eCommerce

Write better product descriptions to increase your online sales7 min read

December 4, 2020

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Write better product descriptions to increase your online sales7 min read

The description of your product matters a lot when you’re selling online. Think about the last three purchases you made. It’s highly likely you done one of the two things; looked at the reviews or read the product descriptions.

Product descriptions are often overlooked by many novices starting eCommerce stores. A lot of online stores copy-paste generic product descriptions without giving it any second thought.

Online stores that adopt the malpractice of sloppy product descriptions may unintentionally turn their customers away.

If your ideal customer is looking at your product description, you have to make sure that it fits their needs. In summary, you need to talk to your customers’ language, connect with their emotions, or solve a problem or fulfill a need. You can achieve that by learning to formulate compelling product descriptions.

So, are you ready to learn how to write compelling product descriptions to convert your visitors into customers?

Who is your ideal customer?

Understanding your customer is essential. Why? Because by understanding your customer, you can cater your product description to suit them. In other words, you should create a buyer persona.

Understanding your ideal customer or target audience will help you define the most valuable things that matter to your customers.

When you understand your customers, it is easier to resonate with them.

Take, for example, “Balls.co.” They understand their audience, and by doing so, they can resonate with them in the product description. 

Balls Co Trimmer Writing better converting eCommerce product descriptions

In the case of the website “Balls.co”, they appeal to their audience by understanding the frustration of grooming certain body areas for men.

What are the benefits?

Often on product descriptions, you see the specifications of a product. Understandably you want to show off all the exciting features and qualities of your goods.

While that is perfectly fine, customers don’t care as much without knowing how it could benefit them.

Use your product description as an opportunity to entice customers with the benefits.

Petsmart does this well by outlining the benefits of their chew toy for dogs and its impact on pets.

Petsmart
  • Teaches appropriate chewing behavior while offering mental enrichment
  • Soft Puppy KONG rubber formula is customized for puppy teeth and gums
  • Unpredictable bounce for games of fetch

Petsmart suggests that their product is more than just a dog toy. 

They outline the toy’s benefits by mentioning its impact on dogs’ health and how somebody could use it in different ways. It becomes more than a toy to the customer. It’s a means to keep their puppy healthy.

What are the benefits of your products? Think about what problem your product solves or how it makes a customer feel when writing your product’s benefits.

Think about what impact your product will have on your customer.

Push the narrative, not the product.

Don’t just state the details.

Phrases such as “great quality” and “high-quality” are phrases your customers have seen many times and barely have an impact if any at all. Your customers will think nothing of it.

Instead, it would be best if you focused on the features and benefits your product provides. Don’t just state the details. Tell them the benefits.

For example, if your product is a high-quality shoe. Don’t say “Shoe with the highest-quality.” Instead, expand on what makes it high-quality; perhaps it’s a shoe with genuine leather, hand-sewn, and is built for durable comfort.

Describe the details, “durable comfort,” “hand-sewn,” and “genuine leather” were some of the few ways you could describe the product from the example above. Your description should be more than just the essentials.

The points don’t need to mention the quality directly, especially in competitive markets. However, it should give you an impression of the quality.

The example above allow the customer to paint a picture of themselves wearing it, perhaps for long durations and still feeling comfortable.

Product details can add warmth when selling to your customers.

To use jargon or not? Speak the language of your customer

Some product descriptions have a lot of industry jargon. It makes sense if you’re selling something technical to perhaps a technician where jargon matters. 

Still, in most cases, jargon will lose even your technical customers.

Ideally, you want to speak the language of your customer.

For example, let’s say your customers typically describe your product in a different way to the usual industry standard. Don’t try to be a smartass and lose them with your jargon. Say it the way they’re describing it.

Become a storyteller

Everybody loves to hear a good story. Stories can captivate an audience and trigger the imagination of a person. Storytelling is compelling in marketing and also in your product description.

Birchbox

Birchbox integrated a story into its product description. They write about how the product came about, setting the scene. They then describe the problem and how they solve it. In their product story, they also include details of the features and the benefit.

Another example of a story is by Missoma. They took a different approach to their account. Instead of giving the origins of how their product came about, they sold a fantasy.

Missoma

Missoma describes a feature on their necklace as having “transformational powers.” When a customer wears that necklace, they can imagine themselves being transformed by feeling more confident, more pretty, or elegant.

When creating a story for a product description, ask yourself:

  • What is the scene of the narrative?
  • Were there any hardships or obstacles the team or I overcame when making this product?
  • What emotional response am I trying to trigger?
  • How can I get into the customer’s imagination?

Justify bold claims

Superlatives statements like “The world’s best XYZ” or “The world’s most advanced…” is a bold claim to make and often can come across as insincere.

If you make a claim, you have to back it up and justify it. Tell your customers what makes it the “world’s best.”

UNI claims to be the world’s most advanced true wireless earbuds but fails to justify such a bold claim.

UNI Indiegogo

It can be tempting to make a bold claim on your product. If you do, firstly make sure you can back your claim and justify it.

Specific facts may help enforce your claim to your customers; for example, it could be worth mentioning if you have a patent.

Unbacked claims sound insincere, fake, and gives a negative impression.

If you cannot back a claim, tone your copy down or take it in a different direction.

Social proof

Reviews on your website can help a visitor decide on whether to make a purchase or not. However, social proof does not always have to be in the form of a review.

Other forms of social proof to accompany your product description could be in the form of a quote from your customer service team.

For instance, your customer service or sales team may have valuable insights to quote your product description. 

Customer Service Testimonial

For example, your sales team member may know that many people who have bought a particular product loved it and came back to buy more. You could quote them stating that on the product description page.

Perhaps your product was featured on a magazine, TV show, website, or mentioned in an article. You can use that as social proof. For 

Including these in your product description backs the fact that you have something useful or of interest to offer, adding credibility.

Another practical approach is displaying social media posts from your customers. Ask your customers to tag their purchases on social media communications like Instagram and Twitter.

Customers’ social media posts serve as visual testimonials and proof that customers that buy love your product. Made.com makes fair use of the social media social proof strategy by displaying customer purchases below the product description.

Samsung

If you have done collaborations with influencers or have had influencers review your product, share that on your product page. Samsung uses this method of social proof featuring several YouTubers on its product page.

Most customers are attracted to buying something popular or something that seems endorsed by companies or influencers they respect.

Use social proof to your advantage.

Seduce your customer

Whoops, not that kind. But, product descriptions that trigger your customers’ senses can persuade them to make a purchase. The food industry does this by activating the senses of taste, the feeling of the food in the mouth, the sound the food makes when snapped, etc.

Triggering senses is a powerful method to get the customers’ minds turning.

Lindt Lindor

When writing to trigger your customers’ senses, seduce them with words like velvety, smooth, crisp, bright, and crunch. Remember to appeal to as many sensations as possible if it makes sense to do so. Describe the taste, sound, touch, sight, and smell.

Make your description easy to skim.

Give your product description room to breathe, making it easily scannable. Your customer may not read a full description in most situations, especially if it’s very long. Unless your story is exceptionally engaging and touching, avoid long paragraphs with no break.

Instead, make your product description easy to skim. Add whitespace to your paragraphs. Whitespace is a space between your paragraph or designs and allows customers to read quicker, without feeling overwhelmed.

Use bullet points to point out key features and benefits. You don’t need to stuff everything into one paragraph.

Innocent Smoothie

Innocent highlights their key features in bullet points and makes it easy for customers to know what they’re getting.

Another factor to take into consideration is legibility. Ensure your font-size is at a comfortable size to make reading easy and that the background and text colors are accessible.

You can also divide long product descriptions with an enticing headline.

Test and optimize your product description

Last but not least, track your pages. Over some time, test how well your product descriptions are converting. It will help you to improve copy and how your customers are reacting to it.

In short, tell stories, share the benefits, provide social proof, and explain the tiniest details. Make an effort when creating your product description. Trigger your customers’ senses, and show enthusiasm for your product.

There is no one size fits all when it comes to product description. Take the bits that fit your need and create a compelling product description to convert your visitors into customers.

Interested in starting your own print-on-demand store? Check out our guide to help get you started today.

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