Have you ever thought that product descriptions are unimportant? Or do you think “the main thing is that the information on my product page is correct”? Then it’s time to rethink that.
Product descriptions are more than just a summary of what you’re selling. Well-written, they can increase your store’s conversion rate and increase the perceived value of your products. With the right words, customers are even willing to pay more.
Learn how to design product descriptions to do more for your e-commerce business.
What is a product description?
A product description is the part of the marketing copy that explains what a product is and why it is worth buying. Beyond a simple list of product details or features, a good product description tells a story about what makes that product special – with the goal of convincing customers to buy.
Product descriptions can vary in length, turkey email list style, and format. Once you’ve established a strong brand voice, stick with it and write your product descriptions in your brand’s unique tone.
What makes a good product description?
A well-written product description can have a significant impact on sales, customer satisfaction and your brand reputation by serving a dual function:
- It informs customers about product details such as features, manage email campaigns for global audiences uses and benefits. This helps customers understand what the product is and how it works.
- It convinces customers of the value of the product. This is where the persuasive power of a product description comes into play. It answers questions like: “What problem does the product solve?” and “What makes it better than the competition?”
By addressing these points, a good product description paints a clear picture of the product’s benefits. It highlights the unique benefits and features that set a product apart from the competition.
Good product descriptions guide people through the sales process, transforming them from interested visitors into motivated buyers and increasing the likelihood that they will click the buy button.
10 Tips for an Effective Product Description
Many online stores simply list the features of their products and leave it at that. While clear information about your items is important, colombia business directory it is equally crucial to show customers how a product can help them.
Focus on your ideal target audience
If you want to appeal to the widest possible audience with the description of an item, the description will usually be meaningless and ultimately you will not reach anyone with it. The best product descriptions are aimed directly at the ideal target group . It is a kind of personal conversation between you and the buyer in which you ask product-related questions and answer them yourself.
Use language and terms that resonate with your ideal customers, including addressing them as “you.” Start by introducing yourself to your customers:
- What kind of humor (if any) appeals to you?
- What words do they use?
- What words do you really dislike?
- Are expressions like “stupid” and “totally stupid” okay?
- What questions could they ask?
A good example of this is The Oodie, a clothing retailer that uses personal language in its product description for “The Flash Oodie” and addresses the interests of its target group.
“Become the fastest superhero with the official Flash Oodie. Equipped with superhuman warmth and comfort, the Flash Oodie is ideal for keeping you warm and cozy at all times.”
Think about how you would sell your product to your customers face-to-face, such as in a store. Incorporate that same language into your website. This approach will help you create a similar type of communication online that really reaches your buyers.
Locke with benefits
When you sell your own items, you’re passionate about the features and special features. You’re passionate about your company, your website and your items. But your potential buyers aren’t usually that interested in the mundane features. All they want to know is what they’re in for. They want to understand how your product solves their problems or improves their lives.
That’s why an effective product description highlights the benefits of each feature. A good example of this is Dr. Squatch, a company that sells natural soaps for men.