How to create compelling product descriptions that drive sales
Mary Beth Wilson
Oct 26, 2023
4 min Read
When it comes to eCommerce, crafting effective product descriptions is an art that can make or break your online business. While captivating product visuals are an important part of your product detail page (PDP), equally so is pairing them with persuasive and informative product descriptions.
In fact, an eMarketer study found that 80% of respondents felt that product descriptions influenced their purchase decisions. Let’s go over the essential ingredients for writing compelling product descriptions that will entice and convert your online shoppers.
Understand your audience
Before you start writing, take the time to understand your target audience. Imagine your ideal customer and put yourself in their shoes. What are their needs, desires, and pain points? Knowing your customers' preferences and demographics will help you tailor your product descriptions to resonate with them. For instance, a product aimed at tech-savvy millennials might require a different tone and style than one targeted at elderly consumers looking for simplicity and reliability.
Highlight the benefits
One common mistake in product descriptions is focusing solely on the features of a product. While providing technical details is essential, customers are more interested in how a product will benefit them. So, be sure to emphasize the advantages and solutions your product offers, and turn product features into benefits. Instead of saying, "This blender has a 1000-watt motor," say, "Blend your smoothies effortlessly with a powerful 1000-watt motor, making your mornings easier and healthier." In Mockingbird’s case, they made sure to mention in the product description that their single to double strollers are capable of expanding to “make room for a growing squad.”
Use persuasive language
Tap into the psychology of persuasion when writing your product descriptions. Incorporate persuasive words and phrases such as "exclusive," "limited edition," "best-seller," and "must-have." Create a sense of urgency with terms like "limited stock" or "sale ends soon." Encourage action with clear calls-to-action like "buy now" or "add to cart,” or “reserve now” if a product is available for pre-order.
Make it scannable and concise
Online shoppers often skim product descriptions, so it's crucial to keep your content concise and scannable. Use short paragraphs, bullet points, and subheads to break up the text. And make key information easy to find by using bold or italic fonts. The goal is to provide the most critical details at a glance while allowing for more in-depth reading when preferred. Take Graco’s product description on their Walmart product page, for example.
Tell a story
Storytelling can be a powerful tool in product descriptions. Share the backstory of your product, the inspiration behind it, or how it has positively impacted other customers' lives. Craft a narrative that helps potential buyers connect with the product on an emotional level—what inspired the product, what obstacles did you overcome making it? For example, if you sell something handmade, like candles, share the artisan's journey and the craftsmanship behind each item.
Address potential concerns
Anticipate and address potential concerns that customers may have. For instance, Caraway quickly lets shoppers know that their cookware is free of chemicals. Addressing concerns customers may have about your product in your description can help build trust and confidence in your brand.
Optimize it for SEO
Optimize your product descriptions for search engines. Conduct keyword research to identify relevant terms and phrases that potential customers are likely to use when searching for products like yours. Then incorporate those keywords naturally into your product descriptions to improve your website's visibility on search engine results pages (SERPs).
For e-commerce sites, an effective product description is the bridge that connects potential customers to your products. With these tips, you can create product descriptions that inform, inspire, and convert. Remember, the perfect product description isn't just about words—it's about connecting with your customers on a personal level and providing them with the information they need to make an informed purchase decision.