The importance of product descriptions in an e-commerce business cannot be overstated. Regrettably, they are frequently neglected or misused. It’s simple to fill this space with unattractive information or simply copy your supplier’s factory standards. At all costs, this should be avoided. Although it may take some effort, we recommend having well-written product descriptions to assist your firm increase sales and revenue.
A product description on your website is intended to demonstrate the value of a product to a potential consumer. If executed well, it will present product characteristics and benefits that will persuade a potential buyer to buy. A description of how a product can solve a customer’s problem should be included in the product description. Customers frequently shop for a solution to the issue, so here is an excellent place to emphasize why your quality is the main option for them.
Tip No: 01- Write for the right market.
Knowing your market is the initial step to writing a great description of the product since it tells you which info they value the most. Consider the age, gender, region, and interests of your potential buyer. What level of familiarity do they have with your product? What matters the most to them? A superb product description speaks your prospective customer’s language and addresses them as “you.”
Tip No: 02- Create your product descriptions as follows.
Isn’t it simple? Many e-commerce shops are guilty of plagiarising the manufacturer’s description and data. Some, but not all, of this information and traits will be important. Take the time to plan and write at least a portion of your product descriptions; this will make you stand out to your customers.
Tip No: 03- Tell a Tale.
This does not have to be an intricate fairy tale, but making a story about the goods can boost sales to the customer. You might talk about the product’s history or how it can help complete a specific task using storytelling elements.
Tip No: 04- Include all pertinent details.
One of the most important functions of product descriptions is to build awareness about your product. Product descriptions must clearly state what the product performs, how it is used, and other important details. Someone shopping at a hiking backpack, for example, will want to know how much gear it can contain, how much it weighs, and whether it is waterproof. For some products, users may have to know regarding allergies or materials utilized.
Tip No: 05- Benefits can be used to add value.
While product attributes are crucial (as we’ve just explored), it’s the benefits that get customers enthusiastic. Benefits describe how your business works effectively or makes life easier for your customer. If the characteristic is water-resistant material, the advantage is “arriving at camp with your gear still dry.” If the benefit is “plenty of space for weekend items,” the characteristic is a 30-liter carrying capacity.
Tip No: 06- It should be scannable.
A study from Nielsen Norman Group reveals individuals are more inclined to scan a webpage rather than read a word. Use bulleted lists, brief paragraphs, and enough white space to create your product descriptions scannable. Lists work well for features and specifications, whereas advantages and highlights can be condensed into a single paragraph. Use a heading with a bigger font for the product name.
“According to a consumer survey, 87% of customers read internet evaluations, and 79% trust them as much as a referral from family or friends”.
Tip No: 07- Make use of appropriate keywords.
Using particular keywords in your item description helps you rank better in search rankings and connects you with individuals who are searching for what you have to offer.
When you apply this marketing strategy, your product will appear exactly where it should. Every nook and cranny that shares a likeness with your choice will gleam like a diamond (Contentmajestic, 2019).
Do some keyword research to see what words or phrases consumers are using to find things that are comparable to yours. Keywords can be used in product titles, descriptions, meta titles, and image ALT tags. Although, this part is not easy. It requires some level of expertise and knowledge and that is why brands hire product description writers. Companies prefer to pay professionals rather than make mistakes.
Tip No: 08- Rich media should be included.
Would you buy anything online without seeing how it looks? Rich media, such as photographs and videos, can help potential purchasers trust your goods. Include, for example, high-resolution photographs from various perspectives, a video showcasing your company’s product, a diagram of key features, or a sizing chart.
Tip No: 09- Use social proof to persuade others.
Product evaluations and comments on your site, Google, social media, and other marketplaces are examples of “social proof.” According to a consumer survey, 87 percent of customers read internet evaluations, and 79 percent trust them as much as a referral from family or friends. Honest comments from prior purchasers can dispel doubts and provide answers to inquiries on how the product functions, looks or smells.
Tip No: 10- Avoid using terms like “yes, yeah.”
When we are 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.” “Have you ever heard someone describe the quality of their product as average, not so excellent, or even bad?”
When a potential buyer gets to read your description of the product and thinks to themselves, “Yeah, yeah,” you become less persuasive. Be as precise as possible to avoid this reaction. This is how any brand building and content writing service works like. They get right into the reader’s mind.
Tip No: 11- Use sensory phrases to seduce.
Sensory words promote sales because they employ greater brain processing power, as restaurants have long recognized. Green & Blacks, a chocolate company, provides an example.
BLACKS AND GREENS: Green & Black’s sensory adjectives include “crunchy” and “soft,” which pertain not only to taste but to also sound and touch.
Adjectives are difficult to master. They usually don’t add any sense to your phrases, therefore you should delete them (Henneke Duistermaat, 2021). Sensory adjectives, on the other hand, are powerful words because they allow your reader to experience the material while reading. Use descriptive product descriptions to captivate your audience. If you’re selling food, words like “velvety,” “smooth,” “crisp,” and “bright” come to mind.
Final Thoughts
Product descriptions are indeed an essential aspect of any website and should not be overlooked. Understanding what components are necessary to add to your descriptions will take some effort and imagination.
References
Henneke Duistermaat (2021). Shopify. Product Description Examples and Tips to Inform and Persuade Your Customers. https://www.shopify.com/blog/8211159-9-simple-ways-to-write-product-descriptions-that-sell
CM (2019). The Smart ways for Product Description Writing to Boost 100% of Your Sale. https://www.contentmajestic.com/blog/how-to-write-product-description/
