Are your product descriptions the best they can be? Do you know how influential they are for your sales figures? Here’s a prompt to give them the attention they deserve and tips for making them the best they can be.
Product descriptions are way more important than you think
If you’re an e-commerce brand and you’ve put your all into an amazing website design and a slick sales funnel or online campaigns, to drive the all-important traffic to your site, that’s great. These things are all important.
But did you put as much thought and time into your product descriptions?
It’s crucial you’re not missing this one of the last steps in the user journey.
Users rely on product descriptions more than you think. And, for that last pre-buy stage… if you don’t provide the information and experience they’re looking for, they’ll bounce right off and search for better elsewhere.
Opportunities through product description
After all the effort you’ve put in to build trust and credibility, through your content marketing and website, the last thing a potential buyer wants to see is lackluster, lazy or, simply, insufficient product descriptions. This is their potential purchase you’re downgrading, so make the effort to seal the deal and get the sale.
Here’s a checklist of tips for getting your product descriptions right and raising your conversion rate.
Don’t use the same description for every/some products
The same description for each product, eve n if it’s similar product, doesn’t help the buyer, and screams laziness. It’s very off-putting for a buyer and Google will not reward you for duplicate content either.
Remember – Google wants what the user wants, which is not the same set of words cut and pasted.
The best product descriptions are unique, informative and helpful. And don’t forget to use keywords to help users search and find, and help search engines to index you correctly.
Make your descriptions relevant to your audience
What tone of voice do your customers relate to? It makes a difference, so take time to work it out. For example: witty, professional, sharp, gentle, bold, etc. Whatever is the best tone of voice, ensure it’s consistent across your website and in each product description.
Proofread to get rid of spelling and grammar errors
Check, double-check and check again. If in doubt, get a professional copywriter to ensure your product descriptions are error-free. Don’t risk looking unprofessional and a buyer clicking away at this stage.
Guess what? Google doesn’t like errors either.
Don’t just talk about you – how will the product help your customers?
Product descriptions are not an opportunity to say how amazing you or your business is. They are an opportunity to provide the answer to your customers’ problems. For instance, if you sell dining furniture tell them how it will make their dinner parties and family get-togethers so much better, comfortable, impressive, etc.
Sell the experience of owning your products
Hint at exclusivity
You want your products to be desirable. If a buyer thinks they’re getting an exclusive, or a product in short supply, they’ll be more tempted to buy without handing around.
You can use phrases like ‘get it before it’s gone’, or, ‘only limited stock’.
Don’t skimp on the explanations
It can help to get someone else to read your product descriptions who isn’t familiar with your type of product. It may be obvious to you what it is and its features, but not to your prospective buyers. There should be no questions left unanswered in the customer’s mind.
Don’t bump up wordcount just for the sake of it
While Google loves a lot of words for product descriptions, don’t overdo it by bumping it up with words that don’t mean anything. Phrases like, ‘great design’ or ‘high quality’ don’t really mean anything. High quality, and great design, compared to what exactly?
Write clearly and descriptively but don’t write nonsense. Make it clear and engaging.
Consider a list of key features too
Don’t substitute description for a list of features, but add it to the end of the description for those who only have time for a quick scan, for instance, of dimensions, uses, material and other specifications.
Be creative to stand out from the competition
Whatever you sell, point out the possibilities for your product, any multi-use potential and the situations when your product may be called for.
Explore all the possibilities and tell your potential customers about them. If you sell fencing, for instance, tell them more about fencing than they ever knew: privacy, durability, aesthetics, easy maintenance, longevity, garden design, etc.
Use as many images as you need to
Sound obvious? How many times have you gone to make a purchase and just can’t see what it is you’re buying well enough. Sometimes when buying online, you can feel as if you’re taking a chance. Customers want to fully see what they’re buying. Get products in shot from different angles, and show how they work. Use multiple images and videos to get across the real product experience.
Need help with product descriptions?
It can be time-consuming, not to mention tedious to get to grips with a mountain of product descriptions. If you need help, get in touch and our content whizzes will get on your product description and keyword case.
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