Win at Product Descriptions

Your product pages and their descriptions are critical to your success because these pages are where your customers are typically spending the most time. They invest time to understand if your product is right for them. But often times it’s wasted by inadequate product descriptions. Don’t waste this opportunity to convert your customer.

Jeff Bezos, founder and longtime CEO of Amazon.com famously used to obsess about how the product pages were designed and how much helpful information was contained above the first page break. He did this because he understood what customers needed from a buying page, and for Jeff customer focus was everything.

Do you realized that nearly ninty percent (87% to be exact) of consumers consider the product page copy to be "crucial" when making a buying decision? The same percentage of customers are unlikely to make a repeat purchase if product descriptions are inaccurate. 

On the other hand, creating compelling product information lets you engage customers and drive sales. Luckily, it's easier than you think. Here are 10 things to remember when creating effective descriptions.

1. Provide Clear and Comprehensive Information 

A good product description includes all the necessary details customers need to know about your product, such as:

• Key features, benefits, and unique selling points

• Product specifications, including materials, dimensions, and measurements

• Usage instructions 

• Product availability

• Shipping information

By telling customers all about your offering, you can help them make more informed purchasing decisions. Putting the care in to get ALL the information your customer needs on this one page is part of starting from the customer’s needs and working backwards.

Always write your descriptions using clear language. That means explaining complicated technical information that your audience might need help understanding. Doing so will help people learn about your product and the value it provides. 

2. Use Engaging Language

Product descriptions tend to be a few hundred words, so you won't have much space to communicate your message. That's why it's essential to use dynamic and persuasive language that engages your audience and encourages them to click the "Buy Now" button. 

Highlight product features and benefits in a way that captivates your audience to create a positive first impression. Don't forget to use descriptive words that bring your text to life and evoke an emotional response in customers, such as "unique," "innovative," and "game-changing."

3. Address Customer Needs

Customers want to know why they should spend their hard-earned cash on your product. So consider how your offering meets the needs of your audience and convey this in your description. In particular, communicate how your item solves a problem or adds value to someone's life. 

Just listing features and benefits won't cut it. The goal here is to make your product as essential or desirable as possible, which can increase the likelihood of sales. Will your item save customers time/money in the long run? Explain how in your description.

4. Optimize Product Descriptions for SEO

Did you know that 70% of all product searches start on a search engine? That's why you should optimize your descriptions for websites like Google to increase visibility. With the latest search engine optimization (SEO) techniques, you can drive more people to your product pages and potentially increase sales. 

One of the best ways to optimize descriptions for search engines is to include relevant keywords in your text. Doing so increases the chances of consumers finding your product when searching online. You can also write meta descriptions for product pages and add alt text to images of your item.

A plug in for Shopify like, Plug In SEO from Plug In Useful can help you handle all of your technical SEO elements in one go. They offer a 14-day free trial to get started and are sponsors of this email.

5. Format Your Content Properly

Research shows that only 16% of people read all the words in a piece of online text, so you'll want to increase the readability of your descriptions as much as possible.

The best way to make your descriptions more digestible is by breaking up long paragraphs into chunks with subheadings and bullet points so customers can quickly find the information they need to make a buying decision.

You can also include images or infographics in product descriptions that give readers more context and understanding of your offerings. One study suggests that visuals improve learning by up to 400%.

6. Tell a Story

Instead of just describing what your item does, why not tell customers the story behind your offering? You could explain how you created your product or the inspiration behind it. This can help you make an emotional connection with your audience. 

Sharing your story can also make your product more memorable to customers, which might increase repeat sales. Many of the world's biggest brands use this technique so consumers relate to them more deeply. One of my favorite examples is Dove. They make soap which, let’s face it (pun intended), just isn’t that exciting. And yet they effectively drive a deep emotional connection to their products with powerful stories about real people and that shows up in their product pages too.

7. Include a Strong Call-to-Action

Once people know about your product, what it does, and its history, it's time to encourage them to take the next step! Including a call-to-action (CTA) at the end of a description or elsewhere on a product page will help you move customers through your sales funnel and achieve a particular goal. 

A CTA doesn't have to prompt someone to make a purchase. You could motivate customers to sign up for your mailing list or explore related products in your Shopify store. 

It’s best practice to look at how your product description and CTA shows up in different mediums. On a phone, tablet, big screen, etc. You don’t

8. Tailor Your Description to Your Target Audience

How well do you know your audience? The type of text and visuals you include in your product description will largely depend on the people you're trying to reach. For example, more formal language with fewer images might be better suited to an older audience, while a more casual approach with gifs and “stickers” could help you connect with a younger group of customers. 

Customizing your descriptions based on your audience's values and preferences is also important. That can make your copy more relatable and appealing to your target customers. 

9. Include "Social Proof"

Social proof is a phenomenon where people purchase a product based on other people's opinions. Including positive customer reviews and testimonials of your item in product descriptions can build trust and credibility in your audience and encourage them to take your desired action. 

You can also use cases and success stories to highlight previous customers' experiences. Once consumers see how your products positively impact other people's lives, they might be more likely to purchase from your Shopify store. 

Apps like FOMO give your users a little nudge by letting them know how many other people were interested and purchased the product from your store recently. (BTW we’re not sponsored by FOMO, but we do like their product quite well)

10. Use a Consistent Tone and Style

Aligning your product descriptions with your brand identity and values will create a consistent tone and style across all your online assets. Whether your brand is casual or professional, quirky or serious, you should write descriptions that capture your company's personality. 

Also, ensure your product descriptions have a uniform style. If you use photos to highlight one product, include images in descriptions of other items in your store. 

Winning at Product Descriptions

Follow these 10 tips when writing descriptions for your products! Well-crafted marketing copy on your Shopify store will help you engage customers, increase sales, and highlight your unique selling points. The results will be more ecommerce success.

But remember, it’s not about you and how you want your page to look so much as it is about what your customer needs to satisfy their need with your product.

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