In the world of ecommerce, customers cannot physically touch and feel your products. You must describe them well and present multiple pictures to help the customer make a better decision. Unfortunately many merchants ignore this and just throw up a hurriedly put together website, say a few words and add a picture or two and then sit back and expect the dollars to roll in.
You are not like that – why else would you be reading this article. Good. If you do your homework, you will easily gain an edge over your competitors.
A well written product description is important to help you convert more window-shoppers into paying customers. Search engines also like good product descriptions and make it easy to find your products.
Showcase features from benefits
In your online shop There is no sales person there to form a relationship with the customer, or to explain the benefits of having your product in a convincing way. The description must be clear, informative, and interesting. It has to pack a punch with the first words because if it doesn’t immediately grab the attention of the reader he or she will quickly move on to something else.
The way you describe your product will help the customer decide whether they should click Add-to-Cart or not. Explain the benefits of your features.
When you list features and benefits, let your personal experience show through your writing. It helps the customer form an opinion about your product and at times about your company.
Easy to read and understand content
The product description should lead the eyes of the reader to where it wants to go and at the same time give them exactly what they want. Use different sized fonts for your headlines and content. Put enough line breaks in your content so it does not appear to be a big block of black text but rather small pieces of relative information.
Use pictures and animations often as a picture or a relevant animation can sometimes say more than a page full of words. Use every possible ways to communicate with your customer on different levels.
Amazon provides a perfectly good example to describe each point neat and sharp.
Turn a small star into a large Story
One of best exercises in product writing is long form stories. A long form is what it sounds like: waxing poetry about your experience with a product.
Telling a story does not mean writing a fairy tale. Always be close to the real world because consumers are smart and will move on if they don’t find your product page useful.
Every good story has a main character. While writing a product story, ask yourself
- Is the product unique?
- Is there some interesting history behind the product?
The answers to these questions will help you decide the main character. If the answer is yes, choose “product” as the main character and if the answer is no, choose “customer”. Never choose “the maker“ as the main character because you are not selling the company.
Justify Using Superlatives
Superlatives sound useless unless you clearly prove why your product is the best, the easiest, or the most advanced.
Before you start writing, list all of your features and specs, and then translate them into benefits. A feature is a fact about your product, while a benefit is an explanation of what that feature does for your reader. A benefit can be phrased as a positive (e.g., improves availability) or as a problem that’s avoided or reduced (e.g., decreases expense).
Amazon explains why the Paperwhite is the world’s most advanced e-reader:
The word patented gives the reader the impression that this is something special. Amazon goes on to quote several percentages to show why the Paperwhite has better contrast and brilliant resolution; and it provides a killer benefit: Even in bright sunlight, Paperwhite delivers clear, crisp text and images with no glare.
Optimize Your Copy for Search Engines
When you write product description for your buyer persona and use the phrases common people uses, you’re automatically optimizing your product descriptions for search engines, because these are the phrases he searches for on Google.
- Avoid jargon unless you’re buyer uses jargon, too which is common with I.T. products
- Use those phrases as your product heading.
Optimize your product images by using your key phrase in the file name, image description, and alt tag. Thinking too much about search engines kills your seductive powers because no one enjoys reading content that’s sagging under keyword sludge.
Always write for your reader first, and optimize for search engines later. For example when you write simple keywords to get your desired products in search engine, phrases used in your product description, automatically describes your product as search engine query result
Make Product Descriptions Seductive
When you sit down to write, don’t just create another product description. Instead, think about your buyer. Consider how you can make his life easier, richer, or more pleasurable. Your description will decide whether your buyer will agree to at least consider your product as their need or not. Your Description is everything to speak out about your product. We believe your description should be more powerful than your product as buyer can judge your product by its description.
Quit talking in vague statements. Stop babbling on about features and specifications. Turn them into enticing benefits. That’s how you seduce your buyer to buy.
As an example Amazon Kindle provides quite pleasant description of the features and the benefits of the kindle product in a very seductive way.
Options and Upsells
Your buyers will always love when they get more options while they are really looking for a great deal.
On just one big product page, Amazon sells a few variants of the Kindle Fire HDX. I’m a big fan of using this method, because you don’t have to make multiple pages for each option – if you do, you’d have too many product listings in your categories, and you’d also confuse search engines by having too many similar pages with very little variation.
On the right of the page, below the add to cart button, Amazon has added some accessories as an upsell. The best part about this is that the upsells are not just links to accessories – you can just check the box before you add to cart and all of those products will be added to your cart in one go – reducing the number of pages you have to visit and steps you have to take.
Tempt with Social Proof
When your web visitors are unsure about which product to purchase, they look for suggestions what to buy. They’re often swayed to buy a product with the highest number of positive reviews. But there are other ways to sneak social proof into your product descriptions.
If your product is really better than others, provide specific proof why this is the case. Otherwise, tone your copy down or quote a customer who says your product is the most wonderful they’ve ever used.
Online furniture seller Made.com hints at the popularity of a product:
Including an image of a person adds credibility to a quote; it also makes an online company more personal and approachable encouraging customers to call to get answers to their queries.
The above quote carries extra impact because it describes the product as popular. The popularity claim is further supported with a cutting from the press and the phrase press favorite.
Most buyers are attracted to buying something that’s popular. When it comes to your website, highlight the products that are customer favorites.
Words to Take care of
As a general rule of thumb, there are words copywriters avoid when writing product descriptions (or any copy.) If you find yourself using any of these, seek an alternative, as they can make a brand appear less than intelligent.
Word to avoid include:
Got, get, gotten—Don’t tell the customer to “get a jacket,” suggest they buy it.
Actually, literally, honestly—No one uses these in copy, even in conversation. They’re gap fillers when people can’t think of something else to say.
Stunning—Stunning is overused so much on social media that it’s now considered lazy to use it in real writing.
Just—It can also make a brand sound a little dumb.
Nice—This word makes brands appear lazy.
Very, kind of, maybe—Need I say more?
Sorry—This has negative connotations.
The comparison of two products depending on their features and offers are really powerful selling points to put in the description. By showing multiple offerings and comparing each one to the other, you can promote or sell multiple products on a single page!
Along with a head-to-head comparison of each product with the next, there is also a link to each one, so if you decide that one would be better than the other, you can hop to that page from right there.
This method will help your users to make right choice through your description. If I click on one of those links to a similar tablet, guess what? There is another comparison table waiting for me on that page as well!
It also makes the process of research a lot easier for your buyers, since they can see and compare all of their options in one go.
I hope this article helps you create better product pages. Learn, experiment and feel free to share your experiences in the comments below.