The product description is the most important piece of content on your site. It’s the first thing your customers will read about your product and it’s what convinces them to buy. If you don’t have an effective product description, you risk losing sales. And if you have a bad product description, it can even lead to refunds and negative reviews.
Although writing product descriptions that convert is a skill that can be learned, often, it is advisable to hire a professional product description writing service. In this post, we will share with you the things to keep in mind when writing product descriptions for optimal conversions.
Identify the Target Market
Product descriptions are often the first thing a customer sees when visiting your e-commerce store. The right product description can help you convert more visitors into customers, while the wrong product description can cause you to lose sales. The good news is that there’s no “one size fits all” approach to writing great product descriptions. They all depend on your particular audience and the way they think.
The first thing you need to do is identify your target audience. Who are they? What do they want? What is their geographic and socio-economic profile? How do they like to consume information? After answering these questions and having the target profile personas of your audience in your head, you can write engaging product descriptions.
Include a Benefit Statement and Provide Proof
When writing your product descriptions, make sure to include a benefit statement as well as proof of that benefit. For example, if you’re selling a t-shirt and it’s made of 100% cotton, say so in your description. If it’s soft and comfortable, tell them why it is so. If it’s durable, tell them how long it will last. But don’t just tell them these things, also prove them by showcasing real customer reviews from other people who have bought that particular t-shirt and shared their reviews on your site or social media accounts.
This will instantly give more credibility to your claim about that specific t-shirt and will encourage your customers to make a purchase immediately because they’ll see that other people agree with what you’re saying about the shirt.
Make It About Them
The best way to write great product descriptions is to focus on the customer experience, not on the product itself. After all, as a retailer, you’re selling something that’s usually made by someone else and hopefully in bulk. So why should anyone care about the details of how it’s made? They want to know what it does for them, specifically how it’s going to change their lives for the better. For example, if you are in the organic peanut butter business, tell them how they can expect to see physical benefits from consuming your product instead of as compared to regular peanut butter.
Use “You” Instead of “I”
It’s easy to slip into the third person when writing about products. Don’t do that. Instead of saying “I recommend this product,” say “You’ll love this product because.”
Use SEO Keywords and Action Words
It’s also important that you use language that is easy for customers to understand, so they don’t get confused or frustrated when reading your copy. Your product descriptions should be written to engage your customers and have them take action. Your job as an e-commerce marketer is to encourage people to take action, i.e., to buy your product. Try to think of creative calls to action that are subtle. Use words like “buy now” and “discount”. Also, make use of keywords in the product descriptions. You can find these keywords using free and paid tools.
Other Things to Keep In Mind
You must use a conversational tone. In this day and age where attention spans are super short, no one has the time to read long descriptions. Try to make the information as readable as possible. To do this use short paragraphs and sentences as well as bullets and numbered lists.
If possible, add a video showing off the features of a product and tell a story about the customer who would buy this product in that video. Also make sure you include all the information customers want about your products such as size, color, and material.
Originally posted 2022-05-31 06:13:40. Republished by Blog Post Promoter