How to write product descriptions to increase sales

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

When it comes to establishing and managing an eCommerce enterprise, studying how to write product descriptions could appear to be a comparatively easy job. On the flip facet, when you promote fairly a number of merchandise, it will presumably really actually really feel monotonous and repetitive. However, product descriptions shouldn’t be glossed over or written in a rush. They’re a small nonetheless mighty software program program that may work wonders for purchaser curiosity and sales.

An setting pleasant product description has the flexibleness to convert a browser correct proper right into a purchaser.

Research reveals that 87% of shoppers say that detailed product content material materials supplies is essential to their regular buy various. Moreover, eCommerce sales are at an all-time excessive with prospects spending $861.12 billion on-line with U.S. retailers in 2020, a 44% increase from the earlier 12 months. You can’t afford to miss a bit of little bit of that pie with lackluster product descriptions.

A worthwhile product description requires the turning into stability of storytelling, wealthy content material materials supplies and search engine advertising and marketing consciousness. Use the next data (with real-life examples) to examine one of the simplest ways to write product descriptions which will enhance your sales.

Related: How to create a compelling eCommerce product web internet web page

Learn how to write product descriptions that inform a narrative

As you write product descriptions, strive to describe an expertise, not merely the product itself.

Focus on making the reader envision themselves utilizing (and having pleasant with) your product.

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

For event, try the outline for the beneath Bumble and bumble hair product. There’s a tagline beneath the product set up “Sweat fearlessly. Clean Instantly.” Immediately, you already perceive what this product does. Then the outline additional explains how you’re feeling post-workout with sweaty hair, and one of the simplest ways it may probably battle that downside. The income icons are merely the cherry on prime! (More on advantages later…)

Product descriptions that inform a narrative are persuasive to potential prospects, nudging them throughout the course of the “add to cart” button. The story doesn’t have to be all flowery language — it will presumably furthermore embrace informative particulars. In actuality, consumers are 131% more likely to purchase from a model after they devour instructional content material materials supplies .

Apple is the masterclass event of marrying storytelling with information inside their product descriptions. Cameron Craig, who labored in PR for Apple, instructed the Harvard Business Review:

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

You can see merely that all through the product description of the latest MacBook Air. The copy instantly educates the reader on how this product will optimize their personal {{{and professional}}} lives. They furthermore break down superior technological specs (like CPUs) and clarify what which suggests for purchasers in observe, i.e., you’ll have the chance to full extra duties and waste lots a lot much less battery.

Write product descriptions that spotlight your distinctive worth proposition

What makes your product completely completely totally different from the remaining? Your distinctive worth proposition (UVP) is your product’s differentiator, it’s what makes it noteworthy, and likewise worth in search of. You ought to embrace your UVP shut to the start of your product description to shortly persuade prospects.

If you aren’t optimistic what that is in all probability to be, do some competitor analysis to see what completely totally different producers say about comparable merchandise and work out why yours is completely completely totally different.

For event, refer to GoPro’s description of their newest Hero9 digicam. They spotlight that the system takes 5K video and has 7x extra willpower than typical HD content material materials supplies.

Not solely do they discuss their finest promoting parts nonetheless furthermore they clarify why this model is best than the earlier iterations. The copy describes the advantages of Hypersmooth 3.0, the latest change to their stabilization know-how.

Related: How to write and use a novel promoting proposition

Master product descriptions that take into accounts your goal purchaser

As you uncover how to write product descriptions, suppose not solely about your goal purchaser, nevertheless furthermore how they are going to use the product.

Focus on the advantages for the patron, not merely the alternatives of the product.

While decisions are essential and have their place (extra on that later), advantages create compelling copy that convinces the patron why they want the product.

When fascinated regarding the product and purchaser, ask your self:

• How will it make their life easier?
• What draw again will it clear up?
• What benefits will it present?

Those are the varieties of advantages you need to spotlight in the beginning in your product description.

Read the primary two paragraphs in Goop’s description for a skincare product. It instantly dives into what the product will do for the patron’s pores and pores and pores and skin, describing, intimately, the entire outcomes purchasers can anticipate.

Use product descriptions that match your tone to your purchaser persona

When you write a product description, you furthermore need to take into accounts your goal purchaser in an effort to converse instantly to their purchaser persona.

One means to accomplish that is by matching the tone of the product description to your preferrred purchaser.

For occasion, in case your viewers is millennial prospects and as well as you’re promoting a life-style product, you’ll have the chance to inject humor and frivolity to catch their consideration.

On the choice hand, when you promote professional-level tech merchandise focused in route of enterprise prospects, you’ll need to keep the tone extra important and detailed.

The wonderful event of tone is Dollar Shave Club, a model that made a fame for itself with irreverent humor. Notice how their product description exhibits its regular model voice (and matches the tone of their viewers) with tongue-in-cheek jokes.

Make your product descriptions concise and scannable

The above-the-fold part of your product web internet web page ought to embody one of the best copy. Remember that each phrase factors. Potential prospects can scroll or click on on on for extra information throughout the event that they’d like. That means your preliminary product description ought to be concise and to the purpose.

Whether you current an expandable description or tabs beneath the fold with extra decisions and particulars, the thought is to make the primary product description scannable to hook the patron.

Scannability may very well be essential for cell prospects in order that they are going to see product descriptions merely on their telephones.

Make optimistic to keep mobile-friendliness in concepts as 79% of smartphone users made a purchase order order order on their cell system up to now six months.

Many producers use bullet parts to assist with scannability of their product descriptions. Notice how Home Depot accommodates bullet parts in each its preliminary product description, in addition to to the expanded product overview.

Include fairly a number of high-quality images with product descriptions

Holding a product is important to constructive prospects. Even with the eCommerce improvement from the pandemic, a recent survey discovered that 46% of individuals nonetheless favor to retailer in retailers. And 33% say it’s due to they need to see, contact, really actually really feel and check out gadgets.

You don’t primarily want to rent an expert photographer to take product footage (though when you’ve purchased the funds, it may very well be worth it). High-res digicam telephones with portrait mode make it an rising variety of easier for eCommerce enterprise house owners to DIY product images.

When attainable embrace images of the product in use, like all individual sporting a bit of clothes, a purchaser utilizing a software program program — or possibly a screenshot of a digital product. These sorts of photos assist contextualize the product in motion, which makes it appear extra exact and tangible.

Note how Thrive Market overcomes the issue of promoting spices (becasue it’s principally solely a ground-up powder, it’s robust to actually highlight in an thrilling means). But they nonetheless use footage to their revenue, exhibiting the packaging, so prospects know what to anticipate. They furthermore incorporate a picture of a meal that makes use of the spice, serving to to put the product into context.

Related: How to take product images which will assist promote your objects

Incorporate purchaser testimonials with product descriptions

User-generated content material materials supplies (UGC) is a robust software program program in driving sales to your eCommerce enterprise.

Customer testimonials and evaluations are one of the best kinds of UGC to embrace in product descriptions.

Reviews assist to present social proof that absolutely totally different fully happy prospects bought and used your product, which works a superb distance to encourage potential prospects.

Recent research confirms that UGC influences the consumer buy various course of.

Depending on the format and format of your eCommerce web page, you’ll have the chance to embrace a hyperlink to the product analysis web internet web page, or have native evaluations beneath the product description.

Some producers resolve to cherry-pick optimistic evaluations or testimonials and embrace it as a quote of their product description.

Related: Generate evaluations — 8 methods to get extra product evaluations

Make product descriptions searchable with search engine advertising and marketing

If you need extra prospects to uncover your product with pure search (by the use of serps like google corresponding to Google or Bing), write product descriptions with search engine advertising and marketing in concepts.

Each particular explicit individual product web internet web page on an eCommerce web page is one totally different totally different to embrace high-quality content material materials supplies that’s listed by serps like google.

When product descriptions are optimized for serps like google, these listed pages will ideally rank to your goal key phrases. In completely totally different phrases, a possible purchaser varieties in a question associated to your product/model, and your web page seems as a first-rate end consequence all through the Search Engine Results Page (SERP).

If you haven’t already, do some fundamental key phrase analysis, so that you simply perceive what phrases and phrases to embrace in your product description. Keywords are phrases that instantly relate to your product {{{that a}}} potential purchaser may selection correct proper right into a search engine when making an attempt to uncover it.

Make an inventory of key phrases and naturally embrace them in product descriptions, particulars and wherever in your product web internet web page.

Don’t overlook about long-tail key phrases— these characterize longer phrase/query searches fairly than particular two- to five-word key phrases. To offer you an thought, as a substitute of the essential factor phrase “cleaning gives,” a long-tail key phrase may very well be “fairly priced pure cleaning spray decision.”

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

Their recommendation on utilizing this to your revenue? “Lock down key phrases and phrases generally associated to [your] corporations after which have in mind pure language search phrases that purchasers could also be using to uncover them.”

Make product descriptions that embrace helpful and technical particulars

After you craft and hone your preliminary product description, embrace technical and particular product particulars. As you’ve seen all through the examples above, the product particulars half usually comes beneath the fold and beneath the preliminary product description.

However, that doesn’t point out it’s not as essential.

Consumers have particular wants and issues when it comes to searching for a product, and particulars may probably be a make or break when it comes to conversion. Just suppose: what if any individual has a pores and pores and pores and skin allergy and may’t uncover the gives for a clothes merchandise?

Your aim with product particulars ought to be to reply any query earlier than a purchaser asks it, and supply helpful information to assist them on their in search of journey.

event is Macy’s — they embrace the peak and clothes dimension of the fashions of their product footage. These particulars give the patron extra notion into how gadgets match on a precise particular explicit individual, for example the place a dressing up hem may fall.

A/B try your product descriptions

Once you nail down how to write product descriptions, don’t cease there. A/B try descriptions in route of each other to strive completely different methods and uncover one of the best selections. You can formally A/B try with selling gadgets corresponding to Google Optimize, Optimizely or Visual Website Optimizer.

Alternatively, you are ready to do casual A/B testing by utilizing completely completely totally different variations or codecs for descriptions on comparable merchandise to see which sells elevated over a constructive timeframe.

Every eCommerce enterprise is completely completely totally different, and there’s no-one-size-fits-all elements when it comes to product descriptions.

Testing your product pages will permit you to enhance your descriptions to increase friends and sales.

Make optimistic to verify in with all product pages, if one appears to be promoting elevated than the remaining, strive to repurpose that description on the low-selling merchandise. Remember that information and metrics will current help to refine your course of.

Editor’s observe: With devoted product pages, GoDaddy Online Store makes it simple to change your product descriptions.

Learn how to write product descriptions to drive extra sales

Product descriptions have the flexibleness to increase sales to your eCommerce enterprise dramatically, nevertheless giant and small companies alike can wrestle with them. Whether you might have 10 or 10,000 merchandise, it may very well be powerful to write distinctive, customer-attracting descriptions. But notion us, as quickly as you place all through the trouble, utilizing the above ideas, you’ll see the ROI!

The essential takeaway? Don’t get disheartened when establishing your eCommerce retailer. Follow this data, and with significantly creativity, technique, and persistence, your product descriptions will increase conversions to your on-line retailer.

This article accommodates content material materials supplies initially revealed on the GoDaddy weblog by Erik Deckers.