Which of these two chocolates are you likely to buy?

You’ll likely pick the second one as it describes the product in greater details and is more appealing by engaging all our senses. Crafting effective product descriptions for your ecommerce store is both an art and a science. The goal is to provide potential customers with just enough information to pique their interest and answer their questions, all while holding their attention in a crowded digital landscape. Here’s how to strike the perfect balance.

What Is a Product Description?

A product description is the marketing copy used to explain what a product is and why a shopper should buy it. It’s a vital part of your ecommerce strategy because it does more than just describe your products—it convinces shoppers to take action. A strong product description highlights the key features and benefits of your product, differentiates it from competitors, and aligns with your brand’s tone and voice.

Why Product Descriptions Are Essential

Your product descriptions serve as your virtual sales pitch. They should resonate with your target audience, establish credibility, and ultimately, drive conversions. This is your chance to show your brand’s personality, educate your audience, and give them compelling reasons to choose your product over others.

The Anatomy of an Effective Product Description

A compelling product description should cover both features and benefits. Features describe what the product is, while benefits explain why those features matter to the customer. For example, if you’re selling a pair of noise-canceling headphones, a feature might be “active noise cancellation technology,” and the benefit would be “experience uninterrupted music, even in noisy environments.”

5 Tips for Writing Product Descriptions That Sell

1. Understand Your Audience

Knowing your audience is the foundation of any effective marketing strategy. When crafting product descriptions, keep your ideal customer in mind. What problems are they trying to solve? What language resonates with them? Tailor your descriptions to speak directly to their needs and desires.

If you’re selling a fitness tracker aimed at busy professionals, your description might emphasize how the product can seamlessly integrate into a hectic schedule: “Track your steps, heart rate, and sleep patterns effortlessly, so you can stay on top of your health goals, no matter how packed your day is.”

2. Use Vivid Language to Paint a Picture

Online shoppers can’t physically touch or try your products, so it’s your job to help them visualize the experience. Use descriptive language that appeals to the senses and helps customers imagine the benefits of your product.

Instead of saying “soft blanket,” try “Wrap yourself in the cozy warmth of this ultra-soft blanket, perfect for curling up on the couch with a good book.”

3. Format for Easy Reading

Today’s shoppers often skim rather than read every word, so it’s crucial to make your descriptions easy to digest. Use bullet points, short paragraphs, and clear headings to break up text. Highlight key features and benefits with bold or italic text to draw attention where it’s needed most.

Let’s take our previous example of the blanket, you can highlight its USP this way:

• Material: 100% organic cotton
• Fit: Relaxed, with a slightly tapered leg
• Care Instructions: Machine wash cold, tumble dry low

4. Incorporate Social Proof

Social proof, such as customer reviews or testimonials, can significantly boost the credibility of your product. Including quotes from satisfied customers or linking to positive reviews can reassure potential buyers that your product is worth their investment.

5. Use High-Quality Images

Your product images should complement your descriptions, offering a visual representation of what you’re selling. High-resolution photos from multiple angles, zoom options, and images that show the product in use can all help increase buyer confidence.

If you’re selling a smartwatch, include close-ups of the face, band, and packaging, as well as images showing the watch on a person’s wrist during various activities like running or attending a meeting.

Product Description Template

If you’re struggling with writer’s block, use the following template as a starting point:

1. Headline: Catch your audience’s attention with an engaging headline. Highlight a key benefit or unique selling point.

2. Introductory Paragraph: Briefly describe the product and its main benefit. This is your chance to hook the reader.

3. Bullet Points of Features and Benefits: List the most important features and their corresponding benefits in an easy-to-scan format.

   

4. Social Proof: Include a quote from a customer review or a notable statistic that adds credibility.

5. Call to Action: End with a clear, compelling call to action that encourages the shopper to make a purchase.

   

Writing powerful product descriptions is key to converting browsers into buyers. By understanding your audience, using vivid and engaging language, formatting strategically, leveraging social proof, and pairing your descriptions with high-quality images, you can create product pages that not only inform but also inspire action. Remember, your product description is more than just text—it’s a vital part of your sales strategy. Use it wisely.