A product description is the marketing copy that includes important information about product features and benefits. You can think of product descriptions as an online salesperson for your business. They can help potential buyers make informed decisions. And empower customers with the confidence they need to make a purchase.
Product descriptions can come in the form of a single concise sentence, a short paragraph or a bulleted list. They may sound like a simple thing but be careful not to underestimate their power. Well-crafted product descriptions are playing a pivotal role in the booming eCommerce landscape. According to Wunderman Thompson Commerce's Future Shopper Report for 2023 [PDF, 14.7MB], 46% of online shoppers ranked product descriptions as the most important factor that influencers purchase decisions.
Whether you're a local artisan or run a clothing boutique, perfecting product descriptions on your eCommerce platforms can help you attract new customers and help boost conversion rate.
Mastering the art of crafting compelling product descriptions is a crucial skill for any eCommerce business. The words you choose to showcase your products can be the difference between capturing a customer's attention or losing them to the growing list of online competitors.
In this article, we'll delve into some of the main benefits of product descriptions. We’ll also consider some essential elements when creating the ‘perfect product descriptions’ for your business.
Investing time into crafting strategic product descriptions can offer many different benefits. We explore three of these below.
Probably the most important benefit of product descriptions is their ability to influence a purchase decision by informing customers. Clear product descriptions that answer customer questions can ultimately help improve conversion rates and help increase sales.
A great product description can help offer clarity and precision, so your customers have a clear understanding of what they're purchasing. When potential buyers have clear expectations, trust in your brand can grow.
Clever and strategic product descriptions can help capture the attention of your online audience. This can turn passing visitors into customers. By using compelling copy, you can help make your products stand out. This is incredibly important in the competitive online marketplace.
Product descriptions can help boost website performance and help improve SEO ranking for your business. This is because you can integrate keywords into your product descriptions that your customers may be using in search engines. For example, Google or Bing.
By doing this, you can help increase visibility of your products in search engine results. This means people are more likely to find you, which can help drive organic traffic to your website.
Learn more about the benefits of SEO for small business
You can leverage the benefits of product descriptions by utilising a combination of different elements. We explore five of these below.
Keep your target audience in mind when creating product descriptions. Picture yourself having a chat with them. Then use plain language and conversational words you can imagine them using. This will help make sure your product descriptions are optimised for SEO.
Kick off your product description with a compelling headline that will help capture a users’ attention.
Present a brief product overview that focuses on the key features and benefits. You may want to incorporate bullet points to help increase readability. You should also highlight unique selling points that make you stand out from the competition.
You should consider using sensory words. For example zesty, fluffy, cozy, fresh and spicy. This can help your customers imagine how they’ll ‘experience’ your products.
Wrap up your product description with a persuasive call-to-action that guides customers to the next step. A CTA is a prompt that tells people what to do when they have an interaction with your business. For example, you could add a button or a link with words like ‘Buy Now’, ‘Learn More’ or ‘Add to Cart’ underneath your product descriptions.
Product descriptions are often one of the first points of contact with potential customers. When well-crafted, they help build trust, captivate potential customers and boost your search engine visibility.
By addressing your online audience, emphasising clear benefits and using compelling language, you can create compelling product descriptions that resonate with your customers and help drive sales.
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