Congratulations, you have started your dropshipping site or launched your online store. You are ready to advertise your products and are about to write insane product descriptions for your inventory.
Contents1. Visualize your buyer2. Simplify3. Focus on the benefits4. Do not emboss5. Tell a story 6. Get great photos and videos 7. Don't forget SEOSummary:Did you just title a list of your product's features? No, you don't. You need to think more about your product description, even if you offer the best thing since sliced bread.
A 2020 Statista survey indicates that only 2.17% of e-commerce visitors convert into buyers. That's a pretty low number. But you can do better by writing intriguing yet informative product descriptions that drive your potential customers to that buy button.
And no, you don't need to be a master writer or have a good sense of words, you can write product information that converts easily. All you need is a little effort, a few helpful steps and sample product descriptions. Luckily, we've got you covered for the steps part.
Here are 10 ways to write high-converting product descriptions for your e-commerce website.
Before typing the first word of your product description, ask yourself the question;
This process is called building a buyer persona.
You have to put a face to that unknown person who looks at your product and wonders if it's worth it. A great way to do this is to imagine you are face to face and telling them about your product.
Notice, we said tell, not sell. A product description that seems too windy can put off your visitor.
When visualizing your buyer, you also need to pay attention to your tone. Would your potential client appreciate humor? What emotions do you want them to feel when they read your product description?
For example, the tone you would use for a product description for beard oil would not be the same tone you would use for cat toys. One can be more playful than the other.
So, build your buyer persona before anything else.
You have an extremely technical product whose specifications contain a lot of marketing jargon. Do you just copy and paste these niche words into your product description? After all, those who want to know what you mean by "circumaural with coaxial digital input".
Again, this is false.
There are over 2.14 billion shoppers on retail sites worldwide, and not everyone knows what your product is about. If you want to convert new visitors, you need to tone down the industry jargon. Try to make the description simpler for beginners without underestimating your product.
However, if reducing the functionality of your product would do it a disservice, there is another way around it. List the technical feature, then add the benefit in simpler terms.
This brings us to the third tip.
Even though it's called product description, it goes beyond just describing your product. Yes, your product is great and all, but what does it do for me? Why should I spend my money on it?
Make your copy focus on how your product can help your customer, not its quality. Your store visitors know that you will always be bragging about the fabulous features of your product, but how do those features make their day easier.
As we said before, you can present the benefits of your product by placing them next to your features.
Pro Tip :The benefits may go beyond the obvious. You can even wrap an experience or emotion as a benefit. For example, vacation sweaters not only keep you warm during the winter; they also bring back sweet nostalgic memories. Sell this.
If you're not sure what you're selling, how do you expect us to buy it? Earn the trust of your readers by assuring them that your product is what they need.
We repeat. Do not waffle.
Avoid using filler words like "excellent", "really", "really" or "very". instead of saying something "very beautiful", find a powerful synonym like "divine" or "breathtaking". Make sure, however, that it is suitable for your product.
Use active words. Be bold.
Sometimes a story is all the persuasion you need. Introducing a human angle to your product may be all it takes to convert visitors.
These can be real-life narrations of the story of your product or its key component. It can also be fictitious images that would arouse emotions in your visitors.
Testimonials from previous buyers can also work.
A product description isn't complete without quality images that show your potential purchase in all its glory.
Blurry, low-quality images can put buyers off and increase your bounce rate. Large images that load slowly are also frustrating. So be sure to choose the best mobile-friendly images for your site.
You can also add a video. You read correctly. Video.
A 2019 Google survey found that 55% of shoppers use videos when making purchasing decisions.
This means that people, of all ages, refer to a video before deciding which product to buy.
Imagine a buyer is looking for videos of a razor kit and you already have a demo/tutorial video of that product on your online store. They are more likely to buy yours.
Yes, videos are expensive but they can be worth it.
Pro tip: Remember to include your product keyword in the alt tags of your photos and videos.
People can't buy your product if they can't find it.
It is possible to have a product that does not exist on the Internet. If your product description isn't ranking well in search engine results pages (SERPs), people might not know it exists.
This is where Search Engine Optimization (SEO) comes in.
Most people who buy products online start with queries on search engines like Google and Bing. These search engines provide a list of answers to these queries.
Several factors determine your rank on this list. They include;
It's hard to rank for the first three factors, but the last one is achievable with a little keyword research.
Find the words that shoppers type when they search for your product, then include them in your product title and description.
The catch is that other sites are searching for the same keywords. What are you doing?
You become more specific. Instead of using general words like "essential oils", you can take it a step further to indicate the type of oils you sell:"cold pressed carrot oil"
This way you reduce the number of sites competing for that keyword.
Warning:Do not use keywords. Let your keywords flow naturally into your product description. Shopify recommends that an ideal product description use a focus keyword in these places:
Writing a product description that converts is not rocket science. The key is to make your customer the basis of your description. Let him serve them and not you. Ultimately, your product description should have;
