How big of a difference do product descriptions make in terms of sales? It shouldn’t be that difficult to write product descriptions; you need to list a few qualities, and you are done, correct? Wrong. Because there aren’t enough case studies on product descriptions, it’s difficult to state clearly.
According to one e-commerce survey, incomplete or confusing product details cause most of the total number of purchase losses. However, some things appear to perform well with simply a title and an image. Is it that important? It does, to some extent.
You’ve got to mention anything about your products or services. When purchasing online, people tend to draw toward particular words. So, yes, a poor product description can prevent a transaction. It’s not too late, though, if your product descriptions are currently lacking. With a few minor changes, you can transform a poor product description into something that succeeds.
A good product description VS a bad one
What distinguishes a good product description from a bad one? What constitutes a “poor” product description?
It has very little to do with the length of your writing or the language you employ. At the very least, they aren’t as significant as you would believe. The primary purpose is to fully describe how the product performs and why it should be purchased. You do not have to be elaborate whenever the product is self-explanatory.
A good product description:
- Clearly describes the product’s function or primary purpose.
- Provides extra value or advantages.
- Provides all essential details.
On the other hand, a poor product description is the absolute opposite. Consider this: if you read a product description and only have doubts about it, the description failed to fulfill its purpose.
You can easily make a great impression because so many businesses don’t spend the effort to produce meaningful product descriptions. To make your descriptions enticing, use one of these five essential qualities of product descriptions.
1. Create your target customer profiles or personas
A strong customer persona is the foundation of a practical product description. You have no idea what details to include or leave out in your report if you do not understand who will be purchasing your goods.
You want to keep your customers in mind when product descriptions for your products. Are they end-user customers or wholesale retailers? What are their ages, demographics, and hobbies?
You’re eventually going to use various types of descriptions if you’re selling a shoe to a young girl than if you’re selling a shoe to an older man. However, it’s possible that you won’t.
When describing client profiles, it is essential to consider aspects such as preferences and the attitude of potential purchasers. This will show you which products are most likely to sell to which groups of your target market.
2. Utilize features and advantages to get customers to buy
You should also consider your buyer personas’ purchasing motives and issues. Which characteristics or advantages you mention in your product descriptions will be determined by this.
Suppose you compete with similar mobiles on the marketplace, but you realize that having a big screen and more features is essential to your buyers. In that case, you probably need to give your customers a reason to choose your mobile.
Including advantages with the product is an excellent approach to do this. By including the benefit, you can get answers to most of the questions before even thinking of asking them.
Consider the following while drafting descriptions that incorporate attributes and advantages:
- You might not have to list all of the features and advantages. Choose the three most essential traits.
- Describe the features, benefits, and also what they add to a customer’s lifestyle.
- Describe how it might benefit the customer or address an issue.
When identifying advantages, keep your customer personas in mind. Tell customers what your product offers if you expect they’re looking for it. Make a list of the qualities that your main demographic will find appealing.
3. Use the same tone of voice as your brand
Some companies have different tones depending on the brand. That’s a positive development as your product description needs to sound like you. Is your brand more casual or more formal? Do you like to keep stuff simple or employ soft palate humor?
Whichever tone you choose, the important thing is to stick to it.
4. Use bullet points to make your content concise
Use bullet points whenever feasible. Why? Because scrolling is a favorite pastime for many people. These days, many individuals do not have the patience to read everything they discover online. People need the most crucial information foremost.
The most relevant information is shown and using bullet points. Those basic bullet points are a fantastic place to start, especially if the product doesn’t require much detailed content.
However, there are numerous applications for them. For example, bullet points are added to Amazon’s block text. However, the bullet points give the impression that the content is concise, but in reality, it is not. Bulleted lists can also be used to provide a visual aspect to an otherwise dull page. Add some bullet points if you’re unsure.
5. Use appealing language to increase persuasion
Remember how many brands market their products with lines like “one-of-a-kind”? Several compelling phrases can boost the effectiveness of your product descriptions.
The following are the top 20 most impactful words:
By using a handful of these phrases in your product descriptions, you can make anything bare stand out.
There will, of course, be exceptions to the rules. A product description, on the other hand, must be brief and concise. Include search-engine-friendly keywords as much as possible. If you don’t have enough room in the description, include them in the title tag.
Focus on employing powerful words in your descriptions, if nothing else, to make the product shine. Finally, you want to write a product description that provides your customers with the information they require. It’s usually good if it’s straightforward, simple, and includes bullets. So don’t be concerned. It’ll generate sales if it’s supposed to.