The E-commerce Guide: How to Write Product Descriptions That Sell

Hello Folks, In last we have shared about 10 Ecommerce Marketing Tools Your Brand Needs in 2020, In this article we discuss about How to write Best Product Description of Your Ecommerce Store.

In e-commerce, product description plays the role of a professional sales assistant. It presents the product in the most favorable light and convinces customers to make a purchase.

If you want to boost the effectiveness of your e-commerce business and increase sales, you should learn how to write compelling product descriptions. In this article, you will find tips on how to create perfect product descriptions and achieve the desired results.

Define your ideal buyer

The first step you should take is to get to know who will read your product description. You should analyze your target audience and define the demographics:

• Age
• Gender
• Ethnicity
• Education
• Marital status
• Level of income

After that, you should choose an appropriate writing style:

• Language: formal or informal
• Word usage: internet acronyms, shortened words, jargon, slang words, etc.
• Emotion: mild, moderate, or strong
• A tone of voice: friendly, sassy, conversation, authoritative, enthusiastic, convincing, humorous, etc.

Let’s say you sell robot vacuums. If your target single Millennials, you should write a product description in a friendly, conversational tone using informal language. You can slang words or and jargon to appeal to your audience.

But if your buyers are retired married couples, you should choose another writing style. You should use formal language and set a convincing, enthusiastic tone of voice.

Focus on the key benefits of your product

Before you start writing a product description, think about the benefits of your product that add the most value to your customers. Try to think like a buyer and define what benefits seem to be the most relevant and important.  And then, list benefits from the most important to the least important.

Let’s consider an example to understand how a perfect product description looks like. Imagine that you are a woman who is looking for new yoga pants. You come across the following product.

(image source Amazon)

Let’s imagine that you like how these pants look like in the photo. As a buyer, what information do you want to find in the product description? It’s highly likely that you want to know the answers on the following questions and that the sequence of these questions is important:

• Are these pants available in my size? If my size is not available, there is no sense to keep reading this product description.
• What are these pants made of? I need to make sure that these pants are made of the materials I do like.
• Are these pants comfortable? When it comes to yoga clothing, comfort always comes first. There is no sense to buy uncomfortable yoga pants, no matter how beautiful and stylish they are.
• Are these pants stylish? Do these pants create a leg-lengthening silhouette? That’s a plus!
• Are these pants ideal for yoga? I’m ready to buy these pants, just want to make sure that they are suitable for yoga.

The product description from the screenshot above answers all these five questions. So if a buyer does want to buy yoga pants, this product description will convince her to make a purchase.

Be specific

“Don’t use such adjectives as the best, great, excellent, etc. These words will not help your customers to understand how your product differs from other similar products in the market,” – says Kristin Savage a writer for BeGraded and Subjecto.

You should use descriptive adjectives to make it clear for everyone what your product is all about. For instance, if you sell baby blankets, do not describe them as “the best blankets in the world”. Use such adjectives as lightweight, silky soft, cozy, and velvety to help your customers to imagine how your blanket feels like.

Capture your customers’ imagination

If you do want to capture your customers’ imagination, you should walk the extra mile and use the word “imagine” in your product description. You should try to find the right words to describe how it feels like to use, wear, or eat your product.

Let’s say you sell cocktail dresses. You can describe your product in this way:

“Just imagine how confident and sexy you will feel wearing this black dress and how you will make everyone jealous of your elegance and style.”

Optimize product descriptions for search engines

Keep in mind that you should consider product descriptions as elements of your content marketing. And you should optimize product descriptions for SEO. Here are a few basic rules that you should follow:

• Choose a low competition focus keyword
• Keep keyword density natural
• Avoid using sophisticated terms and rarely-used words. Write your product descriptions in simple language
• Keep your sentences short. The perfect length of the sentence is somewhere between 10 and 20 words.
• Avoid passive voice.
• Use bulleted lists to list the major benefits of your product
• If you write a long description, use h2 and h3 subheadings to break up the text

Keep product descriptions short

Studies show that modern customers avoid reading long texts. And for this reason, it’s crucially important to keep product descriptions short and concise. Here are a few tips for you:

• Make sure that every sentence of the product description adds value to your customers.
• Describing your product, try to articulate your ideas as clearly as possible. Do not repeat the same ideas twice.
• Benchmark your websiteagainst your competitor. Make sure that your product descriptions are not longer than your competitors’ product descriptions.

Take proofreading seriously

Remember that every product description should be perfect in terms of grammar. You should check every word and every sentence to make sure that it’s free from mistakes.

Fortunately, we live in a digital age. So if you need help with proofreading, you can rely on modern technologies. You can use such resources as Grammarly (online grammar checker), TopEssayWriting(online writing service), ClassyEssay (another great writing service), Studyker (platform to hire a proofreader), or WriteScout (platform to hire a writer).

Over to you!

If you want to learn how to write perfect product descriptions, use this e-commerce guide. Follow the advice given, and you will easily avoid the mistakes that other companies make. You will create compelling product descriptions that will significantly increase your sales.

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