I’ll admit it: I enjoy buying online. I’ve been purchasing online more than ever recently.(product rule)
I’m not alone in this.
In fact, online sales exceeded $3 billion last year. Online sales are expected to reach $4.2 billion by 2020.
As a result, product descriptions are more critical than ever.
It may be time for you, as a marketer, to revise your product descriptions in order to boost online sales.
Let’s go over what a product description is and how to write one in the sections below. We’ll then look at some samples and templates to get you started with your own writing process.
A product description is the copy on a product page that explains what the item is and why you should buy it. The purpose of the description is to entice web visitors to buy a product by describing its worth.
Product details are usually included in a product description. It should also present a tale about how the product may alleviate the target audience’s problems. A visitor will not purchase a goods if they cannot envision themselves benefiting from it.
1. Take into account your buyer persona.(product rule)
You should keep your buyer persona in mind when writing any copy. It’s critical to tailor your product description to your intended audience.
Your product description, for example, should address the pain areas and goals of your consumer persona.
Before purchasing a product, online visitors must be able to envision themselves using it.
You should also utilize the same language as your potential customers. This will be made easier if you conduct keyword research (more on that below).
Is your product description, for example, humorous in the same way that your target audience is? Does it address any concerns they might have?
This is crucial to remember when writing product descriptions because you want to eliminate any barriers or concerns that potential customers may have.
2. Be inventive.(product rule)
You should be imaginative while writing marketing content. The same is true for product descriptions.
Your product description should, in the end, convey a story and sell an experience. Visitors must be able to see themselves using the product, to reiterate.
What’s in it for them should be stated in your product description. What will they gain by purchasing your product?
Consider what drove you to design your product, how it was taksim escort tested, and the challenges you faced when thinking what tale to tell.
Perhaps the answers to these questions correspond to the values or pain areas of your buyer persona.
3. Include specifics.(product rule)
You should be as specific as possible when writing a product description. That means you shouldn’t use any fluff or ambiguous terminology in your description that doesn’t provide value.
Examine your manuscript to evaluate if each sentence adds value. Does each statement, for example, inform a visitor about the product or brand? If not, remove it.
Furthermore, rather than listing features, you should concentrate on listing benefits that address client concerns. And be as specific as possible.
The more details there are, the more trustworthy the product is.
4. SEO optimization
In product descriptions, SEO is incredibly crucial. When customers purchase online, you want your products to appear.
Do keyword research to find out what clients are looking for in order to improve your product descriptions.
Page titles, meta descriptions, picture alt tags, and product description copy should all contain keywords.
Your product should be easy to find online if you use keywords.
5. Make use of social proof.
Nowadays, everyone reads online reviews before making a purchase. People are more likely to make a purchase if the reviews are positive.
You may make that step easier by incorporating social proof in your product description or on your product website.
It’s critical to eliminate the necessity for a customer to conduct additional research. Your product page should have all of the information users require.
Some brands use a quote to provide social proof. Others simply list customer reviews beneath the product description. Social proof should be easy to come by in either case.
6. Make it simple to read.
Not only should information be easy to access, but it should also be simple to comprehend. Visitors will not read a single large block of text if you just have one.
It should be simple to scan your product description. This can be done visually and with basic formatting.
Use larger headings, bullet points, and white space, for example. The easier your description is to read, the more likely visitors are to read it.
7. Include graphics and photos.
It’s easy to get carried away and provide a big list of bulleted characteristics. However, this may not be the most effective method of communicating your message.
Create a graphic if there’s information you want your audience to know but don’t want to put in the text.
Above your product description, you can put symbols or illustrations. If your product is vegan, for example, you might want to place the vegan sign above the description rather than describing the feature directly in the description.
8. Track your progress.
You may wish to test multiple variations of your product descriptions once you’ve finished creating them. If this is the case, an A/B test should be conducted.
You may experiment with other lengths, keywords, and formulas. You can improve your descriptions by testing them.
You’ll also want to track your progress once you’ve determined which description is effective.
Choose the metrics you wish to track first. Is it the rate of conversion? Rate of cart abandonment? Is it possible that it’s organic rankings?
Whatever you choose, keep track of your results so you can see if your new descriptions are bringing in money.
Template for Product Descriptions
It’s time to get started on your own now that you know how to create a product description and have seen some examples.
Answer the following questions as you brainstorm the topics you wish to include:
- Who is the product aimed towards, and what language do they use?
- What are your product’s primary advantages?
- How does your product get used?
- What is your product’s worth? What makes it superior to competitors?
These responses should provide you with a solid starting point.
Consider applying this formula once you have all of the information you require:
To begin, tell a tale and set the scene (about 1-2 sentences)
Make a list of the advantages of utilizing your product (can be a bulleted list of maybe 3-5 items)
If possible, include social proof at the end (a quote or award)
While doing so, make sure to include details and optimize for keywords based on your research. You might also attach reviews or visuals that list some main features below your description.
The product descriptions on your product pages are crucial. They assist in telling your product’s story so that visitors may see themselves utilizing it.