If you want to run a successful e-commerce store, you have a lot of work to do. You’ll need to design the store itself, drive traffic to it, and more. However, most importantly, you’ll have to convince visitors to actually convert. Knowing the right strategies and having a product description template, therefore, can come in handy.
Once potential customers are on your website, it’s vital to do everything you can to convince them to make purchases. One of the best ways you can do this is by focusing on your product descriptions. By using the right formatting, language, keywords, and so on, you can create persuasive copy to encourage visitors to take the next step.
In this post, we’ll explore several techniques for writing highly-converting product descriptions. Plus, we’ll share a product description template you can use to get started. Let’s take a look!
The importance of high-quality product descriptions
It can be easy to get caught up in store design and other big-picture concerns, and to forget the importance of individual product descriptions. While getting people to view your products in the first place can be a challenge, even more vital is convincing them to click on your Buy button.
While there are plenty of factors that determine whether or not consumers convert (such as product imagery and page speed), product descriptions are one of the most influential:
To illustrate this point, let’s look at a few numbers from Salsify’s report on digital consumer behavior:
- 87% of consumers feel that product descriptions are “very” or “extremely” important when making purchasing decisions.
- “Detailed product descriptions” is frequently rated in the top three influential factors (along with price and ratings/reviews).
- About 50% of customers have returned a product they purchased online that didn’t match its description.
(Chart by Visualizer.)
If you want to drive conversions on your e-commerce store, the key is to create detailed, accurate, and compelling descriptions (and if possible to use a product description template). Let’s talk about how to do so.
Four tips for writing converting product descriptions
The good news is that creating product descriptions to encourage sales isn’t difficult. All it takes is following a few basic guidelines. Below, we’ll take a look at the four most important strategies. After, we’ll provide you with a product description template you can use to get started.
1. Provide detailed information
You’ll often hear about how internet users have short attention spans. This can make it tempting to include minimal information about each of your products, in the hopes of not scaring away potential customers. However, this approach can backfire.
While people may indeed be impatient in some online situations, shopping isn’t one of them. 85% of online consumers conduct research before buying a product, and 87% are unlikely to purchase from retailers that provide incomplete or inaccurate information.
If you want to convince people to convert, therefore, you need to offer them all the details they’re looking for:
- Providing the key facts about a product, such as size, color, material, and technical specifications.
- Highlighting all of the item’s features – what can it do, and how can it be used?
- Ensuring that everything on your product page is accurate.
The more information a potential customer has about a particular product, the more confident they’ll feel in hitting the “buy” button.
2. Focus on the product’s benefits
While it’s important to provide lots of detailed information, this doesn’t mean your product descriptions have to be dry lists of facts. A product page should inform the consumer – but it should also be persuasive.
This means you’ll want to create ‘customer-centric’ product descriptions:
People want to know whether what you’re offering can make their lives better. To do this, you can:
- Make the benefits of your product clear right away.
- Identify your target customer’s ‘pain points’ and respond to them. How will your product simplify a task, eliminate a frustration, or enable them to do something new?
- Don’t just guess what your customers want. Instead, do some research and create a detailed buyer persona.
When putting your product descriptions together, you’ll want to ‘front-load’ this information. Instead of starting by sharing the thread count for a set of bed sheets, explain how the customer will be able to enjoy a more restful night’s sleep. After selling them on the product’s key advantages, you can then get into the details.
3. Use powerful words
So far, we’ve been talking about the content of your product descriptions. However, the ideas you share aren’t the entire story. The specific word choices you make matter just as much.
Some words encourage people to buy, while others don’t. If you want to sell more products, you’ll need to focus on using terminology that’s attention-grabbing, and persuasive:
Some of the words you’ll want to incorporate include:
- “You”. It’s important to talk about your product from the perspective of your customers. This way, you’ll make your product descriptions more personal.
- Sensory terms, such as “see”, “hear”, and “feel”. These words encourage your customers to imagine what it will be like to use your product.
- Positive ‘power words’, like “empower”, “effortless”, “striking”, and “delight”. These terms provoke emotions, grab attention, and make your descriptions stand out. Just be careful not to go overboard with these – and make sure your product can back up your claims.
It’s also important that your product descriptions are written in an appropriate way for your audience. This means adopting a relevant tone and choice of words – whether you’re lighthearted and funny, or professional and no-nonsense.
4. Incorporate relevant keywords
Of course, we’d be remiss if we didn’t mention keywords. Incorporating keywords into your product descriptions has two primary benefits. First, it improves the Search Engine Optimization (SEO) of your product pages. About 69% of traffic to your e-commerce site is likely to come through Google, after all.
In addition, keywords signal to potential customers that your product is relevant to their needs. If they’re searching for a particular term, and the same phrase appears in your product description, those customers can be more confident of the item matching what they’re looking for:
To include keywords in your product descriptions, you’ll need to:
- Conduct keyword research, and identify phrases potential customers will use to search for products like yours.
- Select one or more primary keywords for each product (and be sure to include long-tail keywords).
- Keep these keywords at hand when writing your product description, and include them in multiple places throughout the text.
To use keywords effectively, however, you’ll want to avoid over-stuffing your content with them. It’s best to only include keywords when they’re relevant, and when they can be worked naturally into the text.
A product description template to get you started
Putting these techniques into action can take some practice. To help you get started, let’s check out a product description template you can use, based on the key tips we’ve discussed. Of course, feel free to tweak it as needed, to suit your store’s unique style and audience.
Creating an effective product description doesn’t have to be hard. All it takes is incorporating the elements and strategies we’ve discussed, and keeping your ideal customer in mind at all times.
How to increase your WooCommerce store’s sales even further
Throughout this post, we’ve been talking about e-commerce stores in a general sense. Our advice and product description template can benefit your business no matter what platform you’re using.
This tool can be used effectively in combination with WooCommerce, in order to make your product descriptions more visible. By posting them to social media, you get them in front of more potential customers – thus maximizing their impact.
You can even create multiple variations of your product descriptions and track which ones are most effective. This will enable you to create more highly-converting copy over time.
The goal of a successful product page is twofold. To start with, it needs to provide all the information consumers will need to make a purchasing decision. Plus, it should also be persuasive – making a strong case for buying the product through customer-focused copy and word choice.
If you want to create highly-converting pages for your own store, you can use our product description template and remember to:
- Provide detailed information.
- Focus on the product’s benefits.
- Use powerful words.
- Incorporate relevant keywords.
Do you have any questions about how to maximize sales in your e-commerce store, or how Revive Old Posts can help? Ask away in the comments section below!