A product description explains what a product is and why it’s worth purchasing. You can use the product description to give customers important information about the features and benefits of the product so that they’re enticed to buy. Adding creativity to your product descriptions also makes your product pages more engaging, leading to more conversions from casual shoppers.
Write engaging product descriptions
To write engaging product descriptions, consider applying any or all of the following tactics.
Focus on your ideal customer
Imagine your ideal customer or your target audience when you're writing your product descriptions, and address them directly. Ask and answer questions as if you’re having a conversation with you ideal customer, rather than writing generically to no one in particular.
Consider asking yourself some of the following questions:
- What kind of humor do your customers appreciate, if any?
- What words do your customers use? What words do they hate?
- What questions do your customers ask that you should answer?
You can try to incorporate that language into your store so that you can have a similar conversation online that feels more realistic and genuine.
Entice customers with benefits
Highlight your product’s benefits so that your customers know how it could help them. You might want to organize your product features and benefits in a bulleted list, and include any technical details.
Consider the following questions:
- How does your product make your customers feel happier, healthier, or more productive?
- What problems, glitches, and hassles does your product help solve?
- What are your product's basic features? Write out any dimensions, materials, functions, care instructions, and details about the fit if you’re selling clothing.
- When is the product best used? Is your cozy blanket perfect for cold winter nights with a cup of hot cocoa by the fireplace? Or is it more for a brisk autumn evening as the sun goes down? Highlight the ideal scenarios for when a customer should use your product.
- What makes your product special? Think about the unique benefits of your product and why it’s better than that of your competitors.
Avoid generic statements
Be specific in your product descriptions. Product details add credibility and help to sell your product. Writing something vague like “excellent product quality” doesn’t tell your customer anything substantial, and it might cause them to become skeptical if you don’t provide evidence.
Give evidence for product benefits
Make sure that any claims that you make about your products are factual. If your product is the best in its category, then provide proof for why this is true. Otherwise, tone down your product copy, or quote a customer who says your product is the most wonderful thing they’ve ever used.
Appeal to your customers’ imagination
If your store is online, then customers can't hold the product in their hands. Help your customer imagine what it would be like to own your product. Try starting a sentence with the word “imagine,” and finish your sentence or paragraph by explaining how your reader will feel when owning and using your product.
Use mini-stories to connect with customers
Include mini-stories in your product descriptions. Stories allow customers to relate to your brand and connect to the product.
When it comes to telling a story about your products, ask yourself the following questions:
- Who is making the product?
- What inspired creating the product?
- What obstacles did you need to overcome to develop the product?
- How was the product tested?
Include sensory words
Engage your readers with vivid product descriptions. Adjectives that describe a sensory interaction with the product can help your customers to experience the product while they're reading.
For example, if you’re selling food products, then think about words like “velvety,” “smooth,” “crisp,” and “bright”.
Build trust with social proof
Include customer testimonials or a social media feed so that potential customers can see previous buyers’ experiences with your products. If you’re including customer testimonials, then try to include an image of the customer using the product to add credibility. When you share examples of real people using your products, potential customers can feel more confident in their product choices.
You can use a customer reviews app to capture product reviews on your website and integrate others from third-party sites like Google or Facebook.
Make your description scannable
Make sure your product descriptions are clear and scannable so that they are easier to read and more appealing to potential customers.
Consider the following areas to focus on when you're writing your product descriptions:
- Entice your web visitor with headlines.
- Use bullet points for lists.
- Include plenty of white space.
- Increase your font size to promote readability.
- Use high quality product images.
Set goals to measure success
Decide on a set of metrics to track on your product pages to understand if your product descriptions are leading to more sales. Defining these metrics helps you understand which product descriptions are working best and then improve upon the underperforming ones.
Common metrics to monitor are some of the following:
- conversion rate
- cart abandonment
- return rate
- support inquiries
- organic search rankings
You can run different A/B tests using a tool like Neat A/B Testing, resulting in higher conversions and more sales for your ecommerce website.