Do product and service descriptions really matter? The short answer is yes. A study by Nielsen Norman Group showed that approximately 20% of eCommerce purchase failures are caused by a lack of or unclear product descriptions. This is especially disturbing because, as a business owner, you’ve likely spent countless resources to get people to visit your website, only to lose them in the final stage.
Product descriptions are crucial in increasing a website’s conversion rate but are one of the most overlooked aspects of a website. Unlike brick and mortar shops where customers can feel the products, online customers expect you to provide them with enough details for them to make an informed decision.
As an eCommerce store owner, you should never lose a client because you didn’t provide them with sufficient information to make a purchase. Here’s how to write product or service descriptions that sell.
Why Are Product Descriptions Important?
Product descriptions are website copies that provide customers with the features and benefits of a particular product or service. Words are compelling, and how you use them on your website can either make or break your conversion rate. Product descriptions don’t just explain a product or service; they convince the customer to hit the add to cart button.
Before the customer landed on your website, they were browsing online, looking for a solution. The only reason they clicked on your website is that they expect you to provide them with the said solution. How can you do that? By having engaging product and service descriptions that give value to the customer and, most importantly, provide them with the answers they are seeking.
Product descriptions are your final chance to convert your website visitor into a customer and are very important for a successful SEO strategy. So go ahead and use them to communicate value.
Essential Qualities of a Good Product Description
The main difference between great and poor product descriptions is the copy; good descriptions provide solutions while poor descriptions focus on basic features. When writing product descriptions, you should always ask yourself this ‘if I was the customer, would this description convince me to make a purchase?’ If the answer is no, then don’t publish it.
Here are the qualities of a good product description
- Clarity – the customer can easily understand the content.
- Informative – it has all the relevant details related to the product or service, including dimensions’ weight, colour, etc.
- Unique Selling Proposition – why should the customer buy that particular product or service from you?
- Balanced – it’s like a double-edged sword. It strikes the perfect balance between informing the customer and showing them why they should buy the product.
Copy Formula for Product Descriptions
Is there a right way to write descriptions? The best way to display uniformity on your website is by ensuring your descriptions follow the same template. Here’s a great copywriting formula that you should consider:
- Optimised Title – your titles shouldn’t just contain the product name and the brand. Make it catchy by including some of the most sellable features so that the customer is convinced to read the actual description.
- Lead Sentence – the opening statement should be engaging as it determines whether the customer keeps reading on or moves to another site.
- Actual Description – it should be brief, identify the true value and “pro’s” of the product and give a general overview of the product or service.
- Product Features – the benefits and features should ideally be broken down into bullet points and should tell the customer why they should buy the product or service.
- Call to Action – This prompts the customer to make a purchase, e.g. add to cart.
Expert Tips for Writing Product Descriptions That Sell
You don’t need a basic product and service description. You need expertly crafted copy that not only gives an accurate description of the product but also sells. Here are 5 easy to follow tips that will help you write great product descriptions.
1. Write in Your Company’s Brand Voice
As a business, you already have an established brand voice that your customers have come to expect from you. This is the tone you use on all online platforms, including social media and your website copy. Whether it is fun and conversational or educational and informative, ensure your descriptions are written in your brand voice.
Your tone is also part of your brand identity, and the description should reflect that. If you’re not clear on your brand voice & tone, join our free mini-workshop - Crafting Your Brand Identity, we can shape your brand voice together.
2. Know Your Target Audience Deeply
Who is your target audience, and what kind of content are they consuming? What are their general interests, and why are they visiting your Shopify store? How did they get on your WordPress site, and what features or benefits would they find most interesting?
Know all you can about your audience and then write the descriptions for them specifically. For instance, if you are selling leather bags on your eCommerce store, instead of thinking of your buyers as people shopping for handbags, consider them as fashion-conscious people looking to improve their appearance.
3. Make the Copy Scannable
Online shoppers have a very short attention span, and a whopping 79% of them scan pages instead of reading them fully. An even fewer percentage of people read descriptions word for word. Make sure your customer can find the information they are looking for without looking too hard.
Keep the paragraphs short and break down complex information into digestible bullet points.
4. Focus on the Benefits
It is tempting to include all the product features, including the minute details. Don’t. Focus on product benefits and what your shopper will be interested in knowing.
Keep in mind that you are writing for your target customers, and they may not find the minor features interesting. What they want to know, however, is how the product or service can benefit them.
The features contain technical aspects of a product, while the benefits provide the customer with a solution to their problem.
5. Use Storytelling to Drive Purchases
Create a compelling story around your product or services to get your customers imagination working. Copywriting is all about using words to tap into your customer’s emotions and convince them to make a purchase. Storytelling makes abstract ideas concrete and is illustrative. Use it to paint a visual image of your product or services.
Bonus Tip: Use Power Words
There are power words that are captivating and naturally elicit emotional responses from people. Use them in your descriptions as your secret weapon to drive website purchases. Some of these words include:
However, don’t over-use the power words; otherwise, you will come off as overly promotional.
Don’t have time to carefully craft the right promotional copy, contact Marketing Your Brand to find out how our copywriting services put the right words in your mouth.