E-commerce managers are often concerned with aspects like page design, loading speed, mobile compatibility, etc. But one thing that can fetch a definitive result is the small note below the product image describing the product. In e-commerce websites, the product descriptions act as the bridge between the buyer and the purchase button.
Moreover, writing it is not as time-consuming and resource-intensive as redesigning the entire website. So, what should you aim for while writing it? The content needs to clarify the uncertainties of the buyer at the last minute. Rather than claiming the qualities of the product, one should try to explain its usefulness. Below are a few tips for writing an efficient description.
Keep the target audience in mind:
You should know who is likely to buy the product. Know the age group, gender, and language style of the end-users and buyers. These data help in finding what their interests are and what influences them. For example, tech-savvy teenagers know all the available product brands and will compare the features. But it will be the parents who make the final buying decision. They will worry more about worthiness and durability.
Thus, your product descriptions should appeal to both. The age group plays an essential role in choosing the tone. The Gen Z people and even the Millenials will like humor, memes, and trolls. They may not get offended by the use of slang. But stick to formal language when targeting older people or business groups.
Have a conversational tone:
We know that the prospective buyer is going to read the description. Yet, the context should be as if the buyer is standing in front of the product. Address the target group directly and enthuse an unfamiliar person too. Tell the changes one will experience while utilizing the product and create a positive effect. One can use a little humor to sound not very persuasive. So, let the reader chuckle at your joke first.
Keep the sentences short, use active voice, and make the content relatable. You can use SEO keywords and optimize for voice search too. You can also choose white label SEO programs for better results. There is no harm in boasting a little. You can mention the awards and celebrity endorsements. The description should reflect the brand image and try to say how it is the best in the market.
Focus on problem-solving and stress on benefits:
Rather than listing the features, tell the users how the product can benefit the customers. For example, you say how the cotton dress keeps you cool and brings the desired attention too. Instead of mentioning a protein bar with low calories, you need to emphasize how it helps you get in shape. In this way, you can help the visitors visualize the benefits.
Also, suggest potential problems and how the product provides a timely solution. Use sensory language and try to resonate with their emotions, pain-points, and desires. You can also add the features separately in the form of bullet points. If the product is an electronic one or a trendy gadget, then provide all the information.
Come up with a mini-story, give a historical background:
For products that customers use daily, create a scenario, and tell them what they can achieve while utilizing your product. You can mention the manufacturing process, the events that led to its invention, or the ancient secrets. For some products, customers look for aspects like durability or purity.
In such cases, you can include the quality assurance process and the values of the company. Mentioning a historical perspective, cultural references, celebrity endorsements via stories is also an effective way to engage the prospects and provide the call to action. It works for artwork, antique items, and food ingredients like tea, spices, etc.
Make the description scannable:
Your product description should look attractive to the customer. People have less attention span and may not even look at a bland paragraph written at the end. Therefore it is advisable to have catchy headlines. Also, use a readable font, and make use of icons to convey the message. Keep the sentences short and have two-three lines in the paragraphs.
You can include a zoom feature in case there is more content. Go for a small list with 4-5 bullet points. It is the way of conveying the essential info to the customer and also creating white space. Having white space on the product detail pages enhances readability and visual layout.
The prospective buyers will go through product descriptions before the last step of making a purchase. Thus, it can lead to conversion, trust-building, or waste all the online marketing efforts.
Before writing it, think of the reasons that motivate a person to buy. Build stories over the target group, how and when to use the product, what makes the product better than similar brands in the market. Use conversational language with keywords to draw the attention of both the search bots and the customers.