Introduction
Have you ever had a customer who finally clicked on the “buy now” button after browsing your website for some time? You know that feeling of relief and excitement when they hit the “checkout” button? Well, that was all thanks to a well-written product description. A great product description can be the deciding factor between whether or not someone clicks on your site in the first place. If it is well written, descriptive, informative, keyword-rich and exciting enough, people will want to know more about what you are selling, which could lead to sales. However, if you don’t put any effort into writing or provide inaccurate information, then customers may decide against buying from you altogether.
What are product descriptions, and why are they essential in e-commerce?
A product description is an essential component of your e-commerce marketing strategy. The information in a good product description is vital, as it provides shoppers with the details they need to decide if something suits their needs or not. The descriptions allow customers to see and read up on what they purchase before deciding. Other benefits of having good product descriptions include increased conversion rates, better customer loyalty, and improved relationship strength between you and your customers based on transparency.
A well-written, keyword-rich and exciting product description will make your customer feel informed and empowered about the product, leading them towards a purchase!
How to write a good product description
When writing a product description, it is essential to keep in mind that you persuade someone to buy a product. Lead with the benefits. You want to provide accurate and interesting information while also using persuasive language. Your goal should be to make the customer feel like they need the product, not just want it.
There are a few key things you can do to write a compelling product description:
1. Start by doing your research.
Make sure you know as much about the product as possible before writing. This research will help you avoid inaccuracies and ensure that your descriptions are informative.
2. Use persuasive language.
Use words that will make the customer feel like they need the product, such as “essential”, “must-have”, and “unique”.
3. Be descriptive.
Paint a picture for the customer by using detailed and specific information.
4. Use keywords.
Make sure to include your target keywords in your descriptions to help improve your site’s search engine ranking.
5. Be interesting.
Nobody wants to read a dry and dull product description. Try to make your descriptions engaging to read.
6. Think about what your customer wants to know.
Try to answer these questions in your description:
- What does the product do?
- What are the key features?
- What are the benefits of the product?
- What sets this product apart from others on the market?
- Is there any additional information that would be helpful to know?
When completed, take a look at your description and make sure it reads like a story. Use strong, descriptive language to make your customer feel like they are right there in the room with you. And be sure to organise and structure your descriptions to be easy to read.
The Go-To Product Description Framework
The AIDA framework is a staple for any product description because it is an easy way to structure your narrative and provide critical information about your product. AIDA helps you have great product descriptions that will help increase your sales.
The AIDA framework is an acronym for Attention, Interest, Desire and Action. When writing your product descriptions, you want to make sure that you cover all of these points.
Attention: Your attention-grabbing headline should be interesting and relevant to your product.
Interest: You want to provide enough information about your product so that the customer has a good understanding of what they are buying. Include keywords that people might use when searching for your product.
Desire: The customer should want the product after reading the description. Sell the benefits of the product.
Action: You want to make it easy for the customer to buy the product. Provide clear and concise instructions on how to purchase the product.
Examples of great product descriptions
When it comes to product descriptions, Samsung is a company that does a great job with its product descriptions. Samsung’s descriptions are well written and engaging, painting a picture for the customer of their experience when using their product. Samsung provides concise and accurate information about each of its products. They also use persuasive language throughout their descriptions, highlighting the benefits of their products and making sure to answer any questions the customer may have.
Samsung Example Product description.
The S7 was years ago but look at the exemplary use of structure, emotive description, feature to benefit information that Samsung provided to turn what could be a dull and boring technical specification sheet into a persuasive product description.
Conclusion
Obviously, there’s more to making a sale than product descriptions. But having a well-written product description is an integral part of the e-commerce process and should not be overlooked. After all, these are the first thing potential customers will see when they’re browsing through your products, so it’s essential to make a good impression.
Keep in mind that you are trying to persuade someone to buy a product, lead with the benefits, use accurate and exciting information while also using persuasive language. Your goal should be to make the customer feel like they need the product, not just want it.
With a bit of effort, you can create product descriptions that increase traffic and have your customers eager to purchase what you are selling!
Works Cited
“The Importance of Product Descriptions.” Shopify. N.p., 01 Mar. 2017. Web. 16 Apr. 2017. <https://www.shopify.com/retail/the-importance-of-product-descriptions>.
“The Power of Product Descriptions.” Sellfy. N.p., 01 Mar. 2017. Web. 16 Apr. 2017. <https://sellfy.com/blog/the-power-of-product-descriptions/>.
“Why Good Product Descriptions Matter.” CrazyEgg. N.p., 01 Mar. 2017. Web. 16 Apr. 2017. <https://www.crazyegg.com/blog/good-product-descriptions/>.
“The Importance of Writing Good Product Descriptions.” Practical Ecommerce. N.p., 01 Mar. 2017. Web. 16 Apr. 2017. <https://www.practicalecommerce.com/articles/73902-The-Importance-of-Writing-Good-Product-Descriptions>.
“5 Tips for Writing Effective Product Descriptions.” Shopify. N.p., 01 Mar. 2017. Web. 16 Apr. 2017. <https://www.shopify.com/blog/5-tips-for-writing-effective-product-descriptions>.
“How to Write Product Descriptions That Sell.” HubSpot. N.p., 01 Mar. 2017. Web. 16 Apr. 2017. <https://www.hubspot.com/marketing-tips/writing-effective-product-descriptions>.
