Running an e-commerce business requires constant effort and hard work. You have to follow the latest trends, keep an eye on the competition and offer only the best to your customers. In addition, you need to make sure you’re staying on top of your game when it comes to drawing your customers’ attention. Product descriptions are definitely crucial for helping you win over new people and expand your customer base.
But what does it take to write a high converting e-commerce product description? With the recent Microsoft study finding the average human attention span is only 8 seconds, you need to think of ways to catch your readers’ attention and make them stay around for just a bit longer. So, if you’re interested in learning how to increase the conversion rates of your product descriptions and make them more effective and powerful, just continue reading.
Here’s a list of 12 ways to write killer product descriptions that will convert.
1. Do Niche Research
When you’re in e-commerce, you need to have your eyes wide open and know exactly what’s going on within your niche.
You need to follow all the latest trends so as to be in the center of the action.
In addition, you have to use the data that you gather and make it visible in your product descriptions. That way, you’ll make them fresh, compelling and interesting.
When it comes to niche marketing research, you have to know:
- what’s trending
- the latest innovation
- niche influencers
- major events
Knowing all the right facts will make your product descriptions up-to-date and a part of a global trend. The data you manage to collect about your niche and everything that’s happening within it will keep your product descriptions modern and buzzing.
For example, you can use Ahrefs tools to help you track down and monitor all the latest trends as well as write product descriptions using that valuable data.
It’s important for us to note that niche research is a constant, on-going process that needs to be a part of your daily routine.
2. Know Your Target Audience
How can you write anything without knowing who you’re writing to?
In order to create product descriptions which will convert, you should definitely pin down who exactly is your target audience. That includes determining your audience’s:
In order to get to know your audience, you can conduct surveys and use various forms of data analysis to gather as much information about them as possible.
Once you define who they are, you can write product descriptions aimed specifically at the type of audience you have in your hands. It will increase the conversion rate and help you increase your profit.
Consider this example:
- a product description for the younger population with a lower budget will be somewhat light-hearted, cheerful and written in a conversational manner.
- if you’re targeting middle-aged businesspeople, you should use a professional style of writing and more formal tone
It’s that simple. Know who you’re writing for and your product descriptions will be high converting for sure.
3. Watch Your Rivals
No matter what your e-commerce business is selling, you’re bound to have some rivals.
Whether you’re doing better or worse than your competitors when it comes to sales and number of customers, you need to keep an eye on all of them.
But, how will watching out for the competition make your product descriptions better?
The answer is simple: it will help you stand out from the crowd.
Analyze what your competitors are doing and find a way to be different and unique. Don’t do the cliché version of product descriptions that everybody else is doing.
Instead, come up with something unique:
- different form
- different style
- unique language
- specific tone
You can use a software such as SEMrush to gain insight into your competitors’ strategies in organic search. That way, you’ll be sure to know what your rivals are doing and how you can use that information to make your product descriptions better.
The bottom line is that your uniqueness will inspire people to become a part of your e-commerce family, making them feel unique as well.
4. Find a Focus Keyword
To ensure your product descriptions are high converting, you need to follow one of the essential practices of product descriptions- selecting a focus keyword.
Finding quality keywords is helpful and efficient when it comes to Google ranking and SEO.
By finding the right keywords, you’re actually making sure your product descriptions are suitable for your customers’ searches and they land on your page to find exactly what they’re looking for.
However, you need to take into consideration that your rivals are using similar if not the same keywords as well.
Therefore, use keyword tools, such as the Google Keyword Planner, to help you find low competition keywords.
5. Build a Clear Structure
As we’ve already mentioned, online readers don’t like to spend a lot of time looking for answers and information.
Their attention span is very narrow and they want instantaneous facts and data.
But, the good news is that you can use the nature of internet readers reading habits and turn it into an advantage of yours. All you have to do is write the descriptions the way they would like to read it.
To write in a clear, online-reader friendly structure, make sure to:
- use bulleted points
- use lists
- write concisely and precisely
- use bold to highlight the most important
In addition, make sure to provide the most important information that could make the deal at the beginning of the description. It will evoke further interest and your customers might just continue reading.
If they don’t find what they’re looking for in the first couple of seconds, they’ll probably stop reading and leave the product page.
Make sure the structure of your descriptions is clear and easy to not only read but to scan and skim.
That way, your customers will appreciate the effort to make the process of product description reading fast and efficient.
At the end of the day, the reason you’re trying to write such compelling and high converting product descriptions is to motivate people to become your customers.
In addition to writing a killer product description, you can always walk the extra mile to make sure your customers actually make the purchase.
The best way to do it is to write a clear CTA (call-to-action) at the end of the description.
A CTA will:
- create a sense of urgency
- increase the desire to buy
Your customers are more likely to perform the desired actions if you tell them to do so. Therefore, think of suitable, intriguing CTAs to help your customers seal the deal.
For example, try some of these out:
- Don’t miss it, click to purchase now!
- Still in stock, grab your piece now!
- Are you still thinking? Don’t let it slip your fingers.
- Limited edition, hurry up before we run out of it.
Just give them that little extra push to help them make the final decision.
7. Find Professional Writers
Writing product descriptions is a serious matter and, if you treat it accordingly, it will take you a lot of time and effort to keep them neat and professional.
With all the other things your e-commerce business requires you to do, it’s possible that you won’t have the time to write quality product descriptions.
But, instead of writing sloppy or boring generic product descriptions because you don’t have the time to do it properly, you can always choose to hire a professional writer to handle it for you.
A professional writer will take the burden off your back and ensure your product descriptions are:
- accurately written
8. Tell a Story
When people are buying a product, they’re often thinking about how this product will make their life better, easier or more enjoyable.
A quality, high converting product description needs to help people realize just that. In order to show your customers why they need to have that product, you need to make it a part of a story.
A story is supposed to inspire the customers to create an emotional bond with the product. It needs to engage the readers by:
- telling them what the product is about
- make the product a part of a movement
- connect the product to certain attitudes
- portray the product as the main element of a certain lifestyle
Being able to imagine themselves using the product and it making their life a whole lot better, they’ll definitely consider buying it.
Once again, if writing isn’t your thing, you can hire professional writers to handle it instead of you.
Your product descriptions are the mirror image of your entire e-commerce business. When people read them, they’re getting to know you and your company.
So, what are they supposed to think about you if your product descriptions are inaccurately written or have a mistake?
It will make you seem unprofessional, sloppy and even uninterested.
Therefore, everything needs to be neat and clear.
Proofreading is an inevitable process in publishing any kind of official written content and product descriptions are no different.
You can use a proofreading tool such as Grammarly to help you with:
- spelling mistakes
- grammar mistakes
- sentence construction
- overall text accuracy
Only a mistake-free, professionally written product description will convert and bring you the engagement you need. Make sure to proofread regularly and don’t publish until you’ve double checked it.
10. Product Sign-Up Analytics
If you want to improve your product descriptions and make them better, you need to have some sort of insight into how they’re performing.
That means that you need to look into what your customers like the most and what they don’t like at all.
To help you keep track of user interactions and communication you have with them via your product descriptions, you can use a tool such as Mixpanel.
It can help you analyze:
- user engagement
- user retention
Therefore, you can analyze how your product descriptions are doing and which ones are converting highly and which are not.
11. Learn from your Mistakes
Knowledge comes with experience, and experience comes with making mistakes.
There’s nothing wrong in making some bold choices or taking some risks. Even if they don’t turn out to be what they expected them to.
However, once you do make a mistake, don’t regard it as the worst thing that’s happened to you. Just make sure you take that experience and learn something from it.
12. Strive for Excellence
Even though you may feel that product descriptions shouldn’t be on the top of your priorities list, we need to beg the differ.
Even though there are hundreds of other things you need to attain to and take care of, product descriptions are the closest link between your customers and a successful purchase.
In order for that purchase to happen, you need to put in some serious effort in making your product descriptions perfect.
That includes using all of the advice we’ve given you above and constantly working on finding new ways of improving your products.
Remember, don’t settle for anything less than perfect.
Product descriptions are not just a follow-up for beautiful product images or the design of your e-commerce website. They are what separates you from your competitors and what makes you stand out from the rest. In addition, they seal the deal with your customers, making them actually want to buy what you’re selling.
In order to write quality product descriptions that convert, you can use the advice we’ve given you above. Start making the right moves as soon as possible, and head on to write quality, converting product descriptions today.
Kristin Savage nourishes, sparks and empowers using the magic of a word. She is practicing regularly while reviewing new translation services at Pick Writers and constantly contributing to other educational platforms. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. You can find her on Facebook and Medium.