8 Must-Read Ways to Write Non-Resistible Product Descriptions
- December 8, 2021
- Posted by: Eden Content Hub
- Category: Business plans
Do you remember how many times you added an item to your shopping cart on the internet, which looked and sounded so good that you couldn’t resist adding it to the cart?
Consider taking time to pause to ponder your online shopping behavior, and you will realize that you spend most of your time reading the details of the products you want to purchase.
A fundamental way for e-commerce websites to rank higher in organic search is by adding keywords, unique content to product detail, and category pages. For instance, the online retail giant Overstock.com increased 84% in organic traffic by optimizing the product descriptions on 10% of its top-converting pages, using One Space freelancers in just one month.
Besides the many SEO benefits it offers, high-quality product content is also an essential factor in consumers’ purchasing decisions today. According to Salsify “Cracking the Consumer Code” report, released in 2017, found that 87% of shoppers consider product content extremely or very important when making purchases, and 50% have returned an item because it failed to meet the product description.
The process of writing a product description might seem simple, but it isn’t as easy as it appears.
The purpose of this article is to explore how product descriptions affect sales, how you can write a compelling product description that customers cannot resist. Also, get your product description to the top of the search engine results.
Let’s dive in!
How to Write Product Descriptions Your Audience Can’t Resist
1. Understand Your Target Audience
Many businesses fail because they don’t identify their target audience or assume one. Moreover, don’t ever believe every product are for everyone – that is the beginning of failure in your business.
So how do you know your target audience?
Defining your target audience determines the group of people who are most likely to buy your product or service and, therefore, those who should see your advertising campaigns. Also, you may define your target audience by age, gender, income, location, interests, or a variety of other factors.
The following steps should enable you to know your target audience:
- Evaluate Your Customer Base and Carry Out Customer’s Interviews
- Conduct Market Research and Identify Industry Trends
- Analyze Competitors
- Create Personas
- Define Who Your Target Audience Isn’t
- Continuously Revise
- Use Google Analytics
2. Focus on the benefits of the product
Kathy Sierra, a legendary game developer and programmer from the U.S, once said, “You can’t build great products by adding features; you can only make them great by making the users awesome.”
Customers care less about what you’re selling than about what they can get from it. How buying your product enhances their lives is more important than what you’re selling.
What does this mean? Do you trash feature lists?
At this point, you creatively turn your features to benefits, presenting the use of those benefits by using actionable verbs instead of citing the attribute alone.
3. Provide the complete picture using storytelling.
It is easier for human beings to understand and believe information packed in a narrative form. Further, stories capture our attention and inspire our imagination, connecting us with the moral of the story without having to be told what it is.
In most cases, a compelling story might inspire a shopper to share your product page on social media or among friends.
How often do you find organic shares when you look at your product analytics? For instance, if you sell artisanal goods and aren’t telling a compelling story, you may be missing out on a lot of traffic and customers.
The following are ways storytelling improves the quality of your product description:
❖ Enhances understanding and maintains attention
❖ Improve product development
❖ Inspire your audience with values and beliefs
❖ Connect with people on an emotional level to create loyalty
❖ It makes your product unforgettable
4. Sell with Power Words
Power words are persuasive words that affect psychological and emotional responses. Of course, customers take action by such words.
It is essential to choose your words carefully as they can influence the behavior of your audience and the level of your interaction. Below are a few examples of power words that trigger your audience’s emotions for different categories.
Prestige – expensive, glamorous, luxurious, upscale, and more.
Conflict – clash, hazards, hostile, rivalry, and more
Excitement – bold, fascinating, intriguing, riveting, etc.
Beauty – breathtaking, beautiful, awe-inspiring, adorable, etc.
5. Attract customers with mind-blowing social proof
Let’s assume, you’ve just landed in a new city; you need to do your hair. However, you found two salons. One is almost crowded, and the other is practically vacant.
The question is, which will you choose?
Let me make a guess. You’re more likely to choose the one with more people.
People can’t all be wrong, there must be something special about the Saloon full of people. Either they make beautiful and long-lasting hair, or their atmosphere is more interesting.
That’s what we call “SOCIAL PROOF“, which Psychologists have identified as a psychological and social phenomenon, where people copy the actions of others to adopt a specific behavior.
Here is a list of ways to use social proof to increase sales:
❖ Brand influencers
❖ Celebrity Endorsement
❖ Third-party video using your product and more.
6. Optimized for search engines for your website.
When it comes to high-volume e-commerce, SEO can play a significant role in driving organic traffic and boosting conversions and sales.
An effective search engine optimization campaign involves making a website or a web page more visible in search engines by improving the quality and quantity of traffic it receives.
Here are the following steps to optimize SEO for your product description:
❖ Don’t write for bots — write for buyers (include features)
❖ Choose the right keywords for SEO Product Descriptions
❖ Let Buyer Awareness Drive Product Description Length
❖ Create Individually SEO Product Descriptions according to Objectives
7. Use high-quality product image
Creating a brand online is only possible with visual marketing. The famous adage that “a picture is worth a thousand words” still rings true today. Particularly for e-commerce brands, high-quality visual content like product images can significantly impact their online presence and customer experience.
Here are the following things to consider to achieve a quality image:
❖ Provide viewpoints from all angles.
❖ Provide images of every color or style in your shop for the client.
❖ Provide the customer with an option to zoom any part of the product.
❖ Consider hiring a photographer or an agency that specializes in product photography.
Keep in mind that online shoppers will rely on your words and images to help them make a purchase decision.
8. Test your call-to-action
The call-to-action (CTA) button on your website enables visitors to take the next step when interested in your product.
CTA might seem small, but they play a vital role in converting visitors to clients and moving them through the sales funnel, which is why you should optimize them.
Here are the following things you should consider when choosing a good CTA button:
❖ Easy to comprehend and persuasive
❖ The imagery on the website should catch the visitor’s attention
❖ It should be accessible for visitors to complete the task for which they came to the website
❖ Consider the visitor’s perspective by asking them directly: “Can I get your/my benefits?” or “Can I download your/my eBook?”.
❖ Add some urgency into the message: “Now”, “Starting today”, “Immediately”.
Examples of CTA are Buy, Shop, Order, Reserve, Save, Add to Cart, Pick, View and more.
Also, it is impossible to establish evergreen best practices or tactics for CTAs, just as for all other elements of your website. After all, usage habits and context change over time, so even a successful CTA may become obsolete.
You should regularly perform A/B tests to compare your existing CTAs with new alternatives as a best practice. It will help you identify the best converting designs to improve your conversion rate and ensure you optimize the site for conversions.
Product descriptions aren’t only about explaining the features and benefits of your items; they’re also about giving you another opportunity to engage with your customers and remind them why they need them.
Finally, you don’t have to be Don Draper to write effective product descriptions for your online store. If you use the strategies we’ve laid out here, you’ll be on your way to having products fly off your online store.
What has been the most difficult aspect of writing product descriptions for you?
You can rely on Eden Content Hub to definitely help!
In our organization, there are prolific writers and editors who have the expertise to craft high quality and sales driven product description.
To discover more on what we can offer, just a click on edencontenthub.com . We are pretty sure your satisfaction will be assured if you do.