All successful e-commerce websites have one thing in common: they are amazing at product descriptions. Veterans in the e-commerce space know how critical product descriptions are to sales. If you are new to selling products online, one of the most important skills you need to master is how to write a product description that compels users to buy your items. To achieve this, you will need to look up related topics such as product page design, products page templates and look for a product description example that would best apply to the particular item you are selling.
What is a product description?
First, you need to define product description clearly. A product description is a type of copy that presents a product’s basic information, features, value proposition and benefits. It is a form of marketing copy that provides customers with all the necessary information on the product to make an informed purchase.
Why is it necessary? A product description is important to any seller who wants to convert clicks to sales. It explains why your product stands out and is worth buying compared to all the other goods in its category. At the end of the day, its purpose is to generate sales. But that is not its only goal. It can also be used to prime the customer for a future decision, or to be a useful resource for product comparison and research. It adds to your store’s overall credibility and authenticity.
A lot of online store managers have an idea of how crucial this is to an ecommerce site’s performance. Yet, one will find that the art of product description is often underrated and under-optimized, thus not being used to the fullest.
No, it’s not just a plain description.
A product description, despite the literal name, is not a simple online copy that is just there to describe your inventory. It’s a lot more than that.
Product descriptions can do a lot more for you. They’re not there to be boring. They need to connect with your customers, and let your users envision their lives becoming better with your product. Product descriptions are also ways to be more visible on search. Search engine optimization (SEO) should also be a part of your product description writing strategy.
Your copy needs to be brief, compelling and persuasive.
Your website will benefit immensely from well-written product descriptions. You will see that attention to detail will result in converting your browsers to shoppers. It should seal the deal and make them click that “Add to Cart” button.
Play to a customer’s dream of product ownership. Product description writing is a mix of good storytelling, punchlines and factual description. There is no reason to settle for plain vanilla when coming up with product descriptions on your site. Ecommerce is highly competitive nowadays, so you shouldn’t miss the opportunity to generate more sales.
Improve your Sales with these Product Description Writing Tips
Now that you understand how important product description is to your sales, where do you begin? Thankfully, there are tips and hacks to make your product copy work for you. When you are thinking about how to best optimize your ecommerce product page, or building on that product page template, the text should be an integral part of your marketing strategy.
- Identify your target audience
Most product copy misses the mark because it fails to identify its target audience. Don’t make this mistake. You need to create a profile of your target or ideal customer. Create a list of target demographics. You can classify your audience based on age, lifestyle or hobbies, generational preference, country or nationality, social group, et cetera. The grouping is all up to you.
When you identify your target buyers, you can also think of ways you can connect with them more personally. Perhaps it’s by using their language or slang, or maybe you can talk more about their interests, and how your products relate to them. You can capitalize on the trends that are popular in their demographic.
- List down all the key details about your product
It’s easy to miss important details or specifications unless you write them down. Have a clear outline of what your product is and what it does. Write it in plain language first. This way you have a foundation and a clear idea what you’re working with. The “storytelling” can come later. Write down all your product’s basic and unembellished attributes. Educate your team on them. Make them master these basics.
Included in this step is mastery of your product’s use. What is it intended for? Which situations, events, seasons or places apply to it? You need to be able to clearly define the setting for its practical use. With this, you can infer whether there is a seasonal demand for it, or if it’s a constant need year-round. There is a large difference between an everyday use product or a special occasion product, too. Make sure that these details are clearly defined in your outline.
- Once you’ve got the foundations down, use your imagination.
Now that you have a clear picture of what your product is, and whom you intend to sell it to, you can now proceed to the next step: creativity.
Dig deeper into how your product can improve the lives of your customers. Envision how this product can be used in their lifestyles to improve or benefit their mood, well-being, or increase their happiness. Help them imagine the settings in which your product can provide these positive benefits.
Be creative! Involve all the senses when describing your product.
This is where you can unleash your storytelling talent and insert a few lines that bridge the product and your customer’s lifestyle. Sell the experience!
You can also use storytelling to highlight your product’s history, authenticity and origins. An origin story is another way to communicate brand sincerity and product value.
Part of creativity is involving the customer’s senses. Use a multi-sensory approach when crafting your copy. Help them imagine how it is to see, smell or feel the product in real life. This type of language is effective and adds to buyers’ desire for the product.
- Comparative information
Many people use the internet for pre-purchase research. While not every click generates a sale, you can use the opportunity to educate your customer on what gives your product that competitive edge.
Always emphasize how you’re better than your customers. At the same time, lay out objective information, because the last thing you want is to turn off customers through exaggeration or dishonesty. Find the key points that make your product interesting or of higher quality.
- Insert How-to’s when necessary
To further help your customer along, you might need to insert a few clues in the copy as to how your product can and should be used. This doesn’t apply to all items. However, there are cases when this is necessary, and when it is, you will need to create a brief infographic or tutorial so that your customer can be guided. This care and attention to detail might decide the sale.
- Let’s talk format: build a product page on Strikingly
Your product copy needs to be viewed in the larger context: your product page. What does it look like? Have you decided on an ideal format yet?
This is where Strikingly comes in. One of the best website builders on the net, Strikingly helps you build an ecommerce site that allows you to add compelling website copy, a host of products and brings the customer’s eye to the right images and text through great design.
With Strikingly’s Simple Store, you can start easy with a simplified interface and free design that can bring your business to new heights. After you choose your product page template (out of their multiple product page templates), you can further explore the platform for what it can offer. Strikingly’s Simple Store enhances the user experience with many exciting features, which include better product viewing by enabling a product filter sidecar to remain open even as your customer is searching. It also includes cool perks like coupons, sale price displays, deal displays and pop-ups.
You can further tailor your product description to optimize such functionalities and give your customer the best shopping experience possible.
Add the right product copy when designing your ecommerce site.
Speaking of format, should you use bullet points? That depends on what you’re trying to sell and what the bullet points are saying. While they are probably the worst way to tell your product or company story, they are the most straightforward way to enumerate technical specs.
So the quick formula would be: use prose for your story, and bullet points for your specs and features. Easy, right? Remember this formula and you’re halfway there.
- Steer clear of cliches and mundane phrases
There are phrases and promises you expect to see in every product description. Try to avoid them as they do not add much value and may cause buyers to move on. Words like “this is an excellent product” should be avoided. Superlatives are also not advisable unless you have justifying proof. Successful sites avoid such words. Instead, they focus on what is unique about the product.
Remember that authentic details add credibility to your product and your site. When you are specific, you appear more knowledgeable. Add as many relevant technical details as permitted.
- Social proof is powerful
Testimonials, famous endorsers or press quotes add to the desirability of your product. Being social creatures, we look to others for suggestions. People also look to products that have high ratings or positive reviews.
In order to write convincing product descriptions, you can include the photo of a famous endorser (if allowed and under contract, of course), a quote from a satisfied user (posted with permission) or any other form of social proof that makes your audience understand that there is a community behind this product, and that it is popular.
How to Know if your Product Description Technique Works
In the end, it’s all about results. You can set some measurable KPIs to track whether you’re doing the correct thing. Among these KPIs are: lower cart abandonment rates, increase in conversion rates, fewer product returns, fewer complaints and calls from your shoppers, and higher rankings on search. Of course, the ultimate indicator is a noticeable increase in your gross sales. It won’t be immediate, but trust that good marketing copy has its effect.
Sell your Products on a Strikingly Store
Strikingly has one of the best interfaces to accommodate clean, sleek and effective product description that speaks to your customer. It allows you to write the product description you want for every product you’re selling. If you want to start right, visit Strikingly now for a range of options on how to build or enhance your ecommerce store.