Consider going to your neighborhood clothes store and exploring the sweater area. “Knit sweater,” says a salesperson as he approaches you. Cotton that is 100 percent organic. Blue navy. Sizes XS to XL”, before turning back and vanishing. Why would it be any better for your product descriptions on your online store if that sounds weird in real life? (product features)
Too many online store owners believe that having exceptional merchandise is enough to attract customers to their sites. While high-quality products are the foundation of your business, if you don’t have compelling product descriptions, your conversion rate will suffer.
To assist you, we’ve created a simple 7-step strategy to writing effective product descriptions:
1. Examine the qualities and benefits of your product. (product features)
Most product descriptions concentrate on the attributes – size, color, and material – but many overlook the customer advantages. How does this product improve their lives?
Examples of product descriptions
Brown boots are ineffective. 100% genuine leather. Sole: rubber Waterproof.
Strong: These brown leather boots blend style and comfort and can be worn at the office or on a casual weekend. The rubber sole soothes and supports your feet while the waterproof, 100 percent leather shell offers long-term durability.
2. Research your customer’s wants and needs.(product features)
After you’ve discovered all of your product’s features and benefits, you’ll need to figure out which ones are relevant to your target market. While your leather boots may be stylish, if the bulk of your clients use them for hiking, you should prioritize durability and comfort.
Examples of product descriptions
Weak: These stylish leather boots will turn heads and make you the catwalk queen.
Strong: These waterproof, robust leather boots can withstand any weather. For hours of adventure, the contour cushions and protects your feet.
3. When creating product descriptions, use the appropriate style.
You’ll need to employ the correct tone and vocabulary for your audience to make your product description persuasive. Are your consumers young techies who prefer fresh, conversational writing than corporate jargon? Do you need to demonstrate to your clients that you are a knowledgeable industry expert? Because you can’t satisfy everyone, choose a style that works for your buyer and stick with it.
Examples of product descriptions
Weakness: High-end camera lens. Ideal for portraiture and landscape photography. It’s simple to transport.
Strong: This telephoto lens is lightweight and provides clearer, more contrast imaging. Because of its 1x magnification, it’s ideal for tele-macro photography.
4. Write for search engine optimization.
Search engines like Google and Yahoo drive 25 to 35 percent of traffic to online retailers. Ecommerce SEO is a complicated subject that demands continual attention. The most basic rule is that you should never steal product descriptions from another website, even if it is one of your suppliers, because Google will punish you for duplicating content. When writing, keep keywords in mind, but don’t go overboard.
Examples of product descriptions
Weakness: Your dream white wedding gown! Lace-covered white wedding gown. Mermaid-shaped white wedding gown with white wedding gown veil that matches this white wedding gown. The white bridal gown comes in sizes XS to XL.
Strong: This stunning white wedding gown will make you feel like a princess. This mermaid-shaped white bridal gown is made of handcrafted lace and comes with a matching veil. Sizes XS through XL are available.
5. Improve the layout
As we are continually bombarded with information, our attention spans have become significantly shorter. Break up your product descriptions into bite-sized chunks and emphasize the most crucial details.
Examples of product descriptions
Weak: This chair was handcrafted from the best wood utilizing centuries-old skills passed down through our family. It comes in white, black, and beige. Standard delivery is free for orders above $400; otherwise, there is a $50 shipping fee.
Strong:
This chair is made by hand from the finest wood using centuries-old skills passed down via our family.
Colors available: white, black, and beige
Delivery is $50 per order, which is standard. For orders over $400, shipping is free.
6. Use testimonials to boost trustworthiness.
Consumers are wary about anonymous testimonials that could be completely made up. A excellent testimonial should come from an actual user and describe the product’s features and benefits. Faces and a photo of your pleased customer, coupled with information about who they are and maybe a link to their website, are highly received by readers.
Examples of product descriptions
Weaknesses: This was a fantastic product. Simply amazing. — John Doe
Strong: By helping me handle my accounts more efficiently, this accounting software saved me many hours per day. — Owner of greatonlinestore.com, John Gibbins
7. Make changes to your product descriptions.
You’ve produced an excellent product description — congratulations! Unfortunately, you’re wrong if you assume you can just publish it and forget about it. Customers may be confused and distrustful if information is outdated. Check back frequently to ensure that all information is up to date and useful. Better yet, remember it when you’re creating the descriptions in the first place.
Source: product rule , product features
