8 simple tips to writing winning product descriptions that increase your conversions

A well-written product description plays a major role in moving customers through your sales funnel. We have broken down techniques to write epic product descriptions.

8 simple tips to writing winning product descriptions that increase your conversions

1. Focus on your target audience

You’ll have to know your target audience before you write product descriptions for your e-commerce store. 

Trying to write a copy with a huge crowd of customers in mind will result in descriptions that are not targeted. 

Also, the tone and vocabulary you should use in descriptions solely depend on the type of audience you’re writing for. For example, if you run a toy store online, your descriptions should sound fun and humorous. Similarly, if you sell fitness pills or any other type of medicine, you should keep your tone professional.

The process starts by imagining your ideal buyer. Try to find out the best words and phrases that your target audience appreciates and uses regularly.

2. Sell an experience

The biggest e-commerce store mistake owners make is they only focus on individual product benefits and features. 

But did you know your potential customers are more interested in the perks of each feature separately? Here, the key is to highlight the advantages of each of your product features. Talk about specs that will help your buyers feel more productive and happy.

Remember, your goal as a marketer is to sell an experience and not just a product. 

3. Do not include “yeah-yeah” phrases

Writing creative product descriptions isn’t a walk in the park. It’s a creative skill that requires owners to create a copy that instantly grabs their customer’s attention. 

Sadly, the majority of online sellers write descriptions because they feel it’s a part of the entire process. Especially when they’re stuck with words, they try to incorporate filler words and phrases, such as, ‘premium-quality products’, ‘top-rated products’,  and the like.

These phrases are called the ‘yeah-yeah’ phrases in the e-commerce world. As soon as a website visitor goes through such words and phrases, they think, yeah, yeah, that’s pretty obvious. After all, nobody ranks its product quality as below-average or bad. 

To avoid this reaction, you must stick to the basics. Try to be as specific as possible and highlight technical aspects instead of just bragging about your product quality and benefits.

4. Provide specific proof

Superlatives mean nothing unless you have the proof to back them up. Make sure you have evidence to prove why your product is the best.

For instance, if you deal with electronic products, you can talk about patents, their construction, quality certifications, etc.

The idea is to give your readers the impression that there is something special about your offer. If you don’t have the references to prove that your product is a real deal, you must tone your copy down. Alternatively, you can also quote a customer testimonial to show that there are people who think your product is the best thing they have experienced so far.

5. Include sensory words

Research suggests that sensory words engage more brain processing power and help improve the ecommerce conversion rate.

What are Sensory Words?

Sensory words are descriptive. They explain how we experience the world using our five senses.

Let’s suppose you run a chocolate store online. You can use more sensory adjectives like smooth, crunchy, velvety, sweet, aromatic, and crisp to your descriptions to dazzle your readers.

Similarly, people tend to trust brands that have high-quality images included in their products. 

Words, such as ‘you’, ‘new’, ‘guaranteed’, and ‘free’ are Power words that make your descriptions sound more effective and help your customers experience your copy while reading. 

6. Use a scannable design

Instead of throwing words in front of your customers, make sure you spend time and energy in creating descriptions that look more organized and professional.

Use white spaces, headlines, and bullets to highlight each product benefit separately. The more readable your product descriptions are, the better your customers will comprehend the associated benefits.

If you sell smartphones, you’ll want to convert specs into a checklist or bullet points for an easy read. Don’t forget to use the right font to improve readability and increase conversions.

7. Split test it

No matter how professional your product descriptions look at first glance, you must always split test them for different factors.

Split testing, also known as A/B testing, enables owners to compare two different variants of the same thing to determine which performs better. 

Test your descriptions for different formats, lengths, fonts, and more. With this info at hand, you can better optimize your product pages and boost e-commerce conversions.

8. Include all the details

The goal of writing a compelling product description copy is to provide your potential customers with all the relevant details, specs, and info they might need to make a purchase.

For example, if you sell footwear or apparel online, your product page should include every possible detail, including size charts, care instructions, material info, and other details to help your customers choose the right product for themselves.

Similarly, if you sell any food items, you must highlight allergen details and ingredients to improve the user experience.