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How to write product descriptions to increase sales

No matter what platform you are selling on or how large your online store is, product descriptions play a key role in your eCommerce business.

And when it comes to your online store, you don’t have the luxury of an in-person sales team to close the deal, here’s where product descriptions come into play.

Well-written product descriptions can lure in potential customers, and good product descriptions can potentially influence the purchase decision. Writing effective product descriptions can ultimately help increase the overall conversion rates and increase sales – by boosting your visibility and SEO on paid channels.

Business owners and marketers know about the importance of writing product descriptions, but how exactly can you write effective descriptions that can help convert visitors to buyers? In this blog post, we will have a look at a couple of key elements when it comes to writing product descriptions.

 Let’s start off with the basics – What are product descriptions?

Remember that team of salespeople that we mentioned earlier? Now imagine the product description being such a team, made up of images, text, and call to actions that convert website visitors into customers. It is a form of marketing used to describe and explain the benefits of your product. It provides all the information and details of your product on your eCommerce site.

The product details can be written down in a sentence, a short paragraph or they can be bulleted. They can be serious, funny, or unconventional. They can be located next to the main image of the product, underneath the product titles.

There are multiple styles and ways to make product descriptions work for your business, but there’s much more to them than copywriting tricks.

Writing effective product descriptions

Great product descriptions can help make you stay competitive and take your business to the next level, but what should it say? Who should it be for? How long should it be? How should you format it?

Let us help answer these questions:

Know your Audience

Before you start typing the first letter of the description, think about the who, what when, where, why, and how. This way you will write more compelling descriptions that can guide your audience in the decision-making process.

Think about:

  • Who is this product for? –Think about the gender, age group lifestyle of the person that would buy this product.
  • What are the product’s basic details? – like dimensions, materials used, product features, cost, and functions
  • When should someone use your product? – is it meant to be used during a certain time of the day, seasonally, or for a specific type of occasion? Is it a seasonal item or can it be used all year round? These details can help show the product’s long-term value.
  • Where should someone use the product? Is it for indoor or outdoor use? Is it for home, the office or for your car?
  • Why is the product useful and better than the similar products out there? This can be anything from superior quality to features. Think about how someone can benefit from using the product, consider how images can complement the product description copy.
  • How does the product work? This bit might not be necessary for every product, but it’s a must-have feature when you are selling electronics or anything that has moving parts.

What format should you use when writing a product description?

Since some online shoppers only scan the websites, it might be useful to use bullet points that cover the most important product details. Bullet points should generally be used for product specifications such as dimensions, weight, features – that are quick to read.

But you can’t really tell the product’s story using only bullet points, can you? They can look cold and clinical on a page instead of engaging the shopper’s emotions or imagination.

Here’s where paragraphs come into play – write a paragraph made out of three or more sentences about the product. This helps the shopper realize why their life up to this point has been incomplete without your product. Here is your opportunity to become creative and establish a voice (a personality and tone) for your brand.

Use storytelling to your advantage

Does your product have an interesting backstory that is special to you? Chances are that it will be particularly interesting to your audience too! Use that story in your product description to add more personality to your item, try engaging your audience’s hearts and minds.

Make your product description short and sweet

Be careful not to go crazy with the storytelling, try not to overthink your description. Try using paragraphs that you would have in a conversation in your descriptions to engage fans and possible customers as well as quick bullet points with the essential specs of your product.

Add in technical details to win trust when needed

If you are selling more technical products to a tech-savvy audience, then don’t be afraid to add in as many details as possible. Prove to your customers your brand’s expertise in the industry by providing all the details they need to know.

Know when to use images

Text isn’t always the best way to describe a product, images carry more weight and are better remembered by customers. If possible, show off your product in a visual that explains exactly what it does.

Final thoughts

Whether you’re selling T-shirts or strollers, it’s essential to know your audience in order to determine what kind of content will speak to them to increase conversions.

Great descriptions can help drive traffic to your products, increase brand awareness and help you gain a competitive edge over your rivals.

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