, and so on.
BONUS: Searching Quora for what people are searching for regarding a product category is another approach to map the thoughts of your future and existing customers. This strategy not only aids in the general optimization of the product landing page, but it has also proven to be quite useful in the creation of product descriptions for our clients.
Tips for writing high-converting product descriptions include:
Empathize with others.
Take special caution with references to cultural and social standards.
Investigate your target audience’s interests and activities, and if your product fits the profile, write content accordingly. If you’re selling a selfie stick, for example, a major chunk of your customer base is a music fan. As a result, you can write text about how a “selfie stick” can be utilised to record clear, blur-free moments during a concert.
What should you stay away from?
Don’t go overboard, and make sure to address all of your concerns. Simply choose the top 4-5 pain locations.
Don’t give the reader more questions by providing insufficient information.
Being excessively imaginative with copy and failing to cover the product’s specifications.
4. Use Convincing Language
J.Crew uses persuasive copy to make their goods enticing.
The psychology of writing content that converts has been discussed extensively. It’s very likely that you already know that some words are important.
You click on a headline because one word catches your attention. Because a term evokes an emotion, you click a signup button. When it comes to investing your time and effort in developing product descriptions, the same rationale applies.
Take a step back and consider who you’re writing for, what their day looks like, what their obstacles are, and what will excite them. Create a copy and weave in persuasive words that convert the reader once you have the fundamental information available. Create copy that is easy to read, understand, and, most importantly, persuasive. The five most convincing words in the English language are listed below:
One of the things that lights up our inner self, according to a recent study, is seeing our own names in print or on the screen. Our names are inextricably linked to our self-perception and constitute a significant component of our identity. Now, in the context of the product description, achieving that fine degree of name-based customisation is practically difficult. And this is when the ‘you’ power comes into play. Use the term you effectively in your copy to discover how it affects your visitors.
b) No cost
We’ll deliver goods to everyone who doesn’t like getting things for free. JK, but who doesn’t like to be free?
When we hear the term “free,” we experience loss aversion (aversion to missing out on things) and our natural desire to go after “low hanging fruit” increases. That is why we are so prone to taking advantage of freebies, even if they aren’t the finest in class. In terms of product copies, it may seem difficult to use the word free, but try including a giveaway or free goods and watch your customers choose you!