Product descriptions are critical to the success of any online store, regardless of its size. (product rule)
Potential clients may be enticed by effective product descriptions. Product descriptions that are well-written have the potential to influence a buyer’s decision. Great product descriptions can assist boost your visibility and SEO on paid media, as well as improve conversion rates and sales.
Technical elements, such as the usage of power phrases and A/B tests, can make the difference between a potential buyer on your ecommerce website and those searching for identical products at a competitor.
Product descriptions are critical for business owners, marketers, and copywriters, but what is the best method to reach your target audience?
What are Product Descriptions and How Do They Work?(product rule)
A product description is a type of marketing writing that explains and describes the features and benefits of your product. In other words, it gives your ecommerce site all of the information and facts about your goods.
This information can be presented in a single sentence, a short paragraph, or as bullets. They can be serious, amusing, or odd. Besides, they can be found directly next to or beneath product titles and photos. In addition, they can be scannable selling points or they can be easily read.
Product descriptions can be written in a variety of styles and formats for your ecommerce site, but they are much more than mere copywriting.
Making the Most Effective Product Descriptions(product rule)
There’s no denying that product descriptions can help your company grow, but what should they say? What should their duration be? Which format is the most effective? How can you improve the products’ search engine optimization (SEO) rankings?
Here’s an example of a product description:
1. Before you start writing, consider who, what, when, where, why, and how.
This is the first step in writing a product description and is frequently used by journalists to offer facts in their reports.
For whom is this product intended? Gender (male or female), age group (college students or seniors), lifestyle demography (new mothers or automobile fanatics), or any other defined group of people can be the target audience.
What are the essential characteristics of the product? Dimensions, materials, product characteristics, prices, and functions are all examples of qualities.
When should the product be used? Is it intended for usage at a given time of day, seasonally, or for a specific type of event? It’s also crucial to specify whether a product may or should be used every day or all year. These particulars will aid in determining the product’s long-term worth.
Where should the product be used? Is it for use inside or outside, in your car or at home?
Why is this product more beneficial or superior to its competitors? Quality, value, and features are all examples of this. Consider the benefits of your product to your customers and how graphics might compliment your product content.
What is the operation of the product? This isn’t necessary for every product, but if you’re selling anything with moving components or electronics, it’s a must-have feature.
Let’s look at how you may make your product pages and landing pages stand out.
2. Decide on the best way to describe your goods.
It’s critical to decide on the ideal structure to employ before beginning to write your excellent product description.
Because some internet customers merely read text on websites, using bullet points that cover the most crucial product data may be beneficial. Bullet points should be used for specifications (such as size) or brief sentences (such as characteristics) to make them easier to read.
Unfortunately, bullet points aren’t always the most effective approach to convey a product’s story and persuade potential buyers that they’re getting a good deal. Instead of stimulating the shopper’s emotions or imagination, they can appear cold and clinical on a page.
Instead of making those usual errors and causing suffering, utilise prose.
Retailers can establish the atmosphere and assist shoppers understand why their lives have been incomplete without it by writing a paragraph (three or more sentences) or two about the product. It may appear intimidating at first, but with practise, it will become second nature and even (gasp!) enjoyable.
This is your chance to get a little creative and give your brand a voice (personality and tone). Consider yourself at a party, telling a new acquaintance about the goods. How would you describe it to make them realise how fantastic it is?
Every facet of your online marketing, including social media, SEO, and sponsored search, is infused with this brand voice. Search engines and other marketing media that value original content value unique, intriguing copy, which makes your products more relevant.
3. Establish goals and KPIs for evaluating the effectiveness of your product descriptions.
To evaluate the effectiveness of product descriptions, you’ll need goals.
“But,” you might be thinking, “this is going to take a long time,” especially if you rely on product descriptions from your distributors or manufacturers. And you’re right: it’s not an easy task. If you commit to creating product descriptions following the technique above, you’ll notice a number of advantages:
- The conversion rate has increased.
- Cart abandonment has decreased.
- A lower rate of return.
- Shoppers are making fewer calls.
- Organic search rankings have improved.
There are numerous instances of product descriptions on platforms such as Amazon, BigCommerce, and Shopify.
Source: product rule , product features
