How to Write Effective Product DescriptionsBy Paul Wynter November 4th, 2019
The world of marketing and retail can depend on one concept to help sell their merchandise: product descriptions. Whether you’re in the ever growing world of eCommerce, or you’re looking at the more traditional catalogues, retail SEO is critical to getting as many conversions as possible. Not convinced that something this simple could work for converting views into sales? Take a look for yourself.
Why Product Descriptions are Important?
Technology has developed to the point where people are shopping from their phones or tablets almost exclusively. They’re prone to swiping or tapping through, so they may only be on your product screen for a mere 1.5 seconds. The key to making them stay in the product description. Product descriptions offer:
• An engaging customer-focused conversation: Your customer wants — and needs — to be wooed. After all, they’re taking a look at all of your competition. You can draw them in to stay by talking to them through the product description. The customer will feel they are important and they’ll take a look at the photos as well as any other details you want to feature.
• Reasons why they have to buy your product: A product description is, of course, where you really focus on showing your product’s high points. Without the product description, they won’t know just how multi-faceted your product is and they’ll be more likely to move on to someone else who does spell out what they want and need to know about their potential purpose. A picture may be worth a thousand words, but pairing with a photo with a great product description is going to be worth a whole lot more.
• Product descriptions give you SEO options: Perhaps one of the best perks of product descriptions, and one of the core reasons they’re important, is that you get to put SEO keywords into the title and the description itself. This will help customers find you and this, of course, translates to more sales and benefits.
• A chance to show your professionalism: If your friend is selling something online, they probably just have a photo with a few words about the product listed. It looks amateur and can drive customers away. A product description is your opportunity to show the world that you are a true professional and that you take what you do seriously. This will help customers remember you and come back when they want more.
A lot of eCommerce stores put a lot of focus on photos and specs. These definitely have their role, but you also want to make sure that you are enticing customers to stay on your page by having an engaging and professional quality product description. Not only will they want to buy your product even more, you’ll earn their respect as a professional eCommerce. This all translates to more attention and better sales.
Why Product Descriptions are Important?
Now that you’re convinced about the true power of a well-written product description, you can take a look at the tips and tricks to making your own product descriptions top notch. Here’s what you’ll want to keep in mind when writing or editing your descriptions.
• Pick (and use) your keywords carefully: Before writing your description, put some time and effort into keyword research. The keywords should carefully relate to your product, but also be focused on what people are searching for. This will get you eyes and attention to your product when customers actually want to find you.
• Focus on short and sweet: Too often, people fill their product descriptions with flowery language and long, illustrative sentences. While it shows writing skills, the goal is to sell your product, not to show off your talents. Keep everything short and sweet: words, sentences, paragraphs and the description as a whole. Refine, edit and streamline wherever possible.
• Keep up to date on popular trends in descriptions: It’s always a good idea to take a look at high selling products elsewhere and see what they’re doing. You could nab a few ideas from their techniques and apply them to your own product. Note: Don’t directly steal phrases or words — Google will know — just use it as a starting point to upgrade your own descriptions.
• Speak to your customer: Don’t just list the features of the product. Tell your customer about them. Use comfortable and engaging language like you’re in the same room as them. This will sit better with them as well.
• Rely on influential words: There are certain words that will draw in the reader even if they aren’t entirely sure on you versus your competition. While the influential words do often change depending on the trends, some of the top ones to try to work naturally into your product descriptions are: sensational, quick, hurry, and revolutionary amongst many others. The goal is to get a sense of urgency to your shopper to buy now before they regret not snapping up your product.
• Focus on the long-term goal: It can be easy to over-sell your product. You too much inclusive language or get stuck somewhere else. Writing product descriptions is an art and it can take time and experience for you to get it right. If you find your descriptions still aren’t converting, take another crack at them. The traffic can often tell you what is working and what isn’t. Tweak and refine until the traffic and conversion rates tell you the right story. Use those results to improve your others.
Product descriptions will either compel your viewer to buy or they won’t. While there is not a science to it, there is an art form to the best product description. By understanding their importance as well as taking a look at some of the most important features of a converting product description, you’ll be able to make your own all the better. The better they are, the more sales you’ll get. In this dog-eat-dog eCommerce world where you need to stand out, you can’t ask for much more!
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