The right way to write a product description that turns browsers into clients

• Posted in Conversion Charge Optimization

The product description is likely one of the important elements of your ecommerce web site.

It’s the very first thing guests see after they arrive at your on-line retailer, which convinces them to purchase your services or products.

If you wish to appeal to extra clients to your ecommerce enterprise, enhance your common order worth, and make extra gross sales, then it’s good to write a product description that turns browsers into patrons.

Listed here are some suggestions that may provide help to write higher product descriptions, flip browsers into clients, and make extra gross sales from the identical product or a number of merchandise;

1. Present, don’t simply inform

The very best product descriptions are people who mix exhibiting with telling. Right here’s an instance:

“This stylish jacket is ideal for fall and winter vogue.”

This sentence tells us the jacket is stylish however wants to indicate us why it’s stylish. The following sentence reveals us higher:

“This stylish jacket encompasses a fake fur collar and hoodie.”

How do you present as an alternative of inform in your product descriptions? Listed here are three suggestions:

• Use sensory language: As an alternative of simply describing how one thing appears or feels, use sensory language (sounds, smells, tastes) to assist the client really feel like they’re experiencing the merchandise themselves. For instance, “The scent of freshly-baked bread fills your kitchen as you’re taking the lid off this cookbook.” Or “The delicate velvet material feels nice in opposition to your pores and skin.”

• Use metaphors: Create a psychological picture to your readers by utilizing metaphors and similes in your descriptions. For instance, “This costume is as lovely as a princess!” Or, “This lipstick will give her lips fullness like she’s by no means seen earlier than!”

• Present comparisons: Comparability buying is one-way patrons decide which merchandise are finest for them.

The principle purpose for utilizing “present, don’t inform” is that it engages your reader extra deeply than a easy assertion can obtain by itself — which implies they’re extra prone to keep in mind what they learn and take motion based mostly in your product description. 

For instance, in J. Ryan Stradal’s e-book Kitchens of the Nice Midwest, you may see the creator’s ardour for meals utilizing the “present, don’t inform” approach you can mimic in your product descriptions.

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Pictures and movies are notably highly effective when used accurately as a result of they permit readers to think about themselves within the state of affairs described by your product description. 

The Lip Bar, a cosmetics model, makes use of movies by which fashions show find out how to use the model’s Caffeine Concealer make-up.

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This sort of demo reveals viewers what the product will seem like in actual life, which helps them think about the way it will match into their each day magnificence routine.

2. Give attention to advantages together with the options 

Product descriptions generally is a salesperson’s finest pal or worst enemy. In case you’ve ever tried to make use of Google search or different serps to search out details about a product, you know the way irritating it may be to get significant outcomes.

That’s as a result of most product descriptions are simply laundry lists of options — and no person cares about options. They care about advantages!

So how do you write compelling product descriptions that may assist clients perceive what your product does and why they want it? 

Use these 4 strategies:

• Give attention to advantages first, then options
• Inform the story of how your buyer will profit from utilizing your product
• Use photographs and movies for instance these advantages
• Showcase one of the best points of your product within the textual content

As an example, Weber highlights the advantages of the product to the goal market by explaining how its most important characteristic addresses a necessity they wish to be fulfilled: 

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That is how their product description turned out: 

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3. Maintain your product descriptions concise and scannable – not too prolonged or dense

As you write your product descriptions, keep in mind that you really want them to be concise and scannable. You don’t wish to use too many phrases or make it too lengthy.

You must also make sure the content material is straightforward to learn and perceive. Your clients can scan by the textual content rapidly, so it’s essential that they’ll simply discover what they’re on the lookout for. This results in an excellent buyer expertise.

Individuals don’t have the time or endurance to learn your descriptions or articles word-for-word. A examine discovered that 16% of readers learn content material word-by-word, and the explanations for scanning fluctuate from impatience to discovering fast solutions and discovering texts too lengthy or poorly formatted.

Creating product descriptions which can be concise and scannable is the reply. 

Listed here are just a few suggestions to remember to put in writing concise and scannable product descriptions:

• Use brief paragraphs – If a paragraph is just too lengthy, it’s onerous for purchasers to comply with alongside and browse the knowledge they want. Use brief paragraphs so that every part of your description is straightforward to digest.

• Use bullet factors – Bullet factors assist break up massive chunks of textual content into smaller sections, which makes them simpler for folks to learn. It additionally makes every level stand out extra so than in the event that they have been all collectively as one massive paragraph.

• Be certain that each sentence has its personal function – Each sentence ought to contribute one thing priceless to your description, whether or not it’s describing a characteristic or profit or explaining how somebody would possibly use your services or products. If there’s no purpose for a sentence, then take away it from the outline!

A very good instance of a brief description is the Charmin Extremely Comfortable Tremendous Mega Roll description, which has lower than 160 phrases. 

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Rest room paper roll is an on a regular basis product, so it doesn’t want a prolonged description. The textual content merely talks in regards to the differentiators. Additionally, discover that bullet factors make the textual content scannable.

4. Solely use jargon or technical phrases in the event that they’re simply understood.

In case you’ve ever learn a product description that made you are feeling like the author was talking in a overseas language, you know the way irritating it may be.

You will have even written one your self, by accident. It’s simple to get caught within the “product communicate” mindset and overlook that patrons wish to perceive what they’re shopping for.

The easiest way to do that is to contemplate your audience and what they wish to know in regards to the product.

For instance, should you’re promoting a digicam lens, don’t assume everybody is aware of what a “focal size” is — use easier language as an alternative. In case you’re promoting a pc program, don’t assume everybody is aware of what “RAM” stands for — clarify it in easy phrases.

For instance, should you take a look at the copywriting under, you will notice that it’s bland and obscure. Readers gained’t wish to learn it as a result of most individuals is not going to simply perceive what the author is attempting to say.

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Compared, this straightforward and easy description of a model does precisely what it’s purported to do: let you know precisely what the product is.

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That mentioned, you should utilize technical phrases or jargon in your writing in case your viewers is technical. Simply make sure you clarify them in a method that anybody would perceive. 

For instance, Stoplight.io sells software program to software program builders. Their product description makes use of business lingo in an accessible method:

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5. Use bullet factors to focus on issues like supplies and dimensions 

In case you’re promoting a product in your retailer, it’s essential to provide potential clients all the knowledge they should decide. That features what the product is made from, how massive it’s, how a lot it weighs, and every other particulars that could be related.

Bullet factors are helpful for this as a result of they assist you to listing a number of items of knowledge in a single place. This provides your buyer every little thing they want directly and saves them from having to click on by a number of pages or scroll down endlessly.

Be certain that to make use of bullets to focus on:

• Supplies – In case your product is created from leather-based or metallic, point out this in your product description. You may also embody particulars reminiscent of whether or not the fabric has been handled or not (e.g., ‘handmade from real leather-based).

• Dimensions – In case your product has dimensions which can be notably noteworthy (e.g., small dimension), then embody them in bullet factors.

• Different options – If there are different options that don’t match into both of the above classes (e.g., an adjustable strap), use bullet factors to listing these too!

In case you go to Amazon, the sellers normally listing attention-grabbing issues in regards to the merchandise utilizing bullet factors reminiscent of dimensions, supplies, or appropriate merchandise.

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6. Be certain that the vibe of your product descriptions is per the remainder of your web site

One of the essential issues to do when writing product descriptions is to make sure the vibe of your product descriptions is per the remainder of your web site.

Right here’s why:

• Consistency builds belief: If folks really feel like they’re on a web site that’s constant, they’ll belief it extra. This implies they’ll be extra probably to purchase from you and spend extra time looking round.

• Individuals love familiarity: They don’t wish to really feel like they’re visiting a brand new web site each time they click on by to a brand new web page. By preserving your product descriptions constant along with your different content material, you’re giving folks one thing acquainted to latch onto as they discover your web site.

• You’ll save your self time and power: Doing this as soon as means you don’t should do it once more on each web page or product web page going ahead, which saves you each money and time (since you gained’t want to rent another person for copywriting).

Even statistics affirm the significance of consistency relating to writing product descriptions. Actually, a survey discovered that manufacturers noticed as much as a 33% increase in income after they improved consistency of their model voice throughout exterior communications.

For instance, Tiffany’s model voice is witty, elegant, and basic. 

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That is mirrored of their product copy and all through the location.

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Right here is an instance of a magnificence and self-care merchandise model, Dove. Their tone encourages and empowers folks whereas additionally elevating consciousness of physique positivity locally.

In case you take a look at the descriptions of their merchandise, it’s clear to see how they’re per their model tone and the remainder of their web site.

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7.A/B check your descriptions for one of the best outcomes 

If you wish to guarantee your descriptions are doing their job, probably the greatest issues you are able to do is A/B check them. 

Right here’s how:

First, establish your aim for every description. Is it to get folks to learn during? To be taught extra about particular options? Or to extend clicks? Every aim would require several types of copy and testing strategies.

Subsequent, give you two alternative ways of claiming each in your listing and write down what they imply. 

For instance, if I have been promoting an eBook referred to as “How To Write Killer Weblog Posts,” I would give you some variations like this:

How To Write Killer Weblog Posts – This tells readers precisely what they’ll anticipate from studying this e-book (and it’s good search engine marketing too).

The Final Information To Writing Killer Weblog Posts – This provides extra details about what they’ll anticipate from studying this e-book (and it’s additionally good search engine marketing).

Lastly, check out these variations on completely different audiences to see which of them get one of the best outcomes utilizing instruments like FigPii or Optimizely. 

Time to put in writing a successful product description!

A very good product description is an indispensable instrument for each e-commerce enterprise. It’s now not sufficient simply to have an image of your product: consumers lately want extra info to make a buying resolution. On the similar time, they don’t wish to be overloaded with gross sales jargon or product particulars. 

Good product descriptions strike the fitting steadiness, delivering important info whereas additionally holding true to the model’s total fashion and positioning.

We’ve mentioned a number of the most essential points right here, so make sure you learn it rigorously earlier than placing these descriptions to work to your personal enterprise. And keep in mind to maintain it entertaining and informative! That’s the important thing to writing clear, efficient copy to your clients.