What Is a Product Description?
All businesses offer either products or services, and a product description is a way to showcase the product's or service's benefits to potential customers, with the aim of convincing them to purchase from the business. Essentially, a product description highlights the most appealing features of the offering and uses persuasive language to win over the customer's confidence in the product or service.
Why Are Product Descriptions Important?
In modern times, customers tend to evaluate their choices prior to making a purchase. Salsify, a renowned marketing research company, reports that 87% of individuals who shop online claim that comprehensive product descriptions have an impact on their buying choices.
HOW TO WRITE PRODUCT DESCRIPTIONS THAT SELL?
1. IDENTIFY YOUR TARGET AUDIENCE
The initial stage in crafting effective product descriptions is to identify your target market and figure out the aspects that would attract potential customers the most. This involves comprehending your buyer persona and analyzing the attributes of your target audience. By using your buyer persona, you can modify your language and content to cater to your intended readers and determine the features that will hold the greatest significance for them.
2. DESCRIBE THE BENEFITS OF THE PRODUCT
As a store owner, it's understandable that you ' re enthusiastic about highlighting the advantages of your products. You aim to showcase that your product is superior in terms of its features and specifications. However, customers may not be particularly intrigued by the technical aspects of the product. They're more interested in how the product can benefit them. A feature is a factual statement about a product that provides technical information, whereas a benefit describes how the product can improve the customer's quality of life.
3. EXPLAIN IN DETAIL
A well-crafted product description must convince the customer of its benefits, provide all relevant details, and evoke an emotional response.
4. USE A CONVERSATIONAL TONE AND LANGUAGE
If your product descriptions don't sound like the way you speak to a friend, it's time to give them a fresh update. Using a natural tone that reflects how you would converse in real life can help your customers feel more connected to your business.
5. USE ACTION WORDS THAT SELL
Certain words and phrases have an innate emotional impact on people, which can be advantageous for e-commerce merchants as it can increase sales. By being cognizant of these words and phrases, you can persuade your customers to make purchases more rapidly. Examples of such words include "Amazing," "Eye-opening," "Spectacular," "Stunning," "Wondrous," "Wonderful," "Delight," among others.
6. MAKE IT EASY TO READ
Due to people's short attention spans, only a small portion (16%) of what's on a page is actually read. It's important to ensure that your product description effectively captures this desired 16% of customers. To make your product description scannable, consider implementing the following techniques:
Use bullet points
Keep paragraphs brief with only a few phrases each
Incorporate plenty of white space
Use fonts of varying sizes.
7. SEARCH ENGINE OPTIMIZATION
Most of the tasks you undertake for your Shopify store should focus on optimizing the content for search engines. The easiest method to attract fresh traffic to your website is through search engine optimization (SEO), which is the initial stage in convincing potential customers to purchase your goods.
