Posted on by

Proven Tips for Crafting Compelling Product Descriptions That Sell

Product Descriptions

E-commerce stores are everywhere on the internet. But, only a few of them survive in the long run. Ever wondered why this is the case? Well, this is because they know how to present their products. 

The way they craft their product descriptions isn’t just compelling for the users to read, but also for the search engines. Hence, making them gain rankings on user searches, and helping them to stay afloat in this competitive market.

Writing compelling product descriptions is a tough gig. This is why we’ve come up with this post to teach you some simple tips to make your product writing impeccable and sell your items like wildfire! So, what are we waiting for? Let’s get started. 

Ways to Perfect Product Descriptions

Below, we’ve outlined some ways in which you can craft stellar product descriptions that help boost sales and attract customers. Follow along closely to avoid missing out on anything.

1. Understand The Buyer’s Persona

First up, you need to recognize the needs, likes, dislikes, behavior, and geographical location of your target customer.

You need to think like a buyer and judge your E-commerce store accordingly. What elements are missing? Have you understood the pain points of the customers yet? 

If you can’t answer these questions satisfactorily, then you need to spend more time on audience research.

There are many ways in which you can expand your audience research. First, you can get involved in community activities like fairs and exhibitions in the locality. Get your brand out there and learn people’s responses to your products.

Also, try online questionnaires that try to ask customers what they want to see or use in the future. Then, try to narrow down their pain points and see what you can offer to resolve them. 

This strategy will help you realize your target market and in which direction you need to put force.

2. Highlight The USP’s (Unique Selling Points)

Always write descriptions that stand out from others. For example, many products in the market polish up metal and glass surfaces. If you are in that niche, what makes you different?

Is it that your product gives exceptionally more sprays than the others? Or, that your product cleans a more variety of surfaces? Put answers to these questions and mention them high and bright in your description.

A better way to highlight USPs is to make them into bullets. These are easier to index for the audience, and also for the search engine crawlers. Hence, letting everyone quickly know the reasons why you’re the best option in the market.

However, many aren’t experts when it comes to making bullets or making information concise. They make lengthy, clunky bullet points that are not good for anyone. 

Personally, a strong text summarizer comes in a lot of handy in such situations. It saves a lot of time while making product descriptions, and making everything nice and short for the audience.

Let’s consider a real-life example to understand why you should implement such a tool to help create your differential in the online market.

The left pane shows our input text with all the product’s USPs in a mess. In contrast, the right window shows the tool’s output, all organized and effective.

3. Use A Suitable Language

By using suitable language, we mean the words and tone that the description has. You must write in a way that the words resonate with the audience. 

For example, if your product is a special, high-end mechanical keyboard, chances are that the target audience is technical. 

So, you can incorporate some industry-related words into the description like, ‘cherry MX blue switches’, ‘100% Anti-Ghosting’, ‘1000hz polling rate’, etc.

However, if your product is for a wider audience, it is like a cleaning accessory. Then, you must avoid using industry-coded words or jargon in the product description and keep things clear, simple, and easy to understand.

For example, using the words like ‘easy wash’, ‘shiny surface’, ‘protects on multi-surfaces’, etc. This sort of wording will ensure that the laymen get your product’s idea without scratching their heads off.

Still, as a general rule, craft your product pages with the motivation that anyone can understand what they’re about, while also getting the gist of the specifics.

4. Include SEO Keywords

Our task doesn’t end with writing good for the people. Remember, we need to rank on top of user searches to get more sales. This will only happen if you include rank-potential keywords in your product description. 

For this purpose, we recommend using a keyword explorer like Ahrefs, or SEMrush. These tools provide primary and long-tail keywords that are being most searched in your country. 

Hence, if you seamlessly incorporate these words in your content, chances are that you’ll top the Amazon lists, or wherever you sell your products.

This goes without saying that SEO (Search Engine Optimization) strategies vary for each E-commerce platform. So you need to do your homework before you make any changes to your product description.

Regardless of the platform you’re selling from, the inclusion of keywords must feel natural and unforced. Otherwise, you won’t get ranked on search engines, consequently losing organic visitors.

5. Showcase The Product In Use

Seeing is believing, so add images and videos to your product description that showcase the product in use. This strategy increases the flavour of your, otherwise, boring words, making the descriptions compelling.

Additionally, sales increase as people get to know exactly how the product works in real life without making the purchase first. So, it encourages them to take the decision and order it to their doorstep.

However, it’s not okay to oversell your products in the visuals used. Mention in your photos or videos about the things the offerings can and can’t do. This strategy will safeguard you from any lawsuits for false advertising.

Apart from this, try adding alternative text (AKA alt text) for your images and videos. This text helps the search engines crawl your media for product descriptions. Hence, making them rank on top of user queries.

6. Display Social Proof

Social proof includes user testimonials and reviews that set the tone right for your products. People see others’ words about the product and decide to buy one for themselves; that’s the human psyche. And that is exactly the phenomenon behind the social proof.

User reviews tend to lure in potential customers through current customers. It makes potential business partners and stakeholders clear about the product, whether it’s doing right or not.

You can also include reviews from industry experts to increase your trustability. However, never try to fabricate social proofs. Their authenticity is what makes them a great tool to increase sales.

7. Create A Sense Of Urgency

Creating a sense of urgency is necessary to play with the fear of missing out (FOMO) of the buyers. This leads them quickly to the intended CTA (Call to Action) and finalizes the purchase, hence increasing your sales.

Introduce time-sensitive offers and discounts that lure the audience into making a decision. Use persuasive language like ‘don’t miss out’, ‘buy now and save 25%’, and so on.

Another proven strategy amongst store owners is to mention ‘limited stock’ in their product descriptions. This creates chaos in the readers’ minds as they start desperately clicking the ‘add to cart’ and ‘check out’ buttons.

Product Description

8. Test And Refine The Descriptions

Finally, it’s important to test and refine the descriptions as needed. The testing process mostly involves creating multiple versions of the product pages with the elements we just mentioned.

This process is called A/B testing or creating separate landing pages for different regions or marketplaces. 

Although making multiple versions of your product descriptions is time-consuming, it is completely worth it in the long run as you realize what’s working and what’s not.

The refinement process starts by looking at the grammatical and typo errors. Try looking out for any major or minor slip-ups as we are humans and tend to make mistakes while in a hurry. A refined description reflects professionalism and creates a good vibe about the product.

Lastly, we suggest dabbling with analytical tools like Google Analytics. Track key engagement metrics like, on-page time, bounce rate, click rate, and so on. These things will assure you about your product descriptions, or let you know where to improve.

People Also Like to Read…

Final Words

Crafting compelling product descriptions is crucial for e-commerce success, as it entices users and boosts search engine rankings. 

Understanding the buyer’s persona, highlighting unique selling points, using appropriate language, incorporating SEO keywords, showcasing products in use, etc., are all essential and proven tips to ensure effective product descriptions.

Furthermore, utilizing tools like advanced text summarizers and keyword explorers can enhance the quality of your descriptions, making you sell more in no time.