Well-crafted product descriptions help shoppers make the decision to purchase your products. You can use the product description to tell consumers more about your product, its story, features, and benefits.
The quality of your product description can mean the difference between making a sale and having the shopper leave your website. Product descriptions can help you increase sales, build trust, and decrease the number of refund requests you receive from unsatisfied customers.
Despite its name, the purpose of the product description isn’t simply to describe the product. It also needs to qualify and persuade buyers. It should tell shoppers everything they need to know about the product as well as inspire them to buy it.
Shoppers will largely be judging your products based on the product photos. However, product photos can never tell the entire story. Product descriptions fill in the blanks left by your product photography.
Detailed product descriptions can also save you time. If the descriptions answer the questions most frequently asked by shoppers, visitors won’t email you to ask those same questions.
Studies also confirm the importance of product descriptions, with 95% of shoppers stating that product descriptions influence their purchasing decisions.
Let’s look at how you can improve your product descriptions to captivate shoppers and influence them into making a purchase.
When writing product descriptions, you need to think about who your target audience is. You can’t write a description that will appeal to everyone. You need to focus on your ideal buyer and address them directly.
Think about what product features would interest your ideal buyers the most, how they would benefit from your product, and what objections they might have about purchasing the product. Below is a great example of how Victoria's Secret targets women who want to feel sexy and comfortable at the same time. This is reflected in their product descriptions!
Once you understand who your ideal buyer is, you’ll be able to create product descriptions that fit their needs, interests, and overall lifestyle.
How does your ideal buyer talk? What words and expressions do they use? Would they appreciate humor in a product description? To appeal to your ideal buyer, try to use language that they themselves would use.
Remember, the best product descriptions are customer-centric, not product-centric.
Most buyers aren’t interested in knowing all the features of your product. What they’d like to know is how they can benefit from purchasing it.
You need to let shoppers know how your product can improve their life. What value will it bring to the buyer? What problem or challenge will it solve?
Below, the product description for The Salt Lady’s Natural Shaped Himalayan Salt Lamp focuses on specific benefits of the product, explaining how it purify air and help with allergies, asthma, and headaches.
You might think that shoppers will be able to deduce potential benefits by knowing the product’s features. However, this isn’t always the case. You should try to explicitly state the benefits of your product, rather than counting on shoppers to figure those out themselves.
Writing product descriptions is hard. Sometimes, you might be tempted to use empty phrases and cliches such as high-quality in your product copy. Shoppers are suspicious of this type of language.
Think about it - has anyone ever described their product as being of average or poor quality? Of course not. Using an expression such as high-quality in your product description makes your copy less persuasive.
If you’d like to portray the quality of your product, focus on technical details that will give the impression of quality.
Below, Zappos doesn’t explicitly state that their products are of high quality, but rather describes all the features that portray that the products are indeed of excellent quality.
Jargon is another thing you should avoid when writing product descriptions. Every time you use a word that your shoppers don’t understand, you create friction in the buying process and reduce the chances of visitors completing a sale.
Use simple, everyday language that everyone will understand instead.
Not being able to touch a product and see how it feels to wear it or hold it in your hands is one of the biggest disadvantages of online shopping. While shoppers can’t physically hold or put on your products, you can paint a picture for them to let them know what it would feel like if they did.
You can also use storytelling to try to elicit an emotional response from shoppers. Depending on your product, you could let shoppers know about the product’s history, how it’s made or how it can be used.
Below, Byredo captivates shoppers by telling the story of how their products are made as well as explaining the history behind them.
Storytelling will allow you to connect with shoppers on an emotional level. There are three main approaches that you can take when writing your product story:
Tell them how the product could change their life - Tell shoppers what their life would be like if they bought your product. Paint a vivid picture for them and appeal to their imagination.
Put emphasis on their pain point - Buyers are looking to purchase your product because they believe that it will solve a problem they’re having. Show them that you understand their unique challenges and let them know how your product can help.
Tell the product’s origin story - You can talk about how and why the product was created. This is especially effective if you created the product to solve specific problems or struggles you were having.
Sensory language is language that can help shoppers imagine feeling, hearing or tasting your products. Crunchy, crisp, and velvety are examples of sensory words. These words appeal to the senses and allow shoppers to get a better understanding of your products.
Above, Green and Black’s writes their product descriptions in such a way that you can almost taste their chocolate just by reading them.
To increase the chances of shoppers reading your product descriptions, you need to make them scannable and easy to read.
Take advantage of headlines, bullet points, short paragraphs, and white space. Use a larger font size and bold important phrases.
While they might benefit from shorter paragraphs, Innocent Drinks has the right idea by using a larger font size, bullet points, and plenty of white space in their product descriptions.
A properly formatted product description will allow buyers to quickly get the information they need and decide if your product is right for them.
Power words are words that are very effective for eliciting an emotional response and prompting shoppers to take action. These are words such as joy, trust, breathtaking, captivating, and happy. Take a look at the image below by Smart Blogger for more examples.
Include power words in your copy to help create an emotional response in shoppers.
Product descriptions are a crucial element of your product page. Apart from letting shoppers know more about your product, they can also be very effective in influencing customers to make a purchase.
When creating product descriptions, think about who your target audience is. Address them directly and use language that is familiar to them. Focus on the benefits of your product and how it can improve your customer’s life. Avoid using empty phrases, cliches, and jargon. Focus on using simple, everyday language.
Use storytelling to elicit an emotional response from shoppers. Let them know how your product can change their life or solve their problems. If your product has an interesting story behind it, let your audience know about it.
Appeal to shoppers’ senses by using sensory words such as crunchy, velvety, or soft. Use bullet points, short paragraphs, and plenty of white space to make your product descriptions easy to read. Include a few power words in your descriptions to elicit an emotional response in shoppers and influence them to take action.
Our copywriters can craft engaging, high-converting product descriptions that will help you increase conversion rates and generate more sales. Get in touch today by filling out the form below!