Did you know e-commerce sales will hit $6.3 trillion by 2023? With such staggering figures, an engaging product description can make a significant difference in nudging a potential buyer toward purchase.
In fact, 98% of shoppers have been deterred from completing a purchase because of incomplete or incorrect product content.
Said that writing a compelling product description that informs, persuades, and engages is not easy.
This article guides you in crafting engaging, persuasive, and profitable e-commerce product descriptions.
No matter if you’re just launching your e-commerce website or have been in the online retail space for years, these insights will arm you with the knowledge to increase conversions, enhance customer satisfaction, and amplify your brand’s appeal.
So buckle up, and let’s start!
What is a Product Description?
A product description is a written representation of a product that provides potential customers with information about its features, benefits, and value.
It serves as a crucial component of marketing and sales strategies, as it helps customers understand what a product offers and why they should consider purchasing it.
A well-crafted product description extends beyond listing specifications and technical details. It should capture the essence of the product, highlight its unique selling points, and create an emotional connection with the reader.
The goal is to communicate the product’s value proposition effectively, addressing customer needs and desires while addressing any potential concerns or objections.
A product description typically includes key information including:
- Product’s name
- Any relevant certifications or warranties.
However, it’s important to remember that a product description is more than just a factual account. It should also evoke imagery, and emotions, and engage the reader.
By providing accurate and compelling information, a well-written product description can
- Help customers make informed purchasing decisions
- Increase their confidence in the product
- Ultimately drive sales
So, How Do You Write a Good Product Description?
There are numerous aspects to consider while crafting an effective product description for your e-commerce website. Below are some helpful pointers to get you started!
1. Identify Buyer Persona
Grasping your target audience is not about identifying who they are, but also about understanding their desires, needs, and pain points. Establishing detailed buyer personas before writing product descriptions is pivotal.
Ask yourself these questions before you begin writing the product description:
- Are they direct consumers?
- Are they buying for themselves or gifts?
- Or are they bulk buyers?
- Who are they, what are their demographics, and what are their interests?
Take, for instance, the “Blissfeel 2 Women’s Running Shoe”.
The product description effectively caters to this persona’s needs and preferences.
By emphasizing better fit and comfort, Lululemon addresses the pain points of finding athletic shoes that won’t hinder their performance or cause discomfort during intense workouts.
Also, the phrase “road run ready” appeals to those who are always looking forward to their next outdoor run.
While crafting buyer personas, it’s imperative to remember these factors:
- Education level
- Income level
A nuanced understanding of your ideal customer will help you craft product descriptions that resonate and sell better.
Your product descriptions should be tailored to speak directly to these personas, reflecting their needs, desires, and potential objections.
2. Highlight the Benefits, Not Just Features
When writing product descriptions, understanding your buyer personas’ motivations and concerns can inform which features or benefits you emphasize. It’s not about listing the features; it’s about demonstrating how those features translate into tangible benefits for your customers.
Consider the brand Yeti, known for its high-quality coolers.
Take this example of a Yeti’s wheeled cooler.
Above the fold, there’s nothing but a title — “ROADIE® 48 WHEELED COOLER” — and a size guide with pricing.
But if you scroll down, you’ll see them highlighting the benefit that makes it more impactful: “Easy to carry for long treks, tall enough for chilled wine, big enough for an all-day tailgate.”
This way, they’re addressing a key concern of their customers – keeping drinks cold for long durations in warm weather.
When crafting descriptions, remember the following:
– You don’t need to list the benefits of each feature. Prioritize the most significant ones.
– Discuss the advantages of these features and what they offer the customer.
– Illustrate how the product will solve a problem or enhance the customer’s life.
– Keep your buyer personas at the forefront. If comfort and fit are their priorities, make sure your description highlights these aspects.
By showcasing how the features of your product translate into benefits, you can effectively connect with your target audience’s motivations and make a compelling case for your product.
Remember, customers buy solutions and experiences, not just products.
3. Use Sensory and Emotive Language
Sensory and emotive language can evoke visceral responses in your customers. It allows them to ‘experience’ your product before they make a purchase.
When writing product descriptions, consider using powerful, influential words that paint a vivid picture in the customer’s mind, enticing them to buy.
Have a look at GODIVA’s description of a gold gift box chocolate – a famous gourmet chocolate brand.
In the description, there are words that engage the senses and stimulate emotions. These words include exciting, iconic, extraordinary, refreshing, rich, and exquisite.
They allow customers to envision the product experience, which is powerful.
They’re not just buying an item; they’re investing in a feeling, a lifestyle.
Remember, the key is to appeal to your audience’s emotions and sensory experiences, creating a vivid mental image that’s irresistible.
4. Make It Scannable
Ensuring your product descriptions are scannable, with key points and features easily identifiable, can significantly enhance user experience and product comprehension.
Check out how Samsung does this.
Its product descriptions for gadgets like smartphones or TVs are highly scannable.
They typically begin with an engaging brief about the product’s key selling points, followed by a concise list of technical specifications and standout features.
Remember, the aim is to make your descriptions user-friendly.
Large text blocks can be off-putting. Breaking down information and using design elements like bullet points, subheadings, or even different font weights can help make your product descriptions more readable and engaging.
5. Reflect the Tone of Your Brand’s Voice
Creating engaging product descriptions is an art that extends beyond just listing your product’s features. The tone of your descriptions should resonate with your target audience and consistently reflect your brand identity.
Take a luxury car brand like Rolls Royce, for example.
Their product descriptions echo their sophisticated brand tone and high-end target audience.
Here, the emphasis on comfort, security, and superior performance resonates with their affluent, discerning buyer persona.
Even a fitness brand like Nike, their tone is motivational and empowering, fitting well with its sports-driven audience.
Whatever your brand’s tone, consistency is key.
Your product descriptions should sound distinct ‘you’, strengthening your brand identity while appealing to your target audience.
However, consistently crafting such descriptions that maintain your brand’s tone can be a challenge.
Eliciting the right emotional response can make the difference between browsing and clicking that ‘Add to Cart’ button.
Yet, it requires creativity, skill, and time. Here tools like Paraphrasingtool.ai can help you rewrite content in a different way, as well as assist you in adjusting your content’s tone.
By providing you with multiple paraphrasing options, it enables you to adapt your descriptions to your brand’s tone easier and efficiently. This gives your audience the feeling of connection and familiarity they seek.
Let’s take an example.
Suppose you’ve written a description for an eco-friendly kitchen appliance and now, you might feel that this is okay, but it could be better, especially in terms of reflecting your brand’s tone.
You input the description into ParaphrasingTool.ai, and it could provide output like:
Still boring, right?
You can try out different paraphrasing modes to achieve the results you think to reflect your brand better.
The most exciting part? Select the appropriate tone for better results.
Because you’re selling electric kitchen appliances here, you must sound professional and have a solid understanding.
So, by choosing the “professional tone”, you get results like:
As you can see, the revised description captures the original meaning but also conveys a professional tone more effectively.
This is how a tool can enhance your brand communication by maintaining tone consistency, ultimately leading to better audience engagement.
6. Optimize Your Product Descriptions for Search Engines
Search Engine Optimization (SEO) is essential when writing product descriptions. By incorporating relevant keywords, you can enhance your product’s visibility on search engines like Google, driving more traffic to your product page.
Remember to incorporate your keywords naturally and avoid keyword stuffing. Your product descriptions should still be easy to read and engaging.
Place your keywords in the title, meta descriptions, ALT tags (for images), and the product description itself.
Remember SEO isn’t just about driving traffic; it’s about attracting the right kind of traffic
Ensure your keywords align with what your target customer searches for.
The aim is to reach potential customers who are genuinely interested in what you offer and are more likely to convert into sales.
7. Include a Clear Call-to-Action (CTA)
A Call-to-Action (CTA) is a prompt that tells your potential customers what action they should take next. It could be anything from ‘Add to Cart’, ‘Buy Now’, to ‘Learn More’.
Ensure your CTA is easy to find and stands out visually on your product page.
You could make it a contrasting color, use larger text, or place it in a prominent location on the page.
The easier customers see and understand your CTA, the more likely they are to follow through with that action.
Crafting engaging e-commerce product descriptions is crucial to driving sales and increasing customer satisfaction. By following the steps above, you can create compelling product descriptions that sell.
Remember to revisit the pain points and offer solutions, establish your authority, and include a strong call to action in your conclusion.
With these strategies in place, you can enhance conversions, boost brand appeal, and succeed in the competitive e-commerce market.
Start implementing these tips and watch your product descriptions work!