A great product description can be the difference between a visitor to your website adding an item to their cart or moving on to the next website.
To sell products online, you must learn how to write ecommerce product descriptions.
So, how do you write a killer eCommerce product description that sells? Luckily, it’s not as difficult as you might think.
This blog post will give tips and tricks on how to write ecommerce product descriptions that sell. Read on to find out.
E-Commerce Product Descriptions: What are They?
Your product description is a form of marketing copy that describes the features and benefits of your product.
As a result, it provides your e-commerce customers with all the information they need about your product.
Your product descriptions should be clear, concise, and informative. You might want to add more information about your brand and its story in an online store.
For example, the product description can include images, videos, or text content.
You should also ensure that your product description is optimized for search engines.
This helps it appear in front of customers in search results when they are looking for items similar to yours on e-commerce platforms like Amazon, eBay, or Alibaba.
Benefits of a Well-Written E-Commerce Product Description
A great product description is your first line of communication with your target customer.
It’s the first thing they see when they look at your listing, and it can make or break the sale.
From our experience, poorly written product descriptions generate fewer sales, while well-written ones generate an average of 30% more revenue.
How to Write ECommerce Product Descriptions that Sell
Here are some tips on writing a product description that sells on Ecommerce
1. Do your research
The first step in creating an eCommerce product description is identifying your target audience.
What are they looking for? How can you reach them?
Then define their needs and wants. This will help you come up with content that appeals to the reader.
You should also consider the keywords in your title and body of text. If you’ve done some keyword research, this information will be accessible for customers to find on your site.
Once you have a clear idea of what your target audience wants, look for examples of other similar products on Amazon or Google and analyze them based on their content and keywords.
You can also use tools such as Grammarly to check for grammar mistakes or typos that might prevent customers from buying from you.
2. Start with a catchy headline
A catchy headline is essential to writing product descriptions that sell.
In addition, a catchy headline can be the difference between your product description being read and ignored.
According to an SEO expert, Neil Patel (1), “8 out of 10 people will read your headline, but only 2 will click and read the rest.”
To create a compelling headline, start with a relevant angle that isn’t too obvious but also speaks to your target audience.
For example, if you’re selling a pair of shoes on Amazon, try something like “Sneakers that are comfortable enough for all-day wear.”
This is very direct and specific but also vague enough that it will appeal to the broadest possible audience (even non-shoe lovers).
3. Use images to describe the product's features and benefits
High-performing product descriptions require matching what customers see on the website with what you write.
Here’s how:
1. Use relevant photos:
Showing off your products in action can help potential customers see what they get before they buy it. This reduces refund rates drastically because they know what they are getting.
2. Focus on the benefits and features of your product:
Write a description that shows why people would want to buy your product, not just what it does. Talk about your product’s key features and its benefits for customers if you have more than one item for sale, and detail the differences between them so customers can choose which one best fits their needs.
4. Describe how the product is unique or better than its competitors
It can be challenging to write product descriptions explaining what your product does and why it is better than the competition.
But it is important to remember that your potential customers are looking for reasons to choose your product over the others on the market.
One way to write product descriptions that achieve both goals is to focus on the unique features of your product and how they benefit the customer.
For example, suppose your product is a new type of toothbrush designed to be more effective at removing plaque.
In that case, you could write a description that focuses on the brush’s unique design and how it helps the customer achieve a better oral hygiene routine.
When writing product descriptions, You can subtly compare your product with other products without mentioning the other product’s name.
By focusing on the unique features of your product and how they benefit the customer, you can write descriptions that explain why your product is better than the competition and help potential customers to see the value in buying from you.
5. Offer a money-back guarantee or free shipping
When it comes to online shopping, customers want to know that they can trust the seller.
One way to show customers that you’re a trustworthy source is to offer a money-back guarantee or free shipping on your products.
This indicates that you’re confident in your product and willing to stand behind it.
Customers will be more likely to buy from you if they know they can return the product if unsatisfied.
In addition, this is a great way to instill confidence in potential customers and show them that you stand behind your product.
Offering a money-back guarantee or free shipping can be a great way to increase conversions, but it’s crucial to ensure that you’re doing it in a way that makes sense for your business.
For example, you don’t want to offer a money-back guarantee on a digital product that can’t be returned.
And you’ll need to factor in the cost of shipping when determining whether or not free shipping is a good option for your business.
Whatever you decide, make sure you’re clear about your policy in your product descriptions. This will help to avoid any confusion or disappointment down the road.
6. Include customer reviews and ratings to boost your credibility
If you’re selling products online, one of the best ways to boost your credibility and increase your chances of making a sale is to include customer reviews and ratings on your product descriptions.
Reviews and ratings can provide potential customers with valuable information about your products and help build trust and confidence in your company.
Including customer reviews and ratings on your product descriptions is a simple and effective way to boost your credibility and increase your chances of making a sale.
So if you’re not already doing so, start including them today.
7. Urge readers to take action
Most product descriptions end with a brief overview of the product’s features and benefits.
While this is essential information for the customer, it’s not enough to simply list off the product’s features. You must also include a clear call to action that tells the customer what to do next.
For example, if you’re selling a product, your call to action might be “Click through to purchase.” If you’re offering a free trial, your call to action might be “Sign up for a free trial.” Whatever your call to action is, make sure it’s clear, concise, and easy to follow.
Without a call to action, your product descriptions may be informative and well-written, but they won’t be as effective as they could be.
Customers should easily understand what they need to do next to take advantage of your product or service.
Conclusion
As you’ve learned in this blog post, writing product descriptions is essential for eCommerce businesses.
Your product description is your first chance to sell a customer your product. Your chance to entice them with your unique selling proposition (USP). It’s the first thing people see after clicking on your website.
You need an intense, attractive, professional product description so that when a potential customer stumbles upon it, they don’t click away in disgust.
You need to accomplish this by writing compelling product descriptions that not only describe the benefits of your product but also convince customers to buy from you instead of their competitors.
If you need help writing high-converting product descriptions, please contact us for a free consultation. Our experts are available to answer any questions you have. So book your free call today.
