It is undeniable that one of the most reliable marketing tools is the internet. In 2019, internet users hit the 4 billion mark according to DataReportal. Therefore, strategizing your online presence will make your company soar to greater heights. One of the integral pillars of converting casual browsers to buyers is the provision of informative, searcher-intent, search engine-friendly and converting product descriptions.
Your write-ups should increase your sales. The objective of the product description is not only to tell your target market about the product but also conversion. Create enticing content that makes them click that ‘buy’ or ‘order’ icon. How do you do that without being pushy? That is where the trick is.
Tips to Write Converting Product Description
1. Speak To Your Customers’ Senses
Let them touch, see, hear, smell, and taste the product through your content. How will your product address customer sensory needs? Let me say this before continuing: you can exaggerate but never lie. Help your customers feel that this is what they need.
2. Provide Scannable Information
Readers, me and you included, avoid block text like a plague. You should be direct to the point, highlighting the most significant features. If possible, you can use bullet points rather than long sentences which relay the same information.
3. Stunning Images
The first gate to the heart is through the eyes; whether that is confirmed or not, it has some truth in it. Buyers will never opt for a product that does not appeal to their eyes even if the description wows them. Upload the best snaps of your product and ensure it appealing to the eyes. Crystal clear photos are an essential marketing tool for any serious company that wants to keep up with competitors and give them a run for their money.
4. Do Not Be Pushy
The assertion is good, but it can work against you when overdone. When you push your buyers to the wall, they tend to rebel. Present the features of your product in a way that gives the customer the option to decline. It saves you the agony of negative feedback from unpleased buyers. Always be witty in the presentation of the features of the product.
5. Answer Your Customers’ Questions
When doing your descriptions, always answer your clients’ questions. However, do not give your product attributes it does not have to fit in. Alternatively, you can provide options for other products in your portfolio. You should be precise and concise when answering the questions. Meandering around trying to answer will only chase potential buyers. An FAQ section relevant to the product will also attract the right target.
6. Avoid ‘Artificial Wording’
Everyone says their product is the best, excellent, stunning, and other positive adjectives. Not a wrong approach but customers know it too. Who can label their product as the ‘most disgusting coffee mugs in the market’? Paradoxically, it can convert out of curiosity. It is not only dull but also unconvincing to use adjectives without any supporting features!
7. Keep It Interesting
Address your customers in a language and tone they relate to and understand. If possible, you can do stories within your description. Stories? Exactly that! But not a whole page story when you want to present your new invention of a candy. You should be concise and precise. I cannot overemphasize that.
Benefits of Good Product Descriptions
Anyway, why do you need product descriptions? I have highlighted some benefits.
a. Increased conversion of casual browsers to potential buyers
There are millions of customers who wander from one online shop to another without a preferred option. If your page provides all the relevant information, you are more likely to close a deal than a competitor who uploaded plain images of their product.
b. Reduced FAQs to your customer service
As stated previously, answer clients’ questions in your descriptions. You will find tons of questions at the bottom of each product listed in Amazon, eBay, or Jumia. The queries guide you on what the customers want to be clarified about a certain product. If you have presented the features of the product, you will reduce clients’ calls to the customer service significantly.
c. Customer satisfaction
Customers expect full disclosure of information before purchasing a product. Satisfaction of these needs means the probability of recurrent purchases is high. Consequently, customers trust you with their choices. You gain their loyalty and retain a considerable percentage.
d. Positive reviews
Many buyers make a purchase decision based on ratings of products; unless you are giving free samples. Woe unto you if the rating is low, but the price is also uncompetitive. They will accuse you of low-quality products. A higher rate means you are better placed to convince an undecided buyer.