How important is the product description for e-commerce? Very, very much! Find out how to best optimize your descriptions and increase conversions!
Is the description of e-commerce products that important?
Of course! Describing the products on your e-commerce in the best possible way must be part of a broad copywriting and content marketing strategy, which can lead customers to conclude a purchase.
The purpose of a product description is to provide its customers with a valid reason as to why it is worth the money to buy it.
Not only that, the information present in the description of the products for e-commerce is also necessary to be able to provide customers with a more complete overview of the proposed object, describing the main features and advantages.
Yet, despite the importance of the description of products for e-commerce, it is not an unusual mistake what is denoted in various online stores, that is to create a description: anonymous or worse still copied from the one provided by the brand.
But how do write good product descriptions for e-commerce? Let’s see it together in this dedicated guide!
The Topic Of This Post
- 1 The difference between a good and a bad description of e-commerce products
- 2 Why does writing an accurate description help increase conversions?
- 3 8 Methods for Persuasive eCommerce Product Descriptions
- 4 Define the profile of your buyers
- 5 Features and benefits to motivate the purchase
- 6 Use sensory words
- 7 Create a tone of voice that identifies you
- 8 Take care of the readability of the contents
- 9 Optimize content for search engines
- 10 Take advantage of social proof
- 11 Make the best use of the images along with the description
- 12 Conclusion
The difference between a good and a bad description of e-commerce products
What makes the description of a product “bad” and what makes it possible to consider it “good”?
Surely, a good or bad description is determined by the sector to which it belongs, by the target. The Target is consequently also … reference, from the product you want to sell.
There is no single formula, but only best practices, which allow you to create the best possible description concerning the product, the customer, and the brand that offers it.
There are cases where, if a product is explanatory enough, such as a white men’s shirt, it is not necessary to use fantasy or create fancy descriptions that are not useful to anyone.
In other cases, however, when it comes to specific products intended for a limited target of enthusiasts, a more detailed description is necessary to convince them that this is the right product to carry out a specific activity or to satisfy a need.
A “bad” description of e-commerce products, therefore, is the one written without thinking about the customer, the product, and the tone of voice of the brand.
Descriptions: copied, trivial, without really useful information, excessively complex to understand, an end in themselves, they do not help to sell or help the customer to make a choice.
A good description is one that neither more nor less gives the user what they want to know about a particular product.
I give you a tip: if you read a product description but still have questions that you have not received an answer to, or you feel confused by what is described, then that is a bad description.
Why does writing an accurate description help increase conversions?
Writing a product description accurately for e-commerce is an important way to be able to increase conversions and consequently sales.
Let’s take an example, a customer comes to your site and sees a nice watch.
He likes the design and the style, but he doesn’t know anything else about that product because the description tells him nothing about: movement, advantages, strap length, construction materials, type of closure, etc …
Full of doubts, even though he likes the watch visually, the customer does not know if he can do it for him, and for this reason, he avoids buying it for fear of making a purchase that does not satisfy him.
However, when the customer arrives on your e-commerce, he sees the watch he likes and finds a nice description that underlines: what is the movement, the comfort of the strap, the materials, the water-resistance, etc … and other details specifics, he is more easily convinced to complete the purchase because he knows that that product meets his needs and requests.
Therefore, writing an accurate description of a product helps the customer decide whether to buy or not. It is an essential part of the buying process, along with so many other factors, that cannot be circumvented.
Writing a description correctly, with the right amount of information, passion, and a good ability to persuade the user to buy, will increase e-commerce sales and leave users more satisfied.
8 methods for a persuasive e-commerce product description
Writing a description of products for e-commerce, as we have seen, requires a lot of attention to customer needs and to various factors that allow you to increase sales and also the visibility of the product.
To be able to create an optimal and persuasive product description for your e-commerce, we have decided to show you the 8 tips to always keep in mind!
Define the profile of your buyers
The first step in writing a good product description is to understand and profile the potential buyers for a particular product.
When you write a description imagining a huge and varied crowd of shoppers, it becomes nebulous in the end, as you end up not addressing anyone.
Thus, the best descriptions are aimed directly at a specific target audience. You have to think about answering their questions as if you were in the shop talking to them directly.
Read also: Building the Buyer Personas They are based on market research, real data on existing customers, and some assumptions based on …: techniques and tools
This gives you the ability to choose the best words that most catch the attention of your ideal buyer.
The construction of a buyer persona of reference, therefore, offers you the possibility to write a better, targeted description that more easily achieves the result: the sale.
When you write the description of the product then imagine your ideal buyer and choose the words based on what can lead them to purchase.
Features and benefits to motivate the purchase
Knowing your buyer personas well is essential, as it allows you to predict what are the reasons or concerns that lead them to purchase a particular product.
This basic knowledge helps you to insert within the product description the advantages and features that can motivate the purchase.
For example, if you sell a pair of sports shoes, the customer not only wants to know the brand and the number but also all the advantages they can get such as a comfortable sole to be able to play sports for many hours without foot problems, the advantage of a midsole that offers greater cushioning, the description of flexibility and comfort about a sporty lifestyle, etc …
These advantages are all linked to the buyer personas of reference for that product and therefore will affect the real needs of the customer who needs a shoe to practice sports.
Combining the advantages with the functionalities and technical characteristics of the products, about your buyer personas, allows you to obtain the maximum conversions, as they will help you to attract your target audience by convincing them to make a purchase.
Use sensory words
Sensory words can help, in some cases, to increase the palatability of a product. Of course, you have to pay close attention to what you use and how they fit into the text.
However, if you want to create a description that is not only useful but also persuasive, the correct use of a few words could help you improve your copy.
According to David Ogilvy, some words can increase the persuasion of a description.
Among the words we can mention are Surprising, Revolutionary, Magical, Sensational, New, Innovative, etc …
Sensory words could also be used in such a way as to describe the product but implicitly also the buyer.
For example, you have a watch for sale and you describe it as elegant or sporty, or bold or refined. In this way, you have not only described the watch but also how the buyer will feel when wearing it.
Create a tone of voice that identifies you
Another important aspect is the tone of voice of the brand, this must also be respected within the descriptions.
For example, if you have a brand with a crisp and youthful tone of voice, the product description must also reflect these characteristics.
If, on the other hand, you are ironic, you could use a little irony within the descriptions as well.
If your brand is sensual, your descriptions should be too.
Of course, the tone of voice must best integrate with an effective and meaningful description of the product.
By combining these two aspects, the buyer will feel part of the brand and more attracted to the product.
Therefore, although it is always recommended to provide tangible information about the product, it is also right that the description fits perfectly with the tone of voice of the brand and consequently with the buyers.
Take care of the readability of the contents
A very important aspect in the description is also given by the readability of the contents.
The contents of the site must be as readable as possible both from the PC and from the smartphone. Having a nice description that is difficult to read is a waste of resources and energy.
If possible, always remember to use spaces between sentences and include a bulleted list for the main benefits and features of the product.
Details are important, and bulleted lists often present themselves as an optimal solution to allow the buyer to see clearly and concisely the information they need.
Finally, in addition to the spaces between text and bulleted lists, you can also use: italics and bolds to highlight some important aspects of the product.
Optimize content for search engines
A good description is of primary importance to the buyer, but it becomes essential to the buyer as well SEOSearch Engine Optimization (search engine optimization): the set of strategies and practices to position websites or web pages in the organic results of the engines …e-commerce and its positioning on search engines.
The keywords inserted within the product descriptions help the positioning of the page for certain search purposes.
For example, if you are looking for: XXX sports watch, using this keyword and its related ones in the product description (always with attention to the legibility of the text) can improve the page positioning possibilities.
The advice is to enter the main keywords for a product:
- In the title of the page
- In the meta description of the page
- In the TAG Alt of the images
- In the product description
Of course, the use of keywords in the description must not compromise the quality of the copy and of the text which must first of all be geared towards increasing user conversions.
Take advantage of social proof
Another very important tool to be able to lead potential customers to make a purchase is to use social proof within the product descriptions.
Social proof, i.e. the opinion of users who have made a purchase, can be a good approach to increase the palatability of the product.
For example, you might include a citation of a customer review in your description, or you might include phrases like ” Customer Favorite ” or ” Most positively reviewed in the press .”
If you sell a product that has won awards or obtained awards or certifications, it is certainly very important to include them in the description, to convince the user that the purchase he is making is ready to satisfy his expectations.
Make the best use of the images along with the description
Words are important, yet 63% of studies show that consumers consider images to be one of the main drivers for making a purchase.
Combining a good description with images or a video, therefore, can be the winning formula to be able to get the most out of both tools.
Also based on your brand and the product you sell, you could apply a short description to each image.
Or insert the description of the product in a video that allows you to see how to put it into operation.
The advice, therefore, is to always integrate the description with the correct use of multimedia supports, which are essential for concluding a sale and generating conversions.
Of course, even if the descriptions are integrated with the images, do not forget for SEO and also for the blind or visually impaired, a descriptive part in the body of the page to be able to better reach all your customers.
In conclusion, always remember that a good product description can communicate the right information to customers.
You must always focus on what can best ” speak ” to your audience, providing them with the answer to the main questions that can be asked during the purchase phase.
To be able to understand the effectiveness of a description you can also make some A / B tests verifying which is the best path to pursue.
Of course, there will always be some exceptions to the rule, the important thing is that you focus on delivering the best content for your client.
Remember to always be clear and not too enigmatic in the descriptions, and once you have found the formula that works for your brand, follow it without hesitation to improve conversions thanks to the right description of the product.