The product description is the holy grail of eCommerce. But as a matter of fact, most eCommerce managers and online store owners overlook the importance of product descriptions and their impact on sales.
According to an eCommerce study, 20% of purchase failures are due to missing or unclear product information. This means a poorly-crafted product description can turn away your potential customers. Why? Because, in the bigger picture, the product description is where you can choose to tell everything about your product to let customers know why it’s worth purchasing. In simple words, product descriptions can make or break a sale.
Paying a little attention to certain details while drafting your product description can make a huge difference in the conversion rates. To help, we have rounded up some of the simplest ways you can try and keep in mind to write compelling product descriptions.
#1 Understanding Your Buyer Persona
Before you get started, you need to understand your target audience. In other words, deep diving into your persona will help you figure out how to craft your content that yields result. Find out the answers to questions like,
- Why did the user choose my online store?
- How did this person arrive at my store?
- What specific feature would this person be looking at?
- What are their demographics, gender, age group, and interests?
- Their buying motivation or concerns, income level
Once you get the answers to these questions you will be able to fit in all the right elements to woo your buyers with customer-centric product descriptions rather product-centric product descriptions.
In the below example, the writer clearly knows the target audience which is why the focus is more on the challenges and their solutions. The product is spot on for a buyer who is looking for some technical specs along with focussed features like activated charcoal and rehydration.
#2 Sensory Words to Woo Your Virtual Customers
Unlike brick and mortar stores, customers will not be able to touch or feel your products in the true sense while shopping online. Here’s where you trigger their buying decision through sensory words because it helps the user to connect with the taste, fabric quality, smell, color, and any intangible feeling.
According to Nicte Creative Design 2017, people make a subconscious decision about a product in 90 seconds while 62-90% of product assessments are based on color alone.
Here’s a perfect example of a Chocolate maker, Green and Black.
Using words like crunchy and smooth and other delectable adjectives gives a fresh perspective to the buyers to try and buy the product. They function as power words that help the reader to experience your product in the true sense and make a strong connection between the reader and your product.
According to David Ogilvy, influential words can improve the persuasiveness in your description and incline the buyer towards buying your product. In the end, it’s all about how you use the right words to capture the attention of the user and make them feel it’s worth it.
# 3 Keeping Features & Benefits Comprehensive
It’s your product and you know how fabulous and useful it can be for the buyers. But does your product description elaborate on the features and benefits? Most product descriptions only speak volumes about what that product does in general. But that’s not what your potential customers may want to hear. They want to know what’s in store for them and how your product can sort out their specific problem.
List down your features and break them down into the possible benefits for your customers. You don’t have to talk about all the features. Choose the highest value and list it in a way that will appeal to your target audience. Keep your buyer persona in mind while listing the features because your goal is to convey what your product brings to the table.
In the below example, Amazon has nailed the product description for Kindle Paperwhite. They have turned the feature into valuable insights for the reader and tells them how the product can enhance their reading experience. In fact, they have kept it simple by addressing some of the common pain points of their target audience like glaring, reading in the dark, and resolve problems which are spot on!
# 4 Make It Scannable
You may have written an awesome content that has the right tone and addressing the target audience. But if it’s not readable to the users, your efforts are wasted. According to research, people read only 16% of the words on the average web page. The goal is to write easy-to-scan and easy-to-read product descriptions.
Use bullet points instead of descriptive sentences. This is because shoppers love quick-facts and want to get all the benefits as they skim. Highlight your important features or benefits. You could use a different color, font size or make them bold to make them stand out.
Check out the example below.
The copy captures the attention of any reader who’s looking for a low-calorie drink as it clearly highlights the benefits of the lemon and lime drink. Your readers have no time which is why it’s important to keep your copy simple, scannable and spot on.
# 5 Review and Proofread Without Fail
Your product description is never complete without thorough proofreading! Take your time to review the content and see if it makes sense. This is because even the smallest typo can cause a bad reputation for your brand and be quite embarrassing. Conduct peer reviews to understand how convincing your copy looks. Double-check the details, facts, and content about your product. We recommend using tools like Grammarly to ensure grammatically correct sentences with spell checks.
In a Nutshell
In the end, it’s all about getting your product noticed by the right audience. Including the right keywords can also give you the benefit of ranking better on search engines. While writing product descriptions can be a daunting task, try using these and some more tips when you draft your next one. Once you get the hang of it, you’ll definitely find your own ways to write product descriptions that convince your readers into buying your product in the true sense.
Sharon is a Senior Content Marketing Analyst at The Commerce Shop. As an engineer turned writer, she enjoys exploring various eCommerce technologies, trends and the whole shebang. When she’s not reading or writing, you can find her planning her next solo trip! 🙂