How To Write Effective Product Descriptions To Boost Sales
Product descriptions are instrumental to the overall success of your online business growth and revenue. A good product description has the ability to persuade a customer to make a purchase. A bad product description can turn customers away in a matter of sections.
A good product description is, above all, well written and well judged. If you want to know how to create the perfect product description for your website and brand that will lead your customers down your sales funnel, keep reading!
What to write about in your product description
Product descriptions vary according to the business, the industry, the website and the product itself. In short, a product description should outline all of a product’s features, uses and key selling points. The aim is to persuade the buyer that the product is exactly what they need, will improve their lives and that they should click “buy” immediately.
Product descriptions should be short and concise – think around 50 words to sell a pair of jeans. If you have more to say, don’t create a wall of text, instead highlight the main features you want to communicate and put them into clear and digestible bullet points.
-> Use common sense
When it comes to writing product descriptions, don’t overthink it. Imagine you are selling the product to a customer in real life. If the product is a pen you don’t need to write 200+ words about it – its purpose is self-explanatory, and to write a product description that tells the customer how to use it is patronizing (not to mention a waste of time). Instead, keep it simple and only mention features that are noteworthy. And, if the character of your business is playful or quirky, get creative with it.
On the other hand, if you are selling a product that requires a lot of information and explanation, you should most definitely detail as much as you can in the product description. For example, if you’re selling a camera you need to cover all of its features, benefits, settings, set-up, size, warranty, etc., and answer any questions a customer may have about the camera and its performance.
(Tip: if you are selling a product that you can showcase in your product listing, do so. For example, if you are selling a camera only use images that have been taken using that camera.)
The best way to convert a customer online is to educate them and gain their trust, as they can’t inspect the product for themselves and are relying entirely on your word. The more you educate them, the more trust you earn and the more likely they will go through the sales funnel to the purchase stage.
-> Optimize product descriptions
Optimizing your product descriptions is crucial. By using the right keywords you will increase the ranking factor of your product listing, meaning that if someone types “buy treadmill running machine online” into a search engine your product will come up. In turn, the chance that a person will purchase a treadmill on your website, not your competitors’, will increase.
Another way to optimize your product descriptions is by optimizing your images. By using specific keywords in your image ALT tags you will increase the likelihood of appearing in the SERPs (search engine page results).
-> Extra features to consider
Because you are selling a product online, the image of the product should take up the most room on the page. This should be accompanied by a brief outline of what the product is, what it does and how it can improve the life of your customer.
The problem with this is that you may have a lot of information to add to your product listing, more than you can fit onto the page and still look visually aesthetic. The solution here is to create tabs under the product, like “product specs” and “ingredients”, where you can add that extra information for the reader to access.
You can also add features such as size charts and fit suggestions, videos, tutorials, galleries, etc. Or, highlight other similar products that the customer may be interested in to increase your IPT (items per transaction).
You can also add a review section or star rating so help motivate the user to buy.
Anything you can add to the product listing to make the buyer’s browsing experience as clear and as enjoyable as possible, the better.
-> Write for your audience
It’s important to have a clear image of your buyer’s persona before you begin writing your product descriptions. You should consider the buyer’s age, gender, location, interests, pain points, income, etc. This will help you to use the right language and wording to increase conversion.
Don’t be afraid to use emotive and descriptive language to sell your product (if necessary). If you’re selling clothing, you may choose to set the scene where that particular piece of clothing would fit with the occasion, and maybe suggest how to pair it with other items for a complete look.
If the buyer persona is teenage girls you should use relaxed and cool language, whereas if the buyer persona is a businesswoman shopping for a corporate trouser suit, you should use sophisticated language.
The trick is to imagine you are serving your typical buyer in person – how would you adjust your wording and tone of voice to secure a sale?
It’s important to note that when products are listed on third-party eCommerce sites, for example, Amazon.com, the style of the product description will align to rest of the website.
-> Split test product descriptions
It is smart to split test product descriptions. Just like when you design a landing page – or any page of your website for that matter – the layout, copy, colours, graphics, etc. can have an effect on conversion, so should be split tested to ensure they are impactful as possible.
The same goes for product descriptions – the smallest details, like fonts, word count and bullet points, for example, can be the difference between a visitor making a purchase and bouncing off the page.
When it comes to writing product descriptions, you need to get into the mind of your customer, address what it is they want to know and tell them how it will benefit their life. By doing this through the correct use of language, on page features and a little bit of SEO magic, your products will fly off your virtual shelves, and you will experience a surge in revenue.