A retailer can use any of the five senses to influence purchasing decisions when a customer walks into a physical store and browses the aisles of available products. If you’ve ever been to Chicago, you’ll know that the scent of Garrett popcorn can be detected from blocks away, luring anyone who happens to be around. What if the only way to sell popcorn was through a photo and a few lines of text? Would somebody who wasn’t already looking for a mid-day popcorn snack be inclined to seek out the shop after they couldn’t use their nose as a guide?
These are issues that every retailer faces in the world of eCommerce. In photos, even the softest cashmere blanket might appear to be cotton, and certain price tags can appear to be unreasonable without context. A well-written product description compensates for this by presenting item details in greater detail and helps the seller in painting a more positive picture in the minds of customers.
How to write sales-oriented product descriptions
Writing an eCommerce product description is similar to writing any other sales copywriting work in that you must first comprehend the product’s qualities and benefits. Features describe what a product is, such as the materials used (60 percent cotton) or the size (4″ x 4″), whereas benefits describe what the thing does or could do.
Research Audience
To add advantages, you must first study your audience and decide how you may piece together a tale that would appeal to their individual circumstances. You must explain the wants, actions, attitudes, and pain points of your target consumer while creating a buyer persona, which generalises a typical consumer in your audience. If you’re selling this sofa to a large family, make sure to highlight perks that cater to their known needs for daily wear and longevity in the description.
The sofa is not only big, but it’s also big enough for a family. Because the material is microfiber, it is extremely durable and stain and snag resistant. Make a tale out of these highlights. We can rewrite this material to include benefits that cater to the demands of a particular target demographic, such as a single hostess who entertains frequently. A stronger product description is created by combining a few of these artistic features with the item’s cut and dry numbers.
Don’t overlook the importance of design.
Although product photography does the most of the visual heavy lifting for eCommerce listings, and we discuss the influence of product photography here, we should write the language of the product description with visual components in mind as well. While content is crucial, you don’t want the visitor feel overwhelming. Maintain a breathing page with lots of whitespace between paragraphs and use spacing or headings to break up longer paragraphs. Mobile (source) accounts for roughly 30% of eCommerce sales today, since customers scan past and skim through content quickly. The product description should be short (no more than 250 words) to make it more appealing to users on all devices, but particularly on mobile.
Use the inverted content pyramid structure to absorb as much essential content as possible in the least amount of time. This layout places the most crucial elements at the front of the content, where the reader will pay the most attention, followed by supporting details and background information that are beneficial but not necessary. Consider using a combination of bullet points and paragraph text to create skim-friendly content. The bulleted list should highlight product attributes that will address consumers’ immediate questions and encourage them to read the more detailed, benefit-rich content.
SEO and product descriptions
ECommerce product descriptions include customisable material that may be exploited to increase search rankings and drive consumers to the purchase point in the sales funnel, in addition to persuading a consumer to purchase from the product detail page. Avoid duplicating descriptions directly from suppliers or other product listings because search engines value unique and updated material. Displaying product reviews has the potential to deliver free, new, user-generated material that Google will appreciate.
You don’t have to drop all of the more generic terms to get more precise; you just need to connect them together to produce a long-tail keyword or phrase. Long-tail keywords not only combine imprecise search terms to make them more specialised and thus less competitive, but they also target a smaller market of consumers who are more likely to buy.
Product description of Ecommerce
Product descriptions provide an opportunity to provide original and creative material that can drive visitors to your eCommerce site and encourage purchases from particular product pages. Successful descriptive content demonstrates a thorough understanding of the target client, considers SEO, and strikes a solid balance between informational and persuasive elements. These are all parts of eCommerce, though, and they don’t end with the creation of product descriptions. It’s also crucial to make sure that we SEO optimize all pages, not just product pages, content-rich, brand-consistent, and mobile-friendly. Contact our staff for help with any of these facets of eCommerce selling.
Source: product rule , product features