How to Write Attractive, Amazing, and Effective Product Descriptions for eCommerce
Product descriptions are an opportunity to qualify interest from a consumer and close a sale. A self-identifiable CTA, product descriptions should not merely describe – they need to sell!
This is a premiere opportunity to persuade a reader into buying your product and if you’ve been able to get a website visitor to the point of reading a product description, that means they’re asking to be sold to. In this article, these are just a few of the techniques we’ve used to write effective product descriptions for eCommerce marketplaces across Canada.
When it comes to eCommerce product descriptions, the last thing you want to do is to keep it general and boring. Focus in on the buyer and the information they expect to receive from a product description. Imagine having a conversation with them and the questions they would ask. Speak in the same language as the buyer and ensure the most basic information they would want to know is provided.
Next, highlight the benefits of the product, as it applies to the customer’s lifestyle. For example, make mention of spending time with family, keeping the household or apartment clean, or the ways a product would improve a consumer’s life. Any product should make a consumer feel either happier, healthier, and/or more productive. Thus, identify the value of the product from the eyes of the customer.
When describing products, use descriptive words that go beyond the usual. For example, instead of describing an item in your eCommerce store as ‘excellent quality’, go through the different specifications of it and use descriptive words to heighten the attractiveness. Give the impression of ‘excellent quality’ without stating it plainly. Also, if you are going to use superlatives such as ‘most advanced’, ‘easiest to use’, or ‘the best’, you need to explain why your eCommerce product fits this description. By not explaining how a superlative applies to your product, you risk writing an overall poor description that will lose the customer.
For those reading your eCommerce product descriptions, really put forth in the description what it would be like to own the product. It is unfortunate that there’s no way for the customer to hold the product or service in their hands. If you can successfully communicate what it would be like to have a given product or service in a consumer’s lives, it will edge them further towards making a purchase. In addition to doing this, using sensory words has also been known to increase sales. Therefore, think of words to describe a product or service’s sound, touch, taste, and more. Create a full experience in description of what it would be like to have this product.
If there is an opportunity to embed social support into your eCommerce product description, do so. It’s no secret that positive online reviews are effective ways to sway a sale. If you do not have very many positive reviews to go on just yet, embed a testimonial yourself into the description or include a press listing that shows the item in another format. If you can establish your product or service as fun, trendy, and popular, users will be more likely to click on the button to buy.
These are just a few of the strategies that can be used to craft amazing eCommerce product descriptions. Depending on what products or services you might be selling, some of these strategies may appear more appealing than others. Be sure to experiment and be attentive to the metrics that return. By successfully using these techniques and writing with enthusiasm, the passion and usefulness of your eCommerce products and/or services will come through.
