Competition in eCommerce is pretty intense, so you should try your best to grab the attention of the buyers. Fortunately, if your website is full of high converting product descriptions, you can grow your sales and stay afloat. But if it’s not, you risk going bankrupt in the nearest future.
Don’t panic! It’s not that late to fix your mistakes and write new effective product descriptions. Check out the following tips and apply them in practice.
Keep it short
Modern people are busy and impatient, so they do not read long product descriptions. They want to get only the information that’s necessary, which is crucial for decision making. In most cases, it’s enough to write 2-5 sentences to describe your goods and services.
Take a look at the products on the Tiffany&Co’s website. Descriptions of the jewelry consist of two sentences and a short bulleted list. When product photos have high quality and a brand is famous, long texts are useless.
Screenshot source: https://www.tiffany.com/jewelry/necklaces-pendants/elsa-peretti-open-heart-pendant-27053912
Come up with a catchy name
Your product should have not only engaging product description but also a catchy title. In fact, a title is the first thing, that users see when googling, so it should grab their attention immediately. To create a perfect product name, you should mix descriptive adjectives with the relevant SEO keywords.
Let’s take a look at the following examples. Both of them have similar descriptions but the one on the right is much more memorable because of the product’s name, “I’ll Keep You Warm Sweater Dress.” That’s creative, right?
As the result, a customer looking at these two products will remember the second one better because of the catchy name that attracts attention.
Set an appropriate tone of voice
You should know who your target audience is and what preferences it has. You should clearly understand whether you should stick to the formal or informal style of writing. In other words, you and your customers should speak the same language.
For instance, if you sell watches for Millennials and Generation Z, you can use slang words and informal language. But if you target wealthy lawyers from New York, who are in their 50’s, you should be very careful with the word choices. You should set a formal tone of voice, which will appeal to picky buyers.
Evoke positive emotions
Crafting a product description, you should find the right words that touch the heart. Your task is to compose a short story, that will instantly engage the target audience’s attention. You should use your creativity and your imagination to come up with original ideas.
For instance, describing a new product, Pandora makes emphasize on the holiday spirit and things, which really matter. Reading these three sentences, the buyer starts thinking about his/her family and close friends, who definitely are worth a pricey gift. This product description evokes positive emotions toward the product and the brand.
Screenshot source: https://uk.pandora.net/en/charms/pendant-charms/perfect-christmas-pendant-charm/797562EN12.html?rrec=true
Focus on the client’s needs
Maybe it sounds a little bit weird, but you shouldn’t focus your entire attention on your product only. It’s more important to discuss the buyers’ needs and preferences.
For instance, if you sell a facial cream, it’s not really necessary to list all the ingredients and write about the unique technology of production. You should explain how this beauty product will help a customer to solve his/her problem – to get rid of wrinkles. If you convince your target audience that your facial cream will make forehead wrinkles less noticeable, they will make a purchase at your online store.
Follow SEO rules
If you want to write a high converting product description, you must learn SEO rules and follow them. If you will ignore SEO, it’s unlikely that your target audience will be able to find your store online. You should try your best to make Google love your website.
Actually, it’s not that difficult to optimize product descriptions:
- Choose one focus keyword
- Keep the sentences short
- Add a bulleted list of benefits and major features
- Avoid passive voice
- Don’t overuse keywords
- Write meta description and SEO title
If you rewrite your current product description following these simple rules, you will double the conversion rate. If you don’t believe, you can check it in practice. You will see that even small changes will help you to achieve positive results.
Create unique content
Unfortunately, some owners of eCommerce businesses still don’t understand why it’s so important to write unique product descriptions. The point is that Google punishes websites, that steal content. The copied text is a major reason for the poor ranking.
So, if you want to see your store on the top of the search result page, every product should have a unique description. Text must be readable and grammatically correct.
Remember this simple rule: if you want to improve website ranking, you should produce high-quality content. Don’t be lazy and write everything from scratch.
Run A/B tests
It’s almost impossible to predict which description will work the best for your eCommerce business. Customer purchasing decision depends on too many factors, so it’s a good idea to run A/B tests. You can create a few similar product descriptions and check which one will result in a higher conversion rate.
But keep in mind that you should test only one variable at a time. For instance, you can check the effectiveness of the different product titles, font sizes, description length, etc. Split testing will help you to define the best option and boost your marketing efforts.
In conclusion
If your current product descriptions don’t generate a high conversion, it’s time to implement some changes. In case if you ignore this problem, you will continue losing your potential clients.
Remember that adequately written product description is a powerful marketing tool, which helps to increase revenue. For this reason, you should polish every text to make it perfect. You should ensure that visitors will not leave your website without making a purchase.
Kristin Savage nourishes, sparks and empowers using the magic of a word. She is practicing regularly while reviewing new translation services at Pick Writers and constantly contributing to other educational platforms. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. You can find her on Facebook and Medium.
