Things Product Descriptions Absolutely Need to Drive Sales

While every aspect of your website should be optimized, your product pages require special care. Why? Because these pages, along with well-written product descriptions, are what actually generate sales in your online store.(product features)

According to Monetate’s research, product description pages (PDPs) make up a quarter of all ecommerce landing pages. As a result, your product pages are increasingly becoming the primary point of contact for customers with your company.

So, if you haven’t refreshed them in a while, now is the moment. Starting with your product descriptions is a good idea because they’re important for both traffic and conversions.

Product descriptions that are well-written do more than only describe your products. When done well, your descriptions reflect your own voice, elicit excitement, and even aid in Google ranking.

We’ll go over the 11 essential parts in this post to help you write successful product descriptions. Check them out to see if anything pertains to your business!

1. A Unique and Relatable Voice(product features)

First and foremost, inject your material with a distinct voice and tone that resonates to your target audience. If you’re a quirky firm that caters to millennials, you’ll want to use a casual tone and maybe even a little comedy in your communications.

However, if your goal is to reach executives at huge corporations, your material should be more serious and professional. It all relies on your tone of voice and the person you’re speaking with.

For starters, establishing a distinct voice—especially one that is tailored to your target audience—strengthens the bond between you and your customers. Speaking your clients’ language makes you more relatable, creates trust, and enhances conversions.

As an added plus, this approach allows you to create original content, which aids with ecommerce SEO. This leads us to the next point:

2. Use the Correct Keywords(product features)

It’s critical that your descriptions include the search terms that customers might use to find your products. This increases the likelihood of your product pages appearing in search engines, resulting in more traffic and revenue.

Conducting keyword research is the first step in optimizing your product pages for SEO. To find keywords and other terms that your customers often use, utilize a tool like Google’s Keyword Planner.

3. Highlights features and benefits

When defining what you’re offering, one of the most typical pieces of marketing advice is to emphasize advantages over features. The people who give this advise make a very good argument.

It’s far more beneficial to inform customers how something will benefit them rather than simply listing characteristics or capabilities. However, this does not imply that you should completely disregard features while describing your items. After all, your clients still need to know what a product can and cannot do.

The correct balance of features and advantages should be present in your product descriptions. They should properly define your items and display their characteristics while also highlighting the deeper benefits that each feature provides.

4. Product Visual Variations

Do you sell a variety of products with varied color, size, or print options?

You’re not by yourself. Many businesses provide a variety of identical products but do not show buyers all of their options. Some ecommerce professionals may believe that showing a single image of a variant product is easier than providing more comprehensive visuals for a specific or high-selling item.

Instead, devote time to creating excellent visual material for each of your products. There’s no reason to produce a different product with fewer graphics or even videos.

5. An Interesting Story

Do you want your product descriptions to stand out more? Improve your story. Human brains become more active when stories are spoken, and people are more susceptible to concepts, ideas, and emotions when they grasp a particular narrative, according to scientific studies.

It may be beneficial to include tales in your descriptions, depending on your products. Your product descriptions will stay if you use stories. They also assist visitors in better understanding your products, which encourages them to make a purchase.

6. Scanning and copying the page is simple.

Making your product descriptions scannable is one way to make sure they’re easy to read. Scannable text is more pleasant to the eye and encourages people to read it.

Here are some tips to make it easier for shoppers to scan your copy:

Short sentences: Walls of text make your article appear longer, which can turn consumers off. You should keep your paragraphs brief (four lines or less) and succinct.

Headers: People scanning product descriptions on their phone or computer look for information that is relevant to them. Make it easier for them by utilizing headers to divide your information into sections.

Lists and bullet points make writing easier to read, especially when conveying product specifications and features.

Source: product rule, product features