When it comes to online shopping, customers make their purchase decisions based on the information they find on a product page. If your product descriptions are vague or incomplete, you can be sure that visitors will leave your store without buying anything. So how do you write a product description that’s both informative and converts? In this blog post, we’ll discuss some tips and tricks to help you write better product descriptions for your e-commerce website!
We all know how hard it is to get visitors to our online shops. Maybe you get visitors via PPC or even SEO to your website or product pages.
But now it’s getting even harder. You have to convert the visitor into a paying customer by handing the visitor the perfect solution for their problem. You have to convince the visitor with excellent content and images that your product is perfect for the actual problem the visitor might have.
If you’re failing to convert the visitor into a paying customer, you lose a lot of money when you use pay-per-click advertising. Even if you are getting the visitor via SEO and content to your website it can be frustrating if your conversion rate is really low.
That’s why an optimized product description is so important for your online store. But there are a few tips and secrets I want to show you in this article so that you can boost your conversion rate and make more money or get more leads.
What is the perfect structure for a product page?
Product pages of an online shop are the most important factor for conversion. Don’t underestimate their importance if you don’t want to waste your time and your investments.
Follow the best practice we’ve compiled here and create effective product pages that not only answer all of your potential buyers’ questions but also persuade and motivate them to click buy.
Think of shopping in a store: the friendlier and more convincing the salesperson explains a product to you, the more likely it is that you will believe her and buy the product. On the other hand, if the saleswoman is unfriendly and dismissive, you will rather leave the shop quickly and shop elsewhere.
There are no saleswomen online and the product page takes over their job, but the mechanisms that trigger them are the same. The better a product page is designed, the more likely customers are to buy.
But what are the specific elements that should not be missing on a product page? Let’s get an overview.
If you follow these structures, visitors will most likely convert:
- Headline
- Product description
- Bullet points
- Call to action button
- Images
Those are the most important elements for an online product page. The headline is really important because it should catch the attention of your potential buyer and make them want to read on. The product description should be well written and explain all the features and benefits of your product. The bullet points should highlight the most important aspects of your product. The call to action button should be placed prominently on the page and encourage visitors to buy your product. And finally, images are really important because they help potential buyers visualize your product and see how it can benefit them.
TITLE
A title has the task of welcoming and informing the visitor. In online shops, the title usually corresponds to the name of the product or service offered. He is an important element. Therefore, try to include keywords in the title that users are likely to use when searching for the product, avoid details like brand, color, etc., and be brief.
PRODUCT PHOTOS AND GALLERY
Images offer the great advantage that they immediately attract the attention of visitors. Be sure to use high-quality images and include as many as necessary to show the product from all perspectives. It is unlikely that anyone will buy a product that they cannot see or touch.
And another extra tip: In order to convince even the skeptical visitors, add a video to the picture gallery.
BRIEF DESCRIPTION, TECHNICAL DATA SHEET, AND DETAILED DESCRIPTION
Anyone who has reached the product page wants information. Just looking at a photo is not enough. Before buying, he wants to know as much as possible about the product. Therefore, a complete and easily understandable description should not be missing.
We recommend using the AIDA Framework to write the perfect copy. This allows you to trigger a desire in your customer and satisfy the need with your product.
But beware! First rule: Texts must not be copied. Google notices this immediately. Second rule: Don’t overload the product page. Structure the information with a short description at the beginning, followed by the technical data sheet and possibly a more detailed description.
VARIANTS, QUANTITIES, AND PRICES
Think of a boutique. Customers want to be able to choose clothes in different colors and sizes, and they may even want to buy multiple pieces.
Don’t neglect these variables and make the choice as easy as possible for your visitors.
Also, remember to clearly state the price and any discounts, all these information influences the purchase decision.
ADD TO CART BUTTON
The whole structure of the product page aims to ultimately motivate the user to click on that button to buy the product.
It should therefore be clearly visible and contain a clear CtA (Call to Action). Consider all the elements that encourage purchase, such as free shipping, discounts and delivery times, ease of checkout, secure payment methods, return policy, etc.
TESTIMONIALS, RATINGS, AND REVIEWS
As mentioned earlier, people are looking for information to help them make purchasing decisions. At this stage, they have been shown to value the opinions of others who have bought and tried the product before them.
That’s why reviews should not be missing on a product page. They convey trust and could provide the final input for the purchase.
COMPLEMENTARY PRODUCTS
You’ve caught the attention of the user who is looking at a product page of your online store. So why not take the opportunity and show him other products that you offer in your shop? The related or complementary products section does just that. It should show visitors additional resources and ideally encourage them to add multiple products to their shopping cart.
A tip: carefully analyze potential relationships between the products and show those that can be useful for the customer. This significantly increases your chances of success.
BUTTONS FOR SOCIAL NETWORKS
Nowadays, many tend to share anything they like or find interesting on social media. Take advantage of this tendency, it could bring you indirect advertising and increase the reach of your online shop. That’s why buttons for sharing in social networks should not be missing.
Arouse the interest of your customers with the help of the AIDA framework
What is AIDA? AIDA stands for Attention, Interest, Desire, and Action. With the AIDA framework, you create the perfect one for your customers in your product. By optimally creating cravings with the optimized text, you can get your customers to develop a craving for your product.
We know that this can be a hard job. But why do you want to write it yourself? Why not use the help of AI technology to write the AIDA Framework copy for you.
You can check out the Jasper AI writing tool for free and test if the AIDA Framework fits your needs.
>> Click here to try Jasper AI for FREE <<
Describe the product and the product properties for the AIDA generator. After you have described the product and its benefits, the AI tool will provide you with the optimal texts for your product description.
Now you will get some different texts that you can use. All texts are completely unique! You can choose from different generated texts and if you want you can also improve or extend these texts. AIDA framework is a very big help for creating optimized product descriptions.
>> Make sure to test out this tool for FREE <<
Make use of short sentences and bullet points
Your potential customers are scanning your product page rather than reading it word for word. So make sure to use short sentences and bullet points to highlight the most important information about your product. This will help them quickly find the information they’re looking for and make a decision about whether or not to buy your product.
Bullet points are a great way to display the benefits of the specific product in a clear and concise manner.
Use high-quality product images
Make sure to use high-quality product images that show your product in the best light possible. People are visual creatures and will make a decision based on what they see, so it’s important to make a good first impression with your product images.
You can also use videos to show off your product and give potential customers a better idea of what it is and how it works.
It’s also very important that you make your own images. Please don’t copy images from other sources on the web. Make good product images. Or hire someone who can take these pictures for you.
Google can identify if you have copied pictures from other websites. If you have your own, unique images Google will reward you with higher rankings in the organic searches.
Use keywords wisely
When you’re writing your product description, it’s important to use keywords wisely. Don’t stuff your description with too many keywords, as this will make it difficult to read and could turn potential customers away. Instead, focus on using a few key phrases that accurately describe your product and are likely to be used by people who are searching for your type of product.
If you’re not sure which keywords to use, try using a keyword research tool like Google AdWords Keyword Planner or Moz Keyword Explorer to find popular keywords that are relevant to your product.
Once you have a few keywords in mind, incorporate them into your description in a way that reads naturally and flows well. Remember, your goal is to write a description that is both informative and appealing to potential customers, so don’t sacrifice quality for the sake of keyword optimization.
Include a call to action
Make sure to include a strong call to action on your product page that tells potential customers what you want them to do, such as buy now, add to cart, or learn more.
Your call to action should be clear, concise, and easy to spot so that potential customers can take the next step in the purchasing process.
Your product descriptions should always end with a call-to-action (CTA). A CTA is a statement that encourages your potential customers to take a specific action, such as “Buy now!” or “Add to cart!” Including a CTA in your product descriptions will help increase your conversion rate by reminding customers what they need to do next.
Use persuasive language
Your product descriptions should be written in a way that persuades your potential customers to buy your product. Use words that create a sense of urgency and encourage them to take action. For example, if you’re selling a new and innovative product, you can use phrases such as “revolutionary,” “game-changing,” or “must-have.”
Product pages that convince: tips for effective copywriting
Looking at the different elements of a product page, you will have noticed how much text and micro text needs to be created: headlines, brief descriptions, technical datasheets, call to action, and others. Don’t underestimate the importance of this content, these are all the words you use to convince customers to buy your products. Make them detailed without being long-winded, captivating, and persuasive. And above all: Do not only write for your customers, but also for the search engines.
Here are some tips for good copywriting.
RELY ON ORIGINAL CONTENT
The larger a project, the greater the temptation to copy content from other websites or from manufacturers’ catalogs. Resist this temptation, because the success of your online shop depends on it.
Search engines severely penalize copied and duplicate content, while rewarding quality original content. Also, when you copy someone else’s text, you’re missing out on using your own persuasive arguments to increase your sales.
Invest in creating unique original copy for each product page. You can start with the most important products and add to the texts of all the others over time.
For products that differ only in size or color, you can use the same description but remember URL canonicalization.
If you want to write long texts, but you don’t have the time or you don’t have much inspiration, you can also use AI writing tools to help you. AI writing tools can help you a lot in creating a high-quality copy.
>> Here you can see our article about AI writing tools <<
USE HIGH-QUALITY TRANSLATIONS
Original texts that you have written yourself are always the best solution. However, if you are translating content from foreign manufacturers, these translations should also be of high quality.
There is nothing worse than a grammatically incorrect or unintelligible text. Users recognize automatically translated texts immediately and companies that publish such texts are perceived as unprofessional. This is about your credibility!
CHOOSE WORDING AND LANGUAGE STYLE CAREFULLY
Not only do you need to have a thorough understanding of the product you are selling, but also your target audience. Then you also know what you want to say and which style is best for it.
Try to establish a direct dialogue, be clear and unambiguous, and use a style that fits your brand’s positioning. Unless you work in a specific sector that requires a very formal tone, such as luxury, you can address your customers in a casual style that makes you appear more direct and personal.
GIVE POSSIBLE ANSWERS IN ADVANCE
Put yourself in the shoes of your potential customers: what do they want to know? What could convince her? What objections or questions might they have?
Try to anticipate these aspects by providing the appropriate information and dispelling any doubts beforehand. This makes your texts more convincing and – which is a great advantage – you shorten the time it takes customers to make their purchase decisions.
DON’T TALK ABOUT THE PRODUCTS, BUT ABOUT THEIR BENEFITS
There is a famous quote from Philip Kotler, one of the most important marketing experts in the world:
“People don’t want a drill, they want a hole in the wall.”
What does that mean? It means: Customers do not buy a product, but the solution to their problem. But some are also looking for a better version of themselves or are buying the social prestige they believe an object conveys.
For these reasons, the texts on a product page should not only provide information about the purely technical product properties. These are undoubtedly important, but should also convey the essential benefit that a product brings. In short: talk about the hole in the wall and not the drill!
LEAVE ROOM FOR EMOTIONS
As convinced as we may be that our decisions are entirely rational, neuromarketing reveals that our decisions are far more cognitively biased and emotionally informed than we care to admit.
Knowing these mechanisms will help you to write more convincing texts. If you succeed in turning the benefit of a product into an emotion, you address your customers better and significantly stimulate their willingness to buy.
STRUCTURED DATA AND RICH SNIPPET
With a good title and a meaningful meta description, you also create good snippets for the SERP. But since the competition is fierce, you can do a little more and create rich snippets with Schema.org microdata (a standard supported by Google, Bing, and Yahoo).
As the name suggests, a rich snippet is a snippet with additional elements such as ratings, number of reviews, and prices.
Rich snippets, like meta descriptions, do not directly affect the ranking on the search engine results pages, but draw the user’s attention to the content, make the message more convincing and help to increase the overall CTR.
Conclusion
Product descriptions are important for eCommerce websites in order to convert visitors into customers. Follow these tips to write the perfect product description that will help boost your conversion rate. Be sure to include keywords, choose wording and language style carefully, give possible answers in advance, don’t talk about the products but their benefits, leave room for emotions, and create structured data and rich snippets. By following these tips, you can write a product description that is more likely to convert visitors into customers.
Do you have any additional tips for writing the perfect product description? Share them in the comments below!