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How can you encourage online consumers to fill their shopping carts with your merchandise? Writing detailed, optimized product descriptions is the answer.
If your search engine optimization strategy is working, online traffic is flocking to your website. Now, how can you convert this stream of digital guests into paying customers?
Excellent product descriptions compel online visitors to purchase with their hard-earned money. Product descriptions can make or break your e-commerce company’s bottom line.
Creating product descriptions that are marketing gold isn’t difficult. Here are eight easy e-commerce rules for posting persuasive product descriptions and enticing buyers.
1. Mind Your Word Count
Are you an outgoing extrovert who loves talking? For product descriptions, you’ll want to hold your tongue and keep things concise.
Long-winded lines of text won’t perform well. Online consumers simply don’t want to wade through waves of never-ending sentences.
Aim for 400 words or less per description.
Eliminate repetitive, redundant phrases. Create bulleted or numbered lists to break down information chunks when possible. Help internet users quickly scan your product copy.
Without skimping on keywords, leave plenty of white space to avoid overwhelming readers.
2. Communicate Product Value
Get straight to the point about why your products trump your competitors’. What makes your e-commerce business’s products special? List unique product benefits in exciting terms.
Don’t merely create a grocery-type list of product specifications. Bring the specs to life by conveying their typical value.
Convince consumers by telling how your product solves a real-life hassle. For example, a beauty business may outline how their moisturizer defeats dry skin and wrinkles.
Showcase how much happier or healthier people will be after purchasing your product.
3. Control Your Superlatives
Every e-commerce business thinks their products are the best, biggest, and brightest.
Be cautious when using adjectives that end in -est. Injecting too many superlatives into product descriptions can be perceived as insincere. Writing words like “top-quality” and “unparalleled” can hurt your credibility.
You don’t want people rolling their eyes while reading. Put away your savvy salesman suit. Instead, describe products with positive adjectives and inarguable facts.
Convey why your products are superior without actually including the word “superior.”
4. Target the Right Consumers
It’s rare for an e-commerce product to appeal to the masses. Generic product descriptions written to persuade everyone will likely entice no one.
Instead, speak directly to your targeted buyers. Get personal and write in the second person.
Using the word “you” draws readers in and makes product descriptions interactive. Use language your target audience understands. Unless you’re targeting scientists or industry experts, leave out confusing technical jargon.
Tell stories for which your ideal buyers would relate.
Step into your target audience’s shoes and struggles. Think like your customers for better product descriptions.
5. Seduce People’s Senses
E-commerce businesses face a significant obstacle; consumers only view products through a screen. Eyesight shouldn’t be the sole sense your product descriptions tap into, though.
Get descriptive about what your products are like in person.
For instance, a cake company should convey how sweet, fluffy, and moist their treats are to make mouths water. A carpentry business should tell how durable, smooth, and squeak-free their cabinets are.
Fill your message with vivid, sensory words. Elicit bodily responses by appealing to people’s eyes, ears, noses, taste buds, and fingertips.
6. Capitalize on Social Proof
Your e-commerce business can’t be the only voice applauding your brand. Online customers don’t want only to hear what your marketing team says.
Persuasive product descriptions must include feedback from past buyers. Social proof sways more internet users than your smooth talk will.
Therefore, create a rating system for consumers to give products one to five stars. Online traffic tends to swarm around top-rated products.
Feature customer testimonials below every product.
List industry awards your product or business has won. Include unaltered quotes from influencers and critics too.
7. Illustrate Your Products
Even power words like “revolutionary” and “stunning” can’t hold a candle to actual photos. Product descriptions won’t be persuasive without visual imagery. Every e-commerce business needs a good photographer on speed dial.
Crystal-clear pictures of your product in action are worth 1,000 words. For instance, a fashion company could post an image to show much their purses hold. A furniture business might depict how a sleeper sofa fits in a standard living room.
Mark images with dimensions for sizing reference. Picture-perfect product photos must include shots from multiple angles.
8. Direct Next Actions
Crafting creative, compelling product marketing copy is the goal. Nonetheless, descriptions won’t be compelling without a strong call to action.
What should enticed readers do next? Don’t leave interested internet users guessing.
Be bold and confident with call-to-action statements.
Make your CTA pop with bright colors and a clickable link. Integrate CTAs like “add to your wishlist” or “start your free trial today”.
Charm online consumers with CTA boxes offering discounts for shopping now. Also, ask people to subscribe to emails about upcoming product launches.
Even the most persuasive product descriptions won’t hook every fish in the internet pond. The key is keeping online consumers interested in your e-commerce brand.
Don’t let people swim away from your website and onto industry competitors. Point internet users in the direction of other products they might enjoy more.
Code your website to feature a slideshow of similar items under every product. Nurture engagement with your company until people discover the perfect product match.
If individuals abandon their cart, send an email blast with related products as well.
Following these eight easy e-commerce rules for posting persuasive product descriptions can help your merchandise sell like hotcakes.
Lori Ballen is a real estate agent in Las Vegas. She’s a digital marketing specialist, speaker, and marketing coach and loves to share her “Ballen Method” to generate website traffic and leads online. Lori’s specialties are SEO content writing (ranking on the search engines), social media strategies, and affiliate marketing. Need a website? Contact Lori’s brothers Jeff and Paul Helvin at Ballen Brands.
