How to Write Effective Product Descriptions?

What does an E-commerce Product Descriptions really do?

Your product descriptions, as your virtual retail associates, can have a similar impact. If they do their job well, they’ll draw visitors to your goods and increase conversions. If they do their job poorly, they’ll frustrate visitors, push them away, and hurt sales.

• Qualify: They help website visitors quickly assess “is this for someone like me?”
• Persuade: They provide compelling, customer-centered reasons to consider the product.
• Surface: They use SEO keywords and search terms in a natural way, so the page shows up in search engine or Amazon results.

Easy Rules to Write Product Descriptions

Know Who Your Target Audience is

The first step to writing digital product descriptions is to define your target audience.

You want to be able to define which digital features would be of most interest to your potential buyers.

As you are writing your product description, keep these questions in mind:

• How did this person arrive to your page?
• What are his or her interests, generally?
• Why would this person be interested in your Shopify store, specifically?
• How would this person describe the product to a friend?
• What features or benefits would interest this person the most?

By keeping these questions in mind as you write your product copy, you will be better able to write a product description that sells.

Focus on the Product Benefits

You want to show that your product has the best features and the most unique specs.

The buyer, however, is not necessarily interested in the mundane features of the product. Instead, they want to know how it can benefit them.

A product feature is a factual statement about the product that provides technical information. A product benefit, on the other hand, tells how the product can improve the buyer’s life.

 

Use Natural Language and Tone

If you read your description aloud, does it sound like a real conversation that you would have with your friend?

Or does it sound like a computer-generated string of words?

If your product description isn’t something that you would say to your friend about the marketing product, then it’s time to inject a little life into them.

Bringing this natural tone–one that you would use in a real conversation–will help your customer connect with your brand.

Make it Easy to Scan

People have short attention spans and read-only about 16% of what’s on the page. So your product description needs to be able to capture that coveted 16% in an effective way.

You can do this by making your descriptions super scannable.

As in, the buyer is able to find exactly the information he or she wants without wasting time sifting through other pieces of information.

Optimize for Search Engines

In virtually everything that you do on your Shopify store, you should be optimizing the content for search engines. Search engine optimization (SEO) is the easiest way to attract new customers to your page, which is the very first step in convincing a person to buy your products.

Optimization begins with keywords, which are usually the search term that buyers use to find the marketing product that they are shopping for.

Use Good Images

Even if you master product description writing, you must still have quality images to go with it.

Why?

Because 63% of customers think that a product image is more important than the description or even the reviews.

So an important aspect of your product description is actually in the photo itself.

A few helpful questions to guide your writing may be

• What problem is your product solving?
• Which power words have you included?
• Did you include the full story?
• Would you say this to a friend?
• Does your image clearly display its key features and benefits?