The majority of product descriptions are dreadful.(product rule)
After all, who reads the copy on your product pages? There are so many other things to do in terms of conversion rate optimization on a website that a product description can’t possibly affect sales, right?
Wrong. In fact, according to a Nielsen Norman Group ecommerce survey, 20 percent of unsuccessful sales are attributable to a lack of product information.
Writing product descriptions that just describe your products is a common copywriting mistake that ecommerce business owners and marketers make (even expert copywriters).
Why is it incorrect? Because outstanding product descriptions should complement your product pages by selling your products to real people, not only serve as information dispensers for search engines (though SEO should not be overlooked).
Let’s look at how to develop a product description that will convince people to buy from your online business.
What exactly does a product description entail?(product rule)
The marketing copy that explains what a product is and why it’s worth buying is known as a product description. The goal of a product description is to give customers enough information about the product’s characteristics and benefits to make them want to buy it.
A well-written product description guides customers through the conversion process. Your product pages suddenly become more interesting if you add a little imagination, resulting in higher conversions from casual shoppers.
To be successful in writing product descriptions, you must be able to answer the following questions:
- What issues does your product address?
- What benefits does your product provide to customers?
- What sets it apart from the competition?
- In a pleasant and interesting way, a product description should address these questions.
- How to write a compelling product description
When creating product descriptions, many online retailers make the mistake of listing product features. Because individuals don’t comprehend how the product helps them, conversions are likely to be lower.
Let’s have a look at how to write amazing product descriptions that sell:
1. Concentrate on your ideal customer.(product rule)
Putting yourself in your audience’s shoes is essential to learning how to write a product description. When you create a product description with a large number of potential purchasers in mind, your descriptions get hazy and you wind up addressing no one.
The finest product descriptions speak immediately and personally to your target audience. As though you were having a discussion with them, you ask and answer questions. You get to pick the terms that your ideal customer uses. The term “you” is used by you.
Start by envisioning your ideal buyer while crafting your own product descriptions. What kind of comedy (if any) do they enjoy? What are the words they use? What are the terms they despise? Are words like “sucky” and “crappy” acceptable to them? What are the questions they ask that you should respond to?
Consider how you’d approach your ideal customer if you were selling your goods in person. Now try to incorporate that language into your ecommerce site so you can have a more meaningful interaction online.
2. Provide incentives(product rule)
We become thrilled about individual product features and specifications when we market our own products. Our company, website, and products are everything to us.
The difficulty is that our potential buyers aren’t as concerned with little details. They want to know what’s in it for them—how it will alleviate their most pressing issues. When learning how to write a product description, you must emphasise the benefits of each feature.
3. Avoid using terms like “yes, yeah.”(product rule)
When we’re at a loss for words and don’t know what else to say about a product, we usually say something generic like “great product quality.”
That’s a term that means “yes, yes.” “Of course,” a potential consumer believes as soon as he reads “great product quality.” That is exactly what everyone says.” Have you ever heard someone describe the quality of their product as average, not so good, or even bad?
When a potential consumer reads your product description and starts saying “yes, yeah,” you become less persuasive. Be as specific as possible to avoid this reaction.
4. Use superlatives to justify
Unless you can clearly demonstrate why your product is the best, easiest, or most advanced, superlatives sound hollow.
The Kindle Paperwhite is the world’s smallest and lightest e-reader, according to Amazon.
5. Use the imagination of your readers.
People’s desire to own a product increases when they handle it in their hands, according to scientific studies.
Your customers can’t hold your products because you’re selling them online. Large, clear images or videos can assist, but there’s also a copywriting method to enhance desire: allow your reader to imagine what it’s like to own your goods.
6. Use mini-stories to break down reasonable boundaries.
The use of mini-stories in product descriptions lowers the rational barriers to persuasive strategies. To put it another way, we forget we’re being offered something.
When it comes to telling a tale about your products, consider the following questions:
- Who is the manufacturer of the product?
- What prompted the creation of the product?
- What challenges did you face when developing the product?
- How did the product undergo testing?
Source: product rule , product features