So, the customer is on your page, and they’re looking for a perfect product that suits their needs. If they find something they like, the last step is to convince them to click that “add to cart button”, but how do you do that? As you probably know, you do this with an effective product description. If you want your site visitors to convert, you have to write product descriptions to grow online sales.
And sometimes, that’s easier said than done. Let’s say you have an e-commerce website. You might know how to build awesome product pages, but if you have hundreds of articles to sell, writing a good copy for all of them can be mind-numbing. To help you avoid that and hit the spot on the first try, we’ll share with you some of the best tips in the business.
So, sit back and read how you can turn your visitors into paying customers with just some words and nothing more.
Use The 5W Formula
If you’re going to write product descriptions, you can’t go without the 5W formula. It’s like a golden rule that helps you focus on the five most important elements. And these are: who, what, where, when, and why. You can use these questions to create a template for all your product descriptions and fill in the empty spaces later on.
Here are the questions you need to answer:
- Who is this product for? Think about who your target customers are. If you know your ideal buyer persona, it should be easy to describe all the features and list all the benefits they’re looking for.
- What are the product details? Here, you want to write about product dimensions, materials, features, and so on.
- Where would the customer use the product? Are you selling something that should be used inside, outside, or maybe in a car?
- When would they use it? If it’s a seasonal product, tell them what time of the year or day they should use it, and if it works all year round, make sure to mention that.
- Why is your product better than your competitors? You want to make clear how your product is different from what your competitors offer.
There are no rules about the length of each answer, but be sure to keep it brief. The last thing you want is to bore the people reading the descriptions.
With the 5W formula, you can write product descriptions to grow online sales with ease.
Talk About The Product Benefits
If your sales simply don’t want to take off, you might have done something that Google penalized you for. So, before you start rewriting all your descriptions, make sure this is not the case. On the other hand, if everything seems right on that front, maybe you’ve been talking about the wrong things all along.
You see, most customers don’t really want to know about the product features and specifications. Instead, they want to know what your product can do for them.
So, when you write the descriptions, pick a few key features and ask yourself how they can make the life of your customers better. Tell them about the benefits they’ll experience if they choose your product, and you’ll have a lot more luck with sales.
Tell a Story
If you want to write product descriptions to grow online sales, you need to attract and keep the reader’s attention. You want them to imagine having the item and enjoy thinking about it. And the best way to get them there is through storytelling. You’ll have enough room to pack that emotional punch that you need to have to drive them towards buying.
Here are some tips that should help you think of a perfect story:
- Set a scene where the product you’re selling can bring some fun to their lives
- Forget about the features and talk only about how the product will make them feel
- Use simple language and don’t go into details too much
If you can tell a story in your product description, you’ll sell more products.
Keep It Short And Sweet
As we already mentioned, customers won’t stick around forever to read an unnecessary long description. They came to your site to see what the product is all about, not read a whole article about it.
To make sure you keep everything as short as it can be, you can limit yourself to one sentence for each benefit. Try to keep it concise and clear. The easier description is to scan and read, the more of the product you’ll sell, and that we can promise you.
As a matter of fact, it’s a great idea to use bullet points to improve the scannability. Even the users in a hurry won’t have a hard time navigating and finding the information they want to see. You’ll make their product research easy, and thanks to that, you’ll keep them engaged and loyal.
Add Customer Reviews
Reviews are also a great way to get your potential customers to trust you. If people have a good experience with your company, all the chances are that they’ll be willing to share them, and you should make that possible. New visitors on your site will see that you’re a credible and trustworthy seller, which is what you want.
If you’re in the process of designing your site, consider putting them above the product descriptions. This way, customers will see them first. However, keep in mind that reviews can’t replace descriptions. They’re only the addition as they’ll give the social proof to what you write.
Customer reviews can give credibility to your copywriting.
Know When You Can Go Without Text
Sometimes, the text isn’t the best way to describe your product. If you see that you’re getting too wordy, think about how you can simplify things. Learn how you can use images more effectively in web design, and let them do the talking for you.
If you implement them in the right way, images can carry more weight and stay in the minds of your customers for longer. So, there are times when the best way to write product descriptions to grow online sales is not to write them at all. Let the pictures show what the product does and how good it is.