The intent of a product description is to provide key information about features and benefits of a product. And that is why it appears to be an easy task. However, marketers and ecommerce players often make common mistakes while drafting product descriptions.
Product descriptions are one of the most important marketing copies that can spell the difference between conversion or abandoned cart. Seeing as how product descriptions have the power to compel customers to make the buying decision, it is important to pay close attention while writing descriptions that go beyond simply describing your products.
It is true that generic descriptions can save money and effort, although it won’t boost your bottom line. On the other hand, great product descriptions not just help optimize search but also convince potential buyers. Writing successful descriptions has become an art and we will take you through 5 essential tips that you can follow when crafting them.
Stay focused on your buyers
Who is your target audience? What are they interested in? What features and benefits are most important for your buyer? Focusing on these aspects will help understand your buyers’ persona and in turn the features and advantages that are likely to be most valuable to them. This would help not just highlight the right features but also draft a copy in a language and tone that is more relatable and resonates with your customer. If you can create a copy based on buyers’ persona, you will have higher chances of converting them.
Lose all that fluff
It can be quite challenging to write an interesting copy without fillers, but fluff in a product description is something you must resist at all cost. Adding frills or hyperbole can be quite detrimental, it could dissuade your customers. Also remember customers cross check with reviews and if your description is not aligned with what users have to say, it can really weaken your case. So, keep things real, cut the exaggeration and highlight benefits that corroborate with facts.
Tell an engaging story
Use the power of imagination. No one wants to read boring and dry descriptions. Take your customers on a journey through a story. The length of the description does not matter, help your buyers picture how they can make use of the product, how it can make a difference or add a touch of elegance. And as you do so, ensure the copy resonates with your brand and vision. A compelling story is the only way to connect with and engage your buyers.
Use benefits to attract
Mundane features and specifications are important but they cannot sell a product. It is the host of benefits/advantages that your product is capable of delivering will make or break the sale. Try and connect the advantages with customers’ pain points/requirements and how it can make life easier, or in case of fashion products, for instance, you can highlight how trendy it is and how well it can complement a variety of styles. Know your product in and out and then use the first point (buyer persona) to build on the key benefits that your customers are looking for.
Make the description scannable
Lastly it is very important to ensure your product descriptions are packaged with a clear, appealing scannable designs to make it easy for potential customers to read.
These basic tips can help you create ecommerce product descriptions that sell. Follow these steps and you will find it easier to write a better and more engaging product description. Or the other alternative is to engage a professional copywriter who can help create perfect, compelling product descriptions that are written to reel your customer in.
Springbord has been helping various ecommerce players create detailed, accurate and above all convincing product descriptions that have helped our clients improve SEO results and boost conversion. To know more, talk to us today.