Do we really need product descriptions with every product that we post on our e-commerce website? How does it help? Especially when it’s a common product in the market that people are aware of? Why does one invest time and money even then in creating and posting product descriptions? These questions are prevailing thoughts among most of the e-commerce product sellers.
Product descriptions make a vast difference in the success of the sales. Since one cannot communicate directly with the customers, these product descriptions are a medium of communication with the customer about the product. Not only to enhance communication, but product descriptions are also necessary for SEO purposes. You may thus, want to hire content writers and get the best possible product description written for your products. While these descriptions hold a considerable relevance, here is a guide to help you write product descriptions that actually convert.
1. Write short, crisp but sufficient content
A product description content should first be able to explain everything about the product like what the product is, how it works, how to use it, what it is made of and various other features. It is always suggested to use bullet points or highlight the characteristics of the product in the description. This allows the reader to grab the main points about the product quickly.
Product benefits are again an essential factor in the description content. Thus, you may either write the benefits directly or plan up a story that’s strong enough to put the reader in the same situation and make him buy the product. The story plotting making the viewer realise the product importance also adds up to a converting product description.
2. Be specific and accurate
By getting into the specifics, you need to let the shoppers know the exact measures. For example, ‘a big size t-shirt’ vs ‘a t-shirt with size 42.’ Which one sounds better? Obviously, the latter. Similarly, consider a phrase stating ‘cheapest burger ever’ and ‘burgers starting at just $1.99,’ which one’s better? Surely, the latter is more specific and will attract the attention of more number of buyers. Thus, a description should always have a specific language that gets you winning your customer’s trust.
3. Enhance the readability
The research says that the readability is one of the significant factors that either attracts or distracts a customer from learning about the product. For example, while you plan to write specifications of the product, you can either write in paragraphs and bullet points or build various sub-topics and mention the particular specs under them. The subtopics are a better idea here! Suppose you want to explain a mobile phone lately available in the market, the readability of the content will be high if you write description using subtopics like camera, storage, size, etc. Thus, the customer will be able to easily access to whatever specification he is concerned for and make their decision.
4. Use simple words
Using big and complex words will never help. You do not have to show you complex English writing skills in the descriptions. All you need is a group of short and easy to understand words with some creative mind to play with them appropriately. For example, ‘this camera is made up of sophisticated technology with …’ or ‘this camera uses latest complex technology…’ Thus, consider using terms that people are aware of in large.
5. Give space to the descriptions to make them tidy and clear
Make sure you give enough space to the words, pictures, subheads and everything on your product page to breathe. A product page definitely needs to look tidy. An untidy, messy and comprehendible page will not get you converting customers. If you explain the features of the product, you can use a different picture for each function for clarity. For example, when explaining a phone product; you can use image of the camera section of the phone in order to explain the camera feature. Similarly, you can show up the image of the front screen, buttons, etc. Furthermore, you need to give space between the product images and the content. Else, one may not be able to grab things present on the page.
Summarising a product description, it should firstly consist of the features of the product followed by their benefits. Then, you can add content that makes it easier for the reader to understand how to use it, best practices and other tips to make the most out of their purchases. These small components tied together will definitely make a significant number of conversions. When you hire content writers, make sure they follow these rules to develop their content and get you the most exceptional outcomes.