Good product descriptions are just as vital as stunning photographs or a technically sound website in your online store. It not only contributes to a great customer experience, but it also increases your store’s trustworthiness, helps your online store rank higher, and increases conversions for your site’s visitors.
What constitutes an effective product description?
Let’s clarify what makes a strong product description in the first place before we go into the nitty gritty of how to write one.
For starters, a well-written product description will increase your site’s sales. Customers are more inclined to buy your goods if they are well-informed and feel a connection to it. Isn’t your product description just your sales pitch? It gives the customer information in the same way that a salesman would. It’s also one of the last steps shoppers take before completing a purchase.
Your brand and target audience are reflected in a decent product description. It can be extremely useful in bridging the gap between your brand and your target audience.
A well-written product description will also help your online store rank higher. You’re probably aware of the cyclical nature of SEO. You’ll earn more visits and sales if more people locate your site. Higher conversions indicate to Google that your website is of high quality, which will help you rank even higher. Having excellent product descriptions will help you get there.
What is the significance of a product description?
You now know that effective product descriptions can increase conversions, establish your brand voice, increase credibility, and improve the SEO of your website. However, it’s critical to consider what real customers have to say about anything.
According to eMarketer, the most influential factors on a product page in the buying decisions of US smartphone owners are as follows.
Clearly, a variety of factors influence consumers’ online purchasing experiences. Product page items were identified as the most influential by 83 percent of all respondents (i.e. product images and product descriptions).
Product reviews and star ratings also made the top four, with an overwhelming majority of respondents responding to both.
What makes a good product description?
When writing a good product description, there are a number of factors to consider. Here are a few pointers to help you get started!
1. Prior to writing, answer key questions.
Before you start writing, consider the following questions to assist you lead your product descriptions:
Language, informal or formal:
- What do I say to my consumers in emails and over the phone?
- Who are my average clients?
- Why do they require this item?
- What do they have high hopes for the product?
- What are their plans for the product?
- What other information can I provide to help them improve their customer service?
These questions are a mix of product and client inquiries. Product queries are simple to answer, especially when it comes to specifications. Knowing how you want to approach your audience and the language they use, on the other hand, is critical for the atmosphere of your online store.
Before you begin writing, ask yourself a few questions about the product (and how it is used). This will help you decide which aspects to emphasise.
More on asking questions about your target audience further down.
2. Recognize your target market
Knowing who you’re writing for is crucial when writing a product description. You should establish a buyer persona if you haven’t already. Creating a profile of your ideal customer might benefit a number of departments within your organisation. A good customer profile can assist you understand what is most essential to them when it comes to product descriptions.
If you sell high-end, professional headphones (such as the ones in the next section), your target audience is likely to be different from if you sell gamer headphones or trendy, designer headphones. Knowing why your customers are buying these headphones should have a significant impact on how you write about them.
If you work in a niche industry, you already understand the importance of focusing on your target audience and “speaking their language.” If your target audience isn’t extremely specific, you might want to avoid using too much technical or industrial jargon.
3. Concentrate on the advantages and qualities.
The qualities and benefits of the product should be the focus of a good product description. Obviously, the characteristics are more distinct. The advantages will necessitate a little more ingenuity and knowledge of your target market.
Both traits and benefits, however, enable innovative writing. Use some positive terms to draw attention to them.
4. Telling stories
Once you’ve figured out who your audience is, make an effort to appeal to their emotions.
Copywriters and designers are taught in advertising school that babies and puppies sell items. Now, we can’t constantly sell everything with puppies and infants (or can we? ), but the essential premise remains the same: Emotions inspire others.
Looking at the same Future Shop product page as before, there is a section near the bottom regarding the firm that created these devices, Focal. If you’re a true audiophile, you’ll be moved by this corporate description.
Source: product rule , product features
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