Product descriptions play a vital role in converting users into customers for ecommerce merchants. Boring or generic product descriptions run the risk of not giving out enough information or failing to entice people to purchase. The easy way to get around having to write product descriptions is by copying and pasting the manufacturer’s descriptions. However, this method won’t make you stand out from the competition and worse, Google may see the descriptions as duplicate content and only show one result to searchers. Here are 3 steps for conversion boosting product descriptions.
1: Describe A Feature
Start off each of your descriptions by describing a feature of the product. For example your product could be an umbrella, the feature you hone in on could be it’s lightweight frame. Simply write a straightforward and factual sentence describing the feature, it could be along the lines of – This umbrella has an extremely lightweight frame.
2: Tie The Feature To A Benefit
Whatever product feature you have chosen, now describe how that feature is a benefit to the end user. Without tying each feature to a benefit, the message can easily be lost along with the conversion. Using the same example your description could be – This umbrella has an extremely lightweight frame, so your arms don’t get tired from holding it up.
3: Eliminate Confusion & Get Specific
As mentioned previously, your message can be lost if you fail to tie a benefit to the feature. The same can be true if you aren’t specific enough, leading to confusion and cart abandonment. Now it’s time to add in an explanatory phrase/sentence or two to clear things up. Once again using the example above, the potential customer could be confused as to just how light the umbrella is and if it would actually be a benefit to them. Adding in some clarity to your description in this case could make it look like this – This umbrella has an extremely lightweight frame. It weighs 70% less than a standard umbrella. so your arms don’t get tired from holding it up.
Start writing great product descriptions that drive online sales. Remember to describe one feature, link that feature to one benefit and then add in some explanatory sentences to eliminate confusion and increase clarity. Book your free ecommerce web design consultation now by visiting us online.