Most online marketplaces put a significant amount of time and effort into building a pleasant-looking website. Despite this, they fail to convince their customers to go ahead and select the “add to cart” option. One of the reasons for the low customer conversion rate is weak product descriptions. Unfortunately, sellers often keep product descriptions at the end of their priority list and majorly focus on graphics and visual presentations. However, to convince a customer, the first step is to clarify their doubts and enlighten them about your goods with a powerful product description. Here are five tips on how to write a solid product description.
Focus On Your Audience
If you are a seller and scratching your head thinking about writing product descriptions for SEO, begin by targeting your ideal customer. Remember that a user need not always be your customer. For example, if you sell toys for kids, compose a product description that appeals to parents, who are the actual buyers. Similarly, when you offer gift sets for adults, tune the about section to a broader range of readers who can consider purchasing the product.
To better address your target audience, ask yourself these questions:
- Who is the end-user?
- Who is purchasing the item?
- What is the gender and age of the visitors?
- What are the pieces of information the buyers want? For example, is the visitor interested in the item’s shelf life, design, and use instructions?
If it is a food item, highlight the process of production and safety measures taken.
Highlight The Product’s Benefits
Although the long list of features is crucial to selling a product, displaying the key benefits of an item always yields better results. While people may not connect entirely with the features of a product, how it benefits them will persuade them more to make a purchase. By focussing on the benefit, you let the reader know how exactly the product will serve them. Therefore, instead of stating a protein powder has minimal calories, you can mention that it will help the consumer stay fit or skinny.
Sometimes, it may seem difficult to bring out the benefits of your products separately from their features. An easy way to do this is to match each feature with an advantage. For example, if you sell t-shirts, you can mention the comfort level from the material used, the convenience, etc.
Tell The Entire Story Behind Your Product
A proper product description should provide all necessary details in a genuine tone to convey an emotional touch to the reader. Emotional push is crucial to influence prospective buyers, and you can do this by presenting some unique facts about your product. When you are telling the product’s story, it is much more than merely offering its components, features, and advantages. You can include the following things to create a story:
- Begin with the historical significance of the product. For example, if you sell aromatic tea, trace its origin in history.
- Discuss the traditional use of the product. A herb or spice traditionally used in different cultures will have a stronger appeal to prospective buyers.
- Mention any unique legacy attached to the product. If the item you are selling was a favorite of a celebrity, feel free to bring that up.
Use A Simple Tone And Language
A great product description makes it easy for the readers to go through the necessary details of an item. Remember that you are not composing a legal document or a research statement. Think of your product description as something you can tell your close friend regarding the product. Therefore, inject life into your product descriptions using a natural and easy tone that almost seems like a conversation.
For example, if you are selling some uniquely modern fashion item, use natural conversational language to know whether the product suits the reader’s lifestyle. Moreover, a constant tone makes your brand more trustworthy and different from the rest.
Cover The Basics
In the enthusiasm of writing a fantastic about section for your product, you would not like to miss the basic attributes of your product. Missing a piece of crucial information about your product can not only make you lose potential customers, but it can also aggravate your loyal and old buyers. So, when creating your product description, make sure it includes the following points:
- Actual Size: If you are selling any wearable product, its size is crucial for the customer.
- Material: Whether you are selling utensils or jewelry, let the customer know what it is made of. Not mentioning the material sends a wrong message to the readers.
- Care Instructions: Give your product description a higher standard by explaining the ideal use scenario of your product.
Final Words
As you can see, a good product description is quite different from listing the features. By presenting facts with a friendly voice and an engaging touch, you can leap ahead of the competition and increase your customer base manifolds.
