How to Write Persuasive Product Descriptions that Sell
There's a right way and a (very) wrong way to write product descriptions. Well-written product descriptions can drastically improve your conversion rate.
And if you don't think writing a few words about your product makes much of a difference, think again. Studies have shown that 20% of unsuccessful purchases can be attributed to a lack of product information.
Optimizing product descriptions is one of the highest-return, lowest-investment improvements you can make for your online store. Here's a deeper look into writing great product descriptions that sell.
What is a Good Product Description?
The difference between a great and a not-so-great product description comes down to copywriting. Product descriptions are marketing copy that details what your product is and how it will benefit the user. Good product descriptions should present important information about the features and advantages of the item, so they're compelled to make a purchase.
Before diving into the rules of writing a good product description, you should be able to answer common questions customers have about your products. Think about the kind of questions you ask yourself when you're shopping like:
- Why is this product better than a competitor's?
- How will this product solve a problem?
- What will I gain from purchasing this item?
Online business owners often make mistakes when writing product descriptions. Low-quality descriptions result in lower conversions because consumers don't understand how the product can help them.
Follow the rules below to create perfect product descriptions that sell.
Rule #1. Know Who You're Speaking To
Put yourself in the shoes of your ideal buyer. What are their pain points? When you write a product description, you should address your audience directly (use "you" and "your).
Ask and answer questions as if you're speaking to your buyer face-to-face.
Keep these questions in mind when you're writing your product description.
- What kind of interests does this person have?
- Why are they interested in your store specifically?
- What features and benefits of the product would interest this person the most?
Rule #2: Share The Benefits
Consumers are much more interested in knowing how your product can benefit them than they are in the mundane features of your item. If they're spending money, they want to know what's in it for them. Address how your product can improve your buyer's life in your description.
For example, let's say you sell sweatshirts. Some benefits could be providing warmth, comfort, style, and versatility.
Rule #3: Use Natural, Friendly Language
Remember, you're selling products to people, not a computer. If you're stuck for words, avoid saying things like this is a "high-quality product." It sounds too generic and impersonal. Instead, use natural language that would work in a real conversation.
If you need some writing inspiration, check out some power words that pack a punch.
Rule #4: Keep It Simple
Let's face it. People have short attention spans. Consumers only read around16% of the text on a webpage, so it's best to keep things simple.
Your product description should be a helpful overview of the product that highlights its benefits.
Scannable product descriptions usually do better. Use bullet points, short paragraphs, white space, and different size fonts to allow browsers to quickly scan the page while still getting all the information they need.
Rule #5: Consider Adding Social Proof
By proof, we mean buyer reviews. Including customer reviews somewhere on your description page helps add credibility to the item for sale. Another thing you could do to boost social credibility is to showcase what items are the "best-sellers" or "most-popular" within the descriptions.
Rule #6: Tell A Mini-Story
Mini-stories in product descriptions help humanize the online buying experience. Why? Because emotions influence buyer behavior. It's kind of like telling a story about how your product will impact a customer's daily life and setting a scene to help the buyer envision this product in their home.
Try to answer the following questions somewhere in your product descriptions.
- Who makes this item?
- How is the product made?
- What inspired you to sell this product?
- How would this product fit in a buyer's day-to-day life?
Rule #7: Optimize Product Descriptions
Regardless of what you sell or which platform you use to sell it, you should optimize (all) your content for search engines. Search engine optimization (SEO) helps browsers find your page more easily. SEO uses specific keywords to help buyers find products they are shopping for.
"Women's printed T-shirt," for example, is a keyword that you could optimize.
Rule # 8: Use High-Quality Images
Did you know 63% of consumers think a product's image is more important than the description? So use good-quality photos to help show your customers the key benefits and features of your product to help them envision this item in their home.
For example, a home decor brand can use images that showcase the items in someone's living room or bedroom rather than a still shot of the product.
Testing Your Product Descriptions
There's never a one-size-fits-all approach to writing product descriptions that sell. It's ok to try out a few versions until you find the one that works best for your online store.
And always remember, a great product description is worth its weight in gold!