Product descriptions consist of marketing copy that describes your product and its benefits.
Their purpose is to convey key information about product features and benefits so they feel compelled to buy.
However, entrepreneurs and marketers often make a common mistake when writing them: crafting descriptions that merely describe their products.
This is the wrong approach. Why? Because great product descriptions should focus on selling your products to real people, not just dispensing dry information to search engines (search engine optimization can’t be an afterthought, of course).
The key to a successful online store is user-friendly product descriptions.
They should satisfy your buyers’ intent, provide them with a great experience, and compel them to click the “Add to Cart” button — basically all the things that are essential to boost online sales.
But there’s so much competition out there — how can you make your online store stand out?
You need to create user-friendly product descriptions that increase conversion rates.
9 simple ways to convince people to visit your online store using compelling product descriptions
How do you create compelling product descriptions that rank high on search engine result pages (SERPs) that are also easy to read?
1. Focus on your ideal customer
When you write a product description with a horde of buyers in mind, you end up addressing no one at all.
The best product descriptions focus directly and personally on your target audience. You can include common questions and answer them as if you’re having a conversation, using your ideal customers’ language. Make sure to use the term you.
2. Search for the keywords your target audience uses to find your products
Include these keywords in your titles and alt tags. You should also incorporate related phrases to make it easier for people actively searching for your products to find you. Content optimization like this can make a big difference when it comes to Google searches.
3. Use benefits to entice buyers
Sellers get excited about individual product features, specs, and other minutiae. They live and breathe their brands and products.
Potential buyers are not as interested you are in the mundane features and specs of your product. Instead, they want to know what’s in it for them — how it will address their most significant pain points and make them happy. That’s why you need to highlight the benefits of each product feature and explain why they are important.
4. Avoid mundane phrases
Bland phrases like “excellent product quality” don’t excite anyone. As soon as a potential buyer sees those words, they are reminded of how many millions of times they’ve seen them in product descriptions.
I’ve never seen a product description that says “average product quality” or “awful product quality” — have you?
To keep people from clicking away when they see mundane phrases, you must be as specific as possible. For example, Zappos doesn’t describe the quality of a pair of shoes as excellent. Instead, they explain each technical detail about the shoes and their benefit. Here’s an excerpt of a product description for a pair of Sperry Top-Sider® boots:
The A/O Lug Chukka boot by Sperry Top-Sider® will send your thoughts to the sea with its classic nautical details.
Waterproof leather upper.
Waterproof construction with full membrane protection to keep out the wet elements.
Genuine hand-sewn with true moccasin construction to ensure longevity of wear.
Cushioned footbed with EVA heel cup for enhanced shock absorption and supportive comfort.
Nonmarking, molded rubber cupsole with heavy lugs and Wave-Siping™ technology for the ultimate traction on both dry and wet surfaces.
See what I mean? Much better than using humdrum language.
5. Make descriptions scannable
Well-written, succinct descriptions enable your audience to quickly scan through content and get all the information they need to make a purchase. Scannable descriptions are also easy to read for mobile shoppers.
How can you create user-friendly product descriptions that your audience can quickly scan?
- Write three to five sentences about your product. These sentences should describe it and tell the buyer what it can do for them.
- Use bullet points and titled segments to explain the most important details of your product. These details could include product specifications, features, and benefits.
- Write unique descriptions. Be creative and write copy that excites people about your product by using your brand’s voice — casual, serious, fun, etc.
- Make sure to use lots of white space and different font sizes.
- Strategically place calls to action and highlight them with buttons, boldface, or colors.
Using these tips to make your descriptions easy to read means your audience will find it easy to understand the features and benefits of your products.
6. Implement SEO Basics
Optimizing your product descriptions for search engines is a critical step in getting people to buy your products. While SEO is complex and nuanced, it’s correct to say that the basics do a disproportionate share of the work. However, in terms of writing, there are a few rules of thumb that will put you comfortably ahead of businesses with no SEO. These include:
- Identify promising keywords: those with high search frequency and low competition are ideal.
- Use keywords in your body text as well as in your metadata and title.
- Avoid sentences over 20 words.
- Don’t use the passive voice.
- Use headings and subheadings to make your descriptions easier to read.
7. Include excellent images and video clips of your products in action
They demonstrate to users how to properly use your product. You can also have an expert or influencer explaining the product’s advantages in your video.
- Use high-quality product images. Take photos of your product from different angles to show its appearance, feel, dimensions, details, and textures.
- Use stock photos sparingly. Either take your own pictures and then refine them using photo-editing tools or hire a professional photographer.
8. Incorporate 3D, AR, and 360-degree viewing
Do you want to enable your customers to try your products before buying? If so, use technology such as 3D, 360-degree viewing, and augmented reality (AR).
- 3D images let your buyers interact as if they were in your physical store.
- 360-degree viewing enables you to easily write easy descriptions and include product images from different angles. Your customers can then rotate, pan, and zoom in on particular areas.
- Augmented reality helps your customers see what the product might look like in real life.
When writing user-friendly product descriptions, it is essential to include different types of social proof. These include testimonials, ratings, and user-generated content.
Asking customers who have purchased your product to rate and review it is a great way to gather social proof.
You can also offer social proof by showing how many people have purchased a product or recommended it. It will help you build good customer relationships as well as good business ROI.
Are you ready to create user-friendly product descriptions?
Continuous experimentation is the key to writing product descriptions that sell.
First, try all of these strategies, then A/B-test to determine which ones generate more revenue. Then, focus on the most profitable.
Providing value in user-friendly product descriptions will make a huge difference in your bottom line.