13 Tips for Writing Product Descriptions That Convert

Product descriptions do two issues in your ecommerce retailer — they educate web site guests about your product, then persuade them to purchase.

Most ecommerce companies perceive the primary function and create product descriptions accordingly.

However, what’s missed is that additional effort that may assist guests perceive the product so effectively that nothing is left to forestall them from turning into a buyer.

In this submit, you’ll discover suggestions for researching, making ready, and writing extra compelling product descriptions that convert and enhance your gross sales.

Preparing to Write Highly-Converting Product Descriptions

If the elements will not be prepared, the cooking time will increase — and it might have an effect on the style of your meals.

Set your self up for success with these necessary steps earlier than you strive writing your product descriptions.

1. Document Your Ideal Customers

First issues first – doc your preferrred prospects.

I’ve seen that too usually, enterprise homeowners and entrepreneurs know who they need to goal however solely in a kind of tangential method. They haven’t completed the work of documenting and actually fleshing out that concept buyer.


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Documentation helps enterprise homeowners, consultants, and advertising groups to remain on the identical web page.

Not positive the place to start out or what info you want? We use this template on Google Spreadsheets (and you may, too):

Document ideal customers before starting to write product description - The topmost tip to write product descriptions that sell.

Copy this template, fill it out for your individual prospects, and share it throughout your administration, advertising, and gross sales crew.

2. List All Product Information

Until and except you realize what you need to inform your prospects about your product, it’s troublesome to plan the very best content material.


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List the whole lot from the product’s manufacturing date, specs, advantages, to “How-tos” as a guidelines in Google Spreadsheets.

Just like this:

List down all the product information in Google Sheets before starting to write product descriptions that convert

When you begin writing product descriptions, you may mark them completed as you go. This step ensures that you simply don’t miss out on any necessary product info in your web site.

Now that you’ve this necessary info at hand, it’s time to start out writing product descriptions that promote.

How to Write Product Descriptions That Convert

I extremely suggest that you don’t design the product element web page earlier than you write the product descriptions. You’ll perceive why quickly.

Here’s the place you need to begin as a substitute.

1. Do a Detailed Competitive Analysis

Doing a competitor evaluation doesn’t imply you must discover how they’ve crafted their product descriptions.

Go as a purchaser to determine the gaps in educating or persuading the client, not as a competitor to repeat and implement.

List any errors you discover along with your “customer hat” on and convert them right into a guidelines.

You can evaluate it after you’ve written your individual and make sure you aren’t making the identical errors as your rivals are.

2. Begin by Finding Your Transactional Keywords

With search engine optimisation turning into among the best ecommerce advertising channels to drive visitors and gross sales, you must be sure your product descriptions are written with engines like google in thoughts, too.

Lots of entrepreneurs make a mistake right here by writing the product descriptions first after which optimizing them. But let me let you know, a correctly deliberate and optimized description tends to present outcomes sooner.


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Try utilizing Semrush for key phrase analysis and the Keyword Insights instrument by Snippet Digital to determine the search intent of these key phrases. When you realize the search intent of the key phrases, you should utilize the suitable ones for your product description.

For instance, for the key phrase [waterproof digital camera] you may see within the Keyword Insights instrument that seven pages rating on the SERPs are Product/Category pages.

This tells me that the key phrase has transactional intent.

Map the intent of your keywords using Keyword Insights tool.

Do this for all of your merchandise and ensure to choose up the key phrases with solely transactional search intent.


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3. Craft a Buyer & Keyword-Centric Product Description (Headings + Paragraphs)

With your listing of key phrases prepared, you’re prepared to jot down the title and subtitles of your product description.

For instance, the Ustraa model makes use of the key phrase “beard growth oil” which has a key phrase quantity of 18,100.

Check keywords with volume while writing product descriptions.

They’ve used this key phrase of their title in addition to all of the subtitles.

Use keywords in Title, Heading Tags while writing product descriptions.

And now take a look at their outcomes on Google:

Add keywords when writing your product descriptions.

They’re not solely rating on the highest with their Amazon itemizing however even proper after Amazon’s two listings, the model’s product web page is rating instantly.


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With your headings written, you may embody your transactional key phrases within the particulars about your product, in addition to within the product description to make it rank and convert.

4. Benefits vs Features First – Choose Based on Your Products

Customers method buying for completely different merchandise in numerous methods.

For instance, if a buyer is shopping for a cell phone on-line, they may first look for telephone specs akin to display dimension, digital camera, and many others.

An example of product description covering specifications first compared to benefits of the product.

But if a buyer is shopping for a beard development oil (as within the instance above), they could need to study the advantages of the product first.

Choose product benefits vs features when writing product descriptions.

Identify how shoppers purchase your merchandise on-line, prioritize, and add the knowledge they should your product descriptions accordingly to beat limitations to conversion.


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5. Consider the 4Cs of Copywriting While Writing Product Descriptions

The ecommerce enterprise is time-critical, and all enterprise homeowners need to launch it quick.

But that ought to not have an effect on the standard of the product descriptions. If it’s not written effectively, you received’t see the ROI.

It helps to jot down product descriptions with these 4Cs in thoughts:

  • Clarity: The descriptions needs to be clear sufficient to be understood by not simply your preferrred prospects however their influencers, as effectively.
  • Concise: Use fewer phrases to explain your merchandise successfully (get artistic right here).
  • Compelling: Address client wants, expectations, challenges, and calls for. Help them really feel as if the product is made simply for them.
  • Credible: Ensure that the knowledge you might be sharing is correct and keep away from hyperbole.

StoreApps nails it in relation to writing clear, concise, compelling, and credible product descriptions.

An example by StoreApps using the 4Cs of copy writing when writing product descriptions that convert.

6. Add Creative Taglines Wherever Possible

Writing artistic taglines in your product descriptions will not be for mass marketplaces the place you may solely afford to give attention to writing keyword-centric content material.


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Premium/luxurious manufacturers or area of interest manufacturers have a unique set of patrons which they could goal solely by means of social platforms or emails. This is the place creativity issues greater than key phrases.

Here is an instance from March Tee that describes merchandise creatively.

Write creative punchlines in your product descriptions especially for the niche eCommerce websites

7. Add a “How-to” Section to Your Product Description

If you suppose your product doesn’t require this part, suppose once more. Can you clarify something from the under for your product?


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  • How to make use of/apply it.
  • How to maintain it clear.
  • How to start out/cease it.
  • How to make it.
  • How to clean it.
  • How to put in it.

Then you need to add it to your product description. The function is to assist the guests get additional particulars proper there on the web page, with no need them to go someplace else.

Here is an instance of a product description by Cult Beauty with a how-to part.

Add a how-to section in your product description.

You’re saving shoppers time by including a how-to part throughout the product description, each dashing up the conversion course of and lowering the danger they’ll get lost to search out info and by no means come again.


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8. Add Your Brand Story With a Shorter Background

Adding model tales in your product description is beneficial for each distributors promoting on marketplaces and their very own on-line shops.

People shopping for from their favourite manufacturers or retailers already belief them, and that’s the explanation they’re loyal to these manufacturers.

But for area of interest companies and startups, marketplaces may also help construct that early visibility and traction.

To stand out in marketplaces, assist prospects perceive who you might be and why they need to do enterprise with you. Add your model story with just a little historical past of your organization and merchandise to your product description.

As my colleague, ecommerce enterprise guide Vatsal Shah, rightly says:

A quote by Vatsal Shah on product stories.

Here is an instance of a distinct segment model, Kleen O Wipe, sharing their model story on a market product description:

Add brand story in your product descriptions.

Your model story allows patrons to attach emotionally along with your model.


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9. Use Social Proof to Build Trust and Invoke Sales

When it involves rising conversion fee optimization, social proof is essential.

And right here, we’re speaking about writing product descriptions that convert, so including social proof turns into a should. This may embody:

  • Product critiques in your web site, Google, or marketplaces.
  • Shout-outs on social media.
  • Video critiques on YouTube or social media.

When including such social proof, you’re offering real critiques on how folks understand your merchandise. That psychologically impacts guests within the very second they’re trying to make a shopping for choice.

TripAdvisor allocates a spot for social proof of their product element pages:

Add social proof to write product descriptions that builds trust and help you sell.

10. Add a FAQ Section to Persuade Buyers

Marketplaces by no means miss on including FAQs as they’ve a number of distributors and if a buyer has questions, solely distributors can reply them.


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But FAQs are ignored by many different on-line retailers or retailers, as they really feel they’ve their e mail tackle or buyer help system to reply the queries.

You want to grasp this from a buyer’s standpoint. It’s a protracted course of to e mail you and get solutions.

If the frequent questions and solutions can be found on the location, you may enhance the time to transform and save a while for your help crew.

Identify the questions a buyer might have about your product, write solutions, and prioritize the product FAQs within the under format.

  1. Features/specs.
  2. Benefits.
  3. Usage.
  4. Care.
  5. Shipping/supply/return/change.

Here is an instance of the product descriptions protecting FAQs by an eyewear model, Lenskart.

Add FAQs to write product descriptions that convert.

11. Finish with All of the Basic Yet Pending Information

You’ve lined virtually all of the necessary product info by now that may assist in boosting your conversions.


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Now, return to the checklists you had created with all your product info and competitor evaluation.

Maybe you’ve a chance so as to add details about packaging, vendor, transport & achievement, supply companions, return/change, guarantee, assure, assembling companies, digital or at-home strive, wash vehicles, or different issues.

Get artistic in the way you name out these key factors.

For instance, a web based jewellery model, Caratlane, showcases the next info in a flowery design,

Add all the pending information about your product while writing the description.

And, they’ve merely added different info,

Choose design according to the information you want to showcase.

12. Use Bullet Points for Easy and Quick Reads

You’re writing product descriptions for people. They’re going to have a look at your merchandise, learn the knowledge, and resolve whether or not to purchase it or not.


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Features and advantages are the highlights of your product, and therefore needs to be featured in bullet factors. This lets shoppers scan by means of the advantages and options sooner, and conversions can occur faster.

Like I mentioned earlier than, time-to-convert issues essentially the most as a result of distractions can occur anytime, and you can’t afford that.

A product description in bullet factors by B.recent is an excellent instance.

Use bullet points in your product descriptions.

13. Use a Mix of Text and Graphics (Turn the Necessary Text Into Graphics)

It’s time to speak concerning the product description that you simply’ve written and its design.


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Try to determine the way you need to current your product description, whether or not as textual content or graphics. Usually, I don’t suggest graphics alone as you’ll miss out on possibilities to rank in search.

An Australian shoe model, Rivers, has its all-text product description to compete on the major search engines and drive conversions.

Put your product descriptions as plain text.

But manufacturers trying for creativity over key phrases or people who take pleasure in recognition and identify recognition may select graphics over textual content or a mixture of each.


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Nykaa is a well-liked on-line magnificence market. They use a mix of graphics (extra) and textual content (much less) to showcase their product info.

Use mixture of graphics and text in your ecommerce product description.

The pink underline represents the textual content, and the remaining are graphics.

Product Descriptions Have the Power to Boost Conversions and Maximize ROI — Make the Most of It

When patrons’ expectations are fulfilled, they’re extra doubtless to purchase your product. Keep this in thoughts at each flip as you utilize the method above to jot down extra compelling, higher changing product descriptions.


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Plan, write and design your product description for your preferrred prospects.

Then optimize them for search and nothing can cease you from attracting, persuading, and turning extra guests into your prospects.

More Resources:

Image Credits

Featured picture created by creator
All screenshots taken by creator, May 2021

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