How to write effective ecommerce product descriptions

Are there any issues clients encounter when they reach your goods? If you've ever confused one item for another because of a similar appearance, you can witness the importance of product description pages (PDPs). Most websites that sell goods online do not invest the time and resources to improve their PDPs, which ultimately hurts both their clientele as well as their bottom line.

Create descriptions for product pages that convert by using the tactics listed here.

The reason why a product description page is so important

Since customers cannot hold or physically inspect your product, the informative product details page represents one of the most critical factors in their choice to purchase from you.

They need to be allowed to see precisely how your product looks, what materials are used to make it, what it measures, what others have to say about it, and whether it meets their needs. Customers will still prefer the competitor whose product description page is superior, even if yours is inferior or your product is superior to that of the rival.

Nevertheless, a large number of ecommerce companies have appallingly ineffective product sites. There aren't many excellent product pages in general, so you have a unique opportunity. If you can make compelling product description pages than your competitors, your conversion rates will increase and your market share will increase.

Components of a product detail page for an online retailer

A powerful product description page with a high conversion rate is made up of multiple components, and if just one of them is not present or of poor quality, you risk losing sales.

• Components of creativity

  People can better understand your product if they are given more details, including what it's about, how it looks, how it works, etc. Creative components are these particulars. Price, pictures, videos, information on the item, metrics, enticing product storytelling, descriptive product summaries, and other details are all provided. These elements simulate looking at or testing out things in a store in person.

• Components of conversion

  An element of a product page known as a conversion component encourages a buyer to make an immediate purchase rather than keep browsing. This includes things like calls to take action, sales that are time-sensitive, and stockpile shortages. These elements could give clients the push they need to finish their deals.

• Components with technical aspects

  Technical features help potential customers make an informed decision about the product to buy and help allay any doubts or worries they may have. Product comparisons, Cross-Selling & Upselling, trust badges, client evaluations, and online customer support chat with a chatbot or real customer service agents are examples of technical aspects.

• Components of management

  These elements of a product description page help the buyer understand how you respond to issues that can emerge after they have made a purchase. The delivery details, warranties, and return guidelines are a few examples of management features. These might calm clients' concerns and protect them from misinterpretations.

How to write a product description that is appealing and effective?

Before discussing ecommerce informative product details approaches, paying particular attention to product descriptions is important. After conducting countless A/B testing on product pages, we have found that improving product descriptions is one of the most practical strategies to boost conversions significantly.

The idea that the primary function of product descriptions is to clarify the item is a common one. There is much more to it, even if that is definitely a part of it. Furthermore, they:

• Aid clients in determining whether a product is suitable for them
• Explain the goods and the justifications for buying them to the customers.
• Drive search traffic by using keywords wisely.

Here is a general outline to help you write compelling product descriptions that boost sales. This obviously needs to be adjusted for your brand and industry, but it's an excellent place to start.

• In order to pique interest in your goods, choose a title that is both appealing and contains crucial keywords that customers may use in their searches.
• A descriptive paragraph needs to list the major benefits of the good for the customer. For SEO purposes, it is obvious to add important keywords.
• Make a list of the most important qualities and how each helps the buyer in a bulleted list to follow the paragraph.
• By addressing frequent queries, you can lessen objections.

The purpose of this format is not to provide you with a specific formula to adhere to each time you create a product description. The purpose of this is to assist you in creating descriptions that do more than simply state what the item does.

Strategies for successful PDPs for Ecommerce

The best approaches for each component of the product description pages will now be discussed.

1. Be precise while giving your product a name

   All of the words in the names of your goods are potential organic search terms, so use as much details as you can. Descriptive names often rank more highly in Google searches because they help users find the desired product.

   Along with the product's name, mention any distinctive characteristics or modifications a client might seek. As an example, if you sell garments, the label of your product can include a reference to the fabric type.

   

2. Make product descriptions from the viewpoint of the customer

   The customer's demands, issues, In-depth product attributes, exhaustive product particulars, features, and questions are handled in detail in the outstanding product descriptions. Pay close attention to your product's benefits and how they will improve the customer's life. Speak about it in their language rather than jargon, addressing any possible reservations and questions.

   Leave plenty of white space to make things easy to read and keep your layout simple.

   

3. Make use of top-notch images and videos

   It is essential to stress the importance of using high-quality photos and videos. Using a selection of high-quality photographs and product videos, you may give customers who are thinking about buying your products a comprehensive perspective of it.

   Be sure to include pictures or videos of real people using your product. This makes it simpler for prospective clients to imagine using and utilizing the product. A buyer should be persuaded of the value of your product and the significant benefits it will make to their life by its name, description, and images/photos.

4. The next stages should be stated plainly and displayed

   Do not hesitate to ask visitors to make purchases. They could understand the benefits, address their questions, and have their claims refuted. It's time to request the sale right away. Ensure that the Call to Action button can be seen clearly among the other elements on your page. It is not required to be elaborate or costly. Just be crystal explicit and unmistakable about the intended action.

5. To increase customer confidence, use social proof

   Social proof is a great tool when it pertains to product description pages. Use customer reviews, celebrity endorsements, product ratings, accreditations, badges, and real-world consumer pictures. User-generated genuine content, like social media posts showing your product in action, can be incredibly effective.

   They all show how actual customers have used your product to solve problems or materially improve their lives, which gives potential customers more confidence to buy. Despite the fact that prospective customers may not accept whatever you say concerning your products, they are considerably more likely to believe anything other individuals have to say regarding them.

6. Provide comparison tables to help customers decide which product is better

   It could be difficult to compare goods online if you have to flip between open tabs constantly. Customers' use of descriptive product summaries with product comparison charts substantially simplifies this procedure. If you sell different versions of a product or a lot of products that are similar to it, provide visual comparisons on product description pages so that consumers can contrast features, standards, etc.

   Even suggesting the target market for a product can be helpful. Using previous customer data from the same target segment also makes it possible to make specialized recommendations.

7. Provide easy access to customer service conversations

   One of the most annoying circumstances is being unable to contact assistance when you have an inquiry regarding a product. Provide quick access to the contact details on your website for visitors.

   Instead, give customers access to live email, phone, and chat contact information to resolve questions immediately. Chatbots can effectively give speedy solutions to issues, provided they additionally make it easy to reach out to a person in the flesh if necessary. If you see that a specific question is asked frequently, include that information on your product detail page.

Statistics estimate around 2 billion buyers online this year. Many entrepreneurs are setting up Ecommerce websites to cater to this market.

• How do you make a competitive difference online?
• How do you stand apart from others when selling products over the Internet?
• Are you using experts for crafting content on every page for every product offered by your site?

While starting, most entrepreneurs don’t pay much attention to product descriptions and written content. Instead, they devote most of their time and resources to ecommerce store website design and development.

While these are important, a good product description is a crucial element that is required for you to increase your ecommerce business sales, gain audience trust, and prevent churn to competitors. Unique and well-constructed product descriptions are an extremely efficient way to entice your prospective customer to buy the goods and services you are offering for sale.

Here are some tips that will help you write compelling product descriptions that hook reader attention, give useful information, and build trust to help them checkout with confidence.

1. Make your product description easily scannable.

   

   You have to present the product descriptions so that they are easily scannable by your audience. To do this, your website developer will have to collaborate with your content developer. Together, they can design a website that will entice and persuade their visitors to read the product descriptions themselves.

   An excellent way to increase scannability is to employ the use of infographics. Websites that make use of infographics to share information see 12% more traffic than sites who don’t. Also, infographics can be useful for link building, and they can be shared externally on social media platforms like Facebook, Twitter, etc.

2. Attract and seduce potential customers by providing clear benefits

   Instead of including long-winded specifications and technical information, you should try to entice potential customers by clearly outlining the benefits of buying your product. Prospective buyers are more interested in how the product will benefit them directly than they are in basic specifications and numbers.

   The best way to entice them into buying what you have to offer is to write product descriptions that inform them about the clear benefits of buying whatever you are selling. Try to create narratives that make it seem like you are just not selling a product, but an entire experience.

3. Provide proper details instead of fluff

   Provide your potential customers with proper information about the products you’re selling instead of stuffing your product description full of useless adjectives. A recent survey found that 20% of all purchase failures occur due to missing/imperfect product information.

   Try to use bullet points and statistics to convey the superior quality of your products to the customer instead of just stating that your product is excellent. Adding proper product details will give your e-commerce store credibility and also allows customers to trust you.

4. Write a description of your ideal buyer in mind.

   

   The best and most effective product descriptions are addressed to the target audience of the product. While writing a product description, try to visualize that you’re communicating the description directly to someone who is part of your target audience.

   Visualizing the ideal buyer will help you to write a convincing, resonant, and targeted product description instead of a generalized and weak one. Also, keeping things conversational helps you to connect better with your audience and can drastically improve your website’s conversion rates.

5. Convey your brand’s voice through your tone

   The tone of product descriptions should vary according to the image of the brand you are trying to convey. To understand this better, imagine two ecommerce websites that sell formal suits and comic books, respectively.

   You would expect the first website to have product descriptions written in a semi-formal, sleek, and elegant tone. You would expect the product description to contain attractive words that entice you to buy a formal suit.

   The second website would probably have product descriptions that are written in a casual tone that is much more informal. Comic book websites would also focus on providing crisp details and facts about the books that they are selling.

   Using your product descriptions, you should try to construct a consistent tone that you and your brand can keep using.

6. Keywords can make your descriptions more persuasive.

   According to the legendary advertising maverick David Ogilvy, specific keywords can make your product descriptions more persuasive and attractive. If you design your product descriptions to include these words correctly, then you can accelerate retail conversions.

   Some of these words include magic, sensational, revolutionary, miracle, etc. Certain words have a potent effect on customers and can make a huge impression. Using these keywords and names of influence, you can increase the number of sales your e-commerce site is getting. You can also consult this list of keywords compiled by Jon Morrow.

7. Optimize your website and content for search engines

   Search Engine Optimization or SEO is a fundamental digital marketing technique widely used all over the world. SEO involves optimizing a website’s content in such a way that its organic search result rankings improve.

   One of the search engines that most business owners try to optimize for is Google. That is because Google is the most widely used search engine in the world. By devoting resources and time to a robust SEO strategy, you can expect to see a lot of tangible results in higher traffic, higher sales, and higher revenue.

   One way to optimize your web content for search engines is to use specific search keywords and strategically place them in product descriptions, Meta descriptions, Alt tags, and bullet points. That will improve your organic ranking as well as your sales.

8. Try to incorporate videos, images, and other mixed media

   Studies have shown that more than 60% of online shoppers will actually forgo reading your product descriptions and look at the images instead. To prepare for this eventuality, you should include beautiful and sharp high-definition photographs of your products and services.

   It is always best to take the product’s picture from a lot of different perspectives. Also, it would help if you also incorporated a size guide so that customers can have an idea about the size of the product.

   For example, a website selling notebooks of different sizes should also illustrate and compare the different sizes instead of just stating it as A4, A5, B5, etc. Nowadays, a lot of websites are also choosing to incorporate short videos that are both attractive and descriptive. Accompany your product description videos with sharp bullet points for maximum effectiveness.

   Read More :Importance of product video to boost your ecommerce business

9. Add reviews and customer testimonials.

   

   The best way to reassure your prospective customers about the quality of your products is to include reliable testimonials and satisfied customer reviews. Sometimes, online shoppers choose a product that has the highest number of positive reviews.

   You can add credibility to your product review by combining the picture and name of the satisfied customer. It would help if you also practiced being approachable and personable in real life, as approaching customers and getting feedback is always an excellent idea.

   Designing your website to highlight products that are popular currently is also a great idea.

Signing off

The end goal of an online product description is to inform and persuade your audience to choose the product/service that you are offering. The most important thing to remember is that simplicity is always the best policy.

Keeping your description simple, SEO-optimized, and friendly sounding is the most important thing. The rest will follow. With these tips, it would undoubtedly be easy to create impactful and compelling store product descriptions.

 

Now that you have a great website, endless product listing and online and offline campaigns running to attract buyers to your website, you must be seeing the sales numbers off the charts.

But that isn’t the case, though?

How is it even possible? You have had it all covered.

Have you ever thought about it and never understood why all is falling apart? Even when you have everything seemingly in place?

In the grand scheme of online selling, it is important to understand that even though customers reach your website and the effective product descriptions page, you need to give them a compelling reason to buy your product.

Well, how do you do it?

Simple, you write killer product descriptions that can sweep the buyers off their feet.

Exactly; if only it was that simple.

Yes, we understand your dilemma and hence, we are bringing a definite guide to walk you through the process of creating excellent product descriptions that sell for you.

Know your audience and talk specifically to them:

One of the major issues that you need to tackle while writing product descriptions is that you are writing for your buyers and hence, whatever you write must resonate with them.

If you are going to write something that doesn’t reflect well with the audience that primarily comes to buy your products, you simply loose it there.

This is not a simple thing to do; you need to work with considering the audience and create descriptions specifically for that demography.

If you are trying to sell a hair drier, you know that the audience is female and you may not want to sound formal and not too technical. But if you are trying to sell a gaming computer, everything changes. You really need to go technical and nerdy. So, keep in mind the people you are writing for and intelligently craft a description that fits them aptly.

Customers buying the products for benefits and not features:

This is a really important element that you need to mind irrespective of the product you are writing the description for. Listing the features of the products is not a creative way of selling your product.

And trust us, it won’t sell.

What you really need to do, if you need to sell your products, is to explain how the products fit the customer and what benefits it will bring them.

Ascertain how the product will help the buyer solve a problem that she is facing. That way you can instantly strike a chord with the visitor and attract her into buying your product.

Another interesting point is that you need to explain the ‘why’ aspect of the product rather than the ‘what’ aspect of it.Only if you can put it across the customer why she needs the product can the ‘what’ aspects of the products make any sense to them.

And, it will make them buy it, for sure.

Gain the trust of your visitors by showing them proof:

Everyone loves to know and see what others have to say about a product and service. It is part of their psychology. Especially when it comes to buying, all tendto exhibit tremendous pack mentality.

So the point is you need to make your description all the more relevant and trustworthy by attaching reviews that the product got from the previous buyers. Place it adjacent to the description that you are writing and use numbers in it.

There is a tendency in people to go with the already popular products and read the experiences of the customers who have already used them.

Most importantly, when you have reviews of real people, the customers tend to trust them and make the buying decision quicker, which is what you would love, of course.

Open the description with a powerful line that instantly attracts the customer:

One of the best ways to impress your buyer with your product description is to begin the entire affair with a powerful opening line that can influence the buyer right away.

This is similar to ‘lede’ in journalism which is used as an introductory part of a news story and to entice the reader to go through the entire article than skipping and moving to another.

Well, you don’t start with “this is the best bean bag you can get on the entire planet”. But you can say something similar coupled with the benefit it offers to the user. It needs to be value-adding to the customer.

Thus you can start the description with the most important and the unique selling proposition of your product.

Your opening line must make the customer convinced to buy the product reading it and the rest of your description would only do the job of cementing the already made decision.

Use a unique format with diverse styles:

We have heard customers say “I am pretty sure they did not read the entire description”.

Well, if you want to make your customer read all the benefits of your product, it is important that you make them feel like exploring it. If you clutter everything together and make it difficult for your visitors to read, no one would like to read it even if the description is an excellent piece of writing.

So, what can you do?

You make use of various styles to make the description look reader-friendly, use different bullet points—different levels, italics, punctuations, size tables, include installation & specification document, product video.

No user actually reads the description, they skim. So it is your responsibility to make your description as much easier as possible to skim through.

Make a couple of drafts:

When it comes to writing, especially something related to selling, there is always room to improve it. Hence, always create a couple of drafts before finalizing one.

It can without any question help you sell better on your site.

Find these tips useful?

Try putting them into practice and share your experience with us in the comment session below.