As an e-commerce business owner, one of the most critical aspects of your business is product descriptions. The product description is the first point of contact between you and the customer. It is essential to make a positive first impression and persuade the customer to make a purchase. In this article, we will discuss how to write great product descriptions for your e-commerce site and how a good product description can lead to higher conversion rates.
Understand Your Audience
The first step in writing a great product description is to understand your audience. You need to know who your target customers are, what their pain points are, and what they value in a product. This information will help you create a product description that resonates with your target audience and addresses their needs. For example, if your target audience is eco-conscious, you should highlight the eco-friendly features of your product.
Highlight the Benefits
People buy products because they solve a problem or meet a need. You should focus on the benefits of your product and how it will make your customers’ lives better. Use persuasive language to describe how the product will improve their lives. For example, if you’re selling a skincare product, you could highlight the benefits of the product, such as improved skin texture, reduced wrinkles, and a more youthful appearance.
Use Descriptive Language
Use descriptive language to create vivid images in the minds of your customers. This helps them understand what the product looks like, feels like, and what it can do. For example, if you’re selling a piece of jewelry, you could use words like “sparkling,” “dazzling,” or “gleaming” to describe the product’s appearance.
Be Concise
Avoid using long paragraphs and stick to short, simple sentences. Use bullet points to break up the text and make it easier to read. People have short attention spans, and you need to capture their attention quickly. A concise product description that gets to the point quickly is more likely to be read than a long, rambling description.
Include Technical Details
Depending on the product, it may be necessary to include technical details. For example, if you’re selling a laptop, you may need to include information about the processor, RAM, and hard drive. But make sure you explain technical terms in plain language so that customers can understand. If your product has a unique feature that sets it apart from competitors, you should highlight this in the product description.
Tell a Story
People connect with stories. You can use storytelling to create an emotional connection with your customers. Explain how the product was made, where it comes from, and why it’s unique. For example, if you’re selling handmade pottery, you could tell the story of the artisan who created the piece and the inspiration behind it. This will help the customer feel more connected to the product and more likely to make a purchase.
Use Keywords
Make sure you use relevant keywords in your product descriptions. This will help your products rank higher in search results and make it easier for customers to find what they’re looking for. Use tools like Google Keyword Planner or SEMrush to find relevant keywords to use in your product descriptions.
Why a Good Product Description Leads to Higher Conversion Rates
A good product description can significantly impact a customer’s decision to purchase a product. When a customer is considering buying a product, they are likely to have questions about the product. A good product description provides the customer with all the information they need to make an informed decision about the product. This includes details about the features, benefits, materials used, and any other relevant information.
When a customer has all the information they need, they are more likely to feel confident in their purchase decision and more likely to convert. A study by Nielsen Norman Group found that customers read only about 20% of the text on a web page, which means that the information provided needs to be concise and relevant. A well-written and informative product description can help increase the customer’s trust in the product and the company, which can lead to a higher likelihood of conversion.
In addition to providing the customer with the necessary information, a good product description can also help to build trust and credibility with the customer. By demonstrating a deep understanding of the product and its benefits, you are showing the customer that you are knowledgeable and trustworthy. This can help to establish a strong relationship with the customer and increase the likelihood of conversion.
Furthermore, a good product description can help to differentiate your product from the competition. By highlighting the unique features and benefits of your product, you are providing a compelling reason for the customer to choose your product over a competitor’s product. This can help to increase the perceived value of your product and make it more attractive to potential customers.
What would be a bad product description?
A bad product description is one that fails to provide the customer with enough information about the product, is confusing or misleading, or is poorly written. Here are some examples of what a bad product description might look like:
- Incomplete description: A product description that is too short and fails to provide the customer with any details about the product, such as the features, benefits, or materials used.
- Overly technical description: A product description that is full of technical jargon and industry-specific language that the customer may not understand.
- Vague or ambiguous description: A product description that is unclear or confusing, making it difficult for the customer to understand what the product does or how it works.
- Misleading description: A product description that exaggerates the features or benefits of the product, or makes false claims about its performance or effectiveness.
- Poorly written description: A product description that is poorly written, full of grammar or spelling errors, or is difficult to read and understand.
A bad product description can lead to customer confusion, dissatisfaction, and ultimately, lost sales. To avoid this, it’s important to write clear, concise, and informative product descriptions that accurately convey the features, benefits, and value of your products to your customers.
How long should a product description be?
The length of a product description can vary depending on the type of product and the amount of information that needs to be conveyed to the customer. Generally, product descriptions should be long enough to provide all the necessary information about the product, but short enough to keep the customer’s attention.
As a general guideline, product descriptions for e-commerce sites should be between 100-300 words. However, if the product is complex or has unique features, the description may need to be longer to explain these in detail. On the other hand, if the product is simple and straightforward, a shorter description may be sufficient.
Ultimately, the goal of a product description is to provide enough information to help the customer make an informed decision about whether to purchase the product. As long as the description achieves this goal, the length should be appropriate.
Here’s an example of a well-written product description for a handmade bag
Introducing our Handcrafted Leather Tote Bag – the perfect blend of style and functionality.
Crafted by skilled artisans using high-quality full-grain leather, this tote bag is designed to withstand the test of time. The leather has a rich, natural texture that will only get better with age.
The spacious interior of the tote bag is lined with soft cotton fabric and features a zippered pocket to keep your valuables safe and secure. The sturdy handles make it easy to carry the bag over your shoulder, even when it’s fully loaded.
This bag is versatile enough to be used for work, school, or everyday errands. The classic design and neutral colors make it a timeless addition to your wardrobe, while the durable construction ensures it will last for years to come.
Each bag is unique and may have slight variations in color and texture, making it a one-of-a-kind piece that you’ll cherish for years to come.
Invest in our Handcrafted Leather Tote Bag today and enjoy the perfect blend of style and function!
Conclusion
In conclusion, writing great product descriptions for your e-commerce site is crucial to increasing the likelihood of conversion. By understanding your audience, highlighting the benefits, using descriptive language, being concise, including technical details, telling a story, and using relevant keywords, you can create a product description that resonates with your target audience and persuades them to make a purchase.
Moreover, a good product description can lead to higher conversion rates by providing the customer with all the information they need to make an informed decision, building trust and credibility with the customer, and differentiating your product from the competition. So take the time to craft high-quality product descriptions, and you’ll see the benefits in increased sales and customer satisfaction.
