The best way to write product descriptions to extend gross sales

Telling a narrative

This put up was initially revealed on June 24, 2019, and was up to date on June 7, 2021.

In the case of organising and managing an eCommerce enterprise, studying learn how to write product descriptions could appear to be a comparatively easy activity. On the flip facet, should you promote a number of merchandise, it will probably really feel monotonous and repetitive. Nevertheless, product descriptions shouldn’t be glossed over or written in a rush. They’re a small however mighty software that may work wonders for buyer curiosity and gross sales.

An efficient product description has the ability to transform a browser right into a buyer.

 

Analysis reveals that 87% of consumers say that detailed product content material is vital to their general buy resolution. Furthermore, eCommerce gross sales are at an all-time excessive with shoppers spending $861.12 billion on-line with U.S. retailers in 2020, a 44% improve from the earlier 12 months. You’ll be able to’t afford to overlook a bit of that pie with lackluster product descriptions.

A profitable product description requires the suitable steadiness of storytelling, wealthy content material and web optimization consciousness. Use the next information (with real-life examples) to learn to write product descriptions that can increase your gross sales.

Associated: The best way to create a compelling eCommerce product web page

Discover ways to write product descriptions that inform a narrative

As you write product descriptions, attempt to describe an expertise, not simply the product itself.

Give attention to making the reader envision themselves utilizing (and having fun with) your product.

If applicable, go so far as describing a time or place.

For instance, have a look at the outline for the beneath Bumble and bumble hair product. There’s a tagline below the product title “Sweat fearlessly. Clear Immediately.” Instantly, you already perceive what this product does. Then the outline additional explains how you’re feeling post-workout with sweaty hair, and the way it can fight that subject. The profit icons are simply the cherry on high! (Extra on advantages later…)

Picture:Bumble and bumble

Product descriptions that inform a narrative are persuasive to potential prospects, nudging them in direction of the “add to cart” button. The story doesn’t must be all flowery language — it will probably additionally embody informative particulars. In truth, shoppers are 131% extra seemingly to purchase from a model after they devour instructional content material .

Apple is the masterclass instance of marrying storytelling with info inside their product descriptions. Cameron Craig, who labored in PR for Apple, instructed the Harvard Enterprise Overview:

“Our mission was to inform the story of how our revolutionary merchandise give prospects the ability to unleash their creativity and alter the world.”

You’ll be able to see simply that within the product description of the newest MacBook Air. The copy instantly educates the reader on how this product will optimize their private {and professional} lives. Additionally they break down advanced technological specs (like CPUs) and clarify what meaning for customers in follow, i.e., you’ll be able to full extra duties and waste much less battery.

Macbook Air product description
Picture: Apple

Write product descriptions that spotlight your distinctive worth proposition

What makes your product completely different from the remaining? Your distinctive worth proposition (UVP) is your product’s differentiator, it’s what makes it noteworthy, and in addition price shopping for. It’s best to embody your UVP close to the start of your product description to shortly persuade prospects.

In the event you aren’t positive what that may be, do some competitor analysis to see what different manufacturers say about comparable merchandise and work out why yours is completely different.

For instance, seek advice from GoPro’s description of their newest Hero9 digicam. They spotlight that the machine takes 5K video and has 7x extra decision than typical HD content material.

Not solely do they discuss their greatest promoting factors however additionally they clarify why this model is best than the earlier iterations. The copy describes the advantages of Hypersmooth 3.0, the newest replace to their stabilization expertise.

GoPro product description example
Picture: GoPro
GoPro product description example 2
Picture: GoPro

Associated: The best way to write and use a singular promoting proposition

Grasp product descriptions that take into account your goal buyer

As you discover learn how to write product descriptions, suppose not solely about your goal buyer, but in addition how they’ll use the product.

Give attention to the advantages for the shopper, not simply the options of the product.

 

Whereas options are vital and have their place (extra on that later), advantages create compelling copy that convinces the shopper why they want the product.

When fascinated about the product and buyer, ask your self:

  • How will it make their life simpler?
  • What drawback will it clear up?
  • What benefits will it present?

These are the sorts of advantages you need to spotlight in the beginning in your product description.

Learn the primary two paragraphs in Goop’s description for a skincare product. It instantly dives into what the product will do for the shopper’s pores and skin, describing, intimately, all the outcomes customers can anticipate.

Goop product description for skincare product
Picture: Goop

Use product descriptions that match your tone to your purchaser persona

While you write a product description, you additionally need to take into account your goal buyer so that you could converse on to their purchaser persona.

One solution to accomplish that is by matching the tone of the product description to your perfect buyer.

As an illustration, in case your viewers is millennial shoppers and also you’re promoting a life-style product, you’ll be able to inject humor and frivolity to catch their consideration.

Then again, should you promote professional-level tech merchandise focused towards enterprise patrons, you’ll need to preserve the tone extra severe and detailed.

The proper instance of tone is Greenback Shave Membership, a model that made a reputation for itself with irreverent humor. Discover how their product description displays its general model voice (and matches the tone of their viewers) with tongue-in-cheek jokes.

Dollar Shave Club product description for deodorant
Picture: Greenback Shave Membership

Make your product descriptions concise and scannable

The above-the-fold part of your product web page ought to include the most effective copy. Do not forget that each phrase issues. Potential prospects can scroll or click on for extra info in the event that they’d like. Which means your preliminary product description ought to be concise and to the purpose.

Whether or not you supply an expandable description or tabs beneath the fold with extra options and particulars, the thought is to make the primary product description scannable to hook the shopper.

Scannability can also be essential for cell prospects in order that they’ll see product descriptions simply on their telephones.

Be certain to maintain mobile-friendliness in thoughts as 79% of smartphone customers made a purchase order on their cell machine prior to now six months.

Many manufacturers use bullet factors to assist with scannability of their product descriptions. Discover how Residence Depot contains bullet factors in each its preliminary product description, in addition to the expanded product overview.

Home Depot product description for law mower
Picture: Residence Depot
Home Depot product overview for lawn mower
Picture: Residence Depot

Embrace a number of high-quality photos with product descriptions

Holding a product is important to sure shoppers. Even with the eCommerce growth from the pandemic, a latest survey discovered that 46% of individuals nonetheless choose to buy in shops. And 33% say it’s as a result of they need to see, contact, really feel and check out gadgets.

 

You don’t essentially want to rent knowledgeable photographer to take product photos (though if in case you have the funds, it may be price it). Excessive-res digicam telephones with portrait mode make it more and more simpler for eCommerce enterprise house owners to DIY product photos.

When doable embody photos of the product in use, like somebody sporting a bit of clothes, a buyer utilizing a software — or perhaps a screenshot of a digital product. All these photos assist contextualize the product in motion, which makes it appear extra actual and tangible.

Notice how Thrive Market overcomes the problem of promoting spices (becasue it’s basically only a ground-up powder, it’s robust to actually highlight in an thrilling means). However they nonetheless use photos to their benefit, displaying the packaging, so prospects know what to anticipate. Additionally they incorporate a picture of a meal that makes use of the spice, serving to to place the product into context.

Thrive Market product description for spices
Picture:Thrive Market

Associated: The best way to take product photographs that can assist promote your items

Incorporate buyer testimonials with product descriptions

Person-generated content material (UGC) is a robust software in driving gross sales in your eCommerce enterprise.

Buyer testimonials and critiques are the most effective sorts of UGC to incorporate in product descriptions.

Critiques assist to supply social proof that different happy prospects bought and used your product, which fits an extended solution to encourage potential patrons.

Latest analysis confirms that UGC influences the buyer buy resolution course of.

Relying on the structure and format of your eCommerce web site, you’ll be able to embody a hyperlink to the product assessment web page, or have native critiques beneath the product description.

Some manufacturers decide to cherry-pick constructive critiques or testimonials and embody it as a quote of their product description.

Associated: Generate critiques — 8 methods to get extra product critiques

Make product descriptions searchable with web optimization

In order for you extra prospects to search out your product with natural search (by way of serps comparable to Google or Bing), write product descriptions with web optimization in thoughts.

Every particular person product web page on an eCommerce web site is one other alternative to incorporate high-quality content material that’s listed by serps.

When product descriptions are optimized for serps, these listed pages will ideally rank in your goal key phrases. In different phrases, a possible buyer varieties in a question associated to your product/model, and your web site seems as a high outcome within the Search Engine Outcomes Web page (SERP).

In the event you haven’t already, do some fundamental key phrase analysis, so you realize what phrases and phrases to incorporate in your product description. Key phrases are phrases that instantly relate to your product {that a} potential buyer may kind right into a search engine when seeking to discover it.

Make a listing of key phrases and naturally embody them in product descriptions, particulars and anyplace in your product web page.

Don’t overlook about long-tail key phrases— these signify longer phrase/query searches reasonably than particular two- to five-word key phrases. To present you an concept, as an alternative of the key phrase “cleansing provides,” a long-tail key phrase can be “inexpensive natural cleansing spray answer.”

Google tells us an increasing number of shoppers use conversational search queries. Searches with “do I want” grew in recognition by 65% — these are searches like: “what dimension generator do I want?”

Their recommendation on utilizing this to your benefit? “Lock down key phrases and phrases usually related to [your] companies after which take into account pure language search phrases that prospects may be utilizing to search out them.”

Make product descriptions that embody helpful and technical particulars

After you craft and hone your preliminary product description, embody technical and particular product particulars. As you’ve seen within the examples above, the product particulars part usually comes beneath the fold and below the preliminary product description.

Nevertheless, that doesn’t imply it’s not as vital.

Customers have particular wants and issues relating to buying a product, and particulars could be a make or break relating to conversion. Simply suppose: what if somebody has a pores and skin allergy and might’t discover the supplies for a clothes merchandise?

Your objective with product particulars ought to be to reply any query earlier than a buyer asks it, and supply helpful info to assist them on their shopping for journey.

A very good instance is Macy’s — they embody the peak and clothes dimension of the fashions of their product photos. These particulars give the customer extra perception into how gadgets match on an precise individual, for instance the place a costume hem may fall.

How to write product descriptions Macys
Picture: Macy’s

A/B take a look at your product descriptions

When you nail down learn how to write product descriptions, don’t cease there. A/B take a look at descriptions in opposition to each other to check out completely different ways and discover the most effective choices. You’ll be able to formally A/B take a look at with advertising instruments comparable to Google Optimize, Optimizely or Visible Web site Optimizer.

Alternatively, you are able to do casual A/B testing by utilizing completely different variations or codecs for descriptions on comparable merchandise to see which sells higher over a sure time frame.

Each eCommerce enterprise is completely different, and there’s no-one-size-fits-all components relating to product descriptions.

Testing your product pages will let you enhance your descriptions to extend visitors and gross sales.

Be certain to test in with all product pages, if one appears to be promoting higher than the remaining, attempt to repurpose that description on the low-selling merchandise. Do not forget that knowledge and metrics will enable you refine your course of.

Editor’s observe: With devoted product pages, GoDaddy On-line Retailer makes it straightforward to replace your product descriptions.

Discover ways to write product descriptions to drive extra gross sales

Product descriptions have the ability to extend gross sales in your eCommerce enterprise dramatically, but giant and small firms alike can wrestle with them. Whether or not you’ve got 10 or 10,000 merchandise, it may be difficult to put in writing distinctive, customer-attracting descriptions. However belief us, if you put within the effort, utilizing the above ideas, you’ll see the ROI!

The principle takeaway? Don’t get disheartened when organising your eCommerce retailer. Comply with this information, and with somewhat creativity, technique, and persistence, your product descriptions will improve conversions in your on-line retailer.

This text contains content material initially revealed on the GoDaddy weblog by Erik Deckers.

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