The customer is now on your page, looking for the perfect product.
The very last step is convincing the customer to click the “add to cart” button.
How?
With an effective product description.
Here are our 6 tips for writing a product description.
The first step to writing product descriptions is to define your target audience.
You want to be able to define which features would be of most interest to your potential buyers.
As you are writing your product description, keep these questions in mind:
~ How did this person arrive to your page?
~ What are their interests, generally?
~ Why would this person be interested in your Shopify store specifically?
~ How would this person describe the product to a friend?
~ What features or benefits would interest this person the most?
By keeping these questions in mind as you write your product copy, you will be better able to write a product description that sells.
As a business owner, you are understandably excited to share all of the qualities of your products. You want to show that your product has the best features and most unique specs.
The buyer however, is not necessarily interested in the mundane features of the product. Instead, they want to know how it can benefit them.
A product feature is a factual statement about the product that provides technical information. A product benefit on the other hand, tells how the product can improve the buyer’s life.
Before you begin writing your product descriptions make an outline of the features and benefits of your product. Think about how the product either increases pleasure or reduces a pain point.
A good product description should give all relevant details, convince the buyer of its benefits and pack an emotional punch.
Emotions influence buyer behaviour so your product description is the perfect place to elicit emotions.
By telling a mini-story about the product you are much more likely to connect with the potential buyers on an emotional level rather than a transactional one. This is key to converting your potential buyers into actual buyers.
There are certain words and phrases that naturally elicit an emotional response in humans. Luckily for Shopify store owners, this also increase sales.
By being mindful of these words and phrases you can more easily convince your customers to take the leap and make the purchase.
Rather than using words like “nice” or “high-quality”, opt for power words like “stunning” or “sensational”.
By adding these good descriptive words into your product descriptions you are subtly convincing the buyers that your products are exciting, impressive, and worth the purchase.
People have short attention spans and read only about 15% of what’s on the page, so your product description needs to be able to capture that 15% in an effective way.
Make your product descriptions easy to scan by; including bullet points, short paragraphs made up of just a few sentences each, lots of white space, and different size fonts.
By making your product description easier to read, you are less likely to lose a potential customer during the process.
63% of customers think that a product image is more important than the description or reviews.
So an important aspect of your product description is actually in the photo itself.
Quality photos will show the customer all of the key features about your product. They will also allow the customer to imagine having this product in their life.