For those who personal an e-commerce web site, your product descriptions are a low-hanging fruit that can assist you make extra gross sales.
An ideal product description tells a narrative—the story of who your product is for and how your product may help them get what they need.
As a result of in terms of 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 individuals to click on “Purchase now” after studying your product descriptions? Let’s set the scene with a couple of nice examples.
One in every 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 a couple of 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 laborious 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:
Similar to Thursday Boot Co., Solo Range does an ideal 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 barely 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 ideal job of utilizing video to boost its product descriptions.
Lastly, let’s take 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? Other than 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 when you can think about it, you’re one step nearer to creating that have a actuality and clicking the “purchase” button.
That is the facility of utilizing phrases to assist your clients visualize themselves proudly owning, utilizing, or consuming your product. If they’ll see it of their minds, they’re much extra prone to purchase.
By learning different manufacturers’ copywriting, you may enhance your personal.
Prepared to start out writing? Listed below are six ideas for crafting the very best product descriptions potential:
1. Above all else, know your viewers
Convincing somebody to purchase one thing with out understanding their wants, desires, and wishes is tough, to say the least. If you’d like your descriptions to be as efficient as potential, it’s good to know your viewers properly.
Particularly, it’s good to know the solutions to the next questions:
- What are the traits of the goal section or of a perfect buyer? (Age, gender, pursuits, character, life scenario, and so forth.).
- What ache level does my product assist them clear up? What life-style does it assist them reside?
If we take a look at the three examples I gave above, we are able to reply these questions.
President Lace-Up Boot:
- Male, possible aged 25–45, cares about his look but in addition 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.
Solo Range:
- A number of age ranges and genders, however possible a family-oriented particular person aged 30–45 or presumably somebody who enjoys internet hosting events. I might create multiple purchaser persona on this case.
- It helps them host great gatherings round a smokeless, stunning fireplace.
Endangered Species Chocolate:
- Seemingly somebody a bit older (30+) with more cash to spend on indulgences and who cares in regards to 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, “Offers them a great shoe to put on” or “Offers them a pit to make a hearth.” There’s extra to it than that—it’s in regards to the final desired final result: Having the proper fireplace to make the proper occasion or the proper boot to look good and really feel good with out breaking the financial institution.
For those who can work out precisely what your viewers desires and wishes, then you may paint an image together with your phrases that may promote your product for you.
For those who don’t know the solutions to those questions, it’s time to do some market analysis. Learn boards, ask questions, and all the time attempt to get genuine buyer suggestions. Even take into account sending an e-mail asking for individuals’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.” Folks wish to be entertained and fascinated, and your descriptions aren’t any exception.
Clearly, that is simpler performed 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 will possibly’t be performed.
One in every of my favourite methods a model has performed 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 throughout its product web page.
The “story” is, as a species, now we have advanced to poop whereas squatting, not sitting. The squatty potty lets you do what people had been designed to do within the unnatural setting we name a rest room.
Not all merchandise lend themselves so properly to the sort of humorous storytelling. But when you could find an fascinating angle to your merchandise, it will possibly provide help to create a promoting level.
3. Write with search engine optimisation in thoughts
For those who care about getting free, recurring clients, you need to care about SEO (search engine optimisation). Meaning optimizing your product pages to allow them to rank for key phrases individuals search on Google and different search engines like google and yahoo.
Optimizing your product descriptions begins with understanding what key phrase you need your web page to rank for—which suggests it’s good to do some key phrase analysis.
The simplest method to try this is to seek for your product on Ahrefs’ Key phrases Explorer, take a look at the Associated phrases report, and depart it on the default view. It reveals 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 30 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 very best goal key phrase for the web page. However that gained’t all the time be the case. Had we typed “lavender bikini,” we might have discovered that “purple bikini” could be a greater key phrase to focus on on account of its greater visitors potential.
These associated phrases may help you additional optimize your product web page for the principle goal key phrase.
For instance, we are able to speak about “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 smart with out making an attempt to pressure them in too many instances. Consider it as a method of various your phrase decisions (which is certainly one of my tricks to grow to be a greater author, by the method).
That is a part of the deeper strategy of on-page search engine optimisation—one thing each e-commerce enterprise proprietor ought to be taught.
4. Use advertisements to check copy
Sufficient about search engine optimisation. Let’s speak about pay-per-click (PPC) advertisements and the best way to use them to enhance your product copy.
For those who’re already working search advertisements, then use excerpts from the successful advert copies in your product descriptions. You’ve already acquired the info that they work.
For those who’re not working advertisements, you may nonetheless spy on opponents’ advertisements to see what sort of copy is working for them. Simply Google your product…
… and pay attention to any frequent tendencies among the many advertisements. On this instance, the phrase “Designer” stands out to me. If I strive different key phrases, I can see that’s a standard development:
This tells me utilizing phrases like “Designer” and promoting combo pricing could also be a great factor to incorporate in your product descriptions.
To make this even higher and sooner, you may spy in your opponents’ advertisements with the Adverts report inside Ahrefs’ Website Explorer.
It will allow you to see their advert copies throughout all of their advertisements, and you’ll verify a number of opponents to see the tendencies and overlaps of what makes them profitable. It’s because advertisements that drive essentially the most visitors and value essentially the most are prone 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 method that’s simple to scan
- Breaking apart giant paragraphs and reducing fluff
- Utilizing high-quality photographs and movies
- Breaking apart the web page visually
The model examples I gave initially of this text do that rather well. They don’t simply have some product photographs 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 photographs with temporary descriptions, video overviews, and close-ups that designate the minute particulars. For those who don’t know the best way to construction your web site like this your self and may’t discover a template you want, it might be price hiring an internet designer to construct it for you.
Past the construction of the web page, you also needs to deal with enhancing the phrases you employ to explain your merchandise. As a substitute of simply saying it’s “sturdy” or “top quality,” take a extra poetic and attractive method.
Jacob McMillen shares an ideal tip in his guide to copywriting that’s helpful right here—use bulleted lists that describe a characteristic of the product, then observe that up with the additional benefit whereas using energy phrases.
For instance:
- Enzyme washed for added softness
- Dye course of creates variations of colour, making every tee really distinctive
- Tees pre-shrunk, so they’ll match the identical without end
Phrases corresponding to “distinctive” or “without end” are energy phrases. Try this list of power words for extra concepts to range your wording and preserve 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 it’s good to do to shine your description: Ruthlessly minimize the fluff.
If you’re performed writing, sleep on it first, then learn your product descriptions out loud the following day. By studying them out loud, will probably be painfully apparent the place you’ve added pointless, additional wording or which sentences sound unusual.
Some massive 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 beautiful, fluffy down pillow is made by hand in a manufacturing unit in Indiana by individuals who put a number of care into each sew. This pillow is bound to do away with your insomnia and provide help to sleep like a child.
Good, however let’s minimize 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. Sturdy, expressive, and concise.
Last ideas
As digital entrepreneurs, our web site is our 24/7 gross sales machine. Each second we put into enhancing it’s a second invested in an automatic cash machine.
Studying the best way to excellent your product descriptions—and your product pages—is among the methods you will get an even bigger ROI from your enterprise.
Able to be taught extra? Try these different guides:
