Eight simple steps to write epic product descriptions that boost conversion rate

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  • Issues with boosting your site’ s organic traffic may be attributed to low natural CTRs.
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Product explanations are an integral part of your own sales funnel. By imparting creativity and perfect optimisation, you not only can improve your marketing copy but also improve your ecommerce conversion rate.

Given that online buying doesn’t enable customers to have a tactile purchasing experience, ecommerce store owners have to put in extra energy to prove that their product is the right fit for that customers.

The biggest mistake business owners make is they compose product descriptions for the sake of describing their product features only. However , the fact is that entrepreneurs should create descriptions that help them accentuate their own product pages.

Ideally, your product descriptions should stand for a unique value proposition alongside offering the perfect solution to a good annoying problem.

Online retailers that don’t overlook the importance of creative product explanations witness lower bounce rates and better ecommerce conversion rate than stores that don’t get this step correct.

In this article, you’ll learn how to write epic product descriptions that boost conversions . So without any additional delay, let’s get started.

What exactly is product description?

A product description is a marketing copy which has information about key product functions and benefits. The goal of the item description is to provide clients with information and details to encourage them to want to commit their money in your products and services.

As a general rule, your descriptions ought to provide answers to the subsequent questions:

  • “ What problem does your product resolve? ”
  • “ What does your buyer gain from using the product? ”
  • “ What units your product apart from the remaining competition? ”

Essentials of a good product description

Before we highlight the eight simple steps to creating compelling product descriptions, we’re going to have a quick look at some of the essentials you should include in your descriptions to convince shoppers to reach their bank cards and make a purchase.

Keyword enrichment

Keywords keep your product descriptions visible in front of search engines. Adding the right mix of keywords into the product copy helps Search engines deliver results that immediate potential customers to your product web pages.

Here the key is to conserve the perfect balance as not enough optimization leaves you undetected, while too much appears because keyword stuffing.

Customer wedding

A winning product description ought to demonstrate how your product fills a need within the customer’s life.

A explanation that only highlights product features cannot engage you or boost ecommerce conversion rates . Exactly why? Because it is focusing on generic elements only instead of providing a current solution to the customer’s troubles.

Highlighting specifics

Poorly-written explanations are generally boring and unappealing. Most of the time, they contain replicate content (that you get out of your manufacturer).

The information you offer regarding product benefits plus features should address possible customer’s queries (even just before they’re asked).

Frequent updates

Your product pages continuously evolve based upon different factors, including page conversions, bounce prices, and the latest trends. Simply ensure you keep tracking adjustments and adjust your item copy accordingly for the best outcomes.

Eight simple steps to creating epic product descriptions that boost conversions

1 . Concentrate on your target audience

You’ll have to find out your target audience before you write product descriptions for your web commerce store.

Trying to write a copy with a huge masses of customers in mind will result in explanations that are not targeted.

Furthermore, the tone and vocabulary you should use in descriptions exclusively depend on the type of audience you are writing for. For example , if you run a toy store on the internet, your descriptions should sound fun and humorous. Similarly, if you sell fitness pills or some kind of other type of medicine, you should keep your tone professional.

The procedure starts by imagining your ideal buyer. Try to find out the best words and phrases that your potential audience appreciates and uses regularly.

2 . Sell an experience

The biggest ecommerce store mistake proprietors make is they only focus on individual product benefits and features.

But are you aware your potential customers are more interested within the perks of each feature separately? Here, the key is to emphasize the advantages of each of your item features. Talk about specs that can help your buyers feel a lot more productive and happy.

Remember, your goal as a online marketer is to sell an experience and not just a product.

3. Do not consist of “ yeah-yeah” phrases

Composing creative product descriptions is not a walk in the park. It’s a creative skill that needs owners to create a copy that will instantly grabs their customer’s attention.

Sadly, the majority of on the internet sellers write descriptions because they feel it’s a part of the whole process. Especially when they’re tied to words, they try to incorporate filler words and phrases, such as, ‘premium-quality products’, ‘top-rated products’, and so on.

These phrases are called the ‘yeah-yeah’ phrases in the e-commerce world. As soon as a website customer goes through such words and phrases, they will think, yeah, yeah, that is pretty obvious. After all, no one ranks its product quality as below-average or bad.

To avoid this reaction, you have to stick to the basics. Try to be as specific as possible and emphasize technical aspects instead of just bragging about your product high quality and benefits.

4. Provide specific proof

Superlatives indicate nothing unless you have the proof to back them up. Make sure you have evidence to prove why your system is the best.

For instance, if you deal with electronic products, you can discuss patents, their construction, quality certifications, etc .

The idea would be to give your readers the impression that there is something particular about your offer. Unless you have the references to demonstrate that your product is a real deal, you must tone your duplicate down. Alternatively, you can also quote a customer testimonial to show there are people who think your product is the best thing they have experienced up to now.

5. Include sensory phrases

Research suggests that sensory terms engage more brain processing power and help improve the particular ecommerce conversion rate.

Exactly what are Sensory Words?

Sensory phrases are descriptive. They explain how we experience the world using our five senses.

Let us suppose you run a delicious chocolate store online. You can use more sensory adjectives like steady, crunchy, velvety, sweet, perfumed, and crisp to your descriptions to dazzle your visitors.

Similarly, people tend to rely on brands that have high-quality images included in their products.

Words, for example ‘you’, ‘new’, ‘guaranteed’, plus ‘free’ are Power words that make your descriptions sound more effective and help your customers experience your copy while reading.

6. Use a scannable design

Instead of throwing words and phrases in front of your customers, make sure you spend time and energy in developing descriptions that look more organized and professional.

Use white spaces, headlines, plus bullets to highlight each product benefit separately. The more readable your product explanations are, the better your customers will certainly comprehend the associated benefits.

If you sell smartphones, you’ll want to convert specs in to a checklist or bullet factors for an easy read. Don’t forget to use the right font to improve readability and increase conversion rates.

7. Split test it

Regardless of how professional your product explanations look at first glance, you must always split test them for different factors.

Split testing, also called A/B testing, enables proprietors to compare two different variants of the same thing to determine which performs better.

Test your descriptions for different forms, lengths, fonts, and more. With this particular info at hand, you can much better optimize your product pages and boost ecommerce conversion rate.

8. Include all the details

The goal of writing a compelling item description copy is to offer your potential customers with all the relevant details, specs, and info they might need to make a purchase.

For instance , if you sell footwear or apparel online, your item page should include every possible details, including size charts, treatment instructions, material info, along with other details to help your customers pick the best product for themselves.

Likewise, if you sell any foodstuffs, you must highlight allergen details and ingredients to enhance the user experience .

Bonus tips

Create your own product descriptions

In no way copy/paste descriptions you get from the manufacturer. The same manufacturer items products to multiple shops, and if they’re also using similar descriptions, your store will have difficulty getting its due place in SERPs.

Also, you’ll be at higher risk of getting penalized due to copy content.

It’s crucial to realize that product descriptions provide e-commerce store owners with an opportunity to show the creative side of their business. It’s your chance to prove to your potential customers that your products offer the most cost effective for their money.

If you think writing compelling product descriptions isn’t your cup of tea, you can also hire an innovative copywriter to do this job for a person.

Use online tools

Furthermore, if hiring a copywriter is not an option currently, you may also leverage different tools available online.

You can even hire someone from on the web academic writing services to create descriptions.

Basic tools, such as Grammarly, Cite It In, and so on will help you refine your descriptions. Also, you can use keyword analysis tools to determine the most appropriate keywords you can use for your descriptions.

Enhance your descriptions for better conversions

Whether it’s your product descriptions, the About Us section on your web site, or your blogs, you have to ensure that every content piece available on your website is optimized for SEO .

Again, there are various online tools available for this purpose. The idea is to find out keywords that are relevant to your own product. For example , if you dropship cosmetics online, you can select keywords like ‘MAC highlighters’, ‘Maybelline Red Lipsticks’, and more.

Here, it is crucial to understand the fact that unnecessary use of keywords will probably ruin your ranking.

Here are some tips you must consider before you write SEO-optimized product explanations for your e-store:

  • Include keywords in headings/subheadings
  • Do not write for search engines
  • Leverage LSI keywords
  • Optimize item images and videos
  • Avoid keyword filling at any cost

Use the correct tone

Your tone of voice states it all. With the right shade, you can target customers that are truly interested in your product range.

As mentioned above, your own tone should be in line with the type of products and services you’re selling on-line. Those selling life vests or coffins cannot work with a casual tone. Similarly, these selling fun products, like swimming pools, fashion accessories, or costumes must stick to a shade that is lively and joining.

All in all, your descriptions need to represent the unique personality of the business. It’s also crucial to keep your brand tone in mind before you write descriptions for the business .

Spell check your work

Meticulously go through your descriptions to make sure there are no grammar errors and typos.

Key takeaways

There you have it – Eight simple steps to write epic product descriptions that improve conversions.

The good thing about these steps is that they’re all tried and tested, meaning you can implement them immediately without worrying about the results.

Possess questions or are looking to include something valuable to this listing? Drop your feedback within the comments section below. We will get back to you as soon as possible.

Ricky Hayes is the Co-Founder and Head of Advertising at Debutify – free Shopify theme, helping fall shippers build high-converting shops in minutes. He is a passionate entrepreneur running multiple companies, marketing agencies, and coaching programs.

The post Eight simple steps to publish epic product descriptions that will boost conversions appeared first on Search Engine Watch .

Source: searchenginewatch. com

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