Product descriptions are critical to the success of your online marketplace, regardless of its size. Efficient product descriptions may entice prospective clients, and well-written product descriptions can influence a buyer’s decision. Quality product descriptions can significantly bolster your accessibility and SEO on paid channels, as well as optimize conversion rates and profits.
Product descriptions are critical for business owners, advertising agencies, and freelancers, but what’re the best means of reaching customers?
What are Product Descriptions, and How Do I Use Them?
A product description is a part of the promotional copy that explains and describes the benefits and advantages of your product. In other words, it gives your online store site all of the detailed information about your product.
These product details can be in the form of a single sentence, a short article, or a list of bullets. They can be severe, amusing, or odd, and they’re often found right next to or beneath product titles and images. They can be legible selling points, or they can be straightforward to read.
1. Before writing, consider who, what, when, where, why, and how
This approach is generally used by journalists to proffer proof in their stories, and it’s also the first part of writing a product description.
• For whom is this product intended? Gender (male or female), age range (college students or retirees), lifestyle target audience (new mothers or car enthusiasts), or any other specified group of people can be the target group.
• What are the product’s most important features? Dimensions, components, product characteristics, cost, and functions are all examples of attributes.
• When should the product be used? Is it intended to be used at a particular time of day, seasonally, or for a specific type of event? It’s also crucial to specify whether a product can or should be used every day or all year. These details will help determine the product’s long-term value.
• In what situations should the product be used? Is it for use inside or outside, in your car or at home?
• What makes this product unique or superior to the competition? Quality, value, and features are all examples of this. Consider the benefits of your product to your customers and how images can augment your item copy.
• What is the product’s functionality? This isn’t a requirement for every product, but it’s a must-have attribute if you’re selling something with mechanical components or electronics.
2. Decide on the best way to describe your goods
It’s critical to decide on the best format to use before writing your optimal product description.
Because some online customers only scan text on websites, using bullet points that encompass the essential product details may be beneficial. To make specs (such as dimensions) or simple sentences (such as features) easier to understand, bullet points are to be used.
Regrettably, key points aren’t always the most effective way to convey a product’s story and persuade potential buyers that they’re getting a good deal. Rather than engaging the shopper’s emotional reactions or imagination, they can appear cold and clinical on a page. Instead, use prose to avoid those prevalent blunders and annoyances.
3. Establish objectives and key performance indicators (KPIs) to assess the effectiveness of your product descriptions
To evaluate the effectiveness of product descriptions, you’ll need goals.
“But,” you might be pondering, “this is going to take a long time,” mainly if you depend on product details from your distribution channels or producers. And you’re right: it’s not an easy task. If you can commit to composing product descriptions using the methodology above, you’ll see a range of benefits, including a higher conversion rate and lower cart abandonment.
4. Keep your product descriptions to a minimum
Please don’t give it too much thought. Use communicative paragraph-long narratives to involve fans and ideal clients and quick key points with must-know specifications to communicate the most critical info to online shoppers.
5. Use the influence of telling a story to your benefit
Is there a story behind your product that you’re particularly fond of? It’s likely to be particularly unique and delightful to your audience as well. Integrate that narrative into your product description to personalize it, reach out to your target audience, and win souls and minds.
6. When it comes to gaining trust, get technical
Don’t worry about getting into the weeds with your product details if you have a more technological product. Prove your brand’s industry expertise to your customers by giving them all the information they need before they could even ask.
7. Recognize when it’s appropriate to show rather than tell
When it comes to describing your product, the text is not the best option. Consider how you can modify it if you’re becoming too wordy. Customers recall images because they have more weight. If at all possible, display your product in a graphic that explains what it does.
8. Don’t be afraid to stand out from the crowd
Knowing when a brief paragraph summary on a product page isn’t what your customers desire is a best practice. Every sector and the online marketplace is distinct from the others.
Do you know enough about your customer to understand that they won’t read the product details? Are all of your clients equipped with scanners?
Remove the actual content and find appealing, visual ways to deliver all of the vital details without causing them any inconvenience. The overall pattern and approach to your product information, including the web design and white space on the page, should be informed by your buyer personas.
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