If you want to run a successful website or an eCommerce store in 2021, you need to realize that content is the king! The tech-savvy digital world knows it very well by now; it’s the content on the web that attracts traffic, educates/informs the audience, and converts the leads. However, if your website cannot gain traction or doesn’t get many leads, there must be something wrong with your content!
The same is the problem that many e-commerce web owners face, and the reason is simple; their content is not as appealing as it should be. Additionally, when it comes to an e-commerce website, it’s the product descriptions that convert the leads or let them bounce.
Do you know that more than 87% of consumers consider the product content or product description a crucial element in choosing the products and immediate purchases? If not, then this number is a significant sign that product descriptions that compel and convert are key to your e-commerce marketing strategy. Additionally, more than 50% of people return purchased items if they do not match the product description.
If you are a business owner or an eCommerce store owner struggling to sell and convert, this guide is for you! Read on to find out the perfect strategy to create product pages and product descriptions that compel and convert!
How Does A Product Description Work?
Before we get into the nitty-gritty of product descriptions, you must understand how a product description works and what a perfect product description looks like. It helps people to understand better about the product and simplifies the buying process.
First and foremost, the sole purpose of a product description is to provide detailed information about the product to the visitor. However, they work in a distinctive way to:
- Qualify the product
- Persuade the visitor with compelling, problem-solving features that convince the visitors to buy
- Optimize and surface the product page to make it more visible on the SERPs.
Here is a brief to help you understand how a product description works:
Now that you know, product description works as an educational tool for visitors. It tells them all about a product, based on which most visitors close their purchases. However, how do these visitors find these products in the first place? Well, it is the keyword indexing and optimization of product description content that makes it visible on the SERPs whenever a related query is entered on the search engines like Google, Bing, Yahoo, Amazon, and more.
Product descriptions in general work as an e-commerce store assistant, which virtually tells the client everything good or bad about the product with transparency. It also consists of reviews, demos, trials, and other supporting elements that may strengthen a visitor’s buying decision.
Several studies suggest that the way products are described, the format used to create product descriptions, and the approach used to explain how the product may help greatly influence how people perceive the products before closing their purchase.
Why do you need to emphasize the quality of product descriptions on your website?
Words and purposeful content can form very strong opinions when people only have pictures and textual descriptions to understand the product. Even though e-commerce stores are drastically changing the audience’s buying behavior, businesses have to deal with the stay-at-home audience day in and day out. However, with so much convenience, the only problem people face when shopping online is that they can’t hold, touch, feel, or test the product they want to purchase. But, they can only read about it or watch it virtually.
Here, content, whether a picture or text description, plays a massive role in forming public opinion about the product. A well-crafted description will attract and convert people to increase your sales. Therefore, you need the descriptions to be perfectly compelling, salesy, problem-centric, and convincing for the audience.
Apart from the importance of content, here is a little about why you need optimized product descriptions.
How Product Descriptions Let People Find Your Products
A website needs SEO optimization to increase its visibility on the SERPs, so websites and e-commerce stores need optimized product descriptions to appear more often on the SERPs. Creating product descriptions with the most searched keywords will help the website index the search engine keywords. So, the next time someone searches about a product you offer, you are more likely to appear on the SERPs if your product description is optimized.
This is the core reason why many e-commerce stores and businesses carefully optimize their product descriptions while making them compelling at the same time. The ones who struggle to create perfect descriptions often choose professional product description writing services to do the job perfectly.
Now that you everything about product descriptions that increase your visibility, here is how they convert and a few of its attributes to consider:
Attributes Of A Product Description That Converts & Sells
A product description that converts and sells has all these attributes:
Highlights The Key Features
Highlighting the key features help people identify the primary purposes of the products, their reliability, and worth compared to other products on the market. In addition, a detailed description of what the product beholds is more likely to convert than the one that leaves visitors clueless about the products.
Here, it is essential to mention the product type, material, mechanism, way to use, demonstration of product to help the visitors entirely without leaving any doubts.
Clearly Defines The Purpose Of Product And How It Helps
According to an e-commerce study, 20% of purchases fail after a lead generation due to missing or unclear product information.
Communicating the use of a product from a buyer’s perception is more likely to convert any visitor. Telling how the product helps solve a problem will help you more than promotional content. Defining how the product will solve any problem will target the most potential customers. Promotional or sales content that only rants about its features and qualities disliked by the audience.
You can also mention the product manufacturer, region of manufacturing, product testing results to build trust and authenticity towards your product.
Simple To Understand Language
People prefer to know everything instantly and without any complexities. This is why drafting your product descriptions in a simple language with easily readable and understandable words will persuade more people. However, certain words tend to attract more people when shopping online than others. Therefore, using the right words will always help you connect with your potential clients in the most effective way.
In addition, you can leverage an emotional approach and use sensory words to increase sales. These words boost the brain’s processing power and let the customers engage in a better way.
Include Social Proof
Social proof like the number of items sold, number of reviews, number of users globally will help you strengthen the reputation of your product in the sight of the customers.
Around 60% of customers purchase a product after going through the product reviews along with the description. This clearly shows that product reviews play a significant role when added to product descriptions on an e-commerce website.
Informative And Persuasive Content
Customers going through product descriptions are looking for valuable information about the product. But at the same time, it is persuasive content that will convert. Therefore, it is essential to leverage information to convert more leads. Of course, you can be influential and informational at the same time. However, the selection of words and phrases will make all the difference for you.
Provides Scannable Content For A Quick View
Product descriptions can be both long and short, but the key is to keep them scannable for a quick view so that a simple glance can also hook the visitor to the product. Here you can do to make your description scannable:
- Entice the visitors with compelling headlines
- Use bullet points for individual attention over each point
- Use plenty of white space to segregate the content
- Use a bigger font size for better readability
A perfect template to create compelling product descriptions
If you want to write an excellent product description, you must think about 5Ws & 1H (who, what, where, when, why, and how) before you begin.
This is the trick used by most journalists to provide a complete news story. But, the rule is similar for crafting a compelling product description when it comes to a product description. So, here are a few questions that your product descriptions must answer for the visitors.
- Who is this product for?
- What are the product’s features?
- Where would this product prove to be helpful?
- When would someone most likely use the product?
- Why is your product more valuable or better than the other competitors?
- How does the product work?
The Final Take-Away
Writing optimized product descriptions is a never-ending learning journey. When you’ve finished creating a sales copy, you go back over it after a month or two and see where you can improve it. You can’t take a one-dimensional strategy and expect it to function as long as you stay in business.
There are many ways to describe a product, but you should use a more friendly tone and emphasize the most demanded features to increase the product’s value. Research your rivals’ landing pages, product pages, and product descriptions before creating your own to understand what you need in your strategy.
To thrive in the industry, it is essential to use compelling yet optimized descriptions. Furthermore, only emphasizing the main benefits of your products will increase your value in the eyes of potential customers. These tips above will assist you in creating compelling descriptions for your entire product range.
Ensuring Your Product Descriptions are Spot On
Website or ecommerce product descriptions take time and effort to come out in the best shape possible. But, one thing you must not overlook here is that product descriptions can instantly convert or bounce the leads in no time! So, if you find yourself struggling with creating the perfect product descriptions that sell, let us help you do the job. The professional product description writers at Pro Content club will help you generate words that speak volumes of value to your target audience. So, contact us to get started.