8 basic actions to write impressive item descriptions that improve conversions

  • 30-second summary: Issues with increasing your website’s organic traffic might be attributed to low natural CTRs.
  • Creative title tags assists your site produce a positive first impression.
  • Limitation your meta description to under 160 characters to prevent truncation.
  • A well-optimized, keyword-rich URL can increase organic CTRs by 45%.
  • Leverage the power of abundant outcomes to steal SERP property from your rivals.

Item descriptions are an essential part of your sales funnel. By instilling imagination and ideal optimization, you not just can enhance your marketing copy however also improve your ecommerce conversion rate.

Considering that online buying does not enable consumers to have a tactile buying experience, ecommerce store owners need to put in extra effort to prove that their item is the ideal fit for the consumers.

The greatest mistake business owners make is they compose product descriptions for the sake of explaining their product features only. The truth is that online marketers need to create descriptions that help them highlight their item pages.

Ideally, your product descriptions must represent a distinct value proposal along with offering the ideal option to a bothersome issue.

Online sellers that don’t neglect the significance of imaginative item descriptions witness lower bounce rates and better ecommerce conversion rate than stores that do not get this action right.

In this post, you’ll find out how to write impressive item descriptions that increase conversions. Without any further hold-up, let’s get begun.

What is an item description?

An item description is a marketing copy that contains information about key product functions and benefits. The objective of the product description is to provide customers with info and specifics to encourage them to wish to invest their cash in your services and items.

As a general guideline, your descriptions should provide answers to the following questions:

  • “What issue does your item resolve?”
  • “What does your purchaser gain from using this product?”
  • “What sets your item apart from the remainder of the competitors?”

Fundamentals of a great item description

Before we highlight the 8 easy actions to composing engaging item descriptions, we’re going to have a quick look at a few of the fundamentals you should integrate in your descriptions to convince shoppers to reach their credit cards and make a purchase.

Keyword enrichment

Keywords keep your product descriptions noticeable in front of online search engine. Integrating the right mix of keywords into your item copy helps Google deliver outcomes that direct possible clients to your item pages.

Here the secret is to maintain the ideal balance as too little optimization leaves you unnoticed, while too much looks like keyword stuffing.

Customer engagement

A winning product description ought to demonstrate how your product fills a requirement in the customer’s life.

A description that just highlights item features can not engage the reader or increase ecommerce conversions. Why? Due to the fact that it is concentrating on generic elements just rather of providing a real-time solution to the customer’s problems.

Highlighting specifics

Poorly-written descriptions are typically dull and unattractive. Most of the time, they consist of replicate material (that you receive from your manufacturer).

The info you supply relating to item benefits and features should deal with potential consumer’s inquiries (even prior to they’re asked).

Regular updates

Your item pages constantly evolve based upon different factors, including page conversions, bounce rates, and the latest trends. Just guarantee you keep tracking changes and adjust your item copy appropriately for the best outcomes.

Eight simple actions to composing legendary product descriptions that enhance conversions

1. Focus on your target audience

You’ll have to know your target market before you write item descriptions for your e-commerce shop.

Attempting to write a copy with a huge crowd of clients in mind will result in descriptions that are not targeted.

Also, the tone and vocabulary you ought to utilize in descriptions exclusively depend upon the type of audience you’re writing for. If you run a toy shop online, your descriptions ought to sound fun and amusing. Similarly, if you sell physical fitness tablets or any other kind of medication, you should keep your tone specialist.

The procedure starts by envisioning your perfect purchaser. Look for out the best words and phrases that your target market values and uses frequently.

2. Sell an experience

The biggest ecommerce shop mistake owners make is they just focus on private item advantages and functions.

However did you know your possible consumers are more interested in the advantages of each function independently? Here, the key is to highlight the benefits of each of your product functions. Talk about specifications that will assist your purchasers feel more happy and efficient.

Remember, your objective as a marketer is to offer an experience and not just an item.

3. Do not consist of “yeah-yeah” expressions

Composing imaginative product descriptions isn’t a walk in the park. It’s a creative skill that requires owners to create a copy that quickly gets their customer’s attention.

Unfortunately, the majority of online sellers write descriptions because they feel it’s a part of the entire process. Specifically when they’re stuck to words, they attempt to integrate filler words and phrases, such as, ‘premium-quality products’, ‘premier products’, and the like.

These expressions are called the ‘yeah-yeah’ expressions in the ecommerce world. As soon as a website visitor goes through such words and expressions, they believe, yeah, yeah, that’s quite obvious. Nobody ranks its product quality as below-average or bad.

To avoid this reaction, you must adhere to the basics. Try to be as particular as possible and emphasize technical aspects instead of just bragging about your product quality and benefits.

4. Provide specific evidence

Superlatives suggest nothing unless you have the proof to back them up. Ensure you have evidence to show why your item is the very best.

For instance, if you deal with electronic products, you can speak about patents, their building, quality certifications, etc.

. The idea is to offer your readers the impression that there is something unique about your offer. You should tone your copy down if you do not have the references to show that your item is a genuine offer. Alternatively, you can likewise price estimate a client testimonial to show that there are people who believe your item is the best thing they have experienced so far.

5. Consist of sensory words

Research recommends that sensory words engage more brain processing power and help enhance the ecommerce conversion rate.

What are Sensory Words?

Sensory words are descriptive. They discuss how we experience the world using our five senses.

Let’s expect you run a chocolate store online. You can utilize more sensory adjectives like smooth, crunchy, creamy, sweet, aromatic, and crisp to your descriptions to impress your readers.

People tend to trust brands that have top quality images consisted of in their items.

Words, such as ‘you’, ‘brand-new’, ‘guaranteed’, and ‘totally free’ are Power words that make your descriptions sound more reliable and help your clients experience your copy while reading.

6. Use a scannable style

Rather of tossing words in front of your consumers, make certain you spend time and energy in developing descriptions that look more organized and professional.

Usage white areas, headlines, and bullets to highlight each product advantage independently. The more understandable your product descriptions are, the better your customers will comprehend the associated benefits.

If you offer smartphones, you’ll want to transform specs into a list or bullet points for a simple read. Do not forget to utilize the right typeface to enhance readability and boost conversions.

7. Split test it

No matter how professional your product descriptions take a look at first glimpse, you must always split test them for different factors.

Split testing, likewise known as A/B screening, makes it possible for owners to compare 2 different versions of the exact same thing to figure out which carries out much better.

Test your descriptions for different formats, lengths, typefaces, and more. With this details at hand, you can better optimize your product pages and enhance ecommerce conversions.

8. Consist of all the information

The goal of composing an engaging product description copy is to offer your potential clients with all the pertinent details, specs, and info they may require to buy.

For example, if you offer footwear or apparel online, your item page ought to consist of every possible information, including size charts, care instructions, material information, and other information to help your consumers choose the ideal product for themselves.

Likewise, if you offer any food products, you need to highlight irritant information and components to enhance the user experience.

Bonus offer suggestions

Compose your own product descriptions

Never copy/paste descriptions you receive from your maker. The same maker materials items to numerous stores, and if they’re likewise using comparable descriptions, your store will have trouble getting its due place in SERPs.

Also, you’ll be at higher risk of getting punished due to replicate content.

It’s vital to understand that item descriptions supply ecommerce store owners with a chance to reveal the creative side of their business. It’s your opportunity to prove to your prospective customers that your products use the best value for their cash.

If you believe writing engaging product descriptions isn’t your cup of tea, you can also work with an imaginative copywriter to do this task for you.

Usage online tools

If employing a copywriter isn’t an alternative currently, you might likewise leverage various tools available online.

You can also hire somebody from online academic writing services to develop descriptions.

Basic tools, such as Grammarly, Cite It In, etc will help you refine your descriptions. You can utilize keyword research tools to figure out the most appropriate keywords you can use for your descriptions.

Optimize your descriptions for better conversions

Whether it’s your item descriptions, the About Us area on your site, or your blogs, you have to guarantee that every material piece offered on your site is enhanced for SEO.

Again, there are different online tools offered for this purpose. The idea is to discover keywords that relate to your product. For example, if you dropship cosmetics online, you can select keywords like ‘MAC highlighters’, ‘Maybelline Red Lipsticks’, and more.

Here, it is important to understand that the unnecessary use of keywords is going to ruin your ranking.

Here are a few tips you need to consider before you write SEO-optimized item descriptions for your e-store:

  • Include keywords in headings/subheadings
  • Do not write for search engines
  • Leverage LSI keywords
  • Optimize item images and videos
  • Prevent keyword stuffing at any expense

Use the ideal tone

Your intonation says everything. With the best tone, you can target clients who are really interested in your product variety.

As pointed out above, your tone must be in line with the kind of services and products you’re selling online. Those offering life vests or coffins can not use a casual tone. Likewise, those selling fun products, like swimming pools, fashion accessories, or costumes need to stick to a tone that is lively and interesting.

All in all, your descriptions must represent the special personality of your service. It’s also important to keep your brand tone in mind prior to you compose descriptions for your organization.

Spell check your work

Thoroughly go through your descriptions to ensure there are no grammar errors and typos.

Secret takeaways

There you have it– Eight basic actions to compose legendary item descriptions that improve conversions.

The good thing about these steps is that they’re all attempted and checked, suggesting you can execute them immediately without stressing over the outcomes.

Have questions or are wanting to add something valuable to this list? Drop your feedback in the comments section below. We’ll get back to you as quickly as possible.

Ricky Hayes is the Co-Founder and Head of Marketing at Debutify— complimentary Shopify theme, assisting drop carriers build high-converting stores in minutes. He is an enthusiastic entrepreneur running numerous services, marketing agencies, and mentoring programs.