The Anatomy of a Excellent Product Description in 2022

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Need to improve your ecommerce gross sales? Then let’s speak about product descriptions.

Whereas some web sites marginalize them because of cellular visitors development, an excellent product description can take you a good distance. It will possibly assist you talk your model’s character, transfer clients by a gross sales funnel, and even convert an off-the-cuff browser.

However how do you write product descriptions that encourage and inspire individuals to purchase from you? That’s precisely what we’ll cowl right this moment.

On this article, you’ll reveal the key energy of product descriptions and discover ways to write them for eyebrow-raising engagement and skyrocket gross sales. We’ll additionally have a look at inspiring product description examples and spotlight what makes them so compelling.

Desk Of Contents

What’s a product description?

Earlier than we transfer on, it’s essential to know the distinction between product descriptions and product pages:

A product page refers back to the complete web page on an organization web site, showcasing a suggestion with the stock a buyer should buy. When somebody asks you to think about a product web page, massive likelihood is you’ll consider a touchdown web page selling a product or a service.

Image showing the Oreo product page.
Supply: Oreo.com

In its flip, a product description is an factor of your product web page.

A product description is a advertising and marketing copy describing a product’s specs and explaining why it’s value buying.

Image showing the product description from the Oreo product page.
Supply: Oreo.com

Why hassle with product descriptions:

The aim of a product description is to supply enough information about its options and advantages. Not solely is it about describing a product, nevertheless it’s additionally about promoting it.

Product descriptions have to compel a buyer to purchase. And so they do the job properly:

Increase gross sales

Based on the recent knowledge, 45% of shoppers think about an in depth product description a number one cause they belief a product on-line. Greater than that, discussion board discussions confirm that hiding descriptions from customers might frustrate them and confuse these anticipating to see and perceive what they plan to purchase.

Nicely-formatted and fascinating descriptions nonetheless name the pictures. When crafted proper, they’ll hook even these customers who don’t learn however scan on-line.

Take Etsy for example.

Whereas they cover product descriptions to enhance the pages’ total look on cellular units, they don’t hand over descriptions utterly however format them accordingly to ask customers to be taught extra.

Image showing the Etsy product page with the product descriptions information hidden.

Enhance customer support

By “customer support enchancment,” we imply that stellar product descriptions function an integral a part of customer support. They:

  • educate a buyer;
  • provide supplemental data {that a} product image can’t do alone;
  • reply potential buyer inquiries, which may decrease return charges;
  • could make a buyer smile or giggle (if written accordingly), thus enhancing the brand-customer bond.

Profit search engine marketing (search engine optimisation)

Prefer it or not, we nonetheless want the textual content content material for search engines like google and yahoo to “see” and rank our internet pages for extra individuals to seek out them. Product descriptions assist right here:

Embrace particular key phrases and the associated phrases to the textual content describing your merchandise, and also you’ll enhance its possibilities of rating excessive on Google. Extra individuals will see (higher visibility) and click on it (extra visitors), leading to constructive dynamics in your web site.

And when you can concentrate on optimizing your product photos for key phrases, this content material isn’t sufficient for the entire web page to seem excessive in search outcomes.

Leaving the producer’s description or just itemizing a product’s options filled with key phrases isn’t an possibility, both: 

  • The previous isn’t distinctive, different web sites might copy-paste it too, and it alerts Google algorithms about content material duplication.
  • The latter has nothing to do with person expertise, hurting your total advertising and marketing outcomes.

Whenever you craft distinctive product descriptions with associated key phrases that look and sound pure within the textual content, they’ll profit each search engine optimisation and conversion.

Let’s now shift focus to how one can write product descriptions that have interaction and promote.

The anatomy of product descriptions that convert

And now, to enterprise:

To make your product descriptions work, they must be scannable (keep in mind that online users don’t read but skim), customer-centric (watch your tone, neglect about too many tech specs), and sales-generating.

With that in thoughts, when writing product descriptions, be certain they embrace the next three components:

1. Excessive-quality visible content material with captions

We all know photos are extra a couple of product web page’s, not description’s factor. And but, the captions you employ to clarify them serve part of your advertising and marketing message: They have interaction customers and persuade them to be taught extra. Just a few writing methods right here:

  • Write quick, up-to-point captions; don’t waste house with superfluous phrases.
  • Use lively language, encouraging guests to be taught extra.
  • Publish high-quality, customized photos with descriptions; keep away from inventory pics or these not participating guests to attempt your provide.
Image showing a product page with captions explaining the USPs of the product/service.
Supply: Firebox

M-m-m… Yummy!

One other stylish factor to enrich your product description is a video. By putting a brief clip alongside a textual content, you kill two birds with one stone:

  1. Interact these unwilling to learn. (72% of consumers admit they like video to textual content once they wish to find out about a product or a service.)
  2. Improve conversions. (84% of shoppers admit model movies persuade them to purchase a product or a service.)

Such a powerful results of video descriptions isn’t that arduous to clarify: They assist individuals higher perceive a product in a fast and digestible manner. A person sees it from totally different angles, checks the way it works, and will get an concept of the way it may help resolve an issue.

Video content material is a robust method to reveal your product and inspire customers to purchase it, so no shock that 94% of individuals select to observe an explainer video earlier than buy. Think about together with a couple of phrases concerning the video in your product description, encouraging readers to test it.

Image showing a product page with different content formats, including a video.
Supply: Web-a-porter

2. Correct formatting

Content material shock and quick consideration span change how individuals learn on-line, so that they received’t spend time in your descriptions if they’re onerous to learn. Readability issues, so format your content material accordingly: Make it scannable and digestible.

Partitions of textual content, spelling and grammar errors, gobbledygook, specifying options with no advantages — all of this hurts engagement and prevents potential clients from shopping for. 

Just a few sentences that seize consideration and several other bullet factors specifying the options enable guests to get the data rapidly and perceive in the event that they discovered what they have been searching for. 

Image showing a well-formatted product description on the Firebox website.
Supply: Firebox

Consider your product description as if it’s a touchdown web page:

  • Entice a customer with interesting headlines.
  • Embrace detrimental house; consider a scannable design.
  • Use quick phrases, sentences, and paragraphs.
  • Add bullet factors.
  • Improve font measurement for a extra snug learn.
  • Take a look at your completed description and test if you happen to’d discover it simply readable, or would you skip it as a result of it appears to be like uninviting?

Carry on studying for extra writing methods within the product description.

3. Social proof

The power of social proof for gross sales is tough to overestimate: case research, testimonials, social media suggestions, star scores, buyer evaluations, and icons with knowledge and numbers construct belief, demonstrating to a person why it’s value shopping for your product.

However there’s a catch once more:

All they’re components of a product web page: Massive ecommerce manufacturers like Amazon, Etsy, eBay, and others place them as separate blocks, unrelated to the product description itself:

Image showing a product page with highlighted social proof elements.
Supply: Ebay

What are you able to do to get essentially the most out of this factor?

Embrace social proof to an outline by mentioning a product’s rewards, quoting pleased clients, displaying UGC (user-generated content material), or writing about some associated statistics within the textual content content material. Like Lush does:

Image showing a product description using social proof from Lush.
Supply: Lush

Not solely do they actively use UGC on social media, tagging pleased clients and constructing their model loyalty, however additionally they put customers’ pictures with product descriptions on their related pages. Plus, some tiny particulars of their texts function social proof, hinting at their recognition.

What are these particulars?

Learn how to write product descriptions that have interaction customers? What writing methods to contemplate for influencing shopper notion and making them wish to buy from you?

Learn how to write a product description: 11 steps

The writing methods assist create successful product descriptions that stand out from the group, make customers keep in mind your model, and make them purchase extra.

  1. Say no to producer descriptions. We already talked about the duplication concern on this submit: Whereas there could also be nothing fallacious with the textual content itself, the issue will seem when 1,000+ e-commerce web sites place it to characterize the product. Yours might not seem in search outcomes due to the duplicate content material filter.

Distinctive product descriptions, or at the very least these modified with correct paraphrasing and synonymization, are what you’ll want to seize visitors and rank excessive.

  1. Tackle ache factors. Use your clients’ particular issues, targets, or wishes to generate an emotional response and inspire them to purchase. For a greater visibility, embrace ache factors in locations a skimmer is extra more likely to learn first: headers, the primary sentence, or bullet factors.
A product description example focusing on customers' pain points and how the product helps to overcome them.
Supply: Everlane
  1. Describe the options intimately and precisely. You need your clients to be absolutely assured that your product’s the reply to their wants.
  2. Give attention to the advantages and experiences that include the product. Regardless of how a lot you’re keen on your product’s each spec, clients don’t often care. You don’t promote a product however expertise. How does it make clients happier, extra productive, or more healthy?

They wish to know what’s in all these options for them: The way it will tackle their ache factors and assist them resolve an issue. When writing a product description, spotlight the advantage of every characteristic.

  1. Write in brief phrases, sentences, and paragraphs. Grasp the artwork of telling about your product in a couple of phrases: Keep in mind that a product description needs to be straightforward to learn and scale back confusion amongst clients.
  • Attempt to not sound too mouthy.
  • Keep away from tech phrases {and professional} jargon your buyer might misunderstand.
  • Communicate the language of your clients so anybody can perceive you.
  • Hone your product description: take away further phrases, spell test it, and format it for higher readability (use daring, make the font larger, add bullet factors, and many others.).
  1. Be persuasive. Keep away from “yeah, yeah” phrases in your product descriptions. They’re these generic, wishy-washy statements poor copywriters use when caught for phrases or once they don’t know what else so as to add: “Wonderful product high quality” and “chief of the market” are just some examples. When shoppers learn such phrases, they assume, “Yeah, after all. Everybody says it.”

To keep away from such a response, be as persuasive and particular as potential.

Think about your phrase alternative:

  • Use lively voice; keep away from redundant adverbs.
  • Attempt power words to push clients in the proper path: Attraction to feelings, point out exclusivity (“new,” “unique,” “distinctive”), construct belief, and many others.
  • Tackle FOMO: Phrases like “hurry,” “quickly,” and “restricted” are tremendous efficient in influencing shopping for selections.
  • Think about sensory language to captivate clients and add character to your product descriptions.
Example of a persuasive product description.
Supply: Beardbrand
  1. Reply questions and doubts. When purchasing for particular merchandise, clients face many questions and objections, like “Is it well worth the cash,” “Is there free transport,” “Will it resolve my explicit downside,” and many others. Determine them out and tackle as many objections as potential in product descriptions. 

Keep away from generic solutions. Use particular options, circumstances, and advantages that suit your clients’ issues. Supply time, product weight, washing directions — all will be objections you’ll have to cowl.

For extra advanced solutions, you may add a FAQ part to your product description.

  1. Use storytelling (and a few fantasy). the power of storytelling, don’t you? So why not use a product description to inform a narrative to your clients? It could be about why they want your product, about its advantages, or simply an entertaining mini-story to have interaction and decrease rational limitations.

Tales enchantment to feelings and assist your product stand out from the group of dry and feature-based descriptions. Simply be certain the story you wish to inform customers matches your model’s id and the product itself.

An example of a product description that uses storytelling to engage their audience.
Supply: Drunkmall

Attraction to a buyer’s creativeness: Allow them to “see” what it could be prefer to have your product. Begin a narrative with the phrase “think about” and end by explaining how a reader will really feel when utilizing your product; make them neglect that you just’re making an attempt to promote one thing.

  1. Optimize for search engine optimisation. On your product description to seem in search outcomes, add related key phrases to it. The trick right here is to keep away from key phrase stuffing, make it look and sound pure to the context, and think about LSI phrases (synonyms) moreover exact-match key phrases.
  1. Add a one-sentence pitch if potential. Consider it as a subhead complementing your product’s identify to supply a buyer with a fast and up-to-point description. It really works like a hook to encourage additional investigation.
Product description with a highlighted pitch and humorous copy.
Supply: Dollarshaveclub

P.S. We all know Greenback Shave Membership because the grasp of utilizing humor in product descriptions and promotions. They’ve made it an integral a part of their model id, and it’s certainly a robust device to affect buy selections. If humor applies to your model, be at liberty to make use of it in product descriptions.

However:

Do your greatest to really feel the sting: Humor is difficult to steadiness, and an excessive amount of or too little of it could do extra hurt than good.

  1. Think about your model’s tone of voice. As a model, you’ve already outlined your voice, haven’t you? Most well-liked phrases, tone, and values you wish to talk to the viewers — all that matter when writing product descriptions: They work in your model recognition and message consistency, so critical for consumers to decide in favor of your particular item.

Takeaways

So now you’ve gotten it, the unscrambled anatomy of product descriptions to write down in 2022. With the following pointers in thoughts, you’ll craft good texts that inspire shoppers to purchase.

Solely three guidelines to observe:

  1. Present: add descriptive captions to customized pictures of your product; write mini-stories in intro paragraphs; tackle ache factors for customers to see how your product may help resolve their issues.
  2. Simplify: think about correct formatting for higher readability; write quick phrases and sentences; add one-sentence pitches (subheads); arrange product options and advantages in bullet lists; make your description scannable (white house, daring font, and many others.).
  3. Construct belief: add social proof; be persuasive and particular; reply questions and objections; use your model’s tone of voice; write distinctive descriptions, don’t copy-paste these from a producer to keep away from duplication points.

Consider writing product descriptions as craftsmanship in its personal proper. Don’t be afraid to experiment with phrases, size, codecs, and kinds — and keep in mind to check your totally different product descriptions to see which of them work to boost your online sales.


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