Write better product descriptions

A well-crafted product description moves buyers through your conversion funnel. If you add a bit of creativity, your product pages instantly become more compelling, leading to more conversions from casual shoppers.

When writing product descriptions, many online stores tend to simply list product features, which can lead to lower conversion rates because customers may not understand how the product solves their problems.

To create compelling product descriptions that drive sales, consider the following tips:

1. Focus on your ideal buyer

When writing product descriptions for your ecommerce business, envision your ideal buyer. What humor do they appreciate, if any? What words do they use, and are there any words they dislike? What questions do they ask that you need to answer? Imagine selling your product in-store, face-to-face, and communicate accordingly.

2. Entice with benefits

Dr. Squatch highlights that their soap not only cleanses, but also tackles tough odors, no matter how rough your day has been. They also emphasize the use of natural ingredients and exfoliating oatmeal to appeal to their ideal buyer. Consider the benefits of each feature of your product. How does it enhance customers' happiness, health, or productivity? What problems does it solve? Remember, you're not just selling a product, but an experience.

3. Avoid “yeah, yeah” phrases

Avoid using bland phrases like "excellent product quality" in your product descriptions. These generic phrases can result in a "yeah, yeah" reaction from potential buyers, as they are commonly used by everyone. Instead, be specific and avoid vague statements. For example, refrain from using average or negative descriptors for your product quality. Being specific in your product descriptions helps you to be more persuasive and capture potential buyers' attention.

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One shopper in a recent study could not find the information he needed in the product description, so he left the site to search Google for more product information. In the course of his search, he found another site with the same product, a more complete description, and a lower price.
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4. Justify using superlatives

Superlatives sound insincere in a product description unless you clearly prove why your product is the best, the easiest, or the most advanced.

Amazon explains why the Kindle Paperwhite is the world’s thinnest and lightest e-reader.

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5. Appeal to your readers’ imagination

Scientific research has proven that if people hold a product in their hands, their desire to own it increases.

You’re selling things online, so your web visitors can’t hold your products. Large, crystal-clear pictures or videos can help, but there’s also an ecommerce copywriting trick to increase desire: let your reader imagine what it would be like to own your product. Here’s how Firebox stirs your imagination with a description of its Fizzics DraftPour. It shows how the product solves the problems common with going to the pub for a pint.

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6. Cut through rational barriers with mini-stories

Including mini-stories in your product descriptions lowers rational barriers against persuasion techniques. In other words, we forget we’re being sold to.

Wine sellers like UK-based Laithwaites often include short stories about wine makers.

- The Dauré family own one of the Roussillon’s top properties, the Château de Jau. Around the dinner table one Christmas they agreed it was time to spread their wings and look to new wine horizons. The womenfolk (Las Niñas) fancied Chile and won out in the end, achieving their dream when they established an estate in the Apalta Valley of Colchagua. The terroir is excellent and close neighbors of the Chilean star Montes winery.

7. Seduce with sensory words

Restaurants have known it for a long time: sensory words increase sales because they engage more brain processing power. Here's a great product description example from chocolate maker Green & Blacks.

Green & Black’s sensory adjectives don’t just refer to taste, but also to sound and touch: “crunchy” and “soft.”

8. Tempt with social proof

When your web visitors are unsure about which product to purchase, they look for suggestions about what to buy. They’re often swayed to buy a product with the highest number of positive reviews and testimonials.

One gym apparel seller, Gymshark, includes customer reviews on each product page. It also displays a rating system so shoppers can get product information quickly and easily.

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Most buyers are attracted to buying something that's popular. When it comes to your ecommerce website, highlight the products that are customer favorites.

9. Make your description scannable

Is your web design enticing visitors to read your product descriptions? Take a cue from Kettle & Fire's product description, which uses bullet points for easy scanning and replaces the generic "benefits" headline with "Why You'll Love It," creating a personalised experience for shoppers. See example below:

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10. Set goals and KPIs

The goal of a product description is to move a shopper toward purchase. But how do you know if your descriptions are working or not?

You’ll want to decide on a set of metrics to track on your product pages. Defining these metrics will help you understand what product descriptions are working best and improve on underperforming ones.

Common KPIs to monitor include:

• Conversion rate
• Cart abandonment
• Return rate
• Support inquiries
• Organic search rankings

You can then run different A/B tests using a tool like Trident AB, resulting in higher conversions and more sales for your ecommerce website.

Resources:

10 Ways to Write Product Descriptions That Persuade (2023)

by Henneke Duistermaat
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