Optimization is everything.
Ecommerce manager and online store owners often ask about product descriptions. What should they say? How long should they be? What format is best? It’s no wonder they are worried — the quality of a product description can make or break a sale, especially if it doesn’t include the information a shopper needs to make a purchase decision. Providing key product details is critical if you want the shopper to click “Add to Cart” and differentiate your ecommerce website from the competition.
Whether your products have a specific function, like a camera, or a personal purpose, like fashion, all products exist to enhance or improve the purchaser’s quality of life in one way or another. As the shopper browses, they instinctively imagine having each product in hand, using it and enjoying it.
The more powerful the customer’s fantasy of owning the product, the more likely they are to buy it. Therefore, I like to think of product description as storytelling and psychology, incorporating the elements of both prose writing and journalism. A “good” product description will not do. Competition is getting too fierce. It must be great!
Journalists utilize the Who, What, Where, When, Why and How method for getting across the facts of their stories, and following this process is the first step in crafting a compelling product description:
The next step is determining the best format for the above information. Since some shoppers only scan text on websites, it’s a good idea to have a list of bullet points that cover the most important product details. Bullet points should generally be used for specs (like dimensions) or short phrases (like features) so that they are quick and easy to read.
Unfortunately, bullet points aren’t the best way to tell a product’s story and convince shoppers that they’re looking at a great deal. They look cold and clinical on the page instead of engaging the shopper’s emotions or imagination. This is a job for prose! By writing a paragraph (three or more sentences) or two about the product, you can set the scene and help the shopper realize why their life up to this point has been incomplete without it. It may seem daunting, but after some practice, it will become second nature and even (gasp!) fun.
This is your opportunity to be a little creative and establish a voice (personality and tone) for your brand — whether that be serious, casual or even irreverent. Just imagine you’re at a party, telling someone you’ve just met about the product. How would you describe it so that they’d understand how great it truly is?
This voice permeates every aspect of your online marketing: social media, SEO, paid search — every customer touchpoint. Unique, compelling copy makes your products more relevant for search engines and other marketing mediums that value original content.
In fact, following this simple formula below is a great way to writing compelling product descriptions:
[Paragraph(s) of Prose] + [Bulleted List of Specs or Product Features] = [Engaging Product Description]
“But this is going to take a long time,” you might be thinking, especially if you rely on product descriptions from your distributors or manufacturers. And you’re right, this isn’t a quick process. But, if you can commit to writing a dozen or so product descriptions a day using the formula above, you’ll begin to see a variety of benefits:
Now let’s take a look at how eight real online stores sell more with product description perfection, with tidbits you can take from their expertise to increase your own conversions.
A great example of just how well the basic formula can work is shown below. Theproduct pages combine conversational paragraph-long descriptions that engage the fans, as well as quick bullet-points on need-to-know specs for any shoppers just scanning the page.
In all, it is important to first know your audience in order to determine what kind of content will best speak to them to increase conversions.
The product description formula works for most brands, but it is only a starting point.
Think visually. Add graphics. A/B test copy and get personal on those pages. People like to buy from people they trust –– and building trust is different based on what you are selling.
A stroller might not sell well if the description tells of how it was thought up overnight and then handmade. Similarly, a handmade leather playing card case might not sell well if all you show are the technical specs.
Know your audience. Know your product. And then, show and tell!
- Article gotten from Bigcommerce.