Before , it is important that you know the right strategies to improve the sales of your products, such as optimizing their descriptions. These influence purchase decisions, helping you and being informative at the same time.
That said, it’s important to write compelling product descriptions, as poorly written descriptions can negatively affect your sales.
Let’s go over how to write product descriptions that sell. We’ve put together some tips for creating effective marketing copy, as well as several examples of great product descriptions to inspire you.
1. Identify the needs of your customers
A great product description should speak to your target audience on a personal level.
Identifying the needs of your users implies knowing the characteristics of your target audience. Daily activities and location are examples of what can affect purchasing decisions. This will help you understand their pain points and how your products can solve them.
Make sure your product features are tailored to the demographics you’re targeting. Write concise sales copy that customers can quickly digest and generate an opinion about your brand.
See an example of a Logitech webcam product description.
As the product is aimed at people who make video calls or record visual content frequently, the company uses phrases like “best image at conferences” Y “record careful demonstrations” to narrow down your target market.
Understanding your customers also allows you to identify the best communication style and the dictionary to use to attract them.
2. Write your business’s unique selling proposition (USP)
Even if your products, remember to highlight their USP so that they stand out from the competition.
To write a USP statement that sells, use the knowledge you have about the identity, problems and needs of your customers. Make sure it conveys why people should buy your product over others on the market.
The leather goods company Saddleback Leather convey this message by creating a bold phrase to illustrate your product: “They’ll fight over it when you’re dead” (“They’ll fight over it when you’re dead.”). It’s a catchy phrase that shows the company’s confidence in the quality of its product and its reputation in the industry.
3. Describe the product as best as possible
Once you get information about your target audience and their needs, use it to create a detailed product description that explains how it fits with them.
Don’t fall into the trap of writing product descriptions in superlative, cliché language, like “the best product”, “nice” Y “Great value”. Instead, provide all the details that support your claim about the product’s quality and value.
The product description for your sleeping bag is a great example of informative marketing copy that sells. It conveys all the information about the product that a potential customer needs to know, such as its materials, its benefits, and its USP.
Another important point to include are the measurements and dimensions of the product. This is especially important if you are selling a product with multiple size and weight options, such as clothing and furniture.
4. Don’t Emphasize Features: Focus on Benefits and Evoke Emotion
Although the features of the product are necessary, it will be more impactful if you focus on the benefits.
You can combine features and benefits into one powerful text or separate them entirely. In this way, customers will be able to judge for themselves if it is a product they need.
Also, it gives you the opportunity to evoke emotions in people and create demand for your product. This can be done by appealing to their problems and how your product can solve them.
That said, tech specs may still be the way to go if you’re targeting a highly technical audience.
Fender It does this by including the technical aspects of its products and aesthetic appeal, as the company targets artists who care about aesthetics and functionality.
5. Write a clear outline
Remember that you should make the description of a product as concise as possible. Visitors don’t have time to read long product details, so make sure it’s easy to skim through without detracting from your product.
Using bullet points can be a good way to write a product description so that it is easy to read. You can also play with the layout and elements of the website to present a thoughtful product description. After all, it doesn’t have to be a vertical bullet list.
If you have a lot of information to present, consider dividing the information into multiple sections and using graphics for a sleek visual look. This way you avoid creating a wall of text that makes your product description look unattractive.
garmin, for example, it incorporates icons to improve the description of its products. By dividing information based on product features, the company improves readability and highlights benefits at the same time.
6. Do not distract your buyer with unnecessary texts
The goal of product descriptions is to educate potential customers about a product. Therefore, you should omit any other information that has nothing to do with your product or that is not worth reading.
Be sure to position yourself as a customer when creating a product description. Avoid using filler words and obvious information that you don’t want or have time to read. For example, saying that a clock shows the time accurately is simply redundant.
Remember that it is always better to explain the advantages of the product. If you start writing empty filler cliches, back off a bit and re-evaluate the features and benefits to get back on track.
7. Convey urgency and FOMO (Fear of Missing Out)
Use words that create a sense of urgency to buy the product. Some of the more common words are “new”, “limited” Y “now”. Incorporating these words into your product descriptions can influence your visitors’ purchasing decision.
Tissot it puts this into practice by advertising its limited product line. The product description contains phrases like “limited production” Y “only 4,999 pieces available” to allude to the scarcity of the product, which encourages people to make a purchase right then and there.
If you have an ongoing promotional campaign, be sure to include it in your product description for the same reason.
8. Write a compelling call to action
The last piece you should add to your product descriptions is a call to action (CTA) attractive. CTAs like “start now”, “learn more” Y “get yours now” motivate visitors to buy your product.
Once you have a strong starting CTA, accompany it with words that provoke. This goes hand in hand with your goal of conveying urgency and FOMO, for example, “as long as there is stock”.
You can also use the advantages of the product to create an attractive call to action.
Professional tips for pages that sell products
Informative and attractive product descriptions are part of the product pages. If done right, an effective product catalog can significantly improve your conversions.
Here are tips on how to create a product page for a store.
1. Continuous A/B testing of product pages
The , or division, compare two versions of the same web page to see which has a higher conversion rate.
This is essential as it helps you improve your conversion rate and minimize marketing costs. Knowing what works and what doesn’t makes it easy to create a product catalog that appeals to your target audience.
There are several platforms that you can use for A/B testing, such as and . Keep in mind that you need a considerable amount of traffic to your website to make a conclusive test.
For A/B testing, duplicate the product page. The original will be called control pagewhile the copy is the variant page.
The variation page is where changes are made and new ideas are applied. The goal is to see how much difference there can be between the two pages. Be sure to test one item at a time to get accurate results.
Here are some of the items you can try:
- Product wording: experiment with different language styles and dictionaries.
- Add to cart button: Test various CTAs, button layouts, and placement for optimal conversions.
- Product Images: incorporate photos from various angles to evoke the desired emotion.
- Social Proof or social proof: make variations of the format and placement of user reviews and other social proof demonstrations.
- FAQ section: Find out if adding an FAQ section will increase conversions.
2. Easy navigation and seamless UX to make the sale
Don’t confuse customers with complicated website navigation. Make sure to create a navigation bar that is easy to understand for a good browsing experience.
Make your CTA buttons visible and easy to click on the product page. Remember that it is also possible to split test your CTA button to see which layout and copy will have a higher conversion rate.
There are three aspects of user experience design that you need to address:
- Usability: make the customer journey clear. Avoid unnecessary clicks, wasted time due to loading time or confusing navigation, and avoid broken links.
- Accessibility: make sure your product catalog is accessible to multiple groups. For example, people with low technology skills may need simpler terms or icons to navigate.
- Attraction: develop a website that makes visitors enjoy the experience and are willing to come back again.
3. Use sensory words
Since customers can’t try your product, you must provide a detailed description of how it would feel or look in reality. To do this, you have to write a text that appeals to their senses.
This descriptive writing practice is beneficial for the sale of food and beverage products.
Lindt has a good example of product descriptions that sell. The company uses words like “irresistibly creamy” to entice your chocolate cravings. By describing the scent, you entice the customer to make the purchase.
4. Simple prices (include taxes and shipping costs)
Price is one of the most important pieces of information that visitors want to know when looking at products. A good location…
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