eCommerce is a business model that continues to grow year after year. But for your website to be competitive, it needs product descriptions that are effective. Your product description is the difference between a reader realizing you can solve their problem, or becoming bored and clicking away. Here are six ways to write high converting ecommerce product descriptions.
Create a buyer persona
In order for your product descriptions to be effective, you need to know your customers well. A buyer persona is a fictional, ideal version of your customer base. Find out their characteristics and interests, so you can better market to them with your description. Things you’ll need to know include gender, income level, career, and interests. Find out what frustrates them, and what they are having problems with. Learn about what they consider important, their goals, and what they consider worthy of their hard earned money. Find out out how they describe their struggles, so you can mirror this language in your description.
Discuss how your product solves a problem
Focus less on your product’s features, and more on its benefits. The customer is always asking, “What’s in it for me?” They have a problem, and you need to present your product as the solution. Speak in terms they will understand, and that describe your product improving their life. You want the reader imagining themselves using the product and it providing them a solution. If you speak in terms of pixels or other specs, most people won’t translate that into a solution (even if it is.) Show a direct relationship between your product and their problem going away. One really effective way of showing this is with benefit driven images. Include some high quality images of your product demonstrating its different practical uses. These are especially important if you are writing descriptions for a specialized product. Don’t forget to include a few closeups as well.
Tell a story
If your product has an interesting backstory, tell it in a compelling way. You can make your brand and product endearing to customers by forming this kind of emotional connection. Use words that are descriptive and prompt emotions to describe your product. Avoid generic words such as ‘nice’ and ‘good.’ Use the information you’ve gathered from your buyer persona to make your descriptions more personal to your readers. The more vivid your descriptions are, the better. Your customer will imagine themselves using it, and that’s halfway to them buying it. Try and answer your customer’s questions before they ask them.
Write proper sub-headings
Each subheading should serve as a beacon, directing eyes to it and indicating accurately what the section will be talking about. Breaking up your content into smaller, more targeted sections allows a customer to easily zone in on an aspect they’re especially interested in. This is as opposed to them searching through a wall of text looking for a feature description, getting frustrated, and clicking away. While we’re on the topic of writing, make sure your descriptions are proofread and have correct grammar. Tools like Academized (read Academized review) and OxEssays can help.
Make them easily scannable
People online tend to skim and scan content, rather than read it from beginning to end, so write your descriptions accordingly. They should be easy to scan for details. Use visual cues such as bullets, images, and titles to convince people your description is worth reading. Leave plenty of white space on the page. Keep paragraphs very short, no more than two or three sentences. Write simple sentences that are easy to read. Use bold and italics to highlight important terms and phrases. Make it as easy as possible for the reader to find the benefits in your description. Avoid using jargon and meaningless statements as much as possible. Saying your product is ‘excellent quality’ means basically nothing. Focus on its unique selling points.
Pay attention to your SEO
It won’t matter how well you write your product description if no-one reads it. Decide on one primary keyword for your product page. Use this keyword frequently, but naturally, in your description. Don’t stuff it in as many times as you can, you’ll ruin the readability of your description and irritate people. It’s easier to get a high-ranking the more specific your keyword is, because there’s less competition. But the downside is if it’s too specific, there won’t be a lot of people searching for it. Use keywords that your customers use to describe the problem they’re having. Always think from the perspective of your buyer persona.
Your product descriptions are crucial to the amount of conversions your ecommerce store receives. You need to grab the reader’s interest and convince them you have the solution to their problem. Knowing your customer is key to writing an effective product description. Follow these six ways to write high converting ecommerce product descriptions.