8 tips to writing product descriptions that sell
If you are looking to up your eCommerce store’s conversion rate then you may wish to have a look at your product descriptions. Having killer product decisions can mean the difference in a significant portion of your visitors buying or leaving. In fact, 20% of purchase failures are because of missing product descriptions. That is 1 in 5 people who visit your site not clicking buy just because they didn’t like your product description.
So, let’s help you get your product descriptions on-point. Here are 8 tips you should use to write product descriptions that sell.
Why are product descriptions important?
Product descriptions are designed to tell your potential customers all of the details surrounding the product they are looking for. Mixing these details in with a little bit of crafty copy and it will be one of your most powerful tools for encouraging potential customers to buy now, and even convince those on the fence that they need it now.
They play an important part in an eCommerce business’ sales funnel. Product descriptions act in place of the traditional salesperson, walking clients through the features of the product and convincing them to buy. Just like in physical stores, if this sales pitch is not on-point, it could lose customers.
Then there is the SEO angle. While Google has changed a lot over time, one thing always remains fundamental, the algorithm is centered around text. This means a page with only images and no text will not rank as well as a page with more text on it. Product descriptions allow you to create this text for Google to crawl, and a space to insert keywords into, without it feeling out of place.
To achieve all of this, here are 8 tips for writing a product description that sells.
1. Write to your audience
There are two elements to writing to your audience. First up, you need to know who they are and what they are looking for. Before you can sell to someone you need to know their likes, dislikes, pain points, and why they are looking for your products. This way you can tailor your approach to your audience.
Of course, you can’t know the individual needs, likes, and dislikes of your audience, but you can get a general idea by creating buyer personas. You can write down the general pain points, struggles likes, and dislikes they have and then write your content towards that. This way you know which benefits to highlight, as you will know what will ring well with your customers. Writing benefits over features is how you spark excitement, showcase your uniqueness, and ultimately, sell more.
The other element to consider is your SEO. It can be very tempting to write your description to what you think Google will want you to write. But this is the wrong path to head down. Yes, Google loves to match keywords in your copy to searches, but it also loves good content. It can tell this by the average time on page and conversion rates of visitors. The best way to improve these is to write for your customers first, and think about the SEO after.
2. Details are important
Your buyers are relying heavily on the details on the product page to learn every bit of information about your products. As they can’t go in-store to touch, size up, and read the labels of your products, your description acts as the next best thing. So, you should include information beyond the features and benefits, such as product specs, materials, measurements, and sizing.
These don’t all have to be in the description itself but should appear somewhere on the page. It is best to have a section dedicated to detailed specifications. These could be displayed as a drop-down box which just lists out the information under an appropriate heading. Or it could be a pop-up that appears after clicking a button on the page. Either way, you get the space you need to provide all the details of your product.
3. Keep the copy unique
With thousands of eCommerce stores out there for customers to choose from, you need to ensure that you can stand out. Your descriptions are a prominent location for you to let your brand shine through. Here is where your differences are going to convince them to choose you over your competition.
Because of this, your copy here needs to be unique. If the products you sell can be found in another store, a unique description will set you apart from your competitors. It will also be great for SEO, as you are avoiding duplicate content, helping you rank higher.
You should always make sure you avoid the manufacturer’s product description. In all likelihood, other competitor websites are already doing it. This just makes it less likely that your page will rank for anything on Google due to duplicate content. It also makes it harder for consumers to differentiate between sellers.
4. Pick the right words
Pay attention to the language used in your product description copy. It is important to get this right. Adding in the correct words can evoke emotion in your visitors and make a real impact on them. You can then use this to encourage them to purchase from you.
A technique that is extremely effective here is the use of power words. These are persuasive words that have an impact, compelling people to take an action. Words like new, sensational, inspires, amazing, remarkable, you, because, instantly, and more, encourage this kind of response. It is important though, that if you use these words, you can back them up with facts. Calling a product innovative, when it is not, is never a good look.
5. Keep it easy to read
Remember copywriting fundamentals when writing your descriptions for products. No one wants to read a mountainous paragraph, so they won’t. You have a limited amount of time before your audience’s attention span runs out. So, your text should be scannable, in order to be read fast. To do this use a lot of headings with the key points stated in them. These headings should be value-orientated so as to persuade your potential customer as they are scanning the text.
Another way you can make your text more readable is through bullet points. Break your main points up into short, quick sentences, and list them as bullet points. This makes them super short and easy to read. To accent these bullet points, and take the concept further, you could even add little icons beside each point. With this method, you should shorten your text further, and fine relevant icons to each point.
6. Use spell check
This seems like an obvious tip, but you would be surprised by how many businesses don’t spell-check their copy. Bad spelling looks unprofessional and can cost you conversions. It makes your website look like a scam, hastily put together to steal money, rather than the legitimate business you are operating. Use spell-check. Once you have lost your credibility it is hard to get it back.
7. Include keywords
As mentioned earlier, your description is a great place for you to improve your SEO. So how can you do that? By putting in keywords. Figure out what your customers are searching to find your business or your competitor’s business, and try to include those keywords in your description.
It is best to place these in the headers on your page so that they can have the appropriate title tags attached to them. For example, you want your primary keywords to be in the main header, where they will be tagged H1. Then other keywords or repeats of that keywords should be in other headers so they are tagged H2 or H3. This is because Google tries to find the context of the website from these headers, and if your headers match certain search terms, Google will see your page content as being relevant to them.
8. Avoid keyword stuffing
Keyword stuffing in your description sucks from a user’s perspective and leaves you open to being penalised by Google. Back in the day, it was common for SEO wiz’s to keyword stuff every bit of content on a website to try to rank it higher for those keywords. But it provided a horrible user experience, with janky content that was bad for a user to read. So, Google cracked down on it, hard.
What is keyword stuffing? Well, see if you can spot it in this example: “Find stunning custom tall glassware at custom tall glassware warehouse. You will find custom tall glassware for every occasion at low prices. Love your new custom tall glassware which fits perfectly in your dining room.” It just sounds unnatural, and not very convincing. So, Google punishes websites that do it.
Now that you have these 8 tips in your arsenal it is a good idea to begin reviewing each of your product pages to ensure they have a great product description. It can be a big job if you have a lot of products to go through, but it is best to just take it a day at a time, writing a couple a day. Once it is done you should see a shift in both your sales and rankings. If you don’t review further, perhaps there is something else in your customer journey that is causing people to drop off.
If you want help optimising your customer journey, and increase your sales, reach out to Link Pixel.