Your product descriptions have the power to increase conversions instantly. A study shows that well-crafted and accurate product descriptions can boost the conversion rate by over 70%.
They offer a key moment to connect with your customers, to instill desire and demand in their hearts, and ultimately, to make a sale.
Well-structured product descriptions give your website a professional look. When customers visit your website, they can quickly decide within seconds.
According to Statista, customers spend around five minutes per desktop visit on an eCommerce website. So, if your product listing and description lack appeal, you will lose their attention forever.
You can avoid that and make them stay and come back next time. Take a look at some essential tips for creating product descriptions that sell.
Here are some of the most influential tips for your eCommerce product details.
Err on the side of simplicity
Consistent customer attention is a premium commodity in today’s highly competitive world. Your product descriptions should be eye-catching and instantly understandable to your audience. This will make your products seem more appealing to your customers in under a few seconds and make a good first impression.
Bullet points and short sentences allow the eye to quickly scan across the page and take in the most important facts about a product. Walls of text might seem to provide your reader with valuable information. However, customers usually do not read them.
Use buyer personas to guide your descriptions
When it comes to writing successful Shopify descriptions, you need to know who you’re targeting. Know your customers to create an appealing buyer persona. It will help you attract the right audience to your eCommerce store.
Thus, it’s vital to get to know your users and begin building buyer personas. These are various typical shoppers—archetypes that you can use to guide your description writing process.
For example, students in their early 20s and middle-aged moms might both be browsing your store, but very different descriptions would appeal to these divergent demographics.
Creating buyer personas lets you streamline your descriptions for success.
Emphasize benefits and features
Identifying your ideal customers is just the first step. All of your products solve a particular problem in your customer’s life. So, you must point out these pain points and provide a solution—your product. Use those pain points to showcase product benefits and features to create powerful Shopify product descriptions.
“Identify the features that your customers are looking for in a product and tie them to the real-world issues your customers face,” says Georgio De Lazio, a writer at Paper Fellows and OXEssays. “Your product descriptions should leave no room for doubt in the minds of your audience: they need this product in their lives.”
Build a unique brand voice
Establishing yourself as a force at the Shopify marketplace means building your store into a powerful brand.
A study shows that over 68% of brands witnessed an increase in revenue of over 10% due to consistency in their brand presentation. You must choose 3 to 5 characteristics, such as authenticity, humor, expertise, etc., to emphasize your brand.
Use a unique brand voice throughout your product descriptions to appeal to your customers. It could be a fact-driven, professional tone or something more offbeat and whimsical. The tone you use in your product descriptions will cultivate your relationship with your customers.
Leveraging power-words
Some words can stand out in a description. They induce an instant desire in customers, prompting them to open their wallets. You shouldn’t overuse these power words, as they could seem flashy and lose their appeal.
Words such as “breathtaking”, “sensational” and “staggering” stand out to your audience. They emphasize the unique appeal of a product and have a powerful capacity for selling products.
All hail to SEO!
While you aim to attract more customers using SEO, its contribution goes beyond and above. Good SEO practices establish your credibility in the market, help build a loyal customer base, and build a unique brand identity.
“Tailoring your product descriptions to boost your SEO will encourage search-engine algorithms to bring more consumers to your store and have a direct impact on your revenue,” says Albert Witherspoon, a Shopify expert at Essayroo and Boomessays.
Use keyword strategies to find out which keywords are relevant to the products you sell. You can use different SEO tools, like Google Keyword Planner, Ahrefs, etc., to optimize the product description.
Capitalize the power of storytelling
It’s 2024, and people are still unaware of the power of storytelling.
Simon Sinek said, “People don’t buy what you do. They buy why you do it.” With that in mind, engaging storytelling techniques communicate the product’s “why” and “how.”
Strive to engage with customers with a powerful storyline so they can relate it on a personal level. Leverage the emotions your product will bring forth in them. This will positively affect the customer’s buying decision.
Wrapping up
The way you describe your products is so much more than a description. It’s about interacting with your customers appeal to their fears, desires, and aspirations. It’s a key point of psychological connection. So, don’t miss it.
Showcase backstory, social proofs, and long-term value to customers in the description. Exciting details are most likely to excite your customers about your products.
