While buying any product online, one of the most important aspects that customers look at is the product description. This description should ideally do much more than just present the item in plain text. The main aim should be to market the product so that you can convert all your online traffic into paying customers.… Continue reading How To Write Product Descriptions that Will Boost Your Sales by 4X
While buying any product online, one of the most important aspects that customers look at is the product description. This description should ideally do much more than just present the item in plain text. The main aim should be to market the product so that you can convert all your online traffic into paying customers.
Most product descriptions are too plainly written. Writers tend to throw in a few features to make the text look attractive. This strategy may work sometimes, but most of the time, it doesn’t encourage individuals to purchase.
What are Product Descriptions?
A product description is an advertising strategy to depict an item’s description and benefits to clients. A convincing description gives clients all the information about the product’s highlights, benefits, and uses. It has two purposes:
- To provide all the information about the product and invite potential clients to purchase the product
- The second point is one of the most critical areas that a lot of content writers struggle with. While the description of the product is significant, it’s similarly vital to utilize this as a chance to convince buyers to purchase your product.
How Important is a Product Description?
When it comes to an eCommerce website, product description is of utmost importance since it leads to conversion of traffic. Practically 87% of clients believe that the description page is a central point in their buying choices, says Salsify. Let’s take the example of Overstock.com that has almost multiplied its traffic and also increased its conversion ratio with effective product descriptions, according to a report by contentwriters.com.
Most e-commerce websites get their item descriptions wrong. From inadequately explored purchaser personas to excessively specialized and technical descriptions, the rundown of mistakes is long. However, we have you covered. If you are in a dilemma about writing a product description that will boost sales by 4X, you’re in precisely the best place.
Following these product description tips and tricks will guarantee that your product description is elegantly composed, develops a connection, and, above all, coaxes your audience to click on that elusive ‘Add to Cart’ button.
Tips and Tricks of Writing a Good Product Description
1. The 5 Ws
Before sitting down to write your product description, you need to think and answer five questions about your product. They include ‘The 5 Ws’. This fundamental concept of journalism also plays a significant role in the business world. The answers to these questions should form the basis of your product description.
- What: What is the product? What are its details and benefits? These questions will give you information on the product, such as your item’s traits, highlights, and dimensions. It will also provide details on how it is different from other competitive brands.
- Who: Who is this item for? Which demographics do they belong to? What are their inclinations? The first question helps you determine who the target audience is and how to attract them to the product. When you know this data, the more qualified you’ll be to portray how your item gives them worth and how it can be helpful to them.
- Why: Why would somebody buy and utilize your item? How can it improve their lives? What issue does it address? You can use the benefits of the product to increase traffic and convert them to sales.
- When: When do your clients utilize your item? Is it a seasonal product? Is it an FMCG product that the customer might use every day? Such questions are essential to give structure to your product description.
Where: Where might your clients use this item? Is it intended to be used outdoors or indoors? Any unique or clever spots you can utilize this item? Such questions are essential to give structure to your product description.
2. Zero in on emotional needs and practical benefits
When selling a product, you need to remember that individuals don’t purchase items; they purchase sentiments or feelings. What’s more, with regards to effective product descriptions, that assertion holds a great deal of truth.
As a content writer, before writing the product description, ask yourself this question: What problem area does this item solve, or what delight does it give to the customer? Numerous content writers or digital marketers portray the highlights without explicitly depicting the benefits of the product. By helping the buyers to remember the particular issues they’re confronting, you are giving them a desire to purchase your product.
In Apple’s iPad Mini product description, Apple tries to portray the emotions of control, ease, and empowerment in its product description. Apple likewise also shows the particular issues that the product solves. Like the Apple iPad Mini’s product description, you should also aim to add both the emotional aspect and the benefits to all your product descriptions.
3. Use descriptive language that paints a picture of the product
One of the most significant disadvantages of e-commerce is that buyers cannot see or feel the tangible product. All they have is the images, product descriptions, and customer reviews to rely on. Multiple studies claim that a person is more likely to buy a product when they can see, touch, and feel it.
This is why content writers and digital marketers are starting to use product descriptions to help buyers imagine the product as if it was right in front of them. Some of them even call it Sensory Marketing Strategy. Sensory marketing is nothing but targeting human senses using words and helping them to imagine the product. This is an important product description tip.
Let’s get a better understanding with an example. Let’s consider that you are trying to sell an outdoor inflatable pool. Instead of just describing the product with the function and features, you need to show that it is a sunny day, and all you need is a pool filled with cool water to relax.
Also, heed the below description of chocolate that explores one’s sensory side.
4. Mention product reviews and awards
You should always keep a part devoted to client reviews on product websites. This can significantly help the online business gain more customers. Numerous guests will not try to scroll down to look at the reviews. Hence, it is best to include these somewhere in the middle of the webpage. This will guarantee you fabricate trust with most of the individuals that land on your pages.
Here are some types of endorsing content that you can put in your SEO-optimized product description:
- Celebrity Endorsements
- Extracts from the best client reviews
- Media highlights (particularly logos of famous sites and magazines)
- The number of items sold
- Star ratings
An Example of a Great Product Description
Now that you know some of the crucial aspects of writing a product description let’s look at an example of how to write product descriptions for food products. Here is the product description of Cocoa Dusted Pistachios by Harrods:
When it comes to food products, composing a product description can be extremely difficult. Various items – from instant microwave suppers to uncommon thousand-dollar wine – require their unique descriptions. As a rule, it’s suitable to incorporate the accompanying information in a food product description:
- Ingredients: One of the most critical aspects of a food product is the ingredient list. Along with the ingredient list, you should also highlight the product’s nutritional value.
- Taste profile: This is where you need to use words that can help the buyer get the sensory taste of the product. The above example mentions that the product will have a rich and creamy taste since it is covered with smooth milk chocolate.
- Source: When it comes to food products, one of the best ways to show the quality of the product is to mention the place where it is made or from where the raw materials have been sourced.
- Vegetarian or non-vegetarian: Include this data at the start of the page. Individuals who do not eat meat and only follow veganism regularly check for this information on the product description page.
Writing a product description is not an easy job. There will consistently be exceptional cases where you will have to spend days to come up with the best content. It would be best to remember that you are not describing the product; instead, you are selling it. It would help if you wrote a product description that focuses more on its benefits and how it helps solve a problem. With the above information, you should be able to produce the best product descriptions. Alternatively, go to Peppertype.ai which is an AI-based service that can help you generate product descriptions in a jiffy.
Know your target audience
Focus on benefits of the product
Give the story of your product
Use professional tones
Use an impactful vocabulary
Make it scannable
Use brilliant product images
Optimize search engines
Answer crucial questions
Keep your audience in mind while writing
Concentrate on benefits
Master the art of storytelling
Make it readable with bullet points and breaking down content
Optimize with keywords
Use relevant graphics and visuals
Use a brief description paragraph to showcase the benefits of your product. Put in bulleted lists of product features and their benefits. Include significant technical details as well. Close with a call to action.
Describe your target audience
Define your edge over your competitors
Explain the greatest perk of your product
Put it together with a CTA