Have you ever thought about the aspects that separate online shop visitors from actual customers?<\/p>\n\n\n\n\n\n\n\n
Have you ever thought about the journey site visitors go through before they purchase products? No? Perhaps you should have.
When potential customers shop on an e-commerce website, they are not just visiting product pages; they are taking into account other elements.<\/p>\n\n\n\n
They are considering product prices, quality\/price ratio, shipping costs, shipping, and return policy, import duties and customs charges, what they have heard about your company\/products from their friends and family, etc. They are also debating whether the products they are interested in buying can \u201csatisfy their needs\u201d and improve their quality of life. Well, for starters, you can add high-quality imagery of your products. Even videos. And then, you can focus on writing compelling, well-structured project descriptions.<\/p>\n\n\n\n If you need help writing product descriptions, these 7 rules will guide you through the process and ensure you create the best product descriptions possible. Let\u2019s go through all of them.<\/p>\n\n\n\n One of the essential rules of copywriting is to know for whom you are writing the text<\/strong>. And you can apply this rule when writing project descriptions. So, before you start writing product descriptions, create profiles of potential customers you are trying to target.<\/p>\n\n\n\n Here\u2019s why this step is so crucial.<\/p>\n\n\n\n Imagine that you run an e-commerce website that sells high-end hair care, body care, skin care, shaving, and beard care to men. Your shop has all kinds of organic, high-quality washes, soaps, shower gels, shampoos, razors, timmers, etc. Now, imagine that one of the product descriptions for a high-priced trimmer on your site is: This trimmer will satisfy all your grooming needs. It comes in three colors, and you\u2019ll enjoy using it. You won\u2019t have a problem cleaning it up, and it won\u2019t take up much space in the bathroom cabinet.<\/em> The first thing that is wrong with the description is that it doesn\u2019t include all the necessary information about the product \u4e00 there is no data on the battery type, no data on the cord (or the lack of it), no information about the length settings, blades, etc. Second, the \u201cyou\u2019ll enjoy using it\u201d part doesn\u2019t really explain much about the product\u2019s use or purpose. And third, a man buying a quality trimmer is probably not that concerned about how much space the trimmer will take up in a bathroom cabinet. The whole copy doesn\u2019t really make sense at all. By defining your customer profiles, you\u2019ll be able to determine which product features your potential customers will find of value the most.<\/strong> Before writing product descriptions, think about your customers\u2019 interests and which product features would be the most interesting to them or the most beneficial for them. You can also think about how your customers would explain your products to their friends or family members and include such descriptions in the product tex t.<\/p>\n\n\n\n The secret to writing compelling product descriptions is finding the right balance between product features and product benefits. If you are writing a project description for a highly-priced trimmer, one of the product features can be battery type. For example, you can mention that the trimmer comes with a cordless Lithium Ion (Li-Ion) battery and that such a battery lasts up to three years, and that they don\u2019t have to worry about constantly charging the trimmer, as one regular charge is all that’s needed. The first part of the sentence\u4e00\u201cthe trimmer comes with a cordless Lithium Ion battery\u201d \u4e00 is a product feature, and the second part\u4e00\u201cyou won\u2019t have to worry about constantly charging the trimmer, as one regular charge is all that’s needed\u201d is a product benefit.<\/p>\n\n\n\n Transforming features into benefits is not an easy task, so take your time and practice. Writing products\u2019 features and benefits will do the job just fine, but if you really want to persuade potential customers to buy, you need an extra punch. You need to allow customers to connect with a product more personally and emotionally.<\/strong><\/p>\n\n\n\n Here\u2019s how to do so.<\/p>\n\n\n\n Let\u2019s go back to the example with the trimmer.<\/p>\n\n\n\n Suppose you want potential customers to feel special and persuade them to buy the product. In that case, you could write something along the line: The trimmer is built as an uncanny copy of the famous [product name] which Winston Churchill, the Prime Minister that led Britain successfully through the Second World War, used. The carefully built blades are resistant to corrosion, and its non-porous surface makes it very easy to clean.<\/em><\/p>\n\n\n\n By including the mini-story about a product, customers will be able to connect with your products on an emotional level. When it comes to the tone and voice you are going to use when describing products, we have one rule: when you read the description out loud, it needs to sound like you are describing a product to a friend. This means that you shouldn\u2019t use imperatives, or negative terms: the tone and the voice you use need to be conversational and friendly.<\/strong> Sounds so simple, doesn\u2019t it?<\/p>\n\n\n\n According to Nielsen Norman Group<\/a>, on an average web page, users read 20% of the words during an average visit. How many words do you think an average user reads on a web page in 2023? Fifteen, ten, five percent of the page copy? Perhaps less? Knowing this, your product descriptions must be optimized for skimming and scanning<\/strong>. We suggest you include bullet points and write short paragraphs. You can use different font sizes to emphasize certain product features or benefits.<\/p>\n\n\n\n Before you publish each product description, make sure that the content (both copy and product images) is optimized for search engines. By doing so, search engines will be able to find your pages more quickly and rank your site higher<\/strong>, resulting in more increased traffic, and, ultimately, high conversions.<\/p>\n\n\n\n The optimization process begins with finding the right keywords to include on each product page. When doing keyword research, we advise you to start with a keyword planning tool; you can use Google\u2019s Keyword Planner<\/a>\u4e00it\u2019s free. It allows you to type words in different languages, check what people search in different parts of the world, and do some advanced filtering. Doing this step will give you an idea of what keywords are performing well on search engines and can be used on your product pages.<\/p>\n\n\n\n Once you are done searching, you can easily download all the keywords you found.<\/p>\n\n\n\n After you find the right keywords, and variations of them, include them in the page titles, product descriptions, image tags (ALT tags), and product descriptions.<\/p>\n\n\n\n Note: In the post in which we listed <\/em>10 things you can learn from the best shopping sites<\/em><\/a>, we mentioned that including high-resolution photos and videos of your products is a must. Potential customers love seeing a product in several different lights and environments, especially if you sell high-end, premium products. So, once you are done writing product descriptions, don\u2019t forget to add several, visually-appealing images and videos of each of your products.<\/em><\/p>\n\n\n\n Once you feel that the product description text looks good, don\u2019t rush and click the Publish<\/em> button.<\/p>\n\n\n\n Read over your product descriptions (as many times as you need), just to ensure there are no typos. You can use tools like Grammarly<\/a> to avoid spelling and grammar mistakes.<\/p>\n\n\n\n Writing product descriptions is a challenging task. But, with a little bit of patience and a lot of practice, you\u2019ll get the hang of it and be able to create descriptions that sell. And if you like reading about e-commerce and business-related, be sure to subscribe to the Themes Kingdom newsletter<\/a> and follow us on Facebook<\/a>, Instagram<\/a>, and Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" Have you ever thought about the aspects that separate online shop visitors from actual customers?<\/p>\n","protected":false},"author":7,"featured_media":100428,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"footnotes":""},"categories":[49,11],"tags":[12,100,284,286,285],"yoast_head":"\n
Your role as an e-commerce site owner is to make their decision process as quick as possible by offering them the best possible solutions, such as free shipping, no customs charges, etc. But if you are not in a position to provide such benefits, you can focus on what you can control: persuading potential customers that your products are just what they need.<\/strong>
How to do so?<\/p>\n\n\n\nRule #1: Know your target audience to the core.<\/h2>\n\n\n\n
<\/em>
<\/em>Hmm\u2026 Is that the most impressive product description you\u2019ve ever read? Probably not.<\/p>\n\n\n\n
So, considering the products you sell are on the pricier side and are created for men, you can be pretty sure that your customers won\u2019t be 13-year-old girls or 90-year-old ladies that don’t even know how to turn the computer on. Your primary target audience is men, aged between 20 and 60, who like to take care of their skin and body hair and can afford more expensive products.<\/p>\n\n\n\nRule #2: Include product features and product benefits.<\/h2>\n\n\n\n
Products\u2019 features<\/strong> are technical product information. They are factual statements that cannot be changed.
Product benefits<\/strong> give customers insights into how a product can change and improve their life.
So, before you begin typing, list all features and benefits of each product. If you have an issue with writing down benefits, just think how a product can reduce a customer\u2019s pain or increase pleasure.
Ideally, for every feature described, you should be able to define a direct benefit for the buyer.
If you are not sure what we mean, here\u2019s an example.<\/p>\n\n\n\n
See what we did there?<\/p>\n\n\n\n
Note: When writing product features benefits, make sure you are being specific as possible. Avoid the phrases like \u201cit\u2019s a high-quality product you\u2019ll love\u201d, \u201cthe product quality is excellent\u201d. These types of phrases don\u2019t add value to your product description and won\u2019t make potential customers want to buy the products; if anything, the phrases will make them yawn, say \u201cYeah, right!\u201d and close the tab on your site.<\/em><\/p>\n\n\n\nRule #3: Give a background story on a product (to evoke an emotion).<\/h2>\n\n\n\n
If you are having a hard time coming up with these short stories, try to answer these questions:<\/p>\n\n\n\n\n
Rule #4: Use a friendly tone and voice when describing products.<\/h2>\n\n\n\n
Let\u2019s go back to the trimmer example and imagine that you have been using that trimmer for a couple of months. If you wanted to describe that trimmer to a friend, you would probably mention whether it is easy to use or if it helps you reach all the areas on your face. You would presumably mention the product’s battery life and whether you are having an easy or hard time holding the trimmer while grooming. Are we right?
And all of this information can quickly be transformed into a product description: [Product name] is equipped for any man’s grooming needs. Whether you want to maintain your three-day, stubble beard or keep it bushy, the [Product name], with 5 adjustable length settings, will clean up hair no matter the length. It features a sleek, matte black finish and charges in just a few hours, thanks to its cordless Lithium Ion battery. [Product name] comes with an ergonomic design that is easy to grip and maneuver around all the hard-to-reach areas. It can be used with or without a cord.<\/em><\/p>\n\n\n\nRule #5: Pay attention to the styling of each product description.<\/h2>\n\n\n\n
And this data is from 2008.<\/p>\n\n\n\n
The point is that even high-literacy users only skim through the text. They don\u2019t read the whole text; they want to find only the information that interests them. However, if users like the product so much they think about buying it, they will read the full product description.<\/p>\n\n\n\nRule #6: Make product descriptions SEO-friendly.<\/h2>\n\n\n\n
Rule #7: Once you are done writing product descriptions, proofread them.<\/h2>\n\n\n\n
Conclusion<\/h2>\n\n\n\n
Good luck, and may your product descriptions increase conversions!<\/p>\n\n\n\n