Eight Straightforward Steps to Writing Epic Product Descriptions That Will Drive Conversions
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- Problems with increasing your website's organic traffic can be due to low organic click-through rates.
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- Limit your meta description to under 160 characters to avoid being cut off.
- A well-optimized, keyword-rich URL can increase organic click-through rates by 45%.
- Use the power of rich results to steal SERP real estate from your competitors.
Product descriptions are an integral part of your sales funnel. Through creativity and perfect optimization, you can not only improve your marketing copy, but also increase your e-commerce conversion rate.
Since online purchases do not provide customers with a tactile shopping experience, ecommerce store owners must put additional effort into proving that their product is suitable for customers.
The biggest mistake entrepreneurs make is writing product descriptions to describe only their product features. However, the fact of the matter is, marketers should create descriptions to help them make their product pages stand out.
Ideally, your product descriptions should represent a unique value proposition and provide the perfect solution to a bothersome problem.
Online sellers who don't overlook the importance of creative product descriptions have lower bounce rates and better ecommerce conversion rates than stores that don't do this properly.
This article will teach you how to write epic poetry Product descriptions that increase conversions. So let's start without further delay.
What is a product description?
A product description is a marketing copy that contains information about key product features and benefits. The aim of the product description is to provide customers with information and special features in order to encourage them to invest their money in your products and services.
Typically, your descriptions should include answers to the following questions:
- "What problem does your product solve?"
- "How will your buyer benefit from using this product?"
- "What sets your product apart from the rest of the competition?"
Basics of a good product description
Before we highlight the eight easy steps for writing compelling product descriptions, let's briefly cover a few key points that you should include in your descriptions in order to convince customers to hit their credit cards and make a purchase.
Keywords keep your product descriptions visible to search engines. By incorporating the right mix of keywords into your copy of the product, Google will deliver results that will drive potential customers to your product pages.
The point here is to maintain the perfect balance as too little optimization will leave you unnoticed while too much will show up as keyword fill.
A successful product description should show how your product fulfills a need in the customer's life.
A description that only emphasizes product features may or may not appeal to the reader Increase in e-commerce conversions. Why? Because it only focuses on generic items rather than providing a real-time solution to the customer's problems.
Highlight special features
Poorly written descriptions are generally boring and unattractive. Most of the time they contain duplicate content (which you can get from your manufacturer).
The information you provide about product benefits and features should answer potential customer inquiries (even before they are asked).
Your product pages are constantly evolving based on various factors including page conversions, bounce rates, and the latest trends. Just make sure to track changes and adjust your copy of the product accordingly for the best results.
Eight Easy Steps to Writing Epic Product Descriptions That Will Drive Conversions
1. Focus on your target audience
You need to know your target audience before writing product descriptions for your ecommerce store.
Trying to make a copy for a large number of customers will result in descriptions that are not targeted.
The tone and vocabulary you should use in descriptions will depend solely on the type of audience you are writing for. For example, if you run a toy store online, your descriptions should sound funny and humorous. If you are selling fitness pills or other medications, keep your tone professional.
The process starts with introducing your ideal buyer. Try to find the best words and phrases that your target audience will appreciate and use regularly.
2. Sell an experience
The biggest Ecommerce store failure The owners only focus on the individual product benefits and features.
But did you know that your potential customers are more interested in the benefits of each feature? The point here is to highlight the advantages of each product feature. Talk about specifications that will help your buyers feel more productive and happier.
Remember, your goal as a marketer is to sell an experience, not just a product.
3. Do not include “yes-yes” phrases
Writing creative product descriptions is no walk in the park. It's a creative skill that requires owners to make a copy that will immediately grab their customers' attention.
Unfortunately, the majority of online sellers write descriptions because they think it is part of the whole process. Especially when they get stuck on words, they try to incorporate filler words and phrases like “top quality products”, “top rated products” and the like.
These phrases are known as "yes-yes" phrases in the e-commerce world. Once a website visitor goes through such words and phrases, they think, yes, yes, that's pretty obvious. After all, nobody rates their product quality as below average or bad.
To avoid this reaction, you need to stick to the basics. Try to be as specific as possible and highlight technical aspects instead of just bragging about your product quality and benefits.
4. Provide specific evidence
Superlatives mean nothing unless you have proof to back them up. Make sure you have evidence of why your product is the best.
For example, if you are into electronic products, you can talk about patents, their construction, quality certifications, and so on.
The idea is to give your readers the impression that your offer is something special. If you don't have the references to prove that your product is a real deal, then you'll need to tone down your copy. Alternatively, you can cite a customer testimonial to show that there are people out there who believe your product is the best they have ever seen.
5. Include sensory words
research suggests that sensory words take up more brain processing power and help improve ecommerce conversion rate.
What are sensory words?
Sense words are descriptive. They explain how we experience the world with our five senses.
Let's say you run a chocolate shop online. You can use more sensory adjectives like smooth, crispy, velvety, sweet, aromatic and crunchy in your descriptions to dazzle your readers.
Similarly, people tend to trust brands whose products contain high quality images.
Words like "you," "new," "guaranteed," and "free" are power words that will make your descriptions sound more effective and help your customers experience your copy as they read.
6. Use a scannable design
Make sure you put the time and energy into creating descriptions that look more organized and professional, rather than just putting words in front of your clients.
Use spaces, headings, and bullets to highlight each product benefit separately. The more readable your product descriptions are, the better your customers will understand the associated benefits.
When you sell smartphones, you want to turn the specs into a checklist or bullet point for easy reading. Don't forget to use the correct font to improve readability and increase conversions.
7. Split test it
Regardless of how professional your product descriptions look at first glance, you always have to break them down into different factors.
Split tests, also known as A / B tests, allow owners to compare two different variations of the same thing to see which do better.
Test your descriptions for different formats, lengths, fonts and more. With this information, you can better optimize your product pages and increase ecommerce conversions.
8. Provide all details
The goal of writing a compelling product description copy is to provide your prospective customers with all of the relevant details, specifications, and information they may need to make a purchase.
For example, if you sell shoes or clothing online, your product page should include all possible details, including size charts, care instructions, material information, and other details so that your customers can choose the right product for themselves.
Similarly, when selling food, you need to highlight allergen details and ingredients Enhance the user experience.
Write your own product descriptions
Never copy descriptions given to you by the manufacturer. The same manufacturer supplies products to several stores. If they use similar descriptions, your business will struggle to find its right place in SERPs.
There is also a higher risk of being penalized for duplicate content.
It's important to understand that product descriptions are an opportunity for ecommerce business owners to show the creative side of their business. This is your chance to prove to your potential customers that your products are the best value for money.
If you feel like writing compelling product descriptions isn't your thing, you can hire a creative copywriter to do the job for you.
Use online tools
If it is not currently possible to hire a copywriter, you can also use various tools available online.
You can also hire someone from online writing services to create descriptions.
Basic tools like grammar, quoting, etc. will help you refine your descriptions. You can also use keyword research tools to identify the most suitable keywords to use for your descriptions.
Optimize your descriptions for better conversions
Whether it's your product descriptions, the About Us section on your website, or your blogs, you need to make sure that all of the content available on your website is there optimized for SEO.
Various online tools are also available for this. The idea is to find out keywords that are relevant to your product. For example, if you ship cosmetics online, you can choose keywords like "MAC highlighters," "Maybelline Red Lipsticks," and more.
Here it is important to understand that unnecessary use of keywords will ruin your ranking.
Here are some tips to consider before writing SEO-optimized product descriptions for your e-store:
- Include keywords in headings / sub-headings
- Don't write for search engines
- Make use of LSI keywords
- Optimize product images and videos
- Avoid keyword stuffing at all costs
Use the right tone
Your tone of voice says it all. With the right tone, you can target customers who are genuinely interested in your range of products.
As mentioned above, your tone should match the types of products and services you are selling online. Anyone who sells life jackets or coffins cannot use a casual tone. Likewise, those selling fun products like swimming pools, fashion accessories, or costumes need to stick to a lively and engaging tone.
All in all, your descriptions should reflect the unique personality of your company. It is also important that you keep your brand tone in front of you Write descriptions for your business.
Spell check your work
Read your descriptions carefully to make sure there are no grammatical errors and typos.
The central theses
There you have it – eight simple steps to writing epic product descriptions that will drive conversions.
The good thing about these steps is that they are all tried and tested. So you can implement it right away without worrying about the results.
Do you have any questions or would you like to add something valuable to this list? Write your feedback in the comments below. We will get back to you as soon as possible.
Ricky Hayes is the co-founder and director of marketing at Debut – Free Shopify theme that allows dropshippers to build high converting businesses in minutes. He is a passionate entrepreneur who runs multiple companies, marketing agencies, and mentoring programs.