Driving traffic to your eCommerce store is only half of the battle. If you want to succeed, you need to bring customers to buy your products.
You need an awesome design, great product photos, a good structure, and so on.
One of the most important parts of your online store are your product descriptions.
If you don’t manage to write a product description that convinces customers to buy your products, you’ll do ten times harder to close sales.
Fortunately, there are some basic strategies you can use to write product descriptions that sell.
Why understanding your product is essential
Whenever you write a product description, you have to apply basic copywriting strategies. And whenever it comes to copywriting, you need to fully understand your product and its benefits for the user.
It took legendary copywriter David Olgilvy three weeks to create a great concept for a Rolls-Royce advertisement. After a three-week in-depth study of a Rolls Royce – he finally came up with the headline “At 60 miles per hour the loudest noise in this Rolls-Royce comes from the electric clock.”
If it took David Olgilvy that long to come up with a great concept for a Rolls-Royce advertisement, then I think it’s worth studying your products so that you at least know all the benefits for the user.
So whenever you write a product description, make sure you can answer these three questions:
- How does your product work?
- What are the product’s features?
- What are the benefits of the product?
If you can answer these questions, you are at a solid starting point for writing your product description.
You need to understand the user
The next step is to understand the user. If you can understand the user and the benefits of the product, you will know ten times better what to write in your description to convince them to buy.
But why is this so important?
It’s because the way you sell your stuff depends on who you sell your stuff. Selling is about how to convince potential customers to buy something. It’s all about the customer – not your business.
If you want to sell $900 shoes, you write differently than if you want to sell $20 shoes.
Each customer group has different needs, and you need to understand them to convince them to buy a product.
That’s exactly why understanding the customer is uber important.
Focus on the benefits, then move to the features
Most people want to hear their benefits when they have to decide whether or not to buy a product.
What’s in it for me?
Explain how your customers’ lives will be better when they buy your product. Just take a look at this example from how to increase your sales on Amazon from Smartminded. Famous tech company Apple also applies this strategy in their marketing:
Instead of promoting their iPod with a 1Gb storage, they say 1,000 songs in your pocket.
However, of course, you can’t ignore essential information that your visitors are looking for.
In a normal retail store, customers can ask the staff if they have a question. But they can’t actually ask anyone when they are browsing your online store.
So if they can’t find the answer they need, they go to another online store and see if they can get their questions answered there.
Therefore you must also include all relevant information in your description.
Finally, make sure that you start your product description with the benefits of your product and then mention all-important technical details.
Use power words
The use of power words is extremely effective for writing product descriptions. The purpose of these Power Words is to evoke an emotional response from the reader.
Every good copywriter knows that emotions lead to action and actions lead to sales. So if you use power words you’ll have a better chance to convince your customers to buy your product.
Here is an infographic from CoSchedule with the best Power Words you can use within your marketing:
Make People feel they belong
I don’t know if you noticed it yet, but most people want to belong to something. In fact, they want to belong to a group of people.
Just look at Apple – everybody wants to have an iPhone.
Of course, not everybody wants to have an iPhone just because they want to belong to that group of people. But Apple managed to create a sense of belonging when they started selling the iPhone.
It’s exactly the same with Mini. People who drive a Mini didn’t buy a Mini just to have a car. They buy the Mini and the lifestyle that goes with it.
If you want to achieve the same results, you need to implement this strategy into your marketing.
Use simple language
The last thing web users want is to read through complicated language.
Every time you try to sound important on the web, you only end up annoying your visitors. And that definitely won’t bring you more customers.
The average reading level is between 7th and 8th grade. Make sure that all your visitors can understand your description easily and that they don’t have problems with your sentence structure. It is also beneficial for your readers because they can easily get all the information they need and don’t feel bothered by you. In general, aim for a reading level of 6th grade.
Keep your paragraphs short. It’s not a secret anymore that short paragraphs are much easier to read than long paragraphs. Since we all have learned to write long paragraphs in school, it can be hard for us to apply this rule.
With Print, it is easy for us to read long paragraphs. But online, it is annoying.
Using short paragraphs creates a lot of white space and makes it much easier and more inviting to read your text.
Whenever you write a long product description, make sure to divide it into a few paragraphs.
Make your description scannable
This goes hand in hand with the last point.
79% of web users scan a web text. Only 16% of users read a web text word by word. For this reason, it is extremely important that your product descriptions are easy to scan.
In addition to using simple language and short paragraphs, you should consider the following:
- Your font should be large enough.
- You should use black font color on white background.
- Your product description should be surrounded by enough white space.
- Your product description should be easy to find.
- Your product description should be clearly marked.
Optimize your product description for Google
There are billions of people who search for products on Google.
If you want to get found on Google, you have to optimize your product description for search engines.
So what you have to do is to include relevant keywords into it.
However, because your product description is rather short, you don’t have that much space to put in a lot of keywords. Therefore, you need to focus on very specific keywords.
What you can also implement into your online store is to place a longer text on your product listing page.
This way you can implement multiple keywords with high search volume and get your product listing sites ranked.
To summarize this post here’s everything that you should keep in mind:
- You need to understand the benefits of your product
- Knowing your customers is uber important to craft product descriptions
- Emphasize benefits over features
- Include all relevant information
- Make your description scannable
- Use simple language
- Optimize your product descriptions for Google