Have you ever shopped online?
What are the things you look for when making a purchase online? Say, for example, you are looking for a new blue table lamp. There’s a new home and furnishing brand that you have been seeing ads from on Instagram. The pictures look great, but you need more information about the product. You go to the website. It’s a beautiful website, you’re easily able to navigate to the lamps section and find one that catches your eye. Perfect! All you need to know now is the dimensions and some more information like material used, type of bulb etc. You scroll down to the ‘Product Description’ and here’s what you see:
Item: Table lamp
Colour: Blue
Yup, that’s it! That’s all the information you get.
Would you go ahead and ‘Add to Cart’? Probably not!
Product descriptions play a very important role in convincing people to go ahead and make a purchase. It’s the digital equivalent of talking to a salesman and understanding all the details and information about a product.
If you own an online store, make sure you have effective product descriptions that sell.
Today, it’s easy to build an ecommerce store, get the best WooCommerce Hosting plans that will allow you to grow and scale – but what doesn’t come so easy is having effective strategies in place that influence people to shop with you. No matter how great your website looks or how unique your products are, if your website visitors don’t get relevant and complete information about your product, chances are they’ll not purchase anything.
So how does one write an effective ecommerce product description?
Well, we’ve listed some key factors that you must consider and follow to write ecommerce product descriptions that help sell more.
8 Tips to Write Powerful Ecommerce Product Descriptions
Crisp. Simple. Relevant.
Keep these three things as the pillars that you build your product descriptions on. The idea is not to use big words and fancy language but to be direct and helpful. Remember, you don’t want to confuse your website visitors, rather convince them to go ahead and make a purchase.
Okay then, let’s look at 8 tips that will help you write persuasive and powerful ecommerce product descriptions that will entice your customers to buy from you.
1. Know Your Audience
You need to know who your audience is to be able to talk to them in a way that is best understood by them. For example, if you sell walking sticks, hearing aids, and other senior care products but your product description uses new-age terms like FOMO, Vibe and Hustle – it’s a mismatch! Language is just one factor, depending on what you sell and who your target audience is, your product description must be relevant to them. Think of factors like gender, age group, likes and dislikes, socio-cultural backgrounds and other such factors that directly affect how they are likely to perceive a product.
2. Focus on Product Value
The product description will only be effective when it is value-based. Your description must highlight how the product will benefit your customers and add value to them instead of being superficial. Think of the value that your product brings. This can be done by making a ‘benefits’ section. You can either make different sections like ‘About the Product’, ‘Benefits’, ‘Additional Features’ or write a 4-5 line paragraph to describe the product, followed by bullet points that make it easy to highlight the benefits of the product.
3. Build a Story
While it’s important to stay relevant and crisp, try and weave a story around the product to help the customer relate to your product. For example, if you are writing a product description for your latest precious stone earrings made with emeralds and rubies, you can write a little about what emeralds and rubies are, what the stones signify, if they have any astrological significance or healing powers. Try and add something that connects with the reader. Think beyond the product and how you can weave a story around it – use cases, significance, popular references, etc.
4. Keep a consistent Tone and Language
As a brand, you need to have a consistent tone and language that your target audience associates with you. Even your product descriptions must be aligned with this tone and language. If you are a young brand that sells to the youth, keep your language and tone young too. However, don’t compromise on information!
5. Ditch Gimmicky Adjectives
Awesome, Mind-blowing, Amazing … ditch these unnecessary adjectives! When you use unnecessary adjectives, it seems more like a hard sell rather than a genuine and informative description. Keep it simple and remember less is more. This does not mean that you don’t use positive words to describe your products but don’t stuff them. Read this, This travel bag is great for a weekend getaway Vs This awesome travel bag is amazing and you must use this on your next vacation to make your holiday fantastic – you see what I mean? Both mean the same thing, but crisp and simple is always more effective.
6. Make it Reader-Friendly
White space, bullet points, key information in bold letters, pointers are all effective ways to make it easy for the reader to grab the necessary information. If you write long paragraphs without proper space and effective highlighting, chances are your customers will miss the most important information and probably not spend time reading it either.
7. Use Keywords
As an ecommerce website owner, you must focus on implementing effective SEO strategies across your website – including your product descriptions. Research and find out relevant keywords, or search phrases, that your target audience is likely to use for your products. Use these keywords sparingly across your product descriptions to optimize for SEO. You can add the keywords to page titles, meta descriptions, product descriptions and image ALT tags.
8. Powerful Product Images
Your product description and product images must complement each other. Both are equally important and must together work towards convincing people to buy your products. For example, if you’re selling a beach hat, a high-quality image of the hat on a sandy beach will be more powerful than an image of the hat in an indoor space. Great product images and powerful descriptions are a match made in heaven!
Ecommerce Product Description – Get, Set, Write & Sell
These 8 tips will help you write powerful product descriptions that will give the right and relevant information to your potential customers and help them go ahead and shop with you.
Hey! If you still want to buy that blue table lamp, here’s a great example of a product description that will help you make the right decision:
Image source: Jaypore.com
Remember, your product description needs to hero the value your products bring to your customers. Keep it focused, simple and powerful and get ready to sell more! For more tips on how to build and grow your ecommerce website, head to our WordPress Tutorials.
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