The first thing that you look for while buying a product online is their product descriptions. According to stats shared by Conversioner, the most desired thing for an online buyer on a web page is a product description valued at 76% followed by online reviews (71%) and images (66%). Moreover, reports published by OnlineDasher say that if you are unable to put accurate product descriptions, you are more likely to lose 87% of your potential consumers.
It is as simple as that, if you can provide your visitors with the best features of your products the way they like it, you will win the game by margins. Make sure to answer all the queries a customer may have by visiting your page and seeing your product. Believe in making an emotional connection with the consumer, not only in providing them with the rightful information through product descriptions.
First Thing First: Know Your Audience
According to Statista, worldwide retail eCommerce sales were recorded at 5.7 trillion US dollars and Forbes stated that it could reach 7.5 trillion by the beginning of 2025.
This simply states that there is a huge potential for eCommerce sellers. However, in this huge universe, you will need to identify the correct population you should be targeting. This is something CrowdWriterUK did as a priority while creating the ‘do my assignment in UK’ webpage.
Now recognizing the vast potential within the 7.5 trillion-dollar eCommerce market is just the beginning. To truly capitalize, focus on understanding your audience. You will need to craft detailed customer personas, pinpoint key demographics, and tailor product descriptions to address specific needs and pain points.
Highlighting benefits and features ensures your eCommerce product descriptions resonate with what you are selling, which results in captivating your target audience and driving conversions effectively.
Research Your Product Deeply
It is among the first steps after you have analyzed and understood what your audience is. Move on to researching your competitors and identify their failings so that you can create an opportunity for yourself to come up with improved product descriptions.
Make sure that your product descriptions are thorough, detailed, and most importantly, according to your products as it is observed that 50% of the online shoppers will return your product stating your product is not a good fit according to your provided description.
So, it is essential to know your products, get into their specifications properly and focus on unique selling points so that you may attract your consumers at a better rate.
Structure & Formatting
Structuring your page to perfection is one of the crucial aspects of an eCommerce seller. You need to ensure that your page not only provides complete information to the consumer but also looks intriguing. Follow the below aspects to meet this requirement.
a. Clear and Concise Headlines
If we talk about first headings (H1 or title of the page), you should write clear headings that contain your product name and their most important feature as well. Coming to the next headings, you can add Specifications, Measurements, or any other depending upon the type of your product. Place a heading showing customer testimonials as well.
b. Engaging Product Introductions
Your introduction is the key to attract your buyers. It is essential that you should not only tell your visitors about your product, but introduce it in a way that shows why the product is important. What it can change in their lives and what they are missing while not having it.
c. Bullet Points for Key Features
This is a very common practice and is a very attractive one as well. Showcase all your features in a bulleted manner so that it remains concise and you can deliver what you are willing to describe about your product.
d. Use of Subheadings for Easy Skimming
If you find a need to add subheadings to further describe the features of your products, you can use subheadings as well. For instance, you think that some particular features can fall under a particular subheading, you may use a suitable subheader.
e. Utilizing White Space Effectively
Structure your description in a way that it looks great to the eyes. A lot of white space in your product description page or a very cluttered one can hurt your customers’ intention to buy.
f. Providing Clear Specifications
Most importantly, make sure that you have properly described your product telling all the features. Also, focus on not creating false expectations.
Language & Tone
Your words and how you present them to your potential buyers will decide your conversions.
a. Choosing Appropriate Language
Crafting effective product descriptions demands precision in language. Choose words that not only describe features accurately but also resonate with your target customers. Speak their language, be it technical details for gadget enthusiasts or relatable terms for lifestyle products.
b. Tailoring to Brand Voice
Every product represents your brand; let its voice shine through the descriptions. Whether your brand exudes sophistication, playfulness, or practicality, infuse these qualities into your language consistently. Consistency in tone not only builds brand recognition but also establishes trust with your audience.
c. Creating an Emotional Connection
Beyond specifications, tap into emotions. Identify the feelings your product can evoke. Incorporate language that connects on a personal level, making customers envision how the product seamlessly fits into their lives.
d. Storytelling Elements
Transform mundane details into a compelling narrative. Narratives give context, helping customers visualize the product’s utility and value. Share the story behind the product. Whether it’s innovation, craftsmanship, or user experience. Through storytelling, turn a mere item into an essential part of their story.
e. Addressing Customer Aspirations
Speak directly to the aspirations your product fulfills. Understand the lifestyle and goals your customers aspire to achieve. Use language that aligns your product with their desires, making it more than just an item. It becomes a tool for enhancing their daily life. Your words should bridge the gap between their needs and the perfect solution your product offers.
Be Careful Of SEO Optimization
While writing your product descriptions, make sure to follow SEO writing essentials so that you may have the opportunity to rank better in search engines and improve your visibility.
- Research relevant search terms that your potential buyers may be using while searching for the products you have listed on your site.
- Try to include those keywords in your descriptions in a natural way and avoid excessive keyword stuffing.
- Incorporate long tail keywords associated with specific products, for instance, striped half sleeves casual shirts, etc.
- Optimize your meta titles, descriptions, and image alt tags accordingly by placing your focus keywords.
Following these basic SEO writing principles helps your pages rank better to gain more clicks.
Include Attractive Call-to-Action (CTA)
Incorporating a magnetic Call-to-Action (CTA) is pivotal for transforming browsing into buying. Make sure to craft compelling CTA statements that resonate with your audience’s desires, encouraging them to take immediate action.
Introduce a sense of urgency, conveying that the time to seize the opportunity is now. For instance, “Unlock Your Style Today – Limited Stock Available!” or “Claim Your Exclusive Offer – Act Fast Before It’s Gone!”
These enthralling CTAs not only propel engagement and increase conversion by 4.5%, but also instill a sense of excitement, compelling potential customers to click, explore, and ultimately make that crucial purchase decision.
Add Customer Reviews and Testimonials
Customer reviews have always been the key for the sellers to attract their buyers. As stated earlier, whenever the visitor lands on your page, there are 71% chance they will look for reviews on priority. Around 88% of consumers take them as personal recommendations and count them as a trusting factor.
You should always work hard in order to incorporate true reviews with your products. Ask your customer to add them showcasing positive behavior and feedback towards your product. More importantly, keep your reviews section up to date as 85% of customers show a lack of trust in reviews older than three months.
While Summing Up…
All in all, product descriptions are the key to selling your products. Just adding images and waiting for customers to buy your products is not enough. You will need to add a description and a significant one to your webpage.
Make sure to find suitable ways to keep improving your product descriptions. Think of the customer’s point of view and analyze what they can expect from your descriptions.
Author Bio
Stephenie Harrison is an eCommerce specialist working in the industry for 6 years. She has worked with several B2B clients to improve their product pages and bring in more sales.
