By: Meghan Boice
Tips on Writing Product Descriptions that Convert
Product descriptions are a very important part of running a successful e-commerce website. This content is important, not only for the organic rankings of your brand and specific products but also for actually getting conversions and people to buy through your site. Your product pages are a true reflection of your brand image and it's worth putting in the extra time to get these pages to where they need to be. Start improving your product pages by focusing on the images/videos used, user experience and, of course, the information provided in the product descriptions.
Here are some tips on how to make sure your product descriptions have all the necessary information to help you make a sale and gain a new customer.
Write it on your own & put your own voice into it: Don’t take a product description from the manufacturer’s site and use it word-for-word on your site. Create your own description, add your own brand voice to it, and market that product how you would want to see it as a consumer.
Paragraphs, bullets or both?: Depending on the business and style of the brand, it is your choice if you want to write full sentences in paragraph form and include bullets of the specifications or if you’d rather just summarize the details in bullets for your product descriptions. If you do decide to write in paragraphs, don't add too much 'fluff' content and stay focused on the important features and functions of the product.
Highlight key points: Going off of the last tip, always make sure to highlight the key points or key features of your products for customers to easily find. They shouldn’t have to dig very deep to find the main details of your products. Think about some of the main specs, uses, features, etc. and highlight them so that customers can easily scan and find the information.
Include as much information as possible: If you don’t want to spend all of your time answering the same questions through emails, phone calls or online comments, then include all the information for each product right on the site. This also helps the customers that conduct a lot of research and compare products and retailers before making a purchase to get all the information they need to convert.
Top keywords - know what they are & include them: Each industry and each product has its own top keywords that most consumers are searching with, so you'll want to do your keyword research before writing your product descriptions. If you want your products and business to appear in organic searches, incorporate the top keywords related to your product and your brand throughout the product description. Avoid keyword stuffing by repeating your top keywords over and over, but instead, add them as they fit naturally into your sentences and bullet points.
Know your audience: You know your business better than anyone. It’s important to know who your customers are, what type of language they use and what’s important to them. Use this knowledge and tailor each of your product descriptions to fit your brand and what your audience is expecting. It’s important to keep a consistent voice in all of your messaging.
Spell check: Reread and have other people read your product descriptions before going live. Any signs of poor grammar or spelling issues can be a red flag to consumers that you didn’t take the time to review your content, so why should they buy your product?
Use some of the copy from your reviews in your product descriptions: Don’t make more work for yourself! If you have a bunch of glowing reviews from customers, take some of their positive statements and add them to your product descriptions. Easy enough and your new customers will appreciate seeing those positive statements about your products.
Include any & all of the benefits & features of the products: Depending on the personality type of your customer or the price point of your products, your customers will likely do some comparison shopping before landing on a decision and making a purchase. Including as many benefits, features and how your product compares to others will help the customer know exactly what they're paying for.
Test different variations: If you’re unsure exactly what your customers are looking for when they get to your product pages, try writing product descriptions one way and monitor the performance. If you notice a lot of traffic to that page, but not many people converting, try changing up the product description and monitor the performance again. Changing little things here and there can help you find what it is that's preventing people from taking the plunge.
In addition to the product descriptions, including high-quality photos is important for every product listing. Include as many different angles of the products as necessary, including the product in use - if you sell shoes, have someone put the shoes on and show the customers what they look like styled. Using a professional camera with proper lighting and photo editing software may seem like a splurge and a hit to your budget, but can really pay off when listing your products online.
Along with photos, videos can also be incredibly helpful to customers as they consider purchasing your products. Showing videos of the products being used or worn, opening the packaging, or any product assembly that’s required can help the customer understand the product better. This can also lower the number of questions your customer service reps will get and the number of returns that customers submit because there is more information available for them to know exactly what they’re purchasing.