By BloggerKhan

My profession is Management and Marketing and it revolves around outsourcing, ecommerce and marketing on the internet. Wise men say identify what you are passionate about and then see if ...

Product descriptions that convert

Trying to convert more visitors into sales? Learn how to write better products descriptions. This is how …

1. Create a buyer persona – Making stuff up from the comfort of your office is not an efficient marketing practice. Which is why we recommend creating a buyer persona, an imaginary customer, for whom you have developed the product and you are trying to sell to. Visualizing this persona will help you make your descriptions more vivid and personal. It will help you connect.

2. Translate product features into benefits – Create a list of features. But do not simply write them as features in your product description. Customers want to know what the product does for them, how it makes their lives better or eases a headache and unless the feature has been translated into a benefit, they will not relate to it.

3. Situational explanation – Try and explain what kind of situations your product is better suited for. For example: if you are selling a set of 4 golf wedges, explain why some golf instructors believe that you should carry 4 wedges instead of 2, why the short game is so important and how this set of 4 golf wedges will help them lower their scores. Explain the specifications also but later. First romance the concept and then the facts.

   

   Write Product descriptions that convert

   Here is a good example Acer XB Set of 4 Golf Wedges If you click on the link, you can see how the merchant explains the virtue of a good short game, what a short game guru Dave Pelz recommends and then explains the product, a set of 4 golf wedges. The specifications are explained but after first establishing the ground work for why such a product is a good idea.

4. Use the appropriate tone – Your tone reflects who you are and what you do. It gives customers an impression of your organization. The perfect tone would be the one you would use if you were speaking to your buyer persona in person. Try to emulate that same tone in your writing.

5. Make your descriptions easy to skim – Research shows that website visitors read around the third of the words on the page. No one will read a 1000 word product description so using bullet points to describe key benefits will likely catch their eye more than anything else. Large fonts, photos and videos are also a good idea. Help them visualize the product and what it can be used for. Provide the details but for those who like to skim through, make it easy. If they get hooked, they will go back and read the details.

6. Write several drafts before you decide on a final version – Then edit your text to make it even more persuasive. It does help a lot if you invite a third person to read through, provide comments then edit again based on the notes provided.

7. SEO optimized product descriptions – Use key phrases in your headline, text, image file names and alt tags. This should be after you have written the text for your reader, think of search engines later.

8. Use descriptive words and emotional language – For example, use the word aroma whenever you are referring to a smell, etc. However, keep in mind that there are certain products that can only be explained with very specific product descriptions, especially regarding tech and IT products.

9. Pictures and Videos – Use as many pictures from as many angles as you reasonably can. Remember, in ecommerce, the customer cannot touch or smell so make it easy to watch it from multiple angles. If you can include a video showing how it’s used, even better.

10. Practice – You need to practice writing good product descriptions that explain the unique features of your product, what it can be used for, and why it’s a better buy than competing products. A strategic use of keywords, high quality photographs and other SEO best practices are also beneficial.