Master the Art of Crafting E-commerce Product Descriptions That Make Customers Click 'Add to Cart'
We all have experienced the convenience of online shopping, some more than others. But imagine searching for a unique sensory light for your home. You visit a website recommended by your friend, and you are amazed by the product's sleek design and immersive 360-degree view.
However, before making the final purchase, you wanted to be 100% sure. Hence, you click on the product description to learn about its warranty, safety certifications, control options, and technology.
But all you get to know is:
Type: Sensor Lights
Color: White
Disappointed, right?
Not sure if you still want to buy the product.
That's the power of product description.
But we feel it often gets overlooked in online sales.
Hence, we asked our sales experts about it, and here is what they said:
❝Your product description acts as an unsung hero in your sales journey. A well-crafted one is like a skilled salesperson effectively conveying intricate product details to potential customers. So, neglecting it is nothing less than neglecting your sales goals❞
Moreover, we delved deeper and found out that a Nielsen Norman Group study revealed roughly 20% of sales failures stem from inadequate product information. Another study highlighted that a significant majority of survey participants, over 80% of respondents, saw product descriptions as influential in their final purchasing decisions.
This made us think that in today's dynamic E-commerce landscape, building an E-commerce store has become easier than ever. As of 2023, more than 26.5 million online stores are operating worldwide.
But,
What is still a challenge is to:
HAVE A STRATEGY THAT WORKS
NOT OVERLOOK THOSE MINUTE SALES-DRIVING ELEMENTS
COMPELL USERS CLICK ON THAT 'BUY' BUTTON
Thus, we decided to come up with this blog to remind us of the critical role product descriptions play in our E-commerce market management services.
This blog is basically to ensure that amidst the bustle of inventory management, processing, data analysis, and reporting, we do not forget and give equal attention to crafting compelling descriptions that actually sell.
So, let's learn the art of crafting product descriptions that literally convince your E-commerce consumers to hit the 'BUY' button.
And....
It Begins with Understanding What an E-commerce Product Description Is
Product descriptions generally discuss the product's value and the problem it solves in a way that convinces your consumers to say, ''Yes, I want this!''
Suppose your potential consumer is scrolling through their phone, and your product pops up - its image and description. Since the first impression is the last, your product description is expected to provide enough information to compel your shoppers to buy products immediately.
That means,
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It should be clear, concise, and eye-catching.
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It should tell them what it does and why they need it in a way that resonates with them.
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It should solve their biggest pain points and make their lives easier, better, faster, and stronger.
Here,
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The description starts by highlighting the value proposition of replacing disposable cups with a reusable and eco-friendly alternative.
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It then tackles the issue of spilled coffee during travel with the leak-proof lid feature.
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It also focuses on benefits like keeping coffee hot for hours, being leak-proof, and having a comfortable handle instead of just listing features. and
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Finally, words like 'sleek' and 'piping hot' appeal to the user's emotions and create a positive association with the product.
Then, Talk About Your Customers' Pain Points
It would not be wrong if we say that every product on your E-commerce store is expected to solve problems, those 'What Ifs,' for your customers. Thus, they need to have clear information, especially when your E-commerce product listings are a bit expensive.
Why do we say so?
Picture your online store deals with stunning women's formal shirts ranging from $300 to $600. Now, that price tag can make your shoppers hesitant and fill with so many ifs and buts. This is where addressing their concerns, something like the one below or something similar that might have appeared during your customer profiling, becomes a deciding factor in their final purchase.
Concerns like:
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Is this fabric soft and comfortable, or is it delicate?
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Will this shrink in the wash?
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Is this a trendy piece or a classic that will last?
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Do I need any special care instructions for this shirt?
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What's your return policy, just in case?
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Can I personalize this shirt to make it extra special?
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And the big one: how do I style this thing?
Now, the best and most convenient way to address these concerns is a well-crafted product description.
Yes,
Your product descriptions are not there only to show off but also to guide your customers in the right direction.
Here's an example to let you know how that happens:
Next, Highlight Benefits Not Features
Consider it like this: you are going to buy a mobile phone, and you come across two types of product descriptions on two websites: feature-focused and benefit-focused, like below:
Feature-Focused
Boast power with our 8 Gen 2, 50MP camera, 6.8'' 144Hz AMOLED display, 5000mAh battery, 5G & Wi-Fi 6E.
Benefit-Focused
Immortalize life's moments with our DX5's 50MP camera, capturing stunning details. Its seamless 5G connection keeps you connected, while its powerful 12GB RAM and AI assistant boosts your work efficiency. But that is not all; its immersive HDR display and Dolby Atmos sound let you lose yourself in the world of entertainment like never before. Explore now!
Accordingly, as you can see, the feature-focused product description tells what the product can do, while the benefit-focused description is more about highlighting how this purchase can improve the buyer's life or experience in general.
But focusing on benefits doesn't mean eliminating features. Instead, each highlighted feature should demonstrate its contribution to a richer user experience.
Like:
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The feature, a 50MP camera, will capture stunning image details.
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12GB RAM and an AI assistant are there to enhance work efficiency.
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Similarly, HDR display and Dolby Atmos will elevate your leisure activities by creating a truly captivating entertainment experience.
Remember, Paragraphs Are Fine, But Don't Be Afraid to Mix Things Up
Depending on your brand voice or how you want your consumers to interact with your product, you can always experiment with your content writing style. It is not necessary to write only in paragraphs. You are allowed to break free from the traditional paragraph format and explore a variety of writing styles to captivate your audience.
Here's how:
If you want to make your content easily scannable, you can go for bullet points.
Product descriptions written in bullet points are particularly considered best for complex products like electronics (smartphones, laptops, headphones), appliances (vacuum cleaners, blenders, air conditioners), and apparel (clothing with specific features like water resistance and breathability), cosmetics & personal care (products with various ingredients and benefits).
This is because they have extensive and intricate feature details, and writing in bullet points makes it easier for users to scan and retain their key benefits and features.
Also, according to the research, people prefer scanning content on the website than reading word by word, further highlighting the importance of writing clear and concise copies for complex products. Let's look at the example that illustrates the power of bullet points.
On the contrary, if your product has a fascinating story to share, think of spinning a story.
When you weave a story to express how your brand came into existence, what the product means to you, or how you perceive your brand identity, you connect with your buyers emotionally, which may eventually persuade them to click the 'BUY' button.
Moreover, product descriptions written with a storyline are mainly considered best for products having an emotional connection, like Jewelry, personalized items, baby products, and luxury goods. You can also view this writing style for unique products such as handmade goods and sustainable articles.
Don’t Forget to Step Forward and Customize Your Product Description
Yes, it is doable. By customizing your product description, you give your customers a more personalized experience. Let's see how.
Suppose you are on some website to buy a travel backpack. You were expecting to browse for at least an hour to finally find the perfect pack that aligns with your travel needs and preferences.
But, suddenly, the screen opens with a table of three types of compelling travel backpack options, displaying their relevant features and a clear comparison among them.
Just like below:
Gave you a sigh of relief?
Your consumers will experience it, too!
Now, What About Social Proof? Are They Necessary in Product Entry and Categorization?
We asked the same question to our content specialists, and they believe that reviews are the most underrated element in product descriptions but are equally powerful. To support their claim, they pointed out a study that indicated around 78% of online buyers trust reviews as much as any other personal recommendations.
So, basically, social proof is a sign revealing to your buyers that you are trustworthy. They tell your customers that you are not the only one who thinks these products are worth spending money on.
But by social proof, we do not mean only ratings but everything that your consumers appreciate about your product. Right from your product winning an award or getting featured in the press to your customers posting its pictures and telling people how satisfied they are with this purchase.
Now, the question arises: how do you use them in your product description?
Here's an example to get you started:
Want to know more?
Is That All?
Not Yet
Your Product Description Is Just Not About Humans - Robots Read Too
If you do not know already, you will be surprised to know that your product descriptions give you a great opportunity, or let's say they play a critical role in making your website rank higher on search engine results pages (SERPs).
All you need to do is sprinkle some relevant keywords in your product descriptions.
So, keywords are the words your potential buyers type in the Google search bar when shopping online. They are also the words that act as flags that help search engines understand what your content or page is all about.
Hence, next time when you write any product description, try using keywords. Now, what kind of keywords should you use?
We recommend long-tail keywords for two reasons:
One, they have lower competition, giving you better chances of ranking higher in SERPs.
Second, they are super specific in nature and get searched by only serious buyers. For example, a long-tail keyword like waterproof hiking boots for women with wide calves will only be searched by those customers who are in the final stage of their search or have fully made up their minds about the product they want. This brings more conversion rates.
But in no case should you force keywords. Use only when it comes naturally or goes well with the rest of the copy.
Want content writers who are experts at SEO, too?
But Wait a Moment
How Do You Know That the Product Description You Wrote Influence Sale?
The one-line, unbeatable answer will be:
If It Is Bringing Sales, It Is Working!
But, in most cases, it will take a lot of work for you, like experimenting and running A/B tests to know which description brought how much traction and so on, to finally conclude that it is product descriptions that are bringing sales.
So, to help you skip that, here are the big questions that you must ask your product descriptions before making them go live and ensure they are answered correctly:
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Can you paint a picture of your product's benefits after reading the description?
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Does it have search engine keywords naturally in the heading and description paragraph?
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What social proof does it provide you with?
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Does it provide all the necessary information without using any jargon, confusing acronyms, or cliches?
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Is it making your customers' lives any better?
If your product description can answer all these questions with a sounding ''YES''!
Then,
You have crafted a description that is sure to drive SUCCESS!
