{"id":142912,"date":"2021-01-29T05:07:24","date_gmt":"2021-01-29T05:07:24","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=142912"},"modified":"2021-01-29T05:07:24","modified_gmt":"2021-01-29T05:07:24","slug":"eight-simple-steps-to-write-epic-product-descriptions-that-boost-conversions","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2021\/01\/29\/eight-simple-steps-to-write-epic-product-descriptions-that-boost-conversions\/","title":{"rendered":"Eight simple steps to write epic product descriptions that boost conversions"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\">Issues with increasing your site&#8217;s organic traffic may be attributed to low organic CTRs.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Creative title tags helps your site create a positive first impression.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Limit your meta description to under 160 characters to avoid truncation.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">A well-optimized, keyword-rich URL can increase organic CTRs by 45%.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Leverage the power of rich results to steal SERP real estate from your competitors.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">Product descriptions are an integral part of your sales funnel. By infusing creativity and perfect optimization, you not only can improve your marketing copy but also boost your ecommerce conversion rate.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since online buying doesn\u2019t allow customers to have a tactile buying experience, ecommerce store owners have to put in extra effort to prove that their product is the right fit for the customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The biggest mistake entrepreneurs make is they write product descriptions for the sake of describing their product features only. However, the fact is that marketers should create descriptions that help them accentuate their product pages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ideally, your product descriptions should represent a unique value proposition alongside offering the perfect solution to an annoying problem.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Online sellers that don\u2019t overlook the significance of creative product descriptions witness lower bounce rates and better ecommerce conversion rate than stores that don\u2019t get this step right.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, you\u2019ll learn how to write epic <\/span><a href=\"https:\/\/bit.ly\/3qd4jIR\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">product descriptions that boost conversions<\/span><\/a><span style=\"font-weight: 400;\">. So without any further delay, let\u2019s get started.<\/span><\/p>\n<h2><b>What is a product description?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A product description is a marketing copy that contains information about key product features and benefits. The goal of the product description is to provide customers with information and specifics to encourage them to want to invest their money in your products and services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a general rule, your descriptions should provide answers to the following questions:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">&#8220;What problem does your product solve?&#8221;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">&#8220;What does your buyer gain from using this product?&#8221;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">&#8220;What sets your product apart from the rest of the competition?&#8221;<\/span><\/li>\n<\/ul>\n<h3><b>Essentials of a good product description<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Before we highlight the eight simple steps to writing compelling product descriptions, we\u2019re going to have a quick look at some of the essentials you should incorporate in your descriptions to convince shoppers to reach their credit cards and make a purchase.<\/span><\/p>\n<h3><b>Keyword enrichment<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Keywords keep your product descriptions visible in front of search engines. Integrating the right mix of keywords into your product copy helps Google deliver results that direct potential customers to your product pages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here the key is to maintain the perfect balance as too little optimization leaves you unnoticed, while too much appears as keyword stuffing.<\/span><\/p>\n<h3><b>Customer engagement<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A winning product description should demonstrate how your product fills a need in the customer\u2019s life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A description that only highlights product features cannot engage the reader or <\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/12\/03\/how-to-use-content-marketing-to-boost-ecommerce-conversions-and-user-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">boost ecommerce conversions<\/span><\/a><span style=\"font-weight: 400;\">. Why? Because it is focusing on generic elements only instead of providing a real-time solution to the customer\u2019s problems.\u00a0<\/span><\/p>\n<h3><b>Highlighting specifics<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Poorly-written descriptions are generally boring and unappealing. Most of the time, they contain duplicate content (that you get from your manufacturer).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The information you provide regarding product benefits and features should address potential customer\u2019s queries (even before they\u2019re asked).<\/span><\/p>\n<h3><b>Frequent updates<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Your product pages constantly evolve based upon different factors, including page conversions, bounce rates, and the latest trends. Just ensure you keep tracking changes and adjust your product copy accordingly for the best results.\u00a0<\/span><\/p>\n<h2><b>Eight simple steps to writing epic product descriptions that boost conversions<\/b><\/h2>\n<h3><b>1. Focus on your target audience<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You\u2019ll have to know your target audience before you write product descriptions for your e-commerce store.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Trying to write a copy with a huge crowd of customers in mind will result in descriptions that are not targeted.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, the tone and vocabulary you should use in descriptions solely depend on the type of audience you\u2019re writing for. For example, if you run a toy store online, your descriptions should sound fun and humorous. Similarly, if you sell fitness pills or any other type of medicine, you should keep your tone professional.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The process starts by imagining your ideal buyer. Try to find out the best words and phrases that your target audience appreciates and uses regularly.<\/span><\/p>\n<h3><b>2. Sell an experience<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The biggest <\/span><a href=\"https:\/\/neilpatel.com\/blog\/improve-online-store\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">ecommerce store mistake<\/span><\/a><span style=\"font-weight: 400;\"> owners make is they only focus on individual product benefits and features.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But did you know your potential customers are more interested in the perks of each feature separately? Here, the key is to highlight the advantages of each of your product features. Talk about specs that will help your buyers feel more productive and happy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, your goal as a marketer is to sell an experience and not just a product.\u00a0<\/span><\/p>\n<h3><b>3. Do not include &#8220;yeah-yeah&#8221; phrases<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Writing creative product descriptions isn\u2019t a walk in the park. It\u2019s a creative skill that requires owners to create a copy that instantly grabs their customer\u2019s attention.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sadly, the majority of online sellers write descriptions because they feel it\u2019s a part of the entire process. Especially when they\u2019re stuck with words, they try to incorporate filler words and phrases, such as, \u2018premium-quality products\u2019, \u2018top-rated products\u2019,\u00a0 and the like.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These phrases are called the \u2018yeah-yeah\u2019 phrases in the ecommerce world. As soon as a website visitor goes through such words and phrases, they think, yeah, yeah, that\u2019s pretty obvious. After all, nobody ranks its product quality as below-average or bad.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To avoid this reaction, you must stick to the basics. Try to be as specific as possible and highlight technical aspects instead of just bragging about your product quality and benefits.<\/span><\/p>\n<h3><b>4. Provide specific proof<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Superlatives mean nothing unless you have the proof to back them up. Make sure you have evidence to prove why your product is the best.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if you deal with electronic products, you can talk about patents, their construction, quality certifications, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The idea is to give your readers the impression that there is something special about your offer. If you don\u2019t have the references to prove that your product is a real deal, you must tone your copy down. Alternatively, you can also quote a customer testimonial to show that there are people who think your product is the best thing they have experienced so far.<\/span><\/p>\n<h3><b>5. Include sensory words<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Research<\/span> <span style=\"font-weight: 400;\">suggests that sensory words engage more brain processing power and help improve the ecommerce conversion rate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What are Sensory Words?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sensory words are descriptive. They explain how we experience the world using our five senses.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s suppose you run a chocolate store online. You can use more sensory adjectives like smooth, crunchy, velvety, sweet, aromatic, and crisp to your descriptions to dazzle your readers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, people tend to trust brands that have high-quality images included in their products.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Words, such as \u2018you\u2019, \u2018new\u2019, \u2018guaranteed\u2019, and \u2018free\u2019 are Power words that make your descriptions sound more effective and help your customers experience your copy while reading.\u00a0<\/span><\/p>\n<h3><b>6. Use a scannable design<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Instead of throwing words in front of your customers, make sure you spend time and energy in creating descriptions that look more organized and professional.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use white spaces, headlines, and bullets to highlight each product benefit separately. The more readable your product descriptions are, the better your customers will comprehend the associated benefits.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you sell smartphones, you\u2019ll want to convert specs into a checklist or bullet points for an easy read. Don\u2019t forget to use the right font to improve readability and increase conversions.<\/span><\/p>\n<h3><b>7. Split test it<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">No matter how professional your product descriptions look at first glance, you must always split test them for different factors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Split testing, also known as A\/B testing, enables owners to compare two different variants of the same thing to determine which performs better.<\/span><b>\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Test your descriptions for different formats, lengths, fonts, and more. With this info at hand, you can better optimize your product pages and boost ecommerce conversions.<\/span><\/p>\n<h3><b>8. Include all the details<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The goal of writing a compelling product description copy is to provide your potential customers with all the relevant details, specs, and info they might need to make a purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you sell footwear or apparel online, your product page should include every possible detail, including size charts, care instructions, material info, and other details to help your customers choose the right product for themselves.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, if you sell any food items, you must highlight allergen details and ingredients to <\/span><a href=\"https:\/\/bit.ly\/3i3IFE5\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">improve the user experience<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h2><b>Bonus tips<\/b><\/h2>\n<h3><b>Write your own product descriptions<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Never copy\/paste descriptions you get from your manufacturer. The same manufacturer supplies products to multiple stores, and if they\u2019re also using similar descriptions, your store will have difficulty getting its due place in SERPs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, you\u2019ll be at higher risk of getting penalized due to duplicate content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s crucial to understand that product descriptions provide ecommerce store owners with an opportunity to show the creative side of their business. It\u2019s your chance to prove to your potential customers that your products offer the best value for their money.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you think writing compelling product descriptions isn\u2019t your cup of tea, you can also hire a creative copywriter to do this job for you.\u00a0<\/span><\/p>\n<h3><b>Use online tools<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Also, if hiring a copywriter isn\u2019t an option currently, you may also leverage different tools available online.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also hire someone from online academic writing services to create descriptions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Basic tools, such as Grammarly, Cite It In, etc will help you refine your descriptions. Also, you can use keyword research tools to determine the most appropriate keywords you can use for your descriptions.\u00a0<\/span><\/p>\n<h3><b>Optimize your descriptions for better conversions<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Whether it\u2019s your product descriptions, the About Us section on your website, or your blogs, you have to ensure that every content piece available on your website is <\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/10\/16\/five-excellent-tips-to-optimize-seo-for-bing-not-google\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">optimized for SEO<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Again, there are different online tools available for this purpose. The idea is to find out keywords that are relevant to your product. For example, if you dropship cosmetics online, you can choose keywords like \u2018MAC highlighters\u2019, \u2018Maybelline Red Lipsticks\u2019, and more.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here, it is crucial to understand that the unnecessary use of keywords is going to ruin your ranking.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few tips you must consider before you write SEO-optimized product descriptions for your e-store:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Include keywords in headings\/subheadings<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Do not write for search engines<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Leverage LSI keywords<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimize product images and videos<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Avoid keyword stuffing at any cost<\/span><\/li>\n<\/ul>\n<h3><b>Use the right tone<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Your tone of voice says it all. With the right tone, you can target customers who are truly interested in your product range.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As mentioned above, your tone should be in line with the type of products and services you\u2019re selling online. Those selling life vests or coffins cannot use a casual tone. Similarly, those selling fun products, like swimming pools, fashion accessories, or costumes must stick to a tone that is lively and engaging.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All in all, your descriptions should represent the unique personality of your business. It\u2019s also crucial to keep your brand tone in mind before you <\/span><a href=\"https:\/\/www.entrepreneur.com\/article\/25752\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">write descriptions for your business<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h3><b>Spell check your work<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Carefully go through your descriptions to ensure there are no grammar mistakes and typos.\u00a0<\/span><\/p>\n<h2><b>Key takeaways<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There you have it &#8211; Eight simple steps to write epic product descriptions that boost conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good thing about these steps is that they\u2019re all tried and tested, meaning you can implement them right away without worrying about the results.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Have questions or are looking to add something valuable to this list? Drop your feedback in the comments section below. We\u2019ll get back to you as soon as possible.<\/span><\/p>\n<p><em><span style=\"font-weight: 400;\">Ricky Hayes is the Co-Founder and Head of Marketing at <\/span><a href=\"https:\/\/bit.ly\/39lErUs\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Debutify<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; free Shopify theme, helping drop shippers build high-converting stores in minutes. He is a passionate entrepreneur running multiple businesses, marketing agencies, and mentoring programs.<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A well-written product description plays a major role in moving customers through your sales funnel. We have broken down techniques to write epic product descriptions.<\/p>\n","protected":false},"author":1092,"featured_media":142913,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,27893],"tags":[75,1047,134,53,30,27221],"content_type":[],"class_list":["post-142912","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-digital-marketing","tag-content-2","tag-conversion-optimization","tag-copywriting","tag-digital-marketing","tag-ecommerce","tag-product-descriptions"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/01\/Eight-simple-steps-to-write-epic-product-descriptions-that-boost-conversions-scaled.jpg","category":"Content","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142912","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=142912"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142912\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/142913"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=142912"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=142912"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=142912"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=142912"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}