When it comes to the internet as a storefront there is no shortage of products. There is a wide range of purchases that are catered to niches of all kinds. From clothing to kitchenware, there is something for everyone.
The question is how does each product reach the customer. The golden ticket to it is product descriptions. Those little titbits of information besides a product, mentioning the product specifics.
The job of product description apart from being informational is much more. Let’s read on to find out the importance of product description and the tips and tricks to writing a high-converting product description.
The Importance of Product Descriptions
Writing product descriptions are important in the sense that it gives the user an idea about your product as well as attracts new people to your product.
In essence, it answers the what and why of a purchasing process. Now using creativity is how a seller will persuade consumers to buy their product or even just have them visit your online store.
Many market research has presented statistics on how a majority of online purchases are made based on product descriptions. Meaning it influences whether a buyer is willing to buy something or not.
High converting product descriptions give consumers info that allows them to make an informed decision. Not just that, they are also used in conveying a brand’s message and how they represent themselves in the online sphere.
Tips And Tricks to Write Better Product Descriptions
When writing product descriptions there are a few pointers to make your content better and more high-yield.
Assuming a Buyer’s Persona
The first step to writing a product description is assuming your buyer’s persona. For example, a women’s clothing brand that caters to sustainable fashion will have a model of the ideal customer.
The ideal customer and what kind of product they might be looking for and what elements or features of the product will be the most enticing to said, the customer.
The materials sourced and ethical manufacturing process could be one of the few users selling points to keep in mind when creating a buyer’s identity.
At the end of the day, the products are catered to an audience, and understanding their psyche is one of the few steps to take in writing a terrific product description.
Provide Relevant Information
Listing out information is another important step in making sure you get your message across to your customers.
What your product does and what it stands for. Listing out information while it might not be the most efficacious from an SEO point of view, can is extremely rudimentary while answering user queries.
For example, you’re writing a product description for a men’s shaving and self-care kit, listing out the number of razors in a pack, the blade size, the shaving gel including the ingredients are part of said information.
The user’s answer to why should I buy it or what’s different about this can be answered by providing relevant information.
Keyword Optimization
Moving to keyword optimization, when writing a product description, you’re writing not only for your customers but search engines as well.
Doing keyword research and jotting down the relevant keywords helps users find the product easily. A keyword analysis is important when determining the search volume and other parameters during marketing your product on the internet.
Figuring out specific catchphrases or words that align well with your brand is the start of keyword optimization.
Over time, inserting said keywords in reviews or product descriptions can be beneficial when appearing on search engines. This ultimately helps users get an idea of what the product is about.
Using the Power of Storytelling
Storytelling is one of the proven ways to attach an emotional aspect to any concept or product in this case.
Storytelling makes any kind of content more digestible and engaging. They tend to draw consumers in with a message that might often pull at their heartstrings.
Emotional connection and relatability with customers can be built through well-polished storytelling. High converting product descriptions are all about getting the traffic and leads.
It’s not just about bringing people in, it’s also about giving them a reason to stick around. And a good storyline when incorporated rightfully always has successful outcomes, because you’re selling a product but you’re also selling the experience at the same time.
Furthermore, storytelling can be used as a tool to answer questions or why someone should use your product.
Make It Unique
There’s no shortage of the next wireless vacuum cleaner or smart fridge. There will be something new popping up in the market all the time. That doesn’t mean certain brands haven’t made their mark as being one of the best.
This is where storytelling ties in with the user’s selling point. It doesn’t have to be something out of this world or insanely unique. All it needs is to elaborate its utility and the quality of the product.
The objective of being unique stems from the idea of answering the question of how is it any different from the rest of the products out there.
Mentioning the unique point about your brand/product is another way of writing a high-converting product description.
Make It Scannable
The internet has a lot of information when it comes to anything. People have less time and want their information quickly and readily.
Writing a product description that’s easy to read and scan is a plus point. You might be passionate about the product and want to write long-winded descriptions about it but your passion might not be shared by the consumer.
Good content lies in how readable it is, and making it scannable is a part of scoring high in readability.
A few ways to make content more scannable are adding bullet points, and headings, making the text bold, italicized, or highlighted to emphasize a point, and making the text visually simple and appealing.
Comparing Benefits from Features
Benefits and features might be used interchangeably but that’s where your high converting product description might fall apart.
Listing product benefits tells the user what are plus points of using your product. When it comes to shopping there are a lot of different approaches a customer takes.
For instance, a person looking for an electronic appliance or gadget might want to know the features of the product. Say any wireless or a smart assistant feature that comes along with the item.
Whereas a person browsing for hair care would like to know the benefits of the products such as what ingredients are present in them, the viability, etc.
Simply put feature is a portion of your product, what it has to offer to the customer whereas the benefit is the outcome of using said product.
This is the area where the seller must inform the consumer about the pros of your product and establish your brand as well as convert traffic into leads.
Following the 4Cs of Copywriting
The 4Cs of copywriting is to be clear, concise, compelling, and credible. Product descriptions will be the first piece of information a consumer might come across if they are considering making a purchase.
Therefore, making the description easy to understand by using simple language without any jargon makes it easier for anyone interested.
When it comes to being concise it’s about providing appropriate information in as few words as possible. This plays a role in making the content scannable without sounding long-winded.
Making the description compelling is another factor to keep in mind while selling any product. You need to answer the whys and any other related general info a user might have when they come across the item.
Lastly, credibility is what helps you build rapport with customers, that way existing customers are likely to recommend the products to people they know.
Polishing the End Result
No project is complete without a review. Once you’re done drafting your product description, the next step is to revise the content and make the necessary changes.
Oftentimes, mistakes can be overlooked in the initial copy, and going back to it once finished not only helps in correcting them but reviewing and getting a look at the overall tone and message of the material.
This is the section where you can add additional information you might’ve forgotten. You can also polish off the product description with a simple FAQ segment to guide the customer in purchasing.
For example, brands often include packaging, vendor social handles, manufacturing process, etc. to make the content much more concise.
Verdict
We all want to make an informed purchase and buy a product that works and has reviews to back it up. The key to it is credibility, making and marketing products that are genuine in function and promise to deliver.
Once the fundamentals are established it’s only a matter of time before the sales start generating and the traffic shoots up and it’s all thanks to the marketing it correctly with high-yield product descriptions.