Your product descriptions make ALL the difference.
They determine if your site visitors click through to buy… or leave faster than they came.
But… How do you write great product descriptions?
That’s exactly what we’ll look at here below. Read on!
Why Your Product Descriptions Should Be a Priority
So wait… Why are your product descriptions so important?
They’re your product sales page.
Think about it this way:
You’ve worked hard to build up your website traffic.
Wouldn’t it be a shame if you lost that traffic because you didn’t know how to describe a product to a new customer?
Yup. Plus… There are some very simple things you can do to improve your product descriptions.
You see, people read your product descriptions to make up their mind.
And they’re looking for information.
If you don’t give it to them, they’ll just head over to Google to find another store with better information.
But that’s not all.
Your product descriptions help you rank better in Google.
That’s why the last tip in this guide helps you optimize your descriptions for rankings. And if you want even more ecommerce SEO tips, check out our best tips here.
Now you know why your product descriptions are so important. Let’s look at tip #1- creating product descriptions for your target audience.
1. Create Great Product Descriptions That Attract Your Target Customers
Create product descriptions for the right people.
Product descriptions that attract your target customers.
How do you do it, though?
Develop a customer avatar.
So a description of a fictional customer. This customer represents your target customers.
But… there’s an easy mistake most businesses make.
You see, you shouldn’t only focus on demographics.
Nope, it’s much more important to understand what makes your customers tick.
A customer avatar based on demographics would look something like this:
Location: New York City”
But what you want to know is why people want to buy your product. For example:
“Customer A wants to get back in shape but says: “It feels as if I’m running after kids all day. I don’t even have time to think about exercising or stuff like diets.”
“Customer A says: “I’m frustrated about my situation. I see so many women in great shape and I look at them and think: “I want that for myself, too.””
See the difference?
Yeah, that’s what your customer avatar should look like.
A simple shift that will increase your conversions.
2. Make This Shift and Your Conversions Will Go Up
As an e-commerce store owner, it’s easy to get excited about your own products.
They’re the BEST, right?
You tell people about the awesome features. Like speed, colors, functionalities, options…
But here’s the thing:
Yes, you want to include those things.
You need to give people all the information they need so that they don’t leave your website.
But… There’s something much more important you need to think about.
That’s right, I’m talking about benefits.
The value people get out of your product.
Let me show you how this works in practice.
Take a look at this ChefSteps listing on Amazon:
What do you notice?
The product description doesn’t list a bunch of features like size and weight.
Instead, it says: “Smallest, sleekest sous vide tool available”, “saves space”, “heats up fast” and “perfect results”.
See the difference?
It’s a simple shift…
…But SO powerful.
Benefits are the things people crave. So, include them upfront.
When you write your product descriptions, take a look at the features. Ask yourself:
“What’s the benefit of this feature? What does it help people do?”
And that’s how you turn features into benefits in your descriptions.
3. Include Social Proof to Build Trust
What’s the ONE thing that will get people to buy?
That’s right… Social proof.
You see, humans are programmed to follow each other.
That’s how we act- as a tribe or a flock.
Studies show just how powerful social proof is.
A hotel wanted to go green and get hotel guests to reuse their towels.
What do you think happened when they asked guests to reuse their towels because most other guests reused theirs?
These guests were 26% more likely to reuse their towels than people who got a standard message asking them to reuse their towels to save the environment.
And… when guests were told that people staying in the same room reused their towels, they were 33% more likely to reuse their towels.
That’s how powerful social proof is.
So how can you use this in your product descriptions?
Include reviews and testimonials.
Here’s how Sweatblock uses this on their website:
Just note one thing…
According to the Baymard Institute, people trust several reviews more than one or a few. So show how many reviews your product has to really make use of this strategy.
4. Want Great Product Descriptions? Make Them Easy to Read
Want people to read through your product descriptions?
Of course you do.
That’s why readability is so important for your product descriptions.
So… How do you make your descriptions more readable?
#1: Bullet points
Have key points or unique selling propositions?
Bullet points are a must. They’re such a good way to break up your text.
Just look at this Amazon Alexa product description:
#2: Short paragraphs and sentences
Our brains love simplicity. The simpler it is to read your text, the better.
And how do you make your text easier to read?
Short paragraphs and sentences.
5. Use Urgency and Scarcity to Move People to The Sale
If there’s ONE thing that gets people to take action it’s this:
People are driven by exclusivity. Back in the day, that’s how humans survived.
In his book “Influence: The Psychology of Persuasion”, Dr. Robert Cialdini tells the story of a jewelry store owner.
The owner just couldn’t seem to sell this one type of jewelry. So, she decided to reduce prices by half.
She left a note for her store manager asking her to cut the prices.
The store manager misread the note and thought it said prices should be doubled.
What do you think happened?
The jewelry sold out.
That’s how exclusivity works.
If something feels exclusive, we assume it’s rare, scarce, and the best quality.
Here’s how Asos uses this:
And you can use it, too. (Obviously, only when it’s true.)
- A product is low in stock
- A product is selling out fast
- A rare product
- Time-limited campaigns
- Bonuses, freebies, and samples
That’s it. Over to tip #6.
6. How Storytelling Can Increase Sales Many Times Over
There’s one extremely powerful thing you can do to increase sales.
And it’s simple.
What is it?
Here’s the deal:
A project called Significant Objects paired stories with thrift store items that were auctioned on eBay.
What do you think happened?
Take a look at this plastic bear. What did someone pay for it? …$51:
Isn’t that crazy?
That’s exactly what storytelling can do for you.
You see, storytelling is one of the best ways to connect with people. People’s brains sync when they hear a story.
But… how can you use storytelling?
Think about your own product.
Why did you choose to sell it?
Who manufactures it?
Does the product have an interesting backstory?
That’s what you can include in your product description.
Want to learn more? Read more about how watch company Daniel Wellington uses this in their branding.
7. Want a Product Description That Stands Out? Use These Words
Ever wondered why some product descriptions stand out?
Then, read on.
You see, there are specific words that instantly make a text more powerful.
They’re called “power words” (yup, not surprisingly).
So power words are these strong, emotional words.
Take a look at this product description by Milk Makeup.
They use words like “high-volume”, “nourishing”, “thickening” and “intense”.
So much stronger than “good results” or “extended lashes”.
Here are some power words you can use as inspiration:
And where do you find your own power words?
Go to Thesaurus and search for a word.
Choose a word that feels like a strong word that stands out.
Obviously, you don’t want to overdo this.
But sprinkle them in here and there and you’re good to go.
8. Why High-Quality Images and Videos Make All The Difference
Your product description will only take you so far.
The thing is:
To entice your customers, you need high-quality images and videos.
Videos are some of the most engaging online elements.
For example, US consumers are 73% more likely to buy a product after watching a video online. 96% find videos helpful when they make a purchase decision online.
And it makes sense.
High-quality images, videos, and things like zoom functions help people understand what a product looks like in real life.
This, again, takes away some of the uncertainty when buying online.
For example, here’s how Asos uses this in their product listings:
Now you might be asking yourself:
“So… How do I create these images and videos?”
Fortunately, there are tons of services online.
Now you know why high-quality images and videos are so important for your product descriptions…
Let’s move on to tip #9.
9. How to Get Website Traffic With Your Product Descriptions
Last but not least:
Your product descriptions need to sell…
…But to sell, they also need website traffic.
So how do you create product descriptions that get automated, organic traffic?
Optimize them for search engines.
Include a keyword in your product descriptions.
Let’s say you sell yoga pants.
You should optimize your product description around one keyword.
“Red yoga pants” or “women’s yoga pants.”
But that’s not all…
You also want to optimize your meta descriptions.
Those snippets of text that appear when you search for something:
The key here is to think:
“What would get my customers to click through?”
Do you offer free shipping? A sale? Something else?
Include that in your meta descriptions.
Create Product Descriptions That Sell
So there you have it.
Now you know how to create great product descriptions that sell.
Here, the devil is in the details. Seemingly small changes and tweaks can have a significant impact on your conversions.
Now, let me know:
What’s the one thing you’ll change about your product descriptions?
Share your thoughts by writing a quick comment below.