Have you ever been compelled to buy a product because of an appealing text beside it? Don't you always check the features listed beside a product before buying it?
The text beside a product listed on a website is known as "a product description." The importance of product descriptions lies in the fact that they help your website and products stand out.
According to research conducted by LinkedIn, there are around two to three million e-commerce websites globally (excluding China). So naturally, it is hard to make your product visible, as countless other options are available in the market. But then, there comes the role of compelling and well-written product descriptions.
Effective product descriptions include highlighting your product's unique selling point (USP). You may think your product is the best, which it probably is. But why would a customer trust you? Your product description should be able to convince them. An attractive product description has the potential to turn people into paying customers. This article explores the many benefits of product descriptions.
Understanding Product Descriptions
With growing awareness, consumers today evaluate their options before making a purchase. Salsify, a leading marketing surveyor, reported that 87% of online customers said good product descriptions influence their purchasing decisions.
The importance of product descriptions is growing in a hyper-digitised world. With the COVID-19 pandemic shifting paradigms online, more and more people are resorting to online shopping. Product descriptions act as the brand's voice, informing you about the best features of each option. They also help customers make well-informed buying decisions. The more creative and appealing the product description, the more likely customers will be enamoured with your brand. However, an ideal product description is more than just being creative. It is vital to keep it simple and understandable for all.
Product Descriptions: Benefits
Why are product descriptions important?
Product descriptions can have a significant impact on sales and conversions. If done correctly, they can effectively influence customers to make a purchase. Let's take a look at some of the most significant benefits of well-written product descriptions:
Product Descriptions are Useful for SEO
The importance of SEO is continuously evolving in the digital landscape, and a well-written product description that appeals to consumers and search engines can be beneficial. Including keywords in your product descriptions will improve your brand's visibility. Moreover, when product descriptions are written with SEO guidelines and thorough keyword research in mind, it will help rank a website higher on search engines.
Product Descriptions add to the Trustworthiness.
You can build trust with your customers by writing genuine product descriptions. Many copywriters and marketing professionals make the mistake of simply listing a product's features in the description. Your product description allows your brand to speak to your audience. Use that space to focus on your users and how the product will address and resolve their issues. It will help establish your brand as a trustworthy source.
For example, at Big Pitchr, while working with a fashion portal, we realised that detailing like a hem, stitch, and zip are specifics that make a description honest. But it does not create imagery in the mind of a consumer. The same garment requires a description like " a flowy anarkali that celebrates ethnic simplicity. The floor-length kurta is going to leave the onlookers mesmerised ...". Here, the consumer visualises the garment and the Cinderella element in it. An e-commerce portal dealing in fashion needs to incorporate descriptions where the words do most of the selling.
Product Descriptions Strengthen the Brand's Voice
A product description is crucial to making your voice stand out from many competitors. A well-written description can be the factor between a sale and a no sale. When writing a description, focus on the product's features that will benefit the customer the most. Use robust and persuasive language, and be sure to sound genuine.
Product Descriptions Improve the Conversion Ratio
An adequate product description is essential because it can help with conversions. It is important to be concise and draw the customer's attention. The best features of your product should be detailed so that they answer all the key questions the consumer may have about the product. Product descriptions, when appropriately written, also foster an emotional connection with the brand.
Product Descriptions Add to the Organic Traffic
One of the benefits of product descriptions is that they can help increase organic traffic to your website. That is because by including relevant SEO keywords, you increase your chances of ranking highly on search engine results pages.
Customers who click on your product and find a clear and honest description of its features are more likely to trust your brand. However, it is essential to use keywords sparingly, as this can make your content difficult to read and understand. Additionally, search engines may penalise websites using keyword-stuffing techniques.
If customers visit your page and do not find meaningful or helpful content, they are less likely to return in the future, which can lower your overall reach.
How to Write Effective Product Descriptions?
Putting the most detailed product descriptions for each item on your website can help you convey product-related information to your online shoppers. As a result, your clients will find it easy to buy, and your products will sell and upsell themselves.
Here are a few tips for compelling product descriptions:
Write for Your Audience
Find compelling, visually appealing ways to convey the most relevant information. So they may learn everything that is significant to them. The target market may consist of either men or women, a specific age bracket (such as college students or seniors), a lifestyle demographic (such as new mothers), or other sets of people.
Examine the Effectiveness of Your Product Descriptions
To evaluate how well product descriptions are working, you need goals. The following are some advantages you can experience if you commit to creating product descriptions using the technique above:
A higher conversion rate.
Reduced exchange and return rates.
Less shopping cart abandonment.
A decrease in customer calls.
Drive more returning visitors.
Increase organic traffic.
Achieves better SEO ratings.
Lowers the cost of PPC ads.
Ensure that Your Product Descriptions are Concise
Use interactive, paragraph-length descriptions to lure in subscribers and potential buyers and brief bullet points with essential specs that efficiently convey important information to online shoppers.
Share a Story
Share some product specifications in the form of a story, so it will help to drive sales. Your brief product description paragraph will be more vital if you include specifics that show how your product is better than the competitors'. It will endear them to your goods, arouse their attention, and attract more buyers.
Keep the Content Concise
The most excellent way to describe your goods isn't usually through text. Customers are more likely to remember graphics than text. Consider how you can simplify your writing if it grows overly wordy. Try using a visual to demonstrate your product and describe what it does in detail.
Use Videos
Videos may be a powerful substitute for images when demonstrating how to use a product or why it is superior. Many brands use text, graphics, and videos to emphasise a point.
The Final Word
Your e-commerce website's product descriptions can help you inform online customers about the products you sell. To grab the attention of your customers and boost conversions, create a concise and clear product description. Are you looking for assistance to enhance the content and product descriptions? Do your product descriptions need improvement? With accurate and thorough product descriptions that are SEO-enriched, The Big Pitchr, a top provider of e-commerce services, aids online businesses in increasing conversion rates. Connect with us to find out how we can assist you in succeeding.
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