Product descriptions have the ability to make or break an e-commerce company. Product photos may do a lot of the hard work in terms of generating interest in your items among potential purchasers. The marketing copy on each of your product pages, on the other hand, is what will ultimately close the deal.(product rule)
Not all product descriptions are made equal. For example, If you want to write the best product description possible in order to improve sales, there are a few things you should consider. We’ll go over how to write a product description in more detail below, as well as share some excellent examples of effective product marketing copy.
What is the purpose of a product description?(product rule)
A product description is a type of marketing material that contains information on a product, including its characteristics, functions, and benefits, as well as information about the manufacturer. They are intended to inform potential buyers about the goods while also urging or enticing them to purchase it.
A product description can be written in a number of different ways; nevertheless, the most effective product descriptions are often extensive, incorporating information about both the problems that the product addresses and how it benefits the user.
How to write a product description that sells – our top 5 tactics for writing a successful product description(product rule)
They write product descriptions in a variety of formats depending on where they publish it(on your website or on another website). However, there are several tried-and-true tactics that you can employ to write excellent product descriptions that sell regardless of the manner in which they are presented.
1. Concentrate on your intended audience.(product rule)
When writing product descriptions, you must make sure that they are tailored to the specific buyer for each product. Writing these descriptions in a style that seems as if you’re speaking directly to the intended buyer can increase their chances of success.
In the event that you’ve developed customer personas, you can use them as a starting point for writing effective product descriptions. When deciding what information to include and what language to use in your description, think about what features and benefits they are most interested in.
Suppose the lifestyle and experience aspects of a product are important factors in determining whether or not to purchase it. In this case, make sure that your description emphasizes what it’s like to use the product. This will be more appealing to someone who places a higher emphasis on the overall experience rather than simply the features.
2. Look beyond the product’s specifications.
When creating your product description, make sure to add more information than just a list of characteristics in the product details section of the description. While some customers are interested in the exact features and technical specifications of your product, the vast majority of buyers are more concerned with how the product will benefit them in some way.
Instead of simply describing what the product is or what it includes, demonstrate the benefits of the product and convey the experience of using it. If you can paint a picture in the product copy of how the item alleviates the pain points of the ideal consumer, they will be more likely to acquire the item.
When selling a SaaS solution, you’ll want to provide information about the solution’s characteristics in the product description, for example. However, we should place the emphasis on the benefits to the client, such as time savings, money savings, increased productivity, and so on.
3. Avoid overusing adverbs and adjectives.
When describing the product attributes in your online store, avoid using overused adjectives such as “good,” “beautiful,” “great,” and “high-quality” to describe the goods. However, while these may accurately describe your goods, they are relatively generic and do not convey the same level of persuasiveness as more precise descriptors.
If you want to enhance the conversion rate of your e-commerce website, try employing certain descriptors that will appeal to the people who will be visiting it. To illustrate what you mean by “high-quality,” instead of simply saying something is “high-quality,” use words that demonstrate to the consumer what you mean by “high-quality,” such as durable, long-lasting, hand-made, water-resistant, and so on.
4. Make it easy to read.
Make it as simple as possible for visitors to read your description and make a purchasing decision as soon as possible. For readability, we should adjust the best product descriptions to incorporate the following elements:
- Using bullet points to highlight lists is a good idea (usually of features or benefits)
- We should use short paragraphs, headers, and bulleted lists to make the text scannable and easy to read.
- Make any power words (or keywords that demonstrate the value) stand out by making them bold so they are easier to detect.
- Concentrate on keeping the content concise and to the point, incorporating only the features and highlights that will most effectively market the goods
As an illustration:
Rather than writing, try this:
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Consider the following example:
This software provides you with everything you need to manage your projects and tasks with your team, including the following features:
- Customizable dashboards
- Individualized to-do lists
- Assignment of responsibilities
- Subtasks
- Email integration is available.
- Sending out notifications and reminding people about things
- Collaboration tools are available.
The use of this platform will allow you to save time by automating your project management and increase productivity by ensuring that everyone is on the same page.
5. Include keywords in the title of your document.
The term “optimization” refers to more than merely formatting for readability. In addition, you should include keywords in the title and product description that your target audience would use to find the thing you’re describing. This is not only beneficial for SEO (which increases your website’s visibility on search engines), but it is also beneficial when visitors search for keywords on your website to find what they are looking for, as described above.
Source: product rule , product features