This post was originally published on June 24, 2019, and was updated on June 7, 2021.
When it comes to setting up and organizing an eCommerce business, learning how to write product descriptions looks like a relatively simple task. On the flip side, if you sell numerous concoctions, it can feel monotonous and repetitive. However, make descriptions shouldn’t be interpreted over or written in a hurry. They’re a small but mighty tool that can work wonders for client interest and sales.
An effective concoction description has the power to convert a browser into a patron.
Research shows that 87% of buyers said here today that detailed commodity content is important to their overall purchase decision. Furthermore, eCommerce sales are at an all-time high with purchasers devoting $861.12 billion online with U.S. retailers in 2020, a 44% increase from the previous year. You can’t afford to miss a piece of that tart with lackluster commodity descriptions.
A successful make description expects the right balance of storytelling, rich content and SEO awareness. Use the following guide( with real-life specimen) to learn how to write product descriptions that will boost your sales.
Learn how to write product descriptions that tell a story
As you write produce descriptions, try to describe an experience , not just the concoction itself.
Focus on constructing the book visualize themselves use( and enjoying) your product.
If appropriate, go as far as describing a age or place.
For example, look at the description for the below Bumble and bumble fuzz produce. There’s a tagline under the product name “Sweat fearlessly. Clean-living Instantly.” Immediately, you already understand what this commodity does. Then the specific characteristics further explains how you feel post-workout with sweaty whisker, and how it can combat that issue. The help icons are just the cherry on top!( More on interests later …)
Image: Bumble and bumble
Product descriptions that tell a story are persuasive to potential clients, nudging them towards the “add to cart” button. The floor doesn’t have to be all flowery language — it can also include informative items. In information, consumers are 131% more likely to buy from a firebrand after they consume educational content.
Apple is the masterclass example of marrying storytelling with knowledge within their product descriptions. Cameron Craig, “whos working” in PR for Apple, told the Harvard Business Review 😛 TAGEND
“Our mission was to tell the story of how our innovative products grant purchasers the power to unleash their creativity and mutate the world.”
You can see just that in the make description of the latest MacBook Air. The imitate immediately acquaints the reader on how this produce will optimize their personal and professional souls. They likewise break down complex technological specs( like CPUs) and justify what that mean for useds in practice, i.e ., you can complete more exercises and trash less battery.
Image: Apple Write produce descriptions that foreground your unique importance hypothesi
What determines your make different from the rest? Your unique value proposition( UVP) is your product’s differentiator, it’s what becomes it noteworthy, and likewise worth buying. You should include your UVP near the beginning of your product description to quickly reassure customers.
If you aren’t sure what that it is possible, do a little competitor research to see what other firebrands “re just saying” similar commodities and figure out why yours is different.
For example, refer to GoPro’s description of their recent Hero9 camera. They highlight that the device takes 5K video and has 7x more resolve than typical HD content.
Not merely do they speak about their best selling moments but they too explains why this edition is better than the previous iterations. The reproduce describes the benefits of Hypersmooth 3.0, the latest update to their stabilization technology.
Master commodity descriptions that consider your target patron
As you explore how to write product descriptions, contemplate is not simply about your target client, but also how they will use the product.
Focus on the potential benefits for the customer , not just the features of the product.
While facets are significant and have their region( more on that later ), assistances form enforcing emulate that persuades the customer why there is a requirement to the product.
When thinking about the produce and customer, ask yourself 😛 TAGEND
How will it make their life easier? What difficulty will it solve? What advantages will it provide?
Those are the types of benefits you should spotlight first and foremost in your produce description.
Read the first two clauses in Goop’s description for a skincare product. It immediately dives into what the product will do for the customer’s skin, describing, in detail, all the results users can expect.
Image: Goop Use make descriptions that equal your feeling to your buyer personality
When you write a product description, you too want to consider your target customer so that you can speak directly to their buyer persona.
One course to accomplish this is by matching the style of the product description to your ideal customer.
For instance, if your gathering is millennial consumers and you’re selling a lifestyle product, you can inject humor and fluff to catch their attention.
On the other hand, if you sell professional-level tech concoctions targeted toward business customers, you’ll want to keep the tone more serious and detailed.
The perfect example of tone is Dollar Shave Club, a symbol that made a called for itself with flippant feeling. Notice how their concoction description indicates its overall symbol spokesperson( and competitions the color of their public) with tongue-in-cheek jokes.
Image: Dollar Shave Club Make your produce descriptions concise and scannable
The above-the-fold section of your product sheet should contain the best copy. Remember that every parole troubles. Potential customers can scroll or click for more information if they’d like. That means your initial make description should be concise and to the point.
Whether you offer an expandable description or invoices below the crease with more the characteristics and items, the idea is to clear the first produce description scannable to hit the customer.
Scannability is also crucial for mobile patrons so that they can see product descriptions easily on their phones.
Make sure to keep mobile-friendliness in imagination as 79% of smartphone users made a obtain on their mobile design in the past six months.
Many symbols use missile points to help with scannability in their product descriptions. Notice how Home Depot includes bullet sites in both its initial make description, as well as the expanded make overview.
Holding a concoction is vital to particular shoppers. Even with the eCommerce boom from the pandemic, a recent survey found that 46% of parties still prefer to shop in stores. And 33% say it’s because they want to see, touch, feel and try out items.
Ecommerce brands can overcome this overcome by including stellar produce personas from multiple tilts.
You don’t certainly need to hire a professional photographer to take concoction photos( although if you have the budget, it can be worth it ). High-res camera phones with photograph mode make it increasingly easier for eCommerce business owners to DIY commodity images.
When possible include likeness of the product in use, like someone wearing a piece of robing, a customer applying a implement — or even a screenshot of a digital commodity. These types of likeness cure contextualize the product in action, which meets it seem more real and tangible.
Note how Thrive Market overcomes the issue of selling spices( becasue it’s basically really a ground-up powder, it’s tough to really spotlight in an exciting route ). But they still use visualizes to their advantage, presenting the package, so purchasers know what to expect. They also incorporate an image of a snack that uses the spice, are in place to positioned the produce into context.
Image: Thrive Market
Incorporate customer testaments with product descriptions
User-generated content( UGC) is a potent tool in driving auctions for your eCommerce business.
Customer testimonials and discuss are the best each type of UGC be listed in make descriptions.
Reviews help to provide social proof that other fulfilled patrons purchased and used your make, which disappears a long way to encourage possible buyers.
Recent research confirms that UGC influences consumer interests acquire decision process.
Depending on the layout and format of your eCommerce site, you can include a link to the product review page, or have native recalls underneath the make description.
Some firebrands opt to cherry-pick positive scrutinizes or testaments and include it as a quotation in their concoction description.
Make commodity descriptions searchable with SEO
If you require more customers to find your produce with organic research( via search engines such as Google or Bing ), write commodity descriptions with SEO in mind.
Each individual commodity sheet on an eCommerce site is another opportunity to include high-quality content that’s indexed by search engines.
When product descriptions are optimized for search engines, those indexed pages will ideally grade for your target keywords. In other paroles, a possible customer characters in a query related to your commodity/ brand, and your locate materializes as a top result in the Search Engine Results Page( SERP ).
If you haven’t already, do some basic keyword research, so you know what terms and terms be listed in your produce description. Keywords are terms that instantly are addressed to your concoction that a potential purchaser might type into a search engine when looking to find it.
Make a register of keywords and naturally include them in product descriptions, items and anywhere on your product page.
Don’t forget about long-tail keywords — these represent longer motto/ question investigations rather than specific two- to five-word keywords. To give you an idea, instead of the keyword “cleaning affords, ” a long-tail keyword would be “affordable organic scavenge spray solution.”
Google tells us more and more shoppers use communicative rummage inquiries. Investigations with “do I need” proliferated in vogue by 65% — such is scours like: “what immensity generator do I need? ”
Their advice on using this to your advantage? “Lock down keywords and utterances typically are connected with[ your] businesses and then consider natural language search utterances that customers might be using to find them.”
Make commodity descriptions that include helpful and technical items
After you craft and hone your initial produce description, include technical and specific product items. As you’ve seen in the patterns above, the product items division commonly comes below the crimp and under the initial make description.
However, that doesn’t mean it’s not as important.
Consumers have specific needs and concerns when it is necessary to buying a commodity, and details can be a make or end when it comes to conversion . Just contemplate: what if someone has a skin allergy and can’t find the materials for a garment entry?
Your goal with commodity details should be to answer any question before a purchaser expects it, and provide useful information to help them on their buying journey.
A good example is Macy’s — they involving the height and garment size of the simulates in their produce draws. These details give the buyer added insight into how components fit on an actual being, for example where a dress girdle might fall.
Image: Macy’s A/B experiment your produce descriptions
Once you nail down how to write product descriptions, don’t stop there. A/ B assessment descriptions against one another to try out different tactics and find the best options. You can formally A/ B assessment with commerce implements such as Google Optimize, Optimizely or Visual Website Optimizer.
Alternatively, you can do informal A/ B testing by abusing different versions or formats for descriptions on similar products to see which sells better over a certain period of time.
Every eCommerce business is different, and there’s no-one-size-fits-all formula when it comes to concoction descriptions.
Testing your make sheets will allow you to improve your descriptions to increase traffic and sales.
Make sure to check in with all commodity pages, if one seems to be selling better than the residual, try to repurpose that description on the low-selling commodities. Remember that data and metrics will help you refine your process.
Editor’s note: With dedicated product pages, GoDaddy Online Store realise it easy to update your produce descriptions .
Learn how to write product descriptions to drive more sales
Product descriptions have the power to increase marketings for your eCommerce business dramatically, hitherto large and small companies alike can struggle with them. Whether you have 10 or 10,000 commodities, it can be challenging to write unique, customer-attracting descriptions. But trust us, when you put in the effort, abusing the above tips-off, you’ll check the ROI!
The main takeaway? Don’t get daunted when setting up your eCommerce store. Follow this guide, and with a little creativity, policy, and perseverance, your product descriptions will be enhanced shifts for your online store.
This article includes content originally published on the GoDaddy blog by Erik Deckers.
The post How to write product descriptions to increase marketings saw first on GoDaddy Blog.
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