Words are powerful things. A well-written product description has the potential to sway your customer’s decision-making process—from ‘do I really need it’ to ‘must have’.
It’s time to put the humble product description up on a pedestal and nail the art of creating copy that converts. The secret to writing killer product descriptions is to follow a method that will engage, persuade and move consumers down your sales funnel.
At DO, we’ve learned a thing or two about the art of product page conversion by helping our portfolio of ecommerce clients maximise their online potential. Here is our no-fail recipe to creating product descriptions that sell:
Define your audience
It’s critical to gain a clear understanding of who you are selling to.
Ask yourself: who is this product for? What are their dreams, hopes, desires, interests? How do they think? What makes them laugh? What makes them click ‘buy’? Once you know what your overarching buyer persona is, you’ll be better able to personally tailor your product description to sell to your unique customer base.
Find your voice
Nailing the right voice for your business can go a long way in separating you from the competition by giving your audience a strong idea of your business’s personality. If you were going to speak to your audience in real life would it be in a humorous, serious, light-hearted, colloquial or formal way?
Consistency is key, so take this ‘in-person’ tone, and infuse it into your copy to ensure your communication is not only true to brand, but also increases the connection with your audience.
Sell a story, not a product
Research shows that consumers connect with products that go beyond mere product status—they buy the augmented value of what you’re selling. For example, your customer is not buying the summery dress you’re selling—they’re buying the trip to the beach volleyball party they can show off their tanned legs at to that boy they like in their summery dress. Tell stories about the product to create an emotional rapport with your customers. As ecommerce stores, you don’t have the luxury of providing a tactile experience for our customers, so you need to employ words that simulate taste, sound, feel and smell to create this sensual connection with our audience. For example, Method Home describes their hand wash using words like ‘festive fragrances’ or ‘leaving your hands soft, clean’ and ‘ready to be tucked into a pair of mittens’—and through that they instantly communicate a tactical, sensual experience for their online customers.
Keep it short and sweet
It’s a fine balance between maximising your SEO potential with lots of juicy content, and ensuring you are communicating your message neatly and effectively. We get it, sometimes it seems like you need to fit the Encyclopedia Britannica in your product description to outperform the competition, but bear in mind that only 16% of people read every word on a web page. To make your descriptions accessible to the modern reader, include subheadings to grab attention, use bullet points to list your product’s main features and benefits, and use large and legible font.
List specifications and features
As we mentioned, it’s vital to keep your descriptions short and sweet. Avoid a long-winded and tiring litany of technical product specifications and features. However, the consumer does need to know exactly what they’re buying, so select the key product characteristics and communicate them in an easily digestible way—employ those bullet points and lists. Alternatively, provide separates tab for your customer to click across to if they’re looking for more information—like Kindle does to avoid crowding their description with over-technical jargon.
Provide social proof
Research shows that consumer-generated content like ratings and reviews influences purchase decisions greatly—so it’s critical to provide social proof for purchases in your store. Publish your customer reviews, or make consumer-generated content readily available alongside your product, like ASOS’s “#AS SEEN ON ME” feature.
Optimise for success
A well detailed description will help to highlight your website on search engines. To sell your product, you need to get traffic to your site first. Product descriptions are naturally SEO friendly—with key words, features and benefits that search engines love. Putting the effort in to optimise your product descriptions to aid in drawing traffic to your website is vital; however, the moment you start writing purely for a search engine, the description will score low on readability and it will likely reduce engagement. Avoid copying the product’s technical specifications from your supplier—it generally won’t be an attractive or easy read; and make sure that you’re not repeating text from anywhere else online as search engines privilege content launched first.
The keys to wooing your customers with your stellar product descriptions are fairly simple. Follow the recipe above and you’ll be well on the way to knocking your current customer conversion rates out of the park.
Not confident you can nail the art of creating copy that converts? With more than five years under our belt delivering beautiful and lucrative ecommerce websites for our clients, here at DO we’re solid on how to write a product description that sells. Get in touch.