It is a customer's natural instinct to read a product description before buying it. especially when they are buying the product from an online website. This is because they need to be sure of the product, its ingredients, and its functions before purchasing it. Customers cannot be sure of the product quality just from a bunch of random information. So, they will always want to read product descriptions before making a decision on them.
No matter how well-made the product is, someone cannot buy it if the product description is not clear. You need to have a very crisp yet informative description for your products as an optimized product description ensures high sales for your eCommerce store.
This article will guide you on how you can write product descriptions for your eCommerce store in the most optimized way.
- Determine the Target Audience for Your Product
- Add All the Features and Specifications of the Product
- Optimize the Product Description for Search Engines
- Avoid Unnecessary Information in the Product Description
- Add Social Proof in the Product Description
- Make the Product Description Easily Scannable
- Use Good Images in the Product Description
- Test Your Product Description
What Is a Product Description and Why Is It Important?
A product description is a piece of information that describes the product's features and benefits. An optimized product description should have a list of ingredients or materials regarding the product in order to attract potential customers and boost sales.
It is essential to have a product description for all the products on your eCommerce store. It is what will convince potential customers to buy your product and thus, aids in increased sales. People often think that a bunch of factory specifications is enough but it is not. You need to write a piece that contains well-organized and relevant information.
An optimized product description shows your potential customer the value of your products. If you write it well, anybody reading it will know exactly why they should buy it. Besides, you should also add what problem your product solves. Potential customers often look through products for a solution to a personal problem. Your product will sell more if your product description is clear about what problem it solves.
How to Write a Product Description for Your Ecommerce Store?
Writing an optimized product description is crucial for an eCommerce store. The following steps will guide you on how to write a product description for your eCommerce store:
Determine the Target Audience for Your Product
Every product does not have the same target audience. You cannot write a product description about a blanket the same way you write it for a dress. Somebody looking for a blanket is looking for comfort and good sleep. While someone looking for a dress is looking for style.
Thus, when writing a product description, you need to keep in mind who is your target audience. This will help you include key points in your product description, adhering to their needs and wants. Potential customers will lean towards your product once they read about it and know that it can fix their problem.
Add All the Features and Specifications of the Product
As a seller, you are obviously aware of all the features and specifications of your product. But the customers are not. So when writing a product description, make sure you write all the basic features and dimensions of the product. Besides, we suggest you mention how to use the product as well.
However, along with this, you also need to add what is special about the product that makes it different from its competitors. This will make your product description stronger.
A potential customer should know all the key features and benefits of your products. They will lean towards buying a product once they see that it can improve their quality of life.
Optimize the Product Description for Search Engines
Search Engine Optimization (SEO) is the best way to attract traffic to your eCommerce store and your product description can help you do that. You can aim for high ranks on search engines by including keywords in your product description.
Keywords are words that potential customers search online. For instance, a person looking for a black shirt will search, ‘black shirts for men’. Or a person looking for hair care products will search for something like ‘hair-fall control shampoo’. You need to include keywords like this in your product description. These keywords will vary from product to product. You will have to do research about the keywords regarding different products. But in the end, it will rank your products high on search engines. Thus, better potential for increasing revenue.
Avoid Unnecessary Information in the Product Description
Customers do not have the time to read unnecessary information in your product description. They just want to know the features and benefits of the product. If you write unnecessary phrases that do not add value to your product, the person reading it will get bored and most probably will lose interest in your product too. So we suggest you be smart with your description writing and avoid any kind of unnecessary information.
Add Social Proof in the Product Description
Adding social proof to your product description adds value to your product. People start developing interest in your product once they see it is genuine and is used by many others as well.
So, what you can do is add an expert’s approval comment in your product description or you can even say it is tested by professionals (making sure that you actually get it tested). An even better trick is to add customer reviews in your product description. Potential customers love to see that other people like them have benefitted from using the product. It develops a sense of trust among the customers toward your eCommerce store.
Make the Product Description Easily Scannable
People have short attention spans. They do not have the time to read everything that’s on the product page. They will only read about 16% of the content. So, your product description needs to cover that 16% effectively.
You can make that possible by making your product description easily scannable. Easily scannable basically means that it is crisp. It means that the buyer will be able to find the information they are looking for without having to read unnecessary things. You can do that by using bullet points, headings, short paragraphs, different sized fonts, and leaving enough spaces. This will make the description easy to read and understand and thus, reduce the chances of your eCommerce store losing a potential customer.
Use Good Images in the Product Description
Just writing a good product description is not enough. It should be accompanied by good-quality images. About 63% of customers have more trust in product images than in the product description. Good images of the product let the potential customer imagine what the product will look like in real life. Thus, you must make it as appealing as possible.
For instance, if you are selling a mobile phone, you need to add pictures of the front view, the back view, close-ups of the cameras, and the sides. The front view will convey the screen quality of the mobile. At the same time, the back view will convey whether the mobile can withstand a heavy fall. Along with that, the close-ups of the cameras will reveal the camera quality. The close-ups of the sides will tell the potential customer whether the phone is sleek or not. Thus, if the potential customer has a preferred size, camera quality, and sleekness, they can check that easily.
Similarly, for any other product, good images are necessary. They basically say everything about the product without saying anything. You can also add a few features of the products in the images. Since people like to see the images more, you can convey a lot through them. This will enhance the product value of your eCommerce store.
Test Your Product Description
Even if you know exactly how to write a product description, using a template might help a lot. But unfortunately, there is no one kind of template that suits all product types. So, we recommend you make your own product description template.
Do your research about your target audience. Learn what they want and don’t want and then include them in your product descriptions.
A few things you should keep in mind when writing your product descriptions are:
· What problem the product is solving?
· What is the speciality of the product?
· Include all the features and benefits of the product.
· Include target keywords.
· Adding pictures that clearly display the product’s key features and benefits.
Once you have written a product description keeping these things in mind, test them out. Put them up on your eCommerce store along with the product and then monitor the reaction towards it. See if the description is helping to increase your sales, and boost your online traffic or not.
If this new product description increases your sales, you have cracked the code. Now all you have to do is make your product descriptions similar to the ones you tested and you will see high sales for every other product. Including the right keywords will ensure that you are increasing your traffic. Everything you try out must ensure you are doing full-proof research and identifying and eliminating factors that are leaving a negative impact on your rankings. Thus, testing your product description is very crucial as it helps you to know what's working and what's not for your eCommerce store.
Coming to the end of this article, we hope to have been of help to you in writing product descriptions for your eCommerce store in the most optimized way. Kindly remember to provide all features and benefits of the product in the description. Besides, don’t add unnecessary information that will make people lose interest in your product. Finally, make sure you have good images and have tested your templates. Doing all of these efficiently will definitely help your eCommerce store in increasing its sales.
How do you write a product description for eCommerce?
The steps to writing a product description for eCommerce include:
- Determine the target audience.
- Add All the Features and Specifications of the Product.
- Optimize the Description for Search Engines.
- Avoid Unnecessary Information or Phrases in the Description.
- Add Social Proof in the Product Description.
- Make the Description Easily Scannable.
- Use Good Images.
- Test Your Product Description.
What is SEO product title?
Product title simply refers to the name of the product that appears on the product page of an eCommerce store. It tells the customers as well as the search engines about what you are selling.
How many words should product descriptions be?
A product description should be somewhere around 300 words. However, the number of words will vary from product to product.