So you’ve got an amazing product and product photos. The only thing that’s missing? A product description. Before you write off the importance of a product description, an eCommerce survey notedthat 20% of purchase failures potentially stem from missing or unclear product descriptions. This is especially true with eCommerce businesses. Because your customers can’t experience your products for themselves in-person, they heavily rely on product descriptions when making purchase decisions. Don’t leave money on the table; here’s how to write a product description that sells.
- Remember you’re selling more than a product. Your phone cases aren’t just phone cases. What are their benefits? How can you use your product description to turn your product into an experience?
- Focus on your ideal customer. It’s helpful to write your product description tailored to who you want to buy your product. What does your ideal customer need to know? How do they want to be talked to?
- Don’t forget to keep the description in your brand voice. While you want your product to appeal to a certain audience, your description should still feel like it’s coming from your brand.
- Do your (keyword) research. Use Google Search Console to find words or phrases that have high search volume and incorporate them into your product descriptions Using these keywords is a win-win. You’ll have a better product description and potentially even get some SEO value out of it.
- Don’t be afraid to get detailed. What details would your customer need to know if they were only seeing your product online? For example, is your mug dishwasher-safe? Say it!
- Make your description scannable. While you want your product description to tell your customer everything they need to know about the product, they should also be able to find what they need to know without reading the entire description. Consider combining a short paragraph with bullet points, or give your customers the opportunity to click to expand to get more details
- Avoid cliche, undescriptive phrases. If you’re using Gooten, you’re going to sell a high-quality product, but using that common of a descriptor isn’t saying much. And avoid using superlatives about your product – unless you can back them up.
- Use sensory words. The more your customers can see themselves using your product, the more likely they are to purchase. For example, how about the phrase “fleecy warmth” for a sweatshirt. Your customers want to be able to experience your product as much as they would in a store, and sensory words help with that.
- Consider using stories as your description. To separate your product from your competitors, why not do so in your product description? Storytelling can be an engaging way to share your brand and get your customers on board with your product. For example, if you felt inspired enough to put an illustration of Cleopatra on a baby bib, why not tell your customers why you made that choice? Alternatively, you could tell the story of your audience using the product.
- Remember that your product description is more than words. Adding in videos, user-generated photos, and images of your products from all angles will help get your message across.
It’s too easy for a great product to fall flat without the proper details. Invest a little bit of time into writing a killer description, and watch your sales soar!