Product descriptions are one of the crucial and essential elements of an e-commerce website. With online selling, potential customers don’t get to hold and examine items in actuality. They only have photos and descriptions to refer to in determining whether a product is worth their money or not. That’s why you need to make descriptions so enticing to the point that it will leave people with no choice but to hit the buy button. Here are five effective ways to do so.
- Focus on the customer.
Obviously, the purpose of a product description is to provide information about an item. But that’s only part of the big picture. If you want to sell, you need to tap into the client’s emotion, and you can only do that if you know who you’re selling to.
Create a buyer persona. Who is this product intended for? Think about your target market, but go beyond demographics. Find out what makes them tick, their interests, or what makes them laugh. That’s how you can tailor descriptions that become more personal, compelling, and persuasive.
- Highlight the benefits of the product.
People read product descriptions not just to know what an item does, but also to find out what’s in it for them should they decide to purchase it. Ultimately, that’s what you should aim to communicate.
Of course, it’s normal to want to put every amazing specification of your product in the description, hoping that people would fall in love with it the way you do. However, that’s not advisable. In reality, people just want to know how the product can help them and not go through vague terms or too technical jargon.
- Write and layout concisely.
People don’t have the time to go through huge chunks of text especially when shopping online. So, write and format your product descriptions in such a way that it’s easy for them to read and skim. Be straight to the point and break content into bullet points or subheadings.
TIP: At the beginning of your product description, make your copy as compelling as possible, because that’s how you can hook clients and urge them to read the rest of your content.
- Make it search-engine friendly.
If you want your product to have a better position in the search engines, consider adding keywords in your headline, subheading, and the text body. However, be careful not to overdo it because going overboard with keywords (aka keyword stuffing) can turn readers off, especially if the terms or phrase used has an apparent disconnect with the rest of your copy. Write for your audience first, then try to modify your text for search engine later.
- Avoid sounding too generic.
Don’t just say your product is of excellent quality. Explain why.
If you want to stand out, you need to specify why people should buy your item. For instance, you’re trying to sell a pair of sunglasses. Instead of simply saying that they are of high quality, you can highlight that its lenses are shatter resistant and have UV 400 protection.
Follow these five tips and make your descriptions sell. It may take time and work, but it will be worth it when your sales start growing.