A product description should not simply be a list of the features of the product.
A product description is the second thing people look at after the price of an item to affect their purchasing decision.
As a result, product descriptions must do more than just describe a product; they must also sell it. This necessitates some tact and thought about how users view your product.
In this post, we’ll show you how to develop product descriptions that not only accurately represent your product but also convert visitors into sales.
To develop product descriptions that convert, follow these guidelines:
1. Identify your target market and adapt your description to them.
Define your buyer persona before you start writing your product description. This is a representation of the type of customer who is most likely to purchase and use your goods. Include characteristics such as age, gender, generation, geography, interests, education, income, values, and so on in the persona.
If your online retail site sells hiking boots, for example, you may be targeting millennials with a steady income who like active, outdoor lifestyles.
Of course, those aren’t the only people who wear hiking boots, but your product description should be targeted to one of the several personas that are likely to buy hiking boots – the one that most closely matches your brand.
A product description may also be influenced by your persona’s location, as active, outdoor lifestyles are more popular among the elderly in some countries than among young folks. According to a new study, millennials pay attention to both technical and stylistic features. At the same time, Generation Xers are more inclined to choose footwear that can withstand harsh environments, and style is less important to them.
As a result, it’s critical to understand the changes caused by age and place. It can greatly assist you in writing conversion-oriented product descriptions.
Focus on style over performance if you want to market to millennials. Write product descriptions that appeal to function and value over time if you’re selling to Gen Xers.
This is a simple example, but it should get you thinking about the important aspects of creating a product description.
2. Address the buyer’s issue
A product description should emphasize how your product will benefit and improve the lives of your potential clients.
However, the product is compared to running shoes, which are made for performance and comfort rather than durability. This boot is clearly targeting a millennial demographic and succeeding.
3. Maintain a consistent tone and voice for your brand.
It would be strange if a high-end watch company used a lighthearted and amusing tone in their product descriptions.
That doesn’t fit their persona, which is probably a man who is wealthy, values quality, and wants to know the small things that set this product apart from its competitors.
It’s one thing to nail this brand voice; besides, it’s another to keep it consistent across an entire brand. In addition, it’s critical to match the tone and voice of the rest of the website or other marketing materials when creating product descriptions. Establish and enforce brand guidelines. Customers are turned off by inconsistencies in brand voice.
4. Make the product descriptions more readable.
More than half of the people who visit your website do so for less than 15 seconds. Consider the possibility. You usually just have a quarter-minute to persuade someone to consider your product.
You won’t sell anything if you can’t get a visitor’s interest in 15 seconds. Improving the readability of your descriptions by making the material easily scannable is one approach to get ahead of this.
Bullet points, headings, subheadings, and brief paragraphs are the best ways to accomplish this. This description of the Apple Watch is a fantastic example of this type of product copy, with each benefit displayed in large font and appearing as you scroll down the page.
5. Use sensory terms to pique the visitor’s interest.
One technique to write amazing product descriptions is to appeal to the visitor’s five senses and make them believe they already own the item.
Food and perfume sellers benefit greatly from sensory terms.
6. Tell a tale with your product description.
Visitors will forget that they are being sold a product if you incorporate a brand story in a product description, and so will become more engaged.
You can provide details such as when the product was created, what inspired the founders, and how they overcome hurdles. An example of a product description from Tiffany jewelry shows how to include these short stories.
Check this amazing Tiffany Setting engagement ring story: “Charles Lewis Tiffany understood that a rare diamond should be celebrated rather than hidden. As a result, we constructed a ring with a diamond that was so uncommon that it deserved to be elevated above the band. We developed something not just brilliant, but legendary in the process: the modern engagement ring.”