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The product descriptions on your eCommerce website will be an important part of your online shop. Effective product descriptions can help attract customers. Strong product descriptions can subsequently have a positive influence on conversions, sales, and your visibility and SEO on paid channels. The technical details, such as using power words and ABAB tests, can be one of the most significant elements for potential shoppers on your eCommerce website and those who shop at competitor sites with similar items.
Business executives, marketing experts, and copywriters all know the importance of creating product descriptions, but what is the best way to help get the word out to your potential customers?
What are Product Descriptions?
A product description is a type of advertisement aimed at providing descriptions of a product and strengthening the customer’s trust. The whole description is put on the online store of your eCommerce website.
These product details can be one sentence, a short paragraph, or bulleted. They can be serious, funny, or quirky. It can be located next to or under the product or product title picture. They can also be scannable selling points or have great readability.
There are various styles and ways to make product descriptions work for your eCommerce store, but there is much more to them than straightforward copywriting.
Creating the Best Product Descriptions
There is no doubt longer product descriptions will inevitably help take your enterprises to the next level, but how long should they be? Which format is optimal? How do you make the products rank high for search engine optimization (SEO)?
1. Think about the who, what, when, where, why, and how before writing.
This method is often used by journalists to provide facts in their stories and it is the first step in crafting a product description.
- Who is this product for? The target market is gender (i.e. male or female), an age group (i.e. college students or retirees), a lifestyle demographic (i.e. new mothers or car enthusiasts), or some other defined group.
- What are the product’s basic specifications? This is comprised of elements such as dimensions, materials, product features, cost, and functions.
- When should somebody use this product? Does it have to be used during a certain time of day, seasonally, or for a certain kind of event? Just as relevant is noting that if an item needs to be used year-round or only at certain times during the day, it can impact its value. These facts will inform the general public of an item’s usability.
- Where will you use the merchandise? Is it appropriate for home use, your car, or outdoors?
- What qualities make this product or service better than other similar merchandise? You ought to consider your product’s benefits for customers and consider how unique images may also help improve your description copy.
- How does the item function? This may not be important for each item, but rather it’s a high priority including if you are selling anything with moving parts or gadgets.
- Let’s now dive into ways to make your product pages and landing pages shine.
2. Determine the best format to describe your products.
While beginning to make your ideal item portrayal, it’s essential to decide the best organization to utilize.
Since a few web-based customers just output text on sites, it very well may be useful to utilize list items that cover the main item subtleties. List items ought to for the most part be utilized for specs (like aspects) or short expressions (like elements) so they are speedy and simple to peruse.
Tragically, list items aren’t generally the most ideal way to recount an item’s story and persuade target clients that they are checking an incredible arrangement out. They can look cold and clinical on a page as opposed to connecting with the customer’s feelings or a creative mind.
To stay away from those normal errors and trouble spots, use writing all things considered.
By composing a section (at least three sentences) or two about the item, retailers can lay the right foundation and assist the customer with acknowledging why their life as yet has been fragmented without it. It might appear to be overwhelming, however, after some training, it will turn out to be natural and even (heave!) fun.
This is your chance to be somewhat inventive and lay out a voice (character and tone) for your image. Simply envision you’re at a party, telling somebody you’ve quite recently met about the item. How might you depict it with the goal that they could comprehend how extraordinary it genuinely is?
This brand voice penetrates each part of your internet promoting: web-based entertainment, SEO, paid search — each client touchpoint. Extraordinary, convincing duplicate makes your items more pertinent to web indexes and other promoting mediums that esteem unique substance.
In fact, following this simple formula below is a great way to write compelling product descriptions:
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3. Choose goals and KPIs to measure the success of your product descriptions.
You need goals to measure the success of product descriptions.
“However, this will consume most of the day,” you may be thinking, particularly assuming that you depend on item portrayals from your merchants or producers. Furthermore, you’re correct, this is certainly not a speedy cycle. Notwithstanding, if you can focus on composing item portrayals utilizing the recipe above, you can start to see an assortment of advantages:
- An expansion in change rate.
- A lessening in truck relinquishment.
- A lower brings the rate back.
- Fewer calls from customers.
- Further developed natural inquiry rankings.
There are innumerable item depiction models, remembering for stages like Amazon, BigCommerce, and Shopify.
4. Make your product descriptions short and sweet.
Don’t overthink it. Utilize conversational section-long depictions to draw in fans and ideal clients, as well as speedy list items with, have-to-know specs to pass on the main data to online customers briefly.
5. Use storytelling to your advantage.
Does your item have a history that is especially exceptional to you? Odds are it will be especially exceptional and charming to your crowd, as well. Utilize that story in your item depiction to add more people to your thing, draw in your crowd and win hearts and psyches.
6. Don’t be afraid to boast.
This is the way you take the item portrayal recipe over above and beyond. Is your item separated through an organizer’s mastery? So your item is better in light of long stretches of testing? Is it hand-made? Does it get solid social confirmation with tributes and item surveys?
Recount a superior story in your short item portrayal section by including goodies of detail that demonstrate why your item is superior to the rest. Go ahead and name-drop, all things considered.
7. Get technical to win trust when needed.
If you have a more specialized item, feel free to get in the weeds with your item portrayal. Demonstrate to your client your image’s mastery in the business by giving all potential subtleties they’d have to be aware of before they at any point even need to inquire.
8. Know when to show and not tell.
Text isn’t generally the most effective way to portray your item. If you are getting excessively tedious, ponder how you can rearrange.
Pictures convey weight and are better recollected by clients. In the conceivable event, flaunt your item in a visual that makes sense of precisely the exact thing the item does.
9. Know when to show, tell and depict.
Other than designs, recordings can be a viable way to exhibit how to utilize an item or why it is superior to other people. Many brands use recordings, designs, and text to effectively express the idea.
10. Don’t be afraid to be unique.
While a short section portrayal on an item page is a best practice, understand where when that isn’t the very thing your listeners might be coming from needs. Each industry and online business is exceptional. Do you realize your client is all around ok to realize they could peruse that item depiction? Are your client’s all’s scanners?
Take out the substance that is generally essential to them and track down drawing in, visual ways of getting all the important data to them with no cerebral pain. Your purchaser personas ought to illuminate the general structure and approach toward your item portrayals, including the web architecture and blank area on the page.
Altogether, it means a lot to initially understand where your listeners might be coming from to figure out what sort of satisfaction will best address them to increment changes.
The eCommerce item depiction equation works for most brands, yet it’s just a beginning stage.
Think outwardly. Add illustrations and upgrade your item pictures. A/B blueprint and get individual on those pages. See Google Search Console recognize famous terms and power words so you can further develop SEO traffic to the item page.
Whether you’re selling shirts or buggies, customers like to purchase from individuals they trust, and building trust is different given what you are selling.
From the second you utilize a web designer and build your website’s plan, ponder how pictures and portrayals can function as one to recount your story to clients. There are endless instances of item portrayals, however, track down the best fit for your business.
Understand where your listeners might be coming from. Know your item. And afterward, share time with your internet-based shop portrayals.