get the most out of product descriptions

When writing product descriptions for your E-Commerce site, the biggest mistake copywriters make is not selling the product. It isn’t enough to just describe what the product does, if you want to attract buyers you need to sell a lifestyle.

Here are 4 quick tips for writing product descriptions that will make your conversion rates soar.

1. Have a clear vision of who your buyer is

When writing product descriptions, the most important thing you should have in mind is the reader. You should be able to confidently outline who they are: what they like, where they live, how old they are, what they do for a living, etc. Then, as if you were speaking to them in a face-to-face conversation, you should ask and then answer their questions.

The key to this is addressing them personally using the word ‘you’ and communicating with them in a language they understand.

2. Focus on what you can give them

When shopping online, consumers are more drawn to product descriptions that clearly state the benefits of the product. In other words, the product specifications should come secondary to the experience.

Use your imagination and solve the everyday problems that face your customers. Set the scene, put yourself in their shoes, and pick out the main features they are looking for in a product like yours.

For example, are they a mom looking for a suitable suitcase for their family holiday, you should set the scene, identify the difficulties of traveling with children, and present them with a solution (e.g. how easily and securely your suitcase can transport your family’s possessions).

This is much more effective than telling them what material the suitcase is made from.

3. Consider every word

When writing product descriptions, it is easy to use general, cliché terms such as ‘high-quality’. The problem with this is that they are overused and meaningless. Be creative and add flare to your descriptions, and don’t be afraid to seduce the reader and appeal to their senses with adjectives – it is far more persuasive and will make you stand out next to your competitors.

However, try not to go overboard, as a product description that is too rich (especially if your buyers don’t require it) will annoy the reader and they’ll be more likely to bounce off your page.

4. Reassure them

Consumers love credibility, so if you can prove to them that your product is popular with trusted and well-known brands or publications, the chance that they’ll invest in your products/services will increase.

The best way of doing this is to add ‘Seen In’ badges on your product page if your brand has been featured in a publication. Also, be sure to feature testimonials and reviews.

You should also harness social media, as many online consumers will feel reassured if they can find a professional Facebook, Twitter and Instagram page linked to your brand. So, lead them to your social channels so they can experience your product further.

By following these 4 simple steps you will create more buzz around your products and your conversion rates will increase.