The best product descriptions are edited for readability, which can include:
You want to make it as easy as possible for people to read your description and make a purchase decision quickly. For instance, instead of saying something is “high-quality” use adjectives that show the buyer what you mean by high-quality like durable, long-lasting, hand-made, water-resistant, etc. To increase the conversion rate for your e-commerce website, try using specific descriptors that will appeal to your target audience. While these may describe your product, they are rather vague and not as persuasive as more specific adjectives. Avoid overused adjectivesĪvoid overused adjectives like “good,” “beautiful,” “excellent,” and “high-quality” when describing the product features in your online store. However, the focus should be on the benefits to the customer, like saving time, saving money, increasing productivity, etc. If you can paint a picture of how the item solves the ideal customer's pain points in the product copy, they will be more likely to make a purchase.įor example, if your company sells a SaaS solution, you’ll want to include the features of the solution in the product description. Instead of just talking about what the product is or includes, showcase the benefits of the product and describe the experience of using it. While some customers do want to know the specific features and technical details of your product, most buyers are more interested in how the product is going to help them. When writing your product description, be sure to include more than just a list of features in the product details. This will be more enticing to someone who values experience than just the features alone. Consider what features and benefits they care about most when deciding what information to include and what language to use in your description.įor example, if the lifestyle and experience aspects of a product are the driving factor for purchase, make sure that you focus your description on what it’s like to use the product. If you’ve created buyer personas, you can use these as a starting point for good product descriptions. These descriptions will be more successful if they are written in a way that sounds like you’re speaking directly to the intended customer. Writing product descriptions requires you to tailor them to the target customer for each product. However, there are some tested strategies that you can use to write great product descriptions that sell no matter what the format may be. The format of your product description will depend on where it’s going (on your site or a third-party website?).
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How to write a product description that sells - our top 5 strategies Though there is no one right way to create a product description, the best product descriptions are often detailed, including information about the problems the product solves as well as how it benefits the user. They are designed to educate potential customers about the product while encouraging or enticing them to buy it. What is a product description?Ī product description is a type of marketing copy that includes information about a product and its features, functions, and benefits. Below, we’ll dive into how to write a product description and provide some killer examples of powerful product marketing copy. If you want to write the perfect product description to increase sales, there are a few things you’ll need to keep in mind. Not all product descriptions are created equal.
However, it’s the marketing copy on each of your product pages that will close the sale. Product images can do a lot of heavy lifting in terms of getting buyers interested in your items. Product descriptions can make or break an e-commerce business.
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