4 Must-Read Product Description Tips for eCommerce Businesses

product description

Think back to the last time you felt comfortable–no, not just comfortable–compelled to fork over your credit card information to purchase a product online.

What was it about the product description that made you feel excited, confident, and secure to pay for something you most likely hadn’t been able to see, touch, or experience in real life?

Was it that the features listed ticked all the required boxes?

Was it that it painted a picture that gave you an understanding of how your life would be made better?

Or perhaps it was that it made you laugh, and you had a positive emotional response to the way the brand described the product or service?

Product descriptions can make or break your eCommerce business.

Product descriptions will either persuade your customer to click “buy” or to move on and spend their money elsewhere.

Consumers can be very discerning in their judgements, and you want to give them every reason to purchase from you without hesitation.

But we’re not going to simply talk about what works…we’ll show you what works.

Use the following pieces of advice, accompanied by specific examples, to shift your targeted customers closer to adding an item to their cart and completing checkout.

#1: Make Descriptions Customer-Centric.

You may think that your product should be front and center when writing descriptions–there’s a reason they’re called product descriptions, right?

Actually, it’s often better to put the focus and emphasis on the customers. Let them know how this product will solve their problems and change their lives for the better.

If the copy focuses entirely on the product, and not the person using it, the message will be pretty dry.

Even if you base the story on solutions, a business-focused narrative won’t highlight the transformation.

Read the example below to see how the description paints a picture and communicates how the 70 Piece Train Set from our client Cubbie Lee Toy Company develops critical cognitive and social skills for customers’ children.

Click here to see the full description.

It’s hard to resist a classic quality toy like this one when considering the positive impact it will have on a special little one in your family!

Be sure to answer the all-important question “What’s in it for me?” for your customers–because that is what they are all wondering when browsing products and services.

#2: If Appropriate, Use Humor.

Who said product descriptions always have to be serious?

Keep shoppers engaged by tapping into their sense of humor.

For example, Lucky Grooming is a Sūmèr client that sells safe, healthy, and effective hair and beard products for men. 

Their brand tone is comical in nature–so it makes sense for their product descriptions to also make consumers chuckle.

Click here to see the full description. 

As you can see in the example above, the copy pokes fun at the concept of scratchy beards scaring ladies away from their men, and presents Lucky Grooming’s Classic Beard Oil as a solution.

The description still includes an array of product benefits after the comical hook, ensuring that it balances both a positive emotional stimulus with practical and useful information.

#3 Be a Storyteller.

Research has found that merely touching and holding an object increases the desire to own it.

Unfortunately, with eCommerce, customers aren’t (usually) able to touch and feel the product until they buy it.

To combat this limitation, try to tap into your customer’s imaginative powers and tell a story that describes how the product can be featured in his or her life.

As mentioned in tip #1, it’s all about painting a picture. Describing a setting or scenario in which your product or service would make a positive difference can help customers get excited about what it potentially means for them.

If your product description tells a story, you’ll transport your potential customer into a fictional scenario that he or she can make real by clicking “add to cart” and proceeding to checkout.

Click here to see the full description. 

For example, in the description above ModCloth discusses the “sunny reception from your friends” once you “come dancing across the dunes in these stunning shoes by Salt Water Sandals!”

#4: Don’t Use Superlatives Without Evidence.

You may think that throwing in embellishing words and phrases like “excellent product quality,” “great choice,” or “perfect” is a good decision when it comes to persuading your potential client to buy your product.

You’ve likely seen them used in dozens of descriptions when doing your own online shopping.

However, these more obvious phrases can fall flat and lead your prospects to think yeah, yeah, that’s what everyone says–especially if you don’t have the evidence to back it up.

If you don’t provide product information that gives consumers reason to believe that these statements are valid–none of your efforts will matter.

What matters is the proof–such as product features and benefits–that allows customers to come to these conclusions.

In other words: show, don’t tell.

Click here to see the full description

One brand that does this well is Nike.

As you can see in the Nike Air Max 2017 example above, they list the benefits of their product in a simple and concise way that communicates the product value without having to state it too explicitly or embellishing it with fancy superlatives.

If you have the goal to increase conversions and suspect that your product descriptions are keeping you from achieving this, we recommend you take time to reassess your current copy and try some of the strategies listed above.

Often eCommerce businesses can make the mistake of writing “unique” product descriptions in an attempt to intrigue and entice potential shoppers. Read this post to learn why this isn’t always the best strategy. 

michelle

    07 Jun

    The Key to Your Online Success

    Whether you are in the market for a new car, planning your next vacation, getting your dose of the daily news, or researching an expensive purchase, most likely you...

    13 Jun

    Why Hiring a Ghostwriter is Beneficial to Your Marketing Strategy

    Ghostwriting is extremely beneficial for any business. Ghostwriters will take your idea about a book, article, or blog and write a clean and thorough form of this idea on...

    16 Jun

    A Credo of Values Is Essential in Any Successful Business

    One of the greatest strengths a company can utilize in order to gain new customers and keep current ones is through strong company values and a clear credo. Websites...

    23 Jun

    Drive Traffic With an Ezine

    Ezines are a great way to drive traffic to your website. Writing ezines can establish credibility because it shows your target market the span of knowledge you have toward...

    09 Apr

    The Best Marketing Tip I Can Offer

    Things, they are a changing at Michelle Salater Writing & Editorial. As our clients’ needs and wants change, so is our company. And we couldn’t be happier with the way things...

    12 Jan

    Attract All the Clients You Want: Step 2

    Your marketing copy has the power to bring you new customers and retain current ones. It connects you with your clients. Entices them to buy. Drives them to call...

    21 Jan

    Why Now Is The Time To Invest In Your Business

    Now is a critical time for businesses to invest in their marketing. According to a McGraw-Hill study, businesses that maintained or increased their marketing during the 1981-82 recession: –Averaged...

    08 Apr

    Behold, the Power of the Press Release

    A few days ago, I had coffee with a super styling friend of mine who owns Charleston Style Concierge, a personal style and closet editing company. Over lattes, she...

    22 May

    Hills of Africa Travel Featured In JustLuxe

    We’re extremely excited to announce that our client, Hills of Africa Travel, is featured in an article in JustLuxe. JustLuxe is a luxury web publication that provides prosperous consumers...


    Leave a Reply

    Your email address will not be published. Required fields are marked *

    Comments

    Jalen Davenport 5 hours ago / Reply

    Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod odio, gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Jorny Alnordussen 6 hours ago / Reply

    Gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Marcus Farrell 7 hours ago / Reply

    Nam viverra euismod odio, gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..


    Post a Comment

    Your comment was successfully posted!

    Search This Blog

    Categories

    Latest Tweets

    Follow @writtenbysumer on twitter.

    We Recommend

    [wp_social_sharing social_options='facebook,twitter,googleplus,linkedin,pinterest,xing' twitter_username='arjun077' facebook_text='Share on Facebook' twitter_text='Share on Twitter' googleplus_text='Share on Google+' linkedin_text='Share on Linkedin' pinterest_text="Share on Pinterest" xing_text="Share on Xing" icon_order='f,t,g,l,p,x' show_icons='0' before_button_text='' text_position='' social_image=''] Close