The importance of compelling product descriptions

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Having a rocking product description in eCommerce can lead to higher conversions

How many times have you been enticed into buying something just because its description sounded good? For most customers, a considerable chunk of their time online shopping is spent reading the specific and detailed product descriptions of the things they wish to purchase online. A compelling and persuasive product description plays a crucial role in driving higher conversions in eCommerce.

When a potential customer has found your website, it is time to persuade them to buy your products. While attractive and high-resolution images obviously play an important role, as an eCommerce seller, you need rocking content to complement those images as well. The purpose of a product description is to provide customers with vital information about the products’ features and benefits so that they are compelled to purchase it, as well as enhance their overall shopping experience. 

Having well-written, accurate product descriptions that are clearly-worded and detailed, can captivate the attention of potential customers and increase the chances of your customers wanting to buy your products right there and then. It also reduces the likelihood of product returns due to inconsistencies or false expectations, ultimately leading to a better relationship with your customer and further customer loyalty. 

Since product descriptions are a detailed account of what you sell and the exact contents of your products, this is also an opportunity for you to spread brand awareness through them as well. There is no doubt that great product descriptions can lead to higher conversions. If you haven’t already done so, here are some ways you can pay much more importance to your product descriptions for the growth of your business

Highlight key features and benefits

Product descriptions play a huge role in the decision-making process for the consumers, so you should be looking for ways to make it so appealing that your customers would not want to leave your site without purchasing what you have to offer. One way to do this is by highlighting your products‘ key features and benefits. By clearly communicating how the product meets the customer’s needs, you can establish its value and increase the likelihood of conversion. Emphasize its key features, quality, innovation, or any other distinctive aspect, in order to persuade customers to choose your product over alternatives.

Understand your target audience

You want your product descriptions to resonate with your target audience – this means first understanding who you’re selling your products to. Put yourself in the shoes of your audience and learn their preferences and pain points, and then tailor your product descriptions to resonate with their needs, interests, and language style. The best product descriptions addresses your target audience directly and is able to foster trust. Consider how you would speak to your customer if you were selling your product in-store, face to face. Now try and incorporate that language into your product descriptions so that it resonates more deeply and builds a stronger emotional connection.

Use persuasive and descriptive language 

Since you get to have the upper hand when it comes to composing product descriptions, you can play around with inviting terms and persuasive keywords that appeals to the emotions of your customers and captures attention. Use descriptive language to paint a vivid picture of how the product looks, feels, and performs. You want your customers to imagine owning your item and how it would enhance their lives. You can also include clear and compelling calls-to-action (CTAs) that guide customers towards making a purchase. By using persuasive language, urgency, or limited-time offers, you can motivate customers to take the desired action and increase conversions.

Optimize for search engines

One of the most significant advantages of product descriptions is that they drive organic traffic to your website. Include in-demand and relevant keywords in your product descriptions, which should result in getting more traffic your way. Research and use keywords that are commonly used by your target audience when searching for similar products. You should be aiming for the optimum mix of technical lingo merged with marketing catch phrases and keywords to turn the tables in your favor. Remember to ensure that your descriptions remain natural, captivating and readable.

Address customer concerns

Product descriptions are a type of content, and you want to provide your audience with useful, informative content that helps them to make a decision or address concerns. Provide essential information such as specifications, materials used, dimensions, and how-to guides, in order to help your customers make informed decisions, leading to higher confidence in the product. You can also tell a compelling narrative that connects with customers emotionally, showcasing how the product can enhance their lives or solve a problem they may have.

Incorporate social proof

When it comes to product descriptions, few strategies are as effective as incorporating customer reviews, ratings, or testimonials, also known as social proof. Positive feedback from satisfied customers can increase trust and credibility, especially for customers who are new to your store or brand, or unsure about which product to purchase. Many customers are often swayed and persuaded to buy a product with the highest number of positive reviews and testimonials. 

Make descriptions scannable

While a lot of us spend time reading descriptions and comparing products, there are also many who simply want to scan through. Having a clear, scannable design will make your descriptions easier to read and more appealing to customers who may be in a rush or do not like reading lengthy sentences. Use bullet points if there are a lot of features to share, break up words with high-quality images, and incorporate headlines for different sections such as ‘Material’, ‘Product Use’, or ‘Specifications’.

As markets become more competitive, anything you can do to stand out can help. Having great product descriptions can significantly impact sales, customer satisfaction, your brand reputation, and take your business a long way towards all-around growth. 

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