Writing Conversion-Driven Product Descriptions
1. Consider audience personas
Keep your audience in mind while writing product descriptions. This is the first and, in my view, one of the most crucial elements to consider. It is critical to comprehend two critical things while creating product descriptions. The first is your audience’s reading level: are they teenagers, young adults, adults, or seniors? Second, do your readers like to read real facts and figures or enticing lines/images/video demos?
2. Investigate and Get Insight from Competitors
This is a great place to start for new e-Store owners. Start by looking up the product on the internet and comparing it to other e-Stores. Keep in mind your competition, especially large-scale websites like Amazon, Etsy, and eBay Competitors’ large-scale success may also give information about product description value. You can always use a product description generator, but they’ll always provide generic descriptions because they’re not built for eCommerce.
3. Concentrate on the advantages — provide information rather than raw facts
A manufacturer’s catalog will provide you with a plethora of technical specs and descriptions to work with. But keep in mind that you should never use data from the manufacturer. There are two reasons for this: first, it will create significant fluctuations in your Google search rankings (SEO), and second, it is plain unprofessional.
4. Make several drafts to test
I recommend developing numerous templates or drafts while writing product descriptions. This will allow you to test a variety of product descriptions in different layouts. You’ll be able to better understand which kind of content performs best for your audiences if you conduct proper testing. Your optimal product description style should be the one that obtains the most add to cart numbers.
5. Make product descriptions SEO-friendly.
Aside from creating unique and enticing product descriptions, it’s critical to optimize the wording for search engines. Keywords in the description help your product pages rank better on Google for ideal buyers. Don’t get me wrong: utilizing keywords to help buyers find products is a great idea. Use this as an excuse to jam keywords into product descriptions. Use high search volume, long tail, and relevant terms.
6. When in doubt, rely on social proof.
Social proof has been proven to be an efficient means of activating add-to-carts. Social proof is an ancient psychological concept. Humans are affected by social evidence, which asserts that they will act as others do. They may have been utilized by hundreds of eCommerce businesses. As a consequence, a product review acts as social proof, urging buyers to buy.
7. Use enticing words to entice buyers
Sensory words allow the reader to interact with the world or, in this example, a product. These words evoke the five senses of smell, sight, sound, touch, and taste. Visitors’ perceptions of items can be considerably influenced by the use of sensory terms. Visualize what you want the buyer to feel when they use your items, and what you want them to perceive. Sensory phrases attract your audience by bringing product descriptions to life.
8. Explain Why Your Product Is the Best — Justify Superlatives.
Superlatives are overblown terms that might come off as deceptive if they aren’t justified in the product description.
9. Make Quick & Easy Viewing Descriptions
While a lengthy product description may be highly helpful, it is best to create product descriptions that can be swiftly perused. The unique advantage and most enticing features that solve client pain points should be highlighted in your product description.