Are you an ecommerce retailer who gets a lot of website traffic, but not nearly enough conversions?
Well, one of the reasons could be that your product descriptions are not compelling enough to get prospects to buy your products. Most consumers read product descriptions to get more information about a product and then make an informed purchase decision.
So, try optimizing your product descriptions to improve your ecommerce sales conversions.
But, how can you do that?
Ready to get started?
Here you go.
1. Include all important information
It might seem obvious, but including all pertinent information about a product is the very first condition for writing high-converting product descriptions. Yet, you might be surprised how often ecommerce retailers fail on this count.
What is the basic purpose of a product description?
It is to inform prospective customers about the product and help them make an informed purchase decision. So, if you don’t provide all of the information that a buyer might need before making a purchase, then the purpose won’t be fulfilled.
Think like a buyer and think about all of the information that you would need to make a purchase and include that in your product descriptions. Here’s a quick reference list to get you started:
- Relevant product name/title
- Shape, color, size, dimensions, etc.
- Product material, quality, etc.
- All important product features
- Care and maintenance instructions
- Product use cases
Other specific details might vary from product to product, but this is some of the generic information that most product descriptions have.
A word of caution, though, do not make your product descriptions text-heavy or boring just to include this information. But, more on that in the following sections.
2. Tell a story
Did you know that one of the most memorable content formats is a story?
Stories are engaging and can convey not just information, but also emotions. Stories can make people feel something about your product and encourage them to buy it.
That is why you should tell your brand or product story in your product descriptions to get more conversions.
But, what story should you tell?
Well, you can tell people about how your brand came to be or why you started it. You can share the story behind how your products are made and who the people who helped make them are.
Basically, anything interesting about your brand or product can be weaved into a story and added to your product descriptions.
Need an example to understand?
Here you go.
Check out this product description by Lush that is short, informative, and tells a story.
Image via Lush
3. Keep it short and structured
Product descriptions should be written in a way that is easy to read and understand quickly. That is why you need to avoid long paragraphs or text-heavy descriptions, as it is one of the biggest ecommerce mistakes to avoid.
What should you do instead?
Use bullet points or break your descriptions down into multiple, easy-to-read sections. In the Lush example above, the description was broken down into three relevant headings.
The alternative is to have only one section, but use bullet points to make it easy to read. Most product descriptions on eCommerce sites like Amazon follow this style.
Here’s an example of a product description that is informative, yet structured in a way that is easy to read.
Image via GoPro
4. Use the right words
Use a mix of SEO keywords and power words to make your product descriptions more impactful.
What are power words?
These are emotion-provoking words that make consumers feel something about a product. Words like amazing, sensational, revolutionary, mind-blowing, wonderful, etc. are positive words that can enhance any product description.
You can also use words that create a sense of urgency like limited, hurry, quick, one-time deal, etc. These also help improve your conversion rates by encouraging consumers to buy quickly.
But, most importantly, you need to identify the right keywords and use them in your product descriptions. These keywords not only help your pages rank better, but also convey relevant information to know your customers.
For example, let’s say that you are providing late-night instant hotel services. In this case, your keywords might be “tonight instant hotel booking,” “instant hotel booking“ or any phrase that specifically describes the service. Also, you can use the same keyword to register your hotel business on the best hotel booking apps.
These long-tail keywords are good for SEO, as they typically have lower competition than short-tail keywords.
This would mean that you can rank higher in SERPs for them and drive more traffic. You can leverage a SERP checker to track your rankings for these keywords and optimize your descriptions further to drive more traffic, and, as a result, conversions.
Additionally, these long-tail keywords also help potential customers assess whether it is the right product for them or not. It is especially important to use these keywords in product titles or bold them while using them in product descriptions.
5. Include your unique selling proposition
We all know that features and benefits should be the key focus for any product description. Your product descriptions should detail all major features, benefits, and uses of your product.
But, that’s not enough!
For most consumer goods, almost every other product will have the same features and benefits. In fact, for daily household items, there’s barely any difference between products from different brands.
So, how can you make your products stand out?
The short answer is by highlighting your unique selling proposition (USP). What is it that makes your product better than numerous others?
Find the USP for each product and include that in your product descriptions. This will help you set your products apart from competitors and get more sales conversions.
Use these effective tips to write ecommerce product descriptions that sell. Optimize your existing and new product descriptions and see the results first hand.
So, what are you waiting for?
Get started with this right now and optimize your ecommerce product descriptions for better conversions. All the best!