If you’re running an ecommerce business, creating product descriptions that convince shoppers to make a purchase is critical to your success. Your product descriptions should highlight the benefits of your products, answer any questions your customers may have, and motivate them to add your product to their cart.
In this post, we’ll share our top tips for writing product descriptions that sell. We’ll cover the key elements of an effective product description, as well as how to tailor your descriptions to your target audience. With these tips, you’ll be able to write product descriptions that help you drive sales and grow your business.
- Know Your Target Audience
The first step to writing effective product descriptions is to understand who your target audience is. You need to know their needs, wants, and pain points. By doing so, you can create product descriptions that resonate with them and address their concerns.
One way to get to know your target audience is to create buyer personas. A buyer persona is a semi-fictional representation of your ideal customer. It includes demographic information such as age, gender, and income, as well as psychographic information such as values, interests, and behaviors.
By creating buyer personas, you can better understand what motivates your customers to make a purchase. This, in turn, will help you tailor your product descriptions to their needs and preferences.
- Highlight the Benefits, Not Just the Features
One common mistake ecommerce businesses make is focusing solely on the features of their products in their descriptions. While features are important, they don’t necessarily sell your product. Benefits, on the other hand, are what motivate customers to make a purchase.
To write effective product descriptions, focus on the benefits of your product. Benefits are the positive outcomes or results that customers will experience when they use your product. For example, if you’re selling a skincare product, don’t just list the ingredients and their properties. Instead, highlight the benefits of the ingredients. For instance, you can say “Our product contains vitamin E, which helps to reduce the appearance of fine lines and wrinkles, leaving your skin looking smoother and more youthful.”
By focusing on the benefits, you’re helping your customers understand how your product can improve their lives.
- Use Emotional Language
To persuade your customers to make a purchase, you need to use emotional language. Emotions are powerful motivators and can help you connect with your customers on a deeper level.
One way to use emotional language in your product descriptions is to tap into your customers’ desires and aspirations. For example, if you’re selling fitness apparel, you can use language that speaks to your customers’ desire to look and feel good. You can say something like “Our leggings are designed to make you feel confident and comfortable during your workouts, so you can focus on achieving your fitness goals.”
By using emotional language, you’re making your product descriptions more compelling and memorable.
- Make it Scannable
Many online shoppers don’t read product descriptions in their entirety. Instead, they scan the description to quickly assess whether the product is a good fit for them. To accommodate these shoppers, make sure your product descriptions are scannable.
Use headings, bullet points, and short paragraphs to break up the text and make it easy to scan. Use bold text to highlight important information, such as the benefits of your product.
By making your product descriptions scannable, you’re helping your customers quickly find the information they need to make a purchase decision.
- Include Social Proof
Social proof is a powerful tool for ecommerce businesses. When customers see that others have purchased and enjoyed your products, they’re more likely to make a purchase themselves.
One way to include social proof in your product descriptions is to feature customer reviews. Highlight positive reviews and use quotes from customers to show how your product has helped them.
- Use sensory language
Incorporating sensory language in your product descriptions can make them more vivid and engaging. Use descriptive words to help your customers imagine using or experiencing the product. For example, instead of saying “this perfume smells good”, you can say “this perfume has a refreshing and alluring scent that will leave you feeling confident and sexy all day”.
- Use social proof
Social proof is a powerful tool in convincing customers to make a purchase. Include reviews, testimonials, or endorsements from satisfied customers to add credibility to your product description. It helps build trust and reassures potential customers that they are making the right decision.
- Make it scannable
Most people do not read through a product description in its entirety. They usually skim through it looking for specific information. Use short paragraphs, bullet points, and subheadings to make it easy to scan and digest the content. You can also bold or italicize important information to make it stand out.
- Include a call-to-action
Your product description should always include a clear call-to-action (CTA). It tells customers what to do next after reading the product description. The CTA could be “buy now”, “add to cart”, “learn more”, or any other action that encourages them to take the next step. Make the CTA prominent and easy to find.
- Optimize for SEO
Writing product descriptions that are optimized for search engines is crucial for e-commerce businesses. Include relevant keywords that customers are likely to use when searching for the product. Use descriptive language but keep it concise and to the point. Avoid stuffing keywords or using them in a way that feels forced.
In conclusion, writing persuasive product descriptions requires a balance between creativity and practicality. Use storytelling, sensory language, social proof, and a strong call-to-action to engage potential customers and drive sales. By keeping these tips in mind, you can create irresistible product descriptions that stand out from the competition and help grow your business.