Compose Engaging Product Description To Boost eCommerce Sales

March 15, 2016 Written By Yogesh Trivedi

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A customer visits your website means they find something relative to their search. Now, commonly customer is expected to leave the website if they do not find any sufficient information. Well, in most cases, where relative product result is required; a Persuasive, Informative and Unique Product Description will do half the job. This gives information to the customer what the product is all about. Also, this would rather save you from Google penalty of copying product description from competitors.

If you read any digital content, then you can easily find the loopholes that are the main causes of high bounce rate.

Product Description for Conversion

I will explain here, why you need Product Description for your products.

  • A customer by looking only at the image could not guess what it’s about or why to use it. With a well written product description user may get an idea about the product and decide to buy or not.
  • This is the crucial part of your sales funnel because a customer lands on the particular product and then proceed to checkout. There is a good opportunity to hold your customer at this point by your product description that convert to sales.
  • Google penalized duplicate contents. If you use one of your competitors, supplier or manufacturer content, your website would likely face Google penalty. Always use unique and compelling product description.

These are only few points that you should consider.

Now, moving ahead, I will show you how to write engaging Product Description that actually make sales.

Understand Your Product

This is your foremost step towards writing product description. You may think it’s obvious, but yes, this is very important. Understand your product completely and then describe about its persuasively.

For Example: This “Dinner Collection” from William-Sonoma has written the compelling product description describing tiny features and benefits. It presents the information which user thinks of making smart buying decision.

It also highlights additional feature like “Microwavable and Dishwasher safe” which is somewhat a general inquiry made by the customer. Secondly, it precisely describes the total number of products that will be delivered on this purchase.

This product description has perfectly covered the entire details to make purchase flawless for the customers.

Understand Your Product

Analyze your Buyers

Your product addresses several buyers. Often writing with thinking of several buyers in mind ends with not addressing to anyone. Here’s what I meant is to write which actually interacts with your buyer.

Analyse Your Buyers

Assume a buyer wants to purchase a lamp from you. Now, what all common questions could arrive in his mind. There are certain questions which every buyer would perhaps ask you. While writing the product description correlate with your customer general query and use their words. “Their words” means the common terms which buyer use while interacting with the product seller.

Have a look at the below example from LED Flashlight. Here the description is written by imagining as the buyer is in front of the writer, considered as if he is speaking with him, then phrased the context accordingly which denotes a direct conversation with the buyer.

Expose Your Product Prodigious Features

Since, you have started imaging your product and its buyers, you will be proud of your products. Now, it’s obvious that would like to tell your buyers that the products are of superior quality or you deliver exceptional products.

Avoid saying such things in description because that’s what everyone is using. While writing use specific aspects of your products which appeals different and shows how your product is not like your competitors.

Your product description should first say how desirable, it can be for a customer, its unique features and how it looks. Be specific to the problem it solves, when customers can use it, will it entice them. Describe in a way which shows why its better than any other competitive products in the market.

Misguided has perfectly crafted the essential features in its product description as shown below:

Expose Your Product Features

Use Superlatives To Justify Your Content

Here Superlatives mean, why your best is simply the BEST and EASY.

From the big text, you can easily justify what your product consists something special and different from others. Make customer feel they are getting the best product with most advanced features by appending the proof of what you say.

Justify Your Content

Tell Your Story

Telling your brand story to the customers makes your product description more interactive to the buyer.

Tell Your Story

When you think of telling your story, first answer the following question:

  • Who has made the product?
  • What has inspired you to create the product?
  • How its quality has been assured?

Magic of Sensory Words

Using the sensory words will let you connect with your buyers. For that, observe your product carefully. You may also read the customer reviews to look for such sensory words. Uses these words in your product description.

Magic Of Sensory words

Allure with Social Evidence

Social Proof have advances in the recent that helps the buyers by giving the suggestion what they should buy and why they should go for a product. Buyers tend to select the product which receives the highest number of positive customer reviews. Feedbacks from the customers adds reality and convince the customers to buy the product.

Social Evidence

Did I Miss Something?

If you find anything missing in the above content, do post your suggestions or comments below. We would love to learn from our readers.

Still have questions? Talk to our eCommerce Consultants.

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One comment

  1. Good stuff, Yogesh.

    Not to mention that by creating the space for an engaging product description you can also create SEO opportunities that were never there before.

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