When you personal an e-commerce web site, your product descriptions are a low-hanging fruit that can assist you make extra gross sales.
An incredible product description tells a narrative—the story of who your product is for and how your product may also help them get what they need.
As a result of with regards to gross sales, it’s not about what your product does. It’s about how your product helps your clients obtain the life they think about of their heads.
However what does that imply? And the way do you get extra folks to click on “Purchase now” after studying your product descriptions? Let’s set the scene with just a few nice examples.
Certainly one of my favourite examples of a stellar product description is Thursday Boot Co.’s President Lace-Up Boot. Let’s take a look:
There are just a few key issues right here that make this description so good:
- It is aware of its viewers: Males who need a boot that appears good, stands as much as arduous use, and doesn’t require fixed cleansing and caring.
- It makes you part of its story and mission: making the highest-quality boots which are priced pretty and ethically.
- It highlights the standard of the supplies—Kevlar laces and USA-grown tier 1 cattle hides.
Right here’s one other product description instance from Solo Range’s smokeless fire pit:
Identical to Thursday Boot Co., Solo Range does an excellent job of understanding its viewers. Anybody who’s sat round a hearth is aware of what teary eyes and smelly garments really feel like.
Discover how its precise “product description” is just two brief sentences. It cuts straight to what the product is with zero fluff above the fold, then goes into explaining the options in additional element beneath the product photographs and specs.
Solo Range additionally does an excellent job of utilizing video to reinforce its product descriptions.
Lastly, let’s have a look at certainly one of my favourite merchandise of all time: chocolate.
Endangered Species Chocolate is my favourite chocolate model. The chocolate is decadent, scrumptious, and, better of all, the model provides 10% of its revenue to assist save endangered species.
Why am I telling you this? Except for desirous to persuade you to enlighten your palate, I’m hoping you’ll see these are all factors that assist the model write scrumptious product descriptions that convert.
It makes use of its descriptions to explain the expertise you’ll have while you purchase one of many bars. This lets you think about the style in your mouth. And if you happen to can think about it, you’re one step nearer to creating that have a actuality and clicking the “purchase” button.
That is the ability of utilizing phrases to assist your clients visualize themselves proudly owning, utilizing, or consuming your product. If they will see it of their minds, they’re much extra more likely to purchase.
By finding out different manufacturers’ copywriting, you may enhance your personal.
Prepared to begin writing? Listed below are six ideas for crafting the most effective product descriptions doable:
1. Above all else, know your viewers
Convincing somebody to purchase one thing with out understanding their wants, needs, and wishes is tough, to say the least. In order for you your descriptions to be as efficient as doable, you’ll want to know your viewers nicely.
Particularly, you’ll want to know the solutions to the next questions:
- What are the traits of the goal phase or of a super buyer? (Age, gender, pursuits, persona, life scenario, and so forth.).
- What ache level does my product assist them remedy? What life-style does it assist them reside?
If we have a look at the three examples I gave above, we are able to reply these questions.
President Lace-Up Boot:
- Male, seemingly aged 25–45, cares about his look but additionally wants a boot that may operate, maintain up, and look good.
- It helps the wearer have sensible footwear that appears good, feels good, and doesn’t break the financial institution.
- A number of age ranges and genders, however seemingly a family-oriented particular person aged 30–45 or probably somebody who enjoys internet hosting events. I’d create multiple purchaser persona on this case.
- It helps them host great gatherings round a smokeless, stunning hearth.
Endangered Species Chocolate:
- Possible somebody a bit older (30+) with more cash to spend on indulgences and who cares concerning the planet in addition to nice chocolate.
- It helps them take pleasure in a scrumptious deal with and take a second for themselves.
Discover that I didn’t say, “Provides them shoe to put on” or “Provides them a pit to make a hearth.” There’s extra to it than that—it’s concerning the final desired consequence: Having the proper hearth to make the proper celebration or the proper boot to look good and really feel good with out breaking the financial institution.
When you can determine precisely what your viewers needs and desires, then you may paint an image together with your phrases that may promote your product for you.
When you don’t know the solutions to those questions, it’s time to do some market analysis. Learn boards, ask questions, and at all times attempt to get genuine buyer suggestions. Even take into account sending an e mail asking for folks’s suggestions and attempt to get them to allow you to hop on a telephone or video name. This perception is invaluable and will be price giving free merchandise or reductions to get.
2. Inform a story
Good copywriting will get the reader invested. You need them to really feel like they’re part of your story or mission.
Within the phrases of world-renowned copywriter David Ogilvy, “The worst fault a salesman can commit is to be a bore.” Individuals wish to be entertained and fascinated, and your descriptions are not any exception.
Clearly, that is simpler completed with some merchandise than others. It’s fairly tough to inform an fascinating story about one thing so simple as a normal telephone charging cable or a roll of paper towels. However that doesn’t imply it may’t be completed.
Certainly one of my favourite methods a model has completed that is Squatty Potty and its slogan “Unkink Your Colon”:
It combines humor with storytelling to make an especially compelling product description. And it retains it going during its product web page.
The “story” is, as a species, we’ve developed to poop whereas squatting, not sitting. The squatty potty lets you do what people have been designed to do within the unnatural setting we name a toilet.
Not all merchandise lend themselves so nicely to one of these humorous storytelling. But when you could find an fascinating angle to your merchandise, it may aid you create a promoting level.
3. Write with search engine marketing in thoughts
When you care about getting free, recurring clients, you need to care about search engine marketing (search engine marketing). Meaning optimizing your product pages to allow them to rank for key phrases folks search on Google and different serps.
Optimizing your product descriptions begins with understanding what key phrase you need your web page to rank for—which suggests you’ll want to do some key phrase analysis.
The best manner to try this is to seek for your product on Ahrefs’ Key phrases Explorer, have a look at the Associated phrases report, and go away it on the default view. It exhibits you key phrases that pages rating on the prime 10 positions for the key phrase on the enter additionally rank for.
For instance, let’s say I wish to promote a purple bikini. It brings again 38 associated key phrases:
The key phrase “purple bikini” is looked for ~3,000 instances per thirty days. However there are different key phrases like “purple bathing fits,” “purple bikini set,” and so forth., which are additionally looked for.
On this case, the key phrase I typed in occurred to be the most effective goal key phrase for the web page. However that gained’t at all times be the case. Had we typed “lavender bikini,” we’d have discovered that “purple bikini” can be a greater key phrase to focus on resulting from its larger site visitors potential.
These associated phrases may also help you additional optimize your product web page for the primary goal key phrase.
For instance, we are able to discuss “purple swimsuit” and “purple bikini set” in our product description to extend our web page’s relevancy for the key phrase “purple bikini” and assist our probabilities of rating on Google.
You need to use these key phrases in your web page headers, the outline itself, picture alt textual content, and extra. Simply add them wherever it feels pure and is sensible with out attempting to drive them in too many instances. Consider it as a manner of various your phrase selections (which is certainly one of my tricks to change into a greater author, by the manner).
That is a part of the deeper strategy of on-page search engine marketing—one thing each e-commerce enterprise proprietor ought to be taught.
4. Use advertisements to check copy
Sufficient about search engine marketing. Let’s discuss pay-per-click (PPC) advertisements and how one can use them to enhance your product copy.
When you’re already operating search advertisements, then use excerpts from the successful advert copies in your product descriptions. You’ve already received the info that they work.
When you’re not operating advertisements, you may nonetheless spy on opponents’ advertisements to see what sort of copy is working for them. Simply Google your product…
… and be aware of any widespread tendencies among the many advertisements. On this instance, the phrase “Designer” stands out to me. If I attempt different key phrases, I can see that’s a typical development:
This tells me utilizing phrases like “Designer” and promoting combo pricing could also be factor to incorporate in your product descriptions.
To make this even higher and sooner, you may spy in your opponents’ advertisements with the Advertisements report inside Ahrefs’ Web site Explorer.
This may allow you to see their advert copies throughout all of their advertisements, and you may examine a number of opponents to see the tendencies and overlaps of what makes them profitable. It’s because advertisements that drive essentially the most site visitors and price essentially the most are more likely to be optimized and examined, so you may steal what’s already been discovered to transform.
5. Make it look good
Your product web page doesn’t want to simply sound good—it must look good too.
This encompasses a number of issues:
- Utilizing higher phrases to explain your merchandise
- Formatting your description in a manner that’s simple to scan
- Breaking apart massive paragraphs and slicing fluff
- Utilizing high-quality pictures and movies
- Breaking apart the web page visually
The model examples I gave at the start of this text do that very well. They don’t simply have some product pictures with an outline and a “purchase” button—their complete product web page is a touchdown web page created to transform the customer.
They break up the web page into sections utilizing a mixture of stunning product pictures with transient descriptions, video overviews, and close-ups that designate the minute particulars. When you don’t know how one can construction your web site like this your self and might’t discover a template you want, it could be price hiring an internet designer to construct it for you.
Past the construction of the web page, you also needs to deal with bettering the phrases you employ to explain your merchandise. As a substitute of simply saying it’s “sturdy” or “prime quality,” take a extra poetic and attractive method.
Jacob McMillen shares an excellent tip in his guide to copywriting that’s useful right here—use bulleted lists that describe a characteristic of the product, then comply with that up with the additional advantage whereas using energy phrases.
- Enzyme washed for added softness
- Dye course of creates variations of shade, making every tee really distinctive
- Tees pre-shrunk, so they may match the identical endlessly
Phrases equivalent to “distinctive” or “endlessly” are energy phrases. Take a look at this list of power words for extra concepts to differ your wording and maintain it fascinating.
6. Lower the fluff
Hopefully at this level, you’ve meticulously brooded over each phrase of your descriptions. You’ve formatted them with considerate use of bulleted lists, sections, and media.
However there’s another factor you’ll want to do to shine your description: Ruthlessly lower the fluff.
While you’re completed writing, sleep on it first, then learn your product descriptions out loud the following day. By studying them out loud, it is going to be painfully apparent the place you’ve added pointless, further wording or which sentences sound unusual.
Some large culprits embody the overuse of the phrase “that,” writing in passive voice as an alternative of energetic voice, and utilizing weak verbs as an alternative of stronger, extra expressive ones.
Let’s take an instance. Right here’s a product description:
Our pretty, fluffy down pillow is made by hand in a manufacturing facility in Indiana by individuals who put a number of care into each sew. This pillow is bound to do away with your insomnia and aid you sleep like a child.
Good, however let’s lower the fluff and see what we are able to enhance:
Our luxurious down pillows are hand-crafted with love in each sew. Sewn proper right here in Indiana, these pillows will make your insomnia a factor of the previous. Sleep like a child once more.
See how the second is extra direct and makes use of stronger verbs with fewer phrases? That’s what you’re aiming for. Robust, expressive, and concise.
As digital entrepreneurs, our web site is our 24/7 gross sales machine. Each second we put into bettering it’s a second invested in an automatic cash machine.
Studying how one can good your product descriptions—and your product pages—is likely one of the methods you may get a much bigger ROI from your corporation.
Able to be taught extra? Take a look at these different guides: