Whether you’re launching a new product to your ecommerce store or you want to improve your current product listings, you want your product descriptions to generate considerable revenue. When a prospective customer visits your product for the first time, they’re going to look at your product description to learn about it and determine if it’s something they need or want.
If your product description is vague, hard to read, or just doesn’t land well with the reader, this can deter them from buying. They may find another product on the market identical to yours, but if that brand has a product description that they better understand and relate to, they’re going to choose the brand and product that they can feel more confident about.
You want your product descriptions to describe the value of your product and tell a story that shows your visitor how it benefits them. Here are a few tips for writing product descriptions that convert.
Think from the perspective of your buyer persona.
A buyer persona is a representation of your ideal customer. It’s the common patterns, behaviors, goals, motivations, and traits of the members of your target audience. You can formulate a buyer persona through market research and through existing data about your current customers. Knowing your buyer persona and thinking from their perspective while writing your product descriptions will help you write a description that sells to them.
Put yourself in the shoes of your buyer. What pain points do they have? What goals do they aim to achieve? How can your product or service relieve those pains and help them meet those goals? Catering to your target audience will allow that audience to easily understand, connect with, and relate to your description and the product itself.
You can also use your buyer persona to determine what voice and vernacular you want your descriptions to have. Does humor appeal to your audience, or are they more likely to appreciate a more formal approach? Knowing your audience and writing for their perspective will help your descriptions’ effectiveness.
Include the valuable details.
You’re writing a product description, so it should describe your product… try to be as specific and as thorough as possible, and make sure that every detail and statement is valuable. If your description is filled with fluff or vague “details”, your prospective customer can be left with questions, doubt, or uncertainty.
Every sentence or statement in your description should add value by either providing information on the product or giving the consumer something to relate to. This content should educate the consumer and encourage them to make a purchase that they can feel confident in.
But don’t just dump a bunch of features into a long list. Focus more on educating the visitor on how those features can benefit them—what pain points does the product solve and what value does it bring to their life. The more thorough and accurate your descriptions are, the more credible your products are and the more confident your customers will be.
Make sure your audience can easily read the description.
You want to write descriptions that your target audience will enjoy reading, so you want to make sure they can actually read them. If you try to cram a bunch of information into one large wall of text or lengthy run-on sentences, your visitors can get lost or disinterested. Once you’ve outlined the content of your description with your buyer persona in mind, format it so that it is visually appealing and easy to follow.
You can use headings, bullet points, separate paragraphs, and other formatting styles to give your readers a better experience. The easier your description is to navigate, the more likely your audience is to actually read it. Put emphasis on important details by using headings or bullet points, so your audience can still find the pertinent information if they’re in a hurry.
Optimize the description for search engines.
A product description is an important place to implement SEO practices. When you optimize your descriptions with relevant keywords, it can help your products get displayed on relevant SERPs (search engine results pages) up when your audience is shopping online.
Research what keywords are relevant to your product and what your customers are searching for, and determine what keywords your brand can compete for. Use those keywords in your page titles, meta descriptions, image alt tags, product titles and descriptions, and more. When your product shows up in those relevant SERPs, you can better reach your target audience, increase your brand/product awareness, and generate more traffic and possible conversions.
Write product descriptions that you and your audience can feel confident about.
If you’re ready to elevate your product listings and increase your revenue, contact us. Our digital marketing team would love to discuss your product catalog and your target audience, and how we can help you write and optimize product descriptions that sell.