It’s no secret that modern ecommerce stores depend on a range media to encourage customers to buy. While images and video certainly play a critical role when selling products, it’s important that stores don’t overlook their written content. Before a visitor will convert, they need to understand exactly what you’re asking them to buy, and in most cases that means taking the time to write accurate and useful product descriptions.
Here are four things you can do to write better product descriptions and start converting more visitors into customers.
Focus on Consumers, Not You
One of the most common mistakes companies make when writing about their product is that they put far too much focus on their product or service and not enough on their customer.
For example, look at the two statements below and think about which one of them is more likely to appeal to consumers?
- The Swiffer Duster is fun to use and works hard.
- You’ll smile more and work less with the Swiffer Duster.
In both cases the customer hears essentially the same thing but the second one speaks directly to the shopper, who will be more likely to purchase with the knowledge that the product requires less work on his part.
In simple terms you want to make you shine the spotlight on your product in a way that puts the customer first.
Talk About Benefits Over Features
What a product or service does seems logical and for the most part consumers are able to figure that out on their own. What people need to learn from your product descriptions is how your product will improve their lives. This is why details like a product’s raw specifications should be placed at the bottom of a description or in a separate tab all together.
A great example of a product that highlights this is a cleaning sponge company. You’ll quickly see that they address common consumer issues and explain how their product solves them.
The product description tells us that the sponge:
- Requires less work to use;
- Doesn’t slip out of your hands;
- Can be used on delicate items;
- Can help quickly remove baked-on food;
- Doesn’t get as stinky as typical sponges;
- Can be cleaned easily.
In just two paragraphs, the company has clearly outlined six pain points that nearly everyone who cleans has experienced. Consumers can quickly relate to why they need this product and how purchasing will make their lives better.
Don’t Be Vague
Your site is competing against a lot of other sources for consumer attention so make sure your descriptions focus on what matters and ditch the filler text (words used to add eloquence to the writing or to fill space). In the context of product descriptions, filler content gives readers a chance stop and think for a moment. In such a distracting environment, these stops can translate to a page exits and loss of sales.
Take for example the page for the Amazon Echo. The page is very ‘scannable’, and visitors can quickly understand what the device does and the problems it solves. The page has virtually no filler content and the content that is on the page is relatable enough that just about anyone could think about buying one.
Match Your Branding
It’s very easy to fall into a habit of trying to write the most exciting and dramatic product descriptions but if done without a strategy this can create product descriptions that don’t match the branding or personality of your ecommerce store.
When writing your product descriptions be sure to align your content with the style of your business and use the same tone of voice as other pages on your store (think about things such as informal vs. formal language, casual tone of voice vs. professional, using humour, etc.). And as with any written content, don’t forget to check your grammar. At the very least use a spellchecking tool but ideally you should have a second set of eyes editing your work.
As you can see, there are a wide range of considerations when it comes to writing product descriptions that can captivate consumers and ultimately generate sales. Like many things in the ecommerce world, the key to success revolves around channeling your creativity, practicing your skills, and testing different options until you find success. But by following the above tips, you’ll be on the right track to improving your store’s income.