Let’s say you want to watch a movie on Netflix but are unsure which one will match your taste. What’s the first thing you do? Check out the summary of a few movies in your preferred genre. Are they suitable? Similarly, that’s how your customers decide to purchase your product or bail and buy from your competitor. Just as a movie summary can either entice viewers to watch or pass on it, the description of your product can either compel customers to make a purchase or seek out alternatives.

Product descriptions provide detailed information about a product’s features and benefits, but their impact goes beyond words alone. They directly affect conversion rates, essential to a successful online business. 

According to a report, 40% of customers have returned items they bought online due to inaccurate product descriptions. The average person only spends about eight seconds on a website page, so a business needs to be able to write short, clear, and helpful product descriptions that can convince customers to “add to the cart.”

In this article, we will look at the role of product descriptions in online shopping. We will learn how to craft compelling narratives and highlight critical details to increase conversion rates.

What are product descriptions, and why do they matter?

A product description is a type of marketing copy that explains and details the features and benefits of your product. In other words, it contains all the information and details about your product on your e-commerce website. 

A compelling product description highlights the features and persuades the reader that the product is necessary and desirable. Because your customers cannot physically touch and feel the products, your product description will answer their questions, such as “What material is it made of?” “How long can I use it?” “When can I use it?” etc.

How can you persuade buyers to buy the product if you do not provide a compelling description? A quality product description goes beyond simply summarising the item. You need to write a creative, clear description that addresses any questions your customer may have while considering your product.

Why are product descriptions so crucial for a successful e-commerce business?

 

They help build brand credibility.

People will trust your brand if the descriptions of your products are accurate. When writing product descriptions, copywriters and marketing experts most frequently make the mistake of just listing the features of a product. Your brand’s voice is found in a product description. Using that area to build a trustworthy relationship with your customers will make your brand appear reliable. Focus on your customers and explain how the product meets their needs. 

Adding social proof to product descriptions, such as customer endorsements and reviews, is an excellent method to build credibility. Positive feedback from satisfied customers reassures potential customers that the product they wish to purchase is worth it.

They are useful for SEO.

A website would rank higher on search engines if its product descriptions were written with SEO best practices in mind and only after extensive keyword research. A well-written product description benefits both search engines and customers. 

Developing unique and creative product descriptions helps you stand out from the competition and increases the likelihood that your listing will appear higher in search results. Search engines are convinced that your website offers reliable and valuable information when it has unique content. They include keywords to help your brand become more visible. In e-commerce, search plays a crucial role. Most customers begin their product searches on Google or Amazon.

However, you should avoid stuffing keywords. Search engines rank websites based on the relevance of their content. Customers are unlikely to return to your website if they open it and find no helpful content, reducing your website’s rank. 

They boost conversions.

The main benefit of having product descriptions is increasing conversions. A clear and attention-grabbing product description is essential for attracting customers. After reading about your product’s best features, customers are more likely to purchase it. Properly written product descriptions also foster a sense of brand loyalty among customers.

If you can list the benefits of using your product in a conversational and easy-to-understand way, you have already achieved your goal. When describing your products, try to sound sincere and use strong language. Pay attention to how your product can benefit your clients. 

A study found that 87% of internet shoppers base their purchasing decisions on product descriptions. In-depth product description is one of the top three factors influencing customer’s decisions to buy electronics, clothes, and groceries online! Additionally, this study discovered that 50% of online buyers returned goods that did not fit the description. This shows that conversions may only sometimes be achieved simply by offering the most competitive pricing.

Product descriptions have a direct impact on conversion rates and customer decisions. 

How to compile converting product descriptions: 5 tips.

Effectively crafting product descriptions is crucial to drawing in prospective buyers and convincing them to buy. When done correctly, it explains why the product is worthwhile and boosts conversion rates.

Here are key strategies to consider while writing your product descriptions:

1. Understand your target audience: Knowing who you are writing for is pertinent to crafting product descriptions that will increase conversion rates. You must understand your target audience’s preferences, psychographics, and pain points. This allows you to tailor your message, tone, and language to appeal to their emotions and strike a chord with them.
2. Keep it concise: Many users would instead read long paragraphs with unfamiliar words. Additionally, they do not want to read descriptions that omit key details and use flowery language. So, produce a product description that is clear, enticing, and concise.
3. Emphasize the benefits: Benefits are a powerful tool for drawing customers in. Pay attention to relaying these instead of just the features of the product. Consumers want to know what is in it, so showing them the benefits can encourage them to buy it. The practical or emotional results your product offers, like ease, contentment, joy, or relief, are known as benefits. Consumers are more interested in how your product can help them solve problems or reach their goals than in its technical specifications.
4. Use Keywords: As aforementioned, using keywords makes it easy for your target audience to find you. Research keywords relevant to your product that your audience will likely use to make searches and place them strategically in your product description.
5. Add social proof:  Customer testimonials, which marketers often overlook, are a valuable asset. A candid and highly praised review can swiftly transform an unimpressive product description into a persuasive one. Consider times when you felt spurred to buy a product with the highest positive reviews. Incorporating client testimonials and reviews enhances the power of word-of-mouth marketing. Positive feedback and endorsements help to build credibility and trust.

Crafting effective product descriptions is akin to storytelling. Each word we choose, each detail we highlight, contributes to the narrative we weave around our product. Just like a compelling movie synopsis can draw viewers in, a well-crafted product description can captivate potential customers and guide them towards making a purchase. It’s the final flourish, the last persuasive push that nudges them from indecision to action. So, remember, when you’re crafting your product descriptions, you’re not just listing features; you’re inviting customers into a story where your product is the hero, ready to meet their needs and exceed their expectations.

• Category: Descriptomizer Library