Let’s face it: the vast majority of product descriptions on ecommerce websites on the market are, for probably the most half, fully unreadable tripe.
In any case, who really reads the copy on product pages, proper? There’s a lot extra you’ll be able to optimize, and product descriptions absolutely shouldn’t have THAT huge of an impression, proper?
Effectively, nothing may be farther from the reality. Based mostly on ecommerce research carried out by the Nielsen Norman Group, 20% of failed purchases may be attributed to the dearth of engagement and related product description info.
In reality, you’ll be able to consider your product descriptions as gross sales individuals working a 24/7/365 shift at your on-line retailer. And similar to actual human gross sales professionals, they are often the distinction between making or shedding a sale.
That’s why product descriptions ought to be half and parcel of your general ecommerce website gross sales technique — and that’s why they must be sharp, written in your model voice, and armed with an irresistible gross sales pitch.
If you’re studying this to find out about product description writing, you’re in luck — that’s precisely what you’re about to be taught. On this article, you’ll be taught all about writing persuasive product descriptions that pop, together with some product description examples demonstrating how profitable ecommerce companies use the identical strategies to persuade potential consumers to make a purchase order resolution.
Write in your preferrred buyer
Step one in understanding write product descriptions is to first be taught about your clients. See, if you recognize who you’re writing for, you’ll know precisely what they need. Put your self in your viewers’s sneakers: what are their demographics, wants, pursuits, and objectives?
Answering these questions helps you write nice product descriptions that focus on audiences instantly and personally, utilizing the phrases they use, and addressing the issues they have. In any other case, you’ll find yourself writing a product description that addresses nobody.
Analysis your audience and provide you with a purchaser persona: the final word illustration of your preferrred buyer containing the important thing info talked about above.
Constructing purchaser personas helps you create product descriptions with the fitting tone and elegance whereas considering how your product solves their issues, how your clients can use your product, and what options your clients will discover most helpful about your product.
Check out this product description from Dealer Joe’s, as an example:
The customer persona on this instance isn’t simply involved in in search of any easy pesto. The product description is tailor-made precisely for people in search of a wholesome vegan various, and the best way it’s written makes you really need to strive it.
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Give attention to the product’s advantages
Nobody actually needs to purchase a dishwasher; individuals simply need their kitchenware and utensils clear with out the trouble of washing them by hand. The dishwasher is simply one other means to an finish.
Specializing in the product’s advantages as an alternative of the product itself has all the time been a greater solution to promote. The premise is sort of easy: spotlight the advantages that clients stand to achieve from utilizing the product. Like, the way it can enhance their lives, the way it could make them extra productive, more healthy, or happier, yada yada yada.
Right here’s how outside recreation model Patagonia does this within the following description:
We will see how the product description focuses on the technical particulars of the fleece and the way it will profit the client in hostile climate situations. Furthermore, mentioning the 100% recycled materials and Truthful Commerce Certification is in keeping with the corporate’s model voice and its advocacy.
How do you incorporate this tip in your product descriptions? It’s easy: simply reply how your product will enhance the lives of your clients.
Use conversational language and an off-the-cuff tone
Conversational language seems like a mouthful, but it surely’s actually easy — it refers to how actual individuals really converse to one another in actual life.
Use brief sentences, easy vocabulary, and an off-the-cuff tone in your product descriptions. Writing product descriptions in a relatable tone and conversational language lets extra individuals perceive your model, builds rapport along with your viewers, and makes it simpler to return throughout as quirky and relatable.
Keep in mind: product descriptions aren’t the fitting place to flex your verbal chops. Use easy, direct, and casual language, and hold your sentences brief. All the time use contractions, and instantly handle your readers to get one of the best outcomes. These are your keys to make your product descriptions sound extra partaking — and finally assist your model to generate extra gross sales.
Make product descriptions pop with sensory phrases and adjectives
Candy, woody, citrus, fruity, floral, metallic…the checklist goes on.
Sensory phrases attraction to the reader’s senses, permitting them to vicariously expertise well-written product descriptions by sowing seeds of their minds, interesting to the emotional receptors of the mind, that are designed for people to react to.
Describe what it’s important to supply, no matter it’s you’re promoting. Describe the way it feels, tastes, smells, or seems like, or what it’s like to make use of the merchandise. That’s all you must do to activate your reader’s senses and in your product descriptions to pack the facility phrases that give it that further wanted punch.
So sure, our all-time favorites like “nice, greatest, straightforward, fast, implausible, distinctive” is probably not sufficient to do the trick. To essentially take your product copy to the subsequent degree, get impressed by Tailwind Ghostwriter or use a thesaurus.
Inform tales
Individuals love tales! It’s a part of what makes us human.
That’s why tales are an vital instrument to make use of in your product descriptions — they forge emotional connections along with your readers, and make your model extra memorable and relatable. When utilized in product descriptions, tales may help talk what you care about and worth. They usually present your model with one other layer of empathy that folks can relate to. The final word profit: tales could make extra individuals join with and like your model. That’s one thing to attempt for.
The above instance demonstrates French jeweler and watchmaker Boucheron telling their model story, displaying their clients the corporate’s origins, historical past, and milestones, lending the model gravitas and showcasing its dedication to excellence in its 165-year historical past.
Don’t neglect the visuals
Everyone knows the significance of a well-written product description, however product photographs are as (or extra!) vital. There’s completely no on-line enterprise or ecommerce website that sells merchandise with out photographs — at the least not those that prove to change into success tales.
The very best-converting product pages supply stable product descriptions paired with engaging visuals to ship the absolute best buyer expertise for guests.
Endear your model to your viewers with high-quality photographs that complement your product descriptions. This isn’t the early days of the web or ecommerce, you recognize — photographs ought to be an inseparable a part of your product description template.
Make product descriptions straightforward to skim
The very best product descriptions are concise, clear, and ship the message straight to the purpose.
That’s why you need to make an effort to write down product descriptions straightforward to skim as an alternative of creating your readers take outing of their busy schedules to learn an overwrought 300-word product description. The good majority of individuals shopping the web decide to briefly skim by means of web sites somewhat than studying them word-for-word — and it makes excellent sense to write down product descriptions that reap the benefits of this reality.
Here’s a product description template you’ll be able to observe that’s in keeping with this greatest apply:
Neutrogena, a skincare and cosmetics model, highlights the advantages of its pimples cleanser for textured pores and skin with a easy headline, brief paragraph, and bullet factors displaying why clients should purchase the product for themselves.
Good, straight, and to the purpose — the best way it ought to be. The spacing, the format, and the typeface make it straightforward to skim by means of rapidly.
Writing easily-scannable product descriptions is simpler than you suppose. First, checklist product options with a bulleted checklist, then use daring textual content to spotlight vital factors, and use brief paragraphs so as to add different vital particulars.
Contemplate including an FAQ part
Including a Incessantly Requested Questions part is a pleasant and simple method to offer extra value-added details about your services. Having them in your product pages can allay any doubts or fears your potential clients might need about shopping for.
Higher nonetheless, doing so is nice for UX as a result of individuals don’t need to spend effort and time looking out your ecommerce website for solutions, or depart the product pages to seek out the data elsewhere. In any other case, you danger shedding a sale or turning what would have been a conversion into an deserted cart.
This product description for floor natural espresso solutions questions associated to consumption, manufacturing strategies, and ethics:
One factor to recollect: FAQs aren’t a dumping floor for content material that wasn’t ok to placed on a web page. With a view to create a superb FAQ, whether or not it’s in your product pages (beneficial) or for an FAQ part linked instantly out of your product pages, you must decide which questions your clients most frequently ask about your services or products choices.
Listed here are a few tricks to get inspiration and just be sure you are answering questions that clients really need:
- Buyer Service Interactions: Monitor questions continuously requested by means of your on-line chat, e-mail, or cellphone help. Often overview these queries and replace your FAQ part.
- Product Evaluations: Have a look at each your personal and opponents’ product critiques. Prospects usually point out factors of confusion or widespread issues in these critiques, offering beneficial insights in your FAQ.
- Social Media: Analyze questions and feedback from clients in your social media platforms. Use them to find out what info your clients want.
- Boards and Communities: Assessment boards like Reddit or niche-specific communities the place your clients may focus on your (or related) merchandise. Right here you could find widespread points, questions, or misconceptions that want addressing.
- Web site Analytics: Make the most of instruments like Google Analytics to grasp what customers are looking for in your web site. This information may help establish widespread questions or factors of confusion that your FAQ may handle.
Tighten up your website positioning
Most ecommerce platforms advise on-line enterprise house owners to tighten up their product descriptions for engines like google to index. This implies product descriptions have to have the required key phrases. Doing so makes it straightforward for engines like google like Google and Bing to crawl and index, finally rating your product pages on the SERPs.
And since rating means natural site visitors, it’s essential to optimize the key phrases that you just use for product descriptions.
How? It’s easy: take a look at and checklist the key phrases that seem on Google in your product.
Kind the identify of your product in Google and see what choices it generates.
As an example, in the event you’re planning to promote orthopedic sneakers, doing a question for “orthopedic sneakers with” will present you the highest rating key phrases on Google.
It’s so simple as that — and you are able to do the identical for actually any product beneath the solar.
If you happen to want to do extra superior key phrase analysis, take a look at instruments like Ahrefs or SEMRush. They assist you to analysis about your competitors’s key phrases and have free choices and affordable paid choices for much more granular website positioning tinkering.
Add social proof to product pages
Social proof boosts gross sales! The concept is that extra individuals will purchase a selected product after they see that others have already bought, used, and had nice experiences along with your product. This implies you need to embody testimonials and buyer critiques/rankings in your product descriptions to exhibit social proof and spotlight the belief your model has constructed along with your clients.
You too can leverage social media platforms like Instagram, TikTok, and Fb to indicate product demos, generate hype in your merchandise, and interact and encourage your clients to share their experiences.
Discover how Kylie’s Cosmetics laid out its product description: the general product ranking may be simply seen proper on high of the outline, with the critiques accessible with only one click on. Social critiques are significantly vital for the make-up area of interest, as a result of they handle guests’ fears and doubts concerning the product, giving potential clients the all-important social proof and a terrific first impression about your model.
BONUS: When utilizing superlatives in product descriptions, show them
Far too usually, manufacturers pepper their product descriptions with too many superlatives. The issue is, superlatives sound trite and overused in a product description except your advertising and marketing copy demonstrates and proves why your product is really one of the best in its class, the best answer, or probably the most subtle one available in the market right now.
That mentioned, in case your product is TRULY one of the best in its class, present proof why that is the case. If it actually isn’t, tone down your advertising and marketing copy so it doesn’t overpromise and underdeliver.
