We have to give the customer what they are looking for, right? That's very true, but what if you give them something else. A good copywriting technique in e-commerce involves providing useful and extra information that makes customers feel better, more informed and treated like a smart consumer.
What is a product description?
Product descriptions are the e-commerce content that inform, educate and convince customers to buy. They represent your company when users enter your website to make a purchase and it helps them to answer simple questions such as:
- What is the product?
- What is it made of and where does it come from?
- What makes it different from other products?
- How is the product used?
- What problems does it solve?
A good product description for ecommerce should highlight the main features of the product and its benefits to provide customers enough information and arguments to click the buy button. To start crafting texts on your product page, you need to understand the impact the description has on the buying process because a low-quality description confuses users about the products on your website and they end up giving up.
What is the importance of a great product description?
Product descriptions play two very important roles. First of all, they influence the conversion rate of a website. Second, they contribute to SEO.
Surely, you know that the product description in e-commerce is extremely important to increase your sales. However, it’s a mistake to think that they should only list the resources and characteristics of the products. In addition to establishing the authority of your store and helping your client better understand the solution you’re selling, a well-written description positively influences your SEO strategy.
Therefore, your SEO and conversion optimization strategies should include well-written, compelling, and persuasive product descriptions. A good description of a product in e-commerce is the difference between a purchase or a cart abandonment.
Read on and find out how to leverage your sales with killer product descriptions!
How to write product descriptions
A fantastic product description in e-commerce attracts the reader. And, to seduce your audience, the first step is to know your product. Fall in love with what you sell and study its benefits. Besides, follow these suggestions and you’ll get awesome product descriptions:
1. Write, edit and format your product descriptions
For writing product descriptions use italics, bold and exclamations to emphasize emotions, benefits and unique features. Also, divide the text into short sentences instead of creating dense paragraphs and include a list of bullet points for readers in a hurry, who want to identify at a glance the components, measurements, ingredients or shipping conditions of your product.
2. Write to the person who would love to see your product
If you’re selling something, you must know who your target audience is. You have developed your product with someone in mind. No matter what type of text you write, you should always write it for one person, and not for a group of strangers. Create a buyer persona and touch the frustration, pain and desires of someone specific. When you write for someone, that someone feels that you understand the problem. This is how you optimize your store.
3. Research and define a vocabulary for your brand
The uniformity of style is subtle and makes it easy for your visitors to recognize any product description. Changing from a more casual style to a very technical one can confuse the customer and you won’t convey a unique and recognizable brand image. Study which words you want to associate with your brand and which ones your customers associate more often with the type of product you sell. A notable example is Apple, which knows how to use a vocabulary that evokes minimalism, comfort and care.
4. Build trust
A successful text is a sign of professionalism, knowledge and quality. The product description is an opportunity to show your commitment to quality in your business. It positions you as an authority capable of improving the client's life. Additionally, mistrust is one of the main barriers to buying online. Seek to generate credibility and win over the public. Many strengthening elements that have a great psychological influence on consumers who visit products are:
- Ratings from other buyers
- Customer Reviews
- Testimonials from companies or people in authority
- Success stories with reputable businesses
- Logos of important customers
- News and articles in the press, reference websites
- Best Seller", "Most Wanted", "Publisher's Choice" style product labels, etc.
5. Awaken desire
Your customers cannot physically feel the product, so the description is the tool you have to answer questions and spark their imagination. You must offer the information that your customers need to buy the product they are looking for. The product description realizes the advantages and shows customers what they need to buy to solve their problem.
6. Search for keywords
Product descriptions are underrated SEO tactics. In addition to informing and influencing your visitors to buy your products, descriptions reach important keywords and drive more traffic to your store.
Search engines cannot read images, and bots need text to contextualize each page. That is, product pages with complete information allow search engines to present results that satisfy the need of the person making the query.
As a consequence, keywords should naturally appear in titles and descriptions, as they will help customers find your product on your site, marketplaces, and search engines. The best way to start is to use a keyword search tool, such as the Google Keyword Planner or Ubersuggest, to determine the most popular searches. You can also use Google Search Console to find out which words drive traffic to your pages. Be aware of high search volume keywords, but also identify long-tail keywords. They convert well and are easier to rank.
7. Tell a story
Always think about your audience. Generic product descriptions tend to be ineffective, as they don’t address the difficulties and goals of any specific group. Understanding your audience - speaking their language - plays a key role in creating an engaging and relevant product description.
Product descriptions for ecommerce shouldn’t only convey what your product is, but also be closer to the customer's reality and connect with emotions to stimulate a purchase decision. In fact, a survey by Nielsen, a leader in market research, concluded that emotions are key to advertising success.
You can apply the same emotional triggers on e-commerce sites, from the moment the customer arrives at your website to the time they go to your cart. Tell a story. It describes what it would be like to have the product in the hands, on the body, on the feet, in life ... It shows how it fits into the client's daily life.
8. Connect attributes and benefits
It’s important to list the attributes and characteristics of your product. This type of information looks great below your main description or in a separate tab, depending on the design of your site. Describe the materials of your product. Whoever thinks of buying a wallet, wants to know if it is real or synthetic leather, for example.
Also, the dimensions of your products are fundamental. Can you imagine buying a piece of furniture on the Internet without knowing if it fits in your house? You can request the technical information with all the measurements, or mount a receipt sheet and ask your distributor, or manager, to take the important measurements while checking the load.
However, you must highlight the main benefit of each product. Remember, customers buy solutions! They need to solve their problems! Attributes are what your product has or includes, such as "128GB memory card" or "reinforced stitching". Benefits are the advantages of your product, what it does to improve your customer's life, such as "Don't worry about running out of space for your photos on vacation" or "durably built product, so you can use them for years."
9. Use sensory words
When telling your story and describing the attributes and benefits, use sensory words to work on the reader's feelings. Sensory adjectives are powerful tools to help your clients imagine your product while they are reading a text. Describing your products use descriptive words like "rich", "subtle", "innovative", "beauty" and "unique". Surely, they will prefer to eat a "creamy chocolate mousse that melts in your mouth" than a "chocolate mousse".
The language that refers to touch, taste, smell, and sound illuminates an area of the brain known as the somatosensory cortex. That is why a phrase like "The ice water ran silently down her ankles" has more impact than "She put her feet in the river”. So, match your product with words that evoke the feelings of the product's attributes. The trick is to find the right balance and be very specific when highlighting the strengths of your products.
10. Social proof, a powerful weapon of persuasion
You probably already use a comment and evaluation tool in your e-commerce, but have you already thought about using those evaluations to make your product descriptions more attractive?
Find your comments, negative or positive and use them to address the fears and at the same time, illustrate the benefits in your product descriptions. If a review says, “I was afraid this toy car wasn't powerful enough” add something like “Are you afraid this toy car isn't powerful enough? Thanks to a highly durable rechargeable battery, you can drive all over your neighborhood, as many times as you want!".
Regardless of your store's niche and audience, improving your product descriptions can have an impact on your organic traffic and conversion rates.
11. Don't hide the call to action
After writing an irresistible product description and capturing the user's attention what you can't do is make it difficult for them to buy it. Don't hide the call to action and don't place it in a hard-to-find place either. You want to guide the user to the next action: buying. By the way, if you add social network icons, make sure they are the same color and do not stand out from the color chosen in the call to action.
12. Photos that come in through the eyes
The texts on a product description are vital if you want to sell, but so are the images. You can't afford to upload pixelated, dark or unprofessional photos. The products enter through the eyes and for this reason you need to have photos that impact and increase the desire to buy.
So, incorporating photos of how the product feels is a plus. What you need to be clear about is that in many cases this is the factor that determines the buyer's decision. Think that your customers can't touch what you sell so they have to imagine everything through your photos, videos and your texts.
Let's keep going!
There are good opportunities to sell more and be unique. Differentiate yourself from your competitors and create unique and personal product descriptions. Above all, the copy is language, and it translates into combined user experience and brand image.
Good product descriptions are one of the most important elements of online stores. At best, they can replace expert advice and will inform customers, attract their attention and encourage them to buy. In addition, a product description should always meet Google’s requirements for SEO.
Consequently, when writing a product description, pay attention to your audience, the text length and its structure, but also optimize it for good positioning in search engines. Finally, check your product descriptions regularly, to update them and distinguish them from the competition. Contact us to learn more and we will guide you on your website’s copywriting.