How To Write Amazing Ecommerce Product Descriptions

Let’s break down the copy you find on a good e-commerce website. Firstly you have the page titles such as homepage, services, about us etc. These tell the user where in your store they are. Then there’s the page copy, this usually is a little introduction to the page and your brand’s link to the page (and is a great way to hook the reader in with some ranking keywords). Of course, you have the different sub-headings, category content and then product descriptions. All of these play a huge part in the conversion rates and visibility of your website.

But who really pays attention to the descriptions on your product pages, anyway? With so many other aspects of a website that impact conversion rate, how much can a product description really make on sales? Well, they make a huge impact. In fact, evidence from an e-commerce study conducted by Nielsen Norman Group shows that 20% of bounces or abandoned carts are due to a lack of product information or poor product descriptions.

A good e-commerce product description is one that explains simply, and briefly, what a product does, and why someone should buy it. But you shouldn’t stop there. Writing an amazing product description involves selling your products to real people, not just acting as back-of-the-box dispensers of information for search engines. Try to write your product copy in a way that keeps the reader’s attention long enough to convince them. Tell a story and help the user imagine themselves using the product.

Let’s have a look at how to write amazing e-commerce product descriptions that convert!

 

Preparing to Write Converting Product Descriptions

A product description is the marketing copy that explains what a product is and why it’s worth purchasing. Think of it as an ingredient to your conversion cake. Each step the customer has taken to get to this stage has been another ingredient added to the mix but if your product description isn’t up-to-scratch, they could give up on the purchase altogether. This is why it’s good to prepare.

Set yourself up for success with these important steps before you try writing your product descriptions. First, you need to do some research about who your target audience is, and what your goals are with this audience. The purpose of a product description is to supply customers with important information about the features and benefits of the product so they’re compelled to buy. If you find out what words work on a buyer’s brain then you can use that to persuade them to buy from your site.

 

How do product descriptions impact SEO?

Product descriptions do two things on your e-commerce store — they inform site visitors about your product, and boost your chances of your product being found on Google. Most e-commerce businesses understand the first purpose and create product descriptions accordingly. However, what is commonly found, is that product descriptions may be informative but they’re not SEO rich.

Every search engine works like a web directory and it has to track thousands of websites against a search term. These search engines are trying to be informative rather than deceptive. So, make your product pages informative by discussing the potential benefits. An SEO friendly product description describes the leading features and benefits along with the practical use of a product or service. Because the search engines are now focused on providing value rather than ranking the keywords stuffed together on product pages alone.

So, if you want your business to be on top of the search results, you need an SEO-friendly description for the product page.

 

What makes up a good product description?

A well-crafted, SEO optimised product description moves buyers through your conversion funnel. They don’t need to be boring and bland, if you add a bit of creativity, your product pages instantly become more compelling. This will lead to more conversions from a wider range of shoppers.

When writing product descriptions try and consider:

1- Who is your ideal buyer?

The key to connecting with your audience is knowing who they are. When you write a product description with no specific buyer in mind, your descriptions become a “one size fits all” and you end up addressing no one at all.

Understanding how to write a product description requires putting yourself in the shoes of your audience. Find out some information about your customers, their age range, demographics, and interests. The best product descriptions address your target audience directly and personally. You ask and answer questions as if you’re having a conversation with them. After establishing your target audience, you will write your description of the same product in a different way depending on who you’re targeting.

2- Strategically picking your keywords

With SEO becoming one of the best e-commerce marketing channels to drive traffic, you need to make sure your product descriptions are written with search engines in mind, too. This means optimising them with converting keywords. Not only do keywords help with your search volumes but certain words are just much more powerful and persuasive than others.

These words will make your product descriptions much more effective. Using strategically placed keywords will not only help sell your products but align your products with the search term.

3- The features and benefits

When businesses sell their own products, it’s normal for them to get excited about the individual product features and specifications. Utilise that excitement and let your descriptions mirror that. Successfully executing how to write a product description requires you to highlight those benefits of each feature.

Potential buyers are not as interested in mundane features and specs as you are. Make your benefits and features exciting and passionate and it will show them what’s in it for them if they purchase. Consider the benefit of each of your features. How does your product make your customers feel happier? What problems or glitches does your product help solve?

Don’t sell just a product, sell an experience.

 

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Conclusion

Writing well-optimised product descriptions is a continuous experience of improvement. Much like many aspects of your website, you need to keep it fresh and up-to-date to rank. To succeed in your industry niche, you need to fill in the missing gaps for your customers by drafting an SEO-friendly description that exclusively highlights the core benefits of your products.

Share your knowledge about your product. Tell stories and explain even the tiniest details. Make an effort not to be boring and instead delight your web visitors with seductive descriptions.

Our team of e-commerce marketing experts understand how difficult it can be to stand out these days. So, that’s why when you work with Brave, we will initially research your competition and help you create an online user shopping experience that will make you stand out and help increase the awareness of your online store.

If you’re looking for an experienced e-commerce agency or require assistance with your e-commerce strategy, contact our team today.

Written by Jamie Flett

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