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Tips for Writing a Good Product Description for eCommerce Websites

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You've put a lot of time and effort into your e-Commerce company, goods, SEO, and website design.

However, your conversion rate is not improving for some reason.

Various things may be impacting your conversion rate, hypothetically speaking.

And one of them may be related to your writing, especially your product descriptions.

Contrary to common assumption, product description writing is more than just describing the thing. Product descriptions that are persuasive go beyond discussing features.

Customers should be given all of the information they require while still wanting to click "purchase" or add the goods to their basket.

But how do you strike a balance between a detailed product description and one that is also persuasive? We have an answer, which we will discuss further in this article. Continue reading...

What exactly is a product description, and why is it necessary?

A product description is a piece of copy that explains what a product is and why prospective buyers should purchase it. In other words, that information is what persuades and converts a new buyer.

Potential customers should fully understand the features and benefits of your product after reading the product description.

Over the years of optimising various product pages, we've discovered that the most convincing product descriptions are written in the language of consumers.

What do I mean by it, you may wonder?

I mean, before you even try to sell something to a consumer, you need to talk to them and figure out what their pain points are.

This is a mistake we've seen even experienced marketers and copywriters make.

Why is

After that, consider the following reasons why you should have a product description:

Increased visitor conversion rates

Customers want sufficient product information before making an online purchase.

Without adequate information, it is difficult to persuade a stranger that the product will help them progress from their current situation.

According to one Nielsen Norman Group study, unclear product descriptions account for 20% of all purchase failures.

All of the above information must be in one place rather than having links lead to other pages where they may or may not find the relevant information they seek.

Improves the visibility of a website in search engines

Using the proper keywords in your product descriptions will help potential shoppers locate your items quickly.

However, using product descriptions to boost website visibility on search engines raises the difficult question:

How do you find the right keywords, and is there a way to use them strategically?

The goal here is to narrow down to the proper phrase while keeping the following elements in mind:

  • Difficulty of Keyword

  • The number of searches

  • Terms that are related

Assume you're promoting a tea-related product. Assume the tea you're selling is beneficial to weight loss.

Without narrowing down your keyword, you will be up against heavyweight sites

How to Write Sellable Product Descriptions

You just have a few seconds to wow a potential consumer when they land on one of your product pages. How will you make those precious few seconds count?

Easy. Use powerful language.

In other words, your product description is what will determine whether they stay or leave.

Here is a list of suggestions to consider while writing convincing product descriptions:

Consider your intended audience.

A solid product description, like any other marketing endeavour, begins with a knowledge of your target audience.

If you don't know who your target audience is, you won't know what information to include or exclude from your product description. You can't possibly target everyone.

When you understand your buyer persona, you will be able to utilise terms that your target audience can relate to. It's even better if you can include some of their own words into your article.

Of course, the age group of your target audience influences the words you use. You wouldn't want to describe your product to an older audience with words like "dope, lit, flex."

Don't simply talk about your company and business.

The product description is not the place to promote your company. However, here is the moment to tell your buyers how your product will address their difficulties. All you have to do is create the stage for your consumers to utilise their imaginations to see themselves utilising your product.

Assume you're selling webcams to pros, and you want your buyers to envisage utilising the camera in a virtual conference. This visual experience may be created with photos and movies.

Make a clean and scannable copy.

I understand. More words on each product page might help you rank higher in search engines. But don't just add additional words if you don't have anything more to say.

Use phrases like "great design" or "high quality" sparingly. They do not improve your situation. Those phrases are available to anyone, including your competitors.

Finally, consider your value proposition.

After everything is said and done, a good product description should accurately represent your value proposition. Because your product description is part of your marketing copy, it makes sense to repeat your value proposition on it. At the end of the day, you want customers to understand the value of your product.