Boost Your eCommerce Sales with These Product Description Writing Tips

We often hear “Content is King!”, so much so that it has become a cliché nowadays! However, it is not a baseless statement. Thoughtfully written content plays a key part in generating conversions and driving sales. 

Take the example of product descriptions used frequently in eCommerce stores. They’re there to give shoppers the info they need before checking out, like size details for clothes or dimensions of appliances. In fact, accurate and compelling product descriptions have been shown to boost conversion rates by as much as 78%.

In this article, we’ll walk you through our top tips to help you write product descriptions that drive results. So, let’s jump right in!

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Actionable Tips to Write Compelling Product Descriptions

Product copies have the ability to build trust, enhance user experience, boost online visibility, and help retailers stand out from competitors. Simply put, they serve as a vital element of any online retailer’s marketing strategy. 

To put this into action, here are a few things to keep in mind when writing product copy that actually converts.

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Understand your audience first

The first thing you should focus on when it comes to writing a compelling product description is understanding your audience. 

You must pay attention to the lifestyle, needs, preferences, and pain points of your prospects and craft your copy to speak directly to those factors. Think of the tone and language that will connect and resonate with them.

You can also tailor tone, style, and content according to the nature of the product. For instance, a casual tone will work better when offering lifestyle products. Conversely, you should use a more technical tone when selling electronics.

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Shed light on features and benefits alike

A common issue when writing product descriptions for eCommerce products is striking the right balance between the features and benefits. Many tend to focus heavily on features, overlooking the real value that those features can bring to the customer.

The average shopper is just as interested in how a product can improve their life as they are in its features. That’s why it’s important to go beyond the specs and highlight how those features translate into real benefits.

Make sure your product descriptions clearly distinguish between what the product is and what it does for the customer. A smart way to do this is by pairing each feature with its corresponding benefit, showing what the product offers and why it matters.

Example: This smart computer tablet comes with a 13-hour battery life, so you can use it throughout your workday.

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Keep it clear and concise

Some retailers and copywriters think that using jargon and complex language for a product description helps create a positive impression as if they are about to write papers for university professors’ approval. However, this strategy often backfires, confusing or alienating your potential buyers, which can result in the loss of qualified leads.

So, avoid jargon unless necessary, and keep your wording simple and easily understandable for your targeted audience. Use direct sentences that can easily convey key information about the products you are offering for sale online. Keeping the description clear and concise makes it easily consumable for the target audience.

If you find writing clear and concise copies challenging, an online rewording tool can be a game-changer. It can analyze, reword, and restructure your content to make it understandable for readers.

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Use persuasive language to captivate potential buyers

Get to evoke interest and excitement among your target audience and urge them to buy the product you are selling by using persuasive language and power words. For instance, words like “exclusive”, “effortless”, and “guaranteed” can help trigger emotional responses from potential buyers and boost sales. 

Here is an example: With this feature-packed, comfortable recliner in your home, you’re guaranteed exceptional comfort as you unwind after a busy day.

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Pay attention to SEO

Your website or eCommerce store can have a greater reach and visibility when your descriptions are optimized. Ensuring your copies are aligned with SEO best practices, with the help of an SEO Specialist, can help boost your chances of being on top of search results.

Start with a thorough research of keywords that resonate with the search intent of your target audience. Make sure to incorporate them naturally in your product descriptions. You also have to pay close attention to their placement, whether it be on your titles, meta descriptions, or on the alt text of your product visuals.

Just make sure to avoid keyword stuffing in your copy, as this approach may damage the balance between readability and SEO of your content.

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Ensure clear structure

Focus on creating a well-structured format that allows readers to scan and understand the key details of your products quickly. Doing so will help your potential buyers to easily navigate the entire product description. 

To make your copies easy to read, especially for mobile users, follow a clear, well-structured format. Here are a few tactics to help you do just that:
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• Start with a compelling headline to grab the attention of potential customers
• Organize sections, separating features, specifications, and benefits
• Use easily scannable bulleted lists to present key features

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Leverage storytelling

Help your customers fall in love with the product by encouraging them to picture themselves using it. The best way to do this is to come up with a narrative that aligns with real-life scenarios your target audience can relate to.

Storytelling in your copy can help you enhance engagement and make your content more memorable. Even if customers don’t buy immediately, a compelling narrative increases the chances they’ll return later to complete the purchase.

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Add visuals and testimonials

Supporting visuals can enhance engagement and make users more interested in your product descriptions. Consider adding infographics and lifestyle visuals to draw the attention of your target audience.  

Aside from high-quality images and videos, you can also support your descriptions with social proof. Add testimonials of satisfied users of the products you offer. Reinforce trust and credibility by mentioning awards, referring to endorsements by influencers, and including reviews.

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Perform A/B testing

Evaluating the effectiveness of copies and making modifications leads to valuable refinements. Having an A/B testing strategy in place helps refine product descriptions and avoid mistakes that hinder the effectiveness of your product descriptions.

The A/B testing strategy helps you test multiple versions of copies to determine what works best. You can use various styles and formats to pinpoint the best-performing one for your customers.

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The Wrap

Many factors influence eCommerce sales, but product descriptions are critical in converting browsers into buyers. A well-crafted product copy can attract potential customers and guide them toward making a purchase. When done right, it delivers the key information shoppers need, right when they need it, to feel confident about adding your product to their cart.

However, to write a compelling description, you must understand your audience and emphasize benefits and features. Focus on SEO best practices, incorporate storytelling, keep your content clear and concise, and enhance engagement with visuals and user testimonials. Don’t forget to run A/B tests to identify what resonates most with your customers.

By making these tactics a core part of your product description strategy, you’ll be well on your way to driving measurable growth in your eCommerce sales.

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