Use copy that emphasises the benefits.
It’s all too easy to fall into the trap of creating uninteresting product descriptions for ecommerce sites. Instead than focusing on what a product accomplishes, consider how it will benefit your customers.
Features are adjectives that define what something does or how it appears. Benefits inform customers about the outcome of utilising a product or service, or how it will improve their life.
Benefits can come in a variety of shapes and sizes:
- How would the buyer feel after purchasing this item?
- What value would this product provide to the customer’s life?
- Will purchasing this item address their problem or assist them in achieving their goal?
- Is this product just going to make the customer’s life easier?
Mention the advantages of the advantages.
People don’t buy items; they buy the benefits of products, according to copywriters. As a result, their advantages are included throughout the product description language.
However, merely mentioning a benefit is insufficient. You must demonstrate this by citing a “benefit of the benefit” – the benefit’s real-world influence on your reader’s life.
Simply following this paradigm when creating product descriptions – feature -> benefit of the feature -> benefit of the benefits – has helped Mathias Schrder, a quantitative financial expert turned DTC startup, generate greater conversion rates on his goods.
Recognize the unique selling characteristics of your product.
Make sure to highlight what sets your products unique from the competition when writing product descriptions.
You’ll want to emphasise the important features of your items, but be careful not to come across as though you’re making false claims.
In your product descriptions, use Roman Rhetoric.
The Romans and Greeks have a lot to teach us. They were sculptors, sculptors, and architects. They fought wars that shaped civilization’s future.
But none of that is the case now.
We’ll talk about rhetoric today, specifically how to employ emotional language in product descriptions. Another thing the Greeks and Romans excelled at.
Create a headline that grabs the reader’s attention.
Whatever you do, make sure your headline is eye-catching. It’ll be the first thing visitors see, and it could determine whether they read your description or move on to the next.
According to Copyblogger, 80% of people will read your title, but only 20% will read the body of your content.
Here are some pointers on how to write headlines:
Make your headline succinct and to-the-point.
To urge users to click on the link to your product description, use action phrases.
Make use of keywords that are relevant to the product description. Search Engine Optimization will be aided as a result of this (SEO).
Concentrate on the benefits rather than the features of your product.
Keep things simple and avoid using jargon or terms that are difficult to understand.
Incorporate social evidence into the language of your product description.
Using someone else’s testimony to illustrate the worth of your product or service is known as social proof. Testimonials, customer reviews, case studies, influencer content, and other types of content can all be used.
You can put trust badges or testimonials in your content, but there are many other options. Listed below are a few examples:
- Thousands of satisfied clients
- Over a million copies have been sold!
- Frequently purchased with
- Product that is quite popular!
How to Make Product Descriptions More Effective
Now that you’ve generated your product descriptions, it’s time to fine-tune them in order to get the highest conversion rates possible.
Here are some ideas for how to go about it:
1. Make it scannable and digestible.
Customers sometimes just want a short look at the merchandise. They don’t need all the details; they just want a high-level summary of what you’re selling.
Your goal should be to write a product description that is simple for visitors to understand.
What is the most efficient approach to accomplish this?
Make your material scannable and quick to read.
It can be done in two ways:
Use subheadings and bullet points – Subheadings provide an overview of the major elements covered in your product description to your visitors. Make your description easier to read by using them to divide up sections.
Keep paragraphs short — The longer a paragraph is, the longer it will take users to read and comprehend it. As a result, keep paragraphs short — no more than 3-4 lines. If it’s lengthy, consider splitting it up into smaller paragraphs or bullet points.
2. Make sure your product pages have markup.
You can assist search engines better grasp the meaning and relevance of your products by including schema markups in the HTML of your product pages.
This information may be used by search engines to display rich snippets of your products in search results.
This can also help Google offer your products in places like organic search rankings and image searches with more relevant information, such as pricing and availability.
3. Decide where you want to put your keywords.
Now you must decide where to place your keywords in order to achieve the greatest potential search engine optimization.
In general, you should put them in the following positions:
- Title
- The use of headings and subheadings
- Sentence of introduction
- Paragraph of conclusion
- The text that serves as an anchor
- Meta descriptions and title tags
Keep in mind that you don’t want to use too many keywords. Search engines are becoming increasingly intelligent, and if they notice that you’re attempting to scam the system, your website will be penalised.
One keyword per 100 words is a good rule of thumb, but only when they truly increase the readability of your material.
4. Make a compelling call to action (CTA)
It’s simple to tell whether or not you enjoy a product as a customer. However, you may need to warm up to the notion of purchasing a product. There’s a tremendous call to action. It’s the final push you’ll need to buy something.
Source: product rule , product features
