Your products are game-changers, your online store looks amazing and your social channels are filled with enthusiastic fans. You ought to be drowning in orders, yet for some reason, sales are not doing as well as you predicted. Why? The first thing our ecommerce experts will suggest is to check how well your product descriptions are written.

While for you may it might be superbly clear that your products are fabulous, your customers will require some additional persuasion. You need captivating product descriptions to give them that additional push towards making the purchase. With the right words and the precise tone of voice, you could see a significant increase in your online store sales.

Follow these tips and learn how to compose powerful product descriptions that can convert and satisfy the customer.

Excite visitors with your words

As with any other element in marketing, strong and motivating language is absolutely crucial for product descriptions. Take into account that your store visitors are experienced shoppers who may be comparing your products to others available online. If you want your products to make an immediate impression, use your words to make that happen.

You can, for example, describe your jewelry as “unique earrings,” but it would be so much more powerful to use language like “statement earrings.” Or when describing a nice bottle of wine, instead of speaking of it as a “great pairing with pasta,” write that it is “the perfect companion for your pasta dinner.”

Turn Features into Benefits

Features are important, but benefits have more persuasive power. They reply to the question “How might this benefit the user?” Instead of saying this protein bar has “low calories,” you would say something like “This protein bar will make you look better” or “help you stay skinny” or “fit.”

It may sound easy to do, but it’s tougher than it looks in practice. We often found ourselves listing features rather than benefits. What helps us is to dissect product descriptions by listing each feature along with a benefit. See example below:

• Soft cotton t-shirt → feels comfortable
• Elastic material → conforms to your body shape
• High-quality fabric → doesn’t shrink in the washer or dryer

Offer solutions to your shoppers

Shoppers come to your online store with a task or a goal, and your job is to lead them right to a successful resolution and to answer their needs. When we speak of needs, we’re not referring strictly to such products that solve an immediate problem, the way a shower curtain prevents water from getting your bathroom all wet. Not everything for sale in this world works this way, but you can nevertheless present your products as problem-solvers.

For instance, a shopper on the search for a new set of headphones doesn’t have a genuine issue. But they will be glad to learn that your amazing headphones offer the astounding listening experience, answering the need of listening to music without losing any piece of the sound quality, and with minimal audio-leakage.

Make it all about them

Your products are not made in a void. They’re meant to be utilized, observed, or operated by real people. Your product descriptions should portrayals these interactions and put your important shoppers in the spotlight. After all, they would prefer not to find out about the genius of your pillow designs or the assembly of your flashlight parts. They need to know how these products will give a profit to them.

Ensure that all your product descriptions contain some reference to the relationship between person and product. You can do this either by directly referencing the shopper in the second person (“A detergent that keeps your hands soft and your house smelling fresh”). Or you can also use adjectives that imply a positive, human-centric connection between the two: comfortable, smooth, beautiful, pleasant, refreshing, pampering, funny – to name only a few!

Optimize to improve SEO

Here’s a little secret about your product descriptions: They’re not only useful for making a pitch, but they can also get your online store a better ranking on search engines. Find a smart way to integrate the right keywords into your product descriptions to boost your visibility on search result pages.

Here are some key focuses to remember:

Be subtle: You can’t turn your product description into the messiness of keywords. This is a major turn-off for shoppers (not to mention Google!) and will really damage your credibility with them.

Use keywords that work: Utilize words that shoppers would really look for when they are trying to reach your products. Be explicit enough so that you’re not competing for over-indexed lists with wide search terms.

Conclusion

These five tips are based on expert research and have been proven to be effective in increasing sales. The main takeaway is that your product descriptions shouldn’t push your product so much as cut to the main points about why it will improve your customer’s life. And if you can convince your customers of that, then your sales will increase.

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