How To Write Product Descriptions For E-Commerce Website
As an eCommerce website owner, one of your key tasks is to write product descriptions. This might seem like a straightforward task, but there is more to it than meets the eye. In order to write descriptions that will actually improve your sales, rather than hinder them, you need to keep a few key things in mind.
The good news is that creating compelling product descriptions for your eCommerce website doesn’t have to be a time-consuming or expensive endeavor. It’s mostly a matter of getting into the right mindset.
What Are Product Descriptions?
Most people think that product descriptions on an eCommerce website are only about describing the product. However, they actually play a much bigger role; they are responsible for selling the product. A good product description will make the reader want to buy the product, by explaining why it is the best possible option for them. Additionally, well-written product descriptions can help improve your ranking on search engines, through the use of relevant search terms and keywords.
A product description can be thought of as a sales assistant in a brick-and-mortar store. They welcome the customer, ask about their needs, and explain why a particular product would be the best option to meet those needs.
Since an eCommerce product description has to do all of this with much less interaction, it is important to create one that anticipates a potential buyer’s needs and addresses their pain points.
If done correctly, this will draw the customer in and increase sales. However, if the job is not done well, it will drive potential customers away.
What To Avoid While Writing Product Descriptions?
Product descriptions are essential for helping customers understand what a product is, what it does, and why they need it. A bad product description can be confusing, misleading, and even off-putting, driving potential customers away instead of enticing them to learn more.
To create a good product description, start by considering your audience and what kind of information they need to know. Then, write clearly and concisely, using active language that engages the reader. Be sure to proofread your work for mistakes, and consider adding some multimedia elements, like images or videos, to further explain the product.
Example Of A Bad Product Description:
- Have no information at all
- Be copied from another source
- Be too technical
- Rely solely on images
- Focus more on the brand than the customer
- Be difficult to read or comprehend
- Contain typos or other errors
How A Good Product Description Should Be?
A good product description should focus on convincing the reader to make a purchase, while still providing them with enough information to make an informed decision. Content and images should highlight key features of the product that will directly benefit the customer. By focusing on the customer’s needs, you can create a persuasive and compelling product description.
What A Product Description Should Have In Ecommerce?
The hardest part of anything is getting started. Here are a few key elements you should include in your product descriptions:
- Headline: A persuasive and descriptive hook to reel your customer in.
- Overview: A short paragraph that starts with an action word; explains why you should buy the product and how it works.
- Benefits: A bulleted list of features and product details ― no more than five.
- Motivation: Any content that spurs them to buy, like urgency, rave reviews, or social proof. Include a call-to-action (CTA) like Buy Now.
If you’re selling on Amazon, there are plenty of third-party tools available to help you create effective product descriptions. These tools can help you rank well on the platform.
However, if you’re an independent seller, you can use the tools provided by some of the best e-commerce website builders to get your product descriptions right. BigCommerce, for instance, offers features to create a more satisfying and personalized customer experience.
How To Write Product Descriptions That Convert Sales?
In order to write product descriptions that make customers buy, you’ll need to do two things: understand what motivates customers to make a purchase and craft your descriptions accordingly.
Here’s what you need to know about customer motivation:
People buy products for one of two reasons: to solve a problem or to fulfill a desire.
Most purchases are driven by a combination of these two factors.
The key to writing effective product descriptions is to tap into what motivates your customers and speak to those needs.
Here are some tips for doing just that:
1. Use language that resonates with your audience.
Choose words that your target market will relate to and understand. Be sure to avoid industry jargon or anything that might make your description sound too technical.
2. Focus on the benefits, not the features.
Customers don’t care about what your product is made of or how it works. They only care about how it will make their lives better.
3. Use persuasive copy.
Your goal is to get customers to take action, so your copy should be as compelling as possible. Use strong verbs and persuasive language to encourage customers to buy your product.
4. Appeal to emotions.
Fear, greed, and other emotions can be powerful motivators. Use them to your advantage by appealing to your customers’ emotions in your product descriptions.
5. Keep it short and sweet.
People have short attention spans, so make sure your descriptions are concise and to the point. Bullet points are your friend!
By following these tips, you can write product descriptions that will make customers want to buy your products.
Why Are Product Descriptions Important?
Product descriptions are important because they give potential customers the information they need to make a purchasing decision. A survey by Salsify found that 88% of consumers say that product descriptions are important in their buying decisions.
The survey also found that 66% of consumers want to see at least three images, 87% check reviews, and 94% won’t buy if they can’t find product information. Another report found that 20% of lost sales are attributable to the absence of product information.
Given the importance of product descriptions, it makes sense to invest in them for your e-commerce store.
When it comes to product descriptions, it’s important to use persuasive language that will convince customers to buy your product. Use the tips and examples given above to write or rewrite your product descriptions. Be sure to conduct split tests to find the best combination for generating the most sales. You may be surprised at the impact they have on your bottom line.
If you need more help with your e-commerce business, check out our article on increasing e-commerce conversion rates.