Copywriting for E-commerce: How to Write Compelling Product Descriptions for Online Shoppers
Product descriptions are marketing copy that explains what a product is and why it’s worth purchasing. The goal is to provide customers with essential information about the product’s features and benefits, compelling them to make a purchase. However, a common mistake that entrepreneurs and marketers make is writing product descriptions that are too basic and failing to sell the product to actual people who are shopping online. To avoid this mistake, it’s essential to bring your product description writing skills to a new level. Here are some simple ways to create product descriptions that sell and improve your website copy to increase your e-commerce sales.
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Focus on your Target Consumer
When it comes to writing product descriptions that sell, one of the most crucial elements is focusing on your target consumer. It’s like trying to hit a bullseye in archery; you need to have a clear understanding of who you’re aiming for, so you can tailor your language, tone and features to their needs and preferences. For example, porcelain white veneers appeal to those who desire a more beautiful smile. Therefore, you should keep those customer’s needs in mind when writing your product description. It helps to almost think of your target buyer as your soulmate. You want to woo them with your words and convince them that your product is the perfect fit for them. So take the time to do your research, understand their pain points, and craft descriptions that speak directly to their needs and desires.
Entice With Benefits
Rather than just listing features, think about how those features can improve your customer’s life. By emphasizing the life-enhancement benefits, you can entice your audience and show them how your product can solve their problems or make their lives easier. Use descriptive language to create a vivid picture of the experience your customer will have when using your product. This approach can make your descriptions more appealing and engaging, ultimately leading to increased sales and customer loyalty.
Be Specific About Claims
Avoid generalities. Instead, focus on conveying specific details that demonstrate the benefits of your product. Instead of using vague language like “excellent” or “you’ll love it,” use specific examples to show your customers exactly what your product can do for them. Highlight the unique features and benefits that make your product stand out from the competition, and back up any claims with data or customer reviews. Here’s an example that illustrates the difference between using generalities versus specifics in product descriptions:
Bad example: “Our new face cream is excellent for hydrating your skin and making it look younger. You’ll love the way it feels on your face.”
In this example, the language is vague and doesn’t provide any specific information about how the product works or what benefits it provides. The claims made are generalities and could apply to almost any face cream.
Good example: “Our new face cream contains hyaluronic acid and vitamins C and E, which work together to deeply moisturize your skin, reduce the appearance of fine lines and wrinkles, and protect against environmental damage. In a recent customer survey, 90% of users reported seeing significant improvements in their skin’s texture and radiance after just two weeks of use.”
In this example, the language is specific and provides details about the ingredients and benefits of the product. The claims made are backed up by specific data from a customer survey. This approach gives the customer a better understanding of what the product does and how it can benefit them, which can increase their confidence in the product and lead to a purchase.
Use Adjectives That Appeal to the Senses
Using adjectives that appeal to the senses can make your descriptions more engaging and persuasive. Ideally, choose adjectives that appeal to all five senses – sight, sound, smell, taste, and touch – to help your customer imagine what it would be like to use or experience your product in person. Examples include:
- velvety
- aromatic
- crispy
- sweet
- vibrant
Make Your Product Description Pages Scannable
Does the style of your website encourage people to read the product descriptions you have posted? It will be much simpler for potential buyers to read and digest your product descriptions if you present them in a format that is both straightforward and easily scanned. When designing the product description page, you should pay attention to the following improvements:
Make Your Product Description Scannable
Does the style of your website encourage people to read the product descriptions you have posted? It will be much simpler for potential buyers to read and digest your product descriptions if you present them in a format that is both straightforward and easily scanned. When designing the product description page, you should pay attention to the following improvements:
- Use headlines and subheads to attract visitors
- Integrate the use of bullet points and lists
- Include ample white space to avoid visual confusion
- Promote readability with larger font sizes
Use Social Proof
Your website visitors hunt for recommendations on what to buy when they find themselves unable to make a decision about which product to buy. People are frequently persuaded to purchase a product that has received the greatest amount of good reviews. But, there are more ways to include social proof into the descriptions of your products.
The use of a picture of a person not only lends legitimacy to a quotation but also lends a more personal and approachable air to an online business, prompting clients to reach out to obtain answers to any questions they may have.
Customer quotes are particularly powerful since they characterize the product as being in high demand. You want to convey the notion that the item is popular. The majority of customers are drawn to making purchases of items that are already quite popular. You should put more emphasis on the goods that are the most popular with your online shoppers on your e-commerce website, by putting them front and center as much as possible.
Dazzle With Mini-stories
Including mini-stories in your e-commerce product descriptions can be an effective way to lower rational barriers against persuasion techniques. When customers are drawn into a story, they become emotionally invested in the characters and their experiences, which can make them entirely forget that they’re even being sold to. To come up with a compelling story about your product, ask yourself questions like: Who is making the product? What inspired the creation of the product? What obstacles did you need to overcome to develop the product? How was the product tested? By answering these questions, you can craft a mini-story that engages your customers and makes your product stand out from the competition.
Highlight the Uniqueness of Your Product
In your product description, point out features that make it different from other products that are available on the market. This helps to create a sense of exclusivity and appeal to certain customers who are looking for something unique that not everyone else in their circle already owns.
Remember, your products must compete with millions of others online. The more you can hone your product description writing skills, the more products you may be able to sell. Implement all of these tips for every product you sell online, and you should see results that make your extra effort very much worth it!
