Author: Darrell Cuthbert
Product descriptions are more than just a list of features. They serve as your online sales pitch, giving customers the key information they need to make a buying decision.
If your descriptions aren’t converting, they may be missing a key element – the benefit to the customer.
Most customers ask, consciously or subconsciously, “What’s in it for me?” Rightly so. After all, they are the ones with the money to spend. If your product pages and descriptions don’t give the customer a satisfactory answer, you are much less likely to make the sale.
Here are five tips to help you write product descriptions that compel customers to hit the buy button.
If your descriptions aren’t converting, they may be missing a key element – the benefit to the customer.
Most customers ask, consciously or subconsciously, “What’s in it for me?” Rightly so. After all, they are the ones with the money to spend. If your product pages and descriptions don’t give the customer a satisfactory answer, you are much less likely to make the sale.
Here are five tips to help you write product descriptions that compel customers to hit the buy button.
1. Focus on Benefits, Not Just Features
It’s easy to fall into the trap of listing product features without explaining why they matter to the customer. Features describe what a product is or does, but benefits explain how those features improve the customer’s life or solve a problem for them.
For example, instead of saying “This jacket is water-resistant,” you could say, “Stay dry and comfortable, even when it’s raining cats and dogs.”
For example, instead of saying “This jacket is water-resistant,” you could say, “Stay dry and comfortable, even when it’s raining cats and dogs.”
2. Know Your Audience’s Pain Points
Effective product descriptions address the customer’s problem or need and offer your product as the solution. Understanding your target audience’s pain points allows you to tailor your descriptions to what they care about.
Ask yourself, what is my customer trying to achieve? What problem does this product solve for them? Then, weave the answers into your description.
Ask yourself, what is my customer trying to achieve? What problem does this product solve for them? Then, weave the answers into your description.
3. Use Clear and Engaging Language
Simplicity is key.
Avoid technical jargon unless your target audience is familiar with it. Instead use clear, straightforward language that anyone can understand. Short sentences and paragraphs make product descriptions easier to read.
Engaging language can also help bring your product to life. Use sensory words to describe how the product looks, feels, or performs.
E.g. “This plush blanket wraps you in a warm, cozy hug through even the chilliest nights.”
Avoid technical jargon unless your target audience is familiar with it. Instead use clear, straightforward language that anyone can understand. Short sentences and paragraphs make product descriptions easier to read.
Engaging language can also help bring your product to life. Use sensory words to describe how the product looks, feels, or performs.
E.g. “This plush blanket wraps you in a warm, cozy hug through even the chilliest nights.”
4. Include Social Proof
Including testimonials or reviews from real customers adds credibility to your product descriptions.
You’re not the only one saying the product is great, others are backing it up. A short quote like “This is the best pair of running shoes I’ve ever owned” from an actual customer (never, ever, ever, ever write fake testimonials) adds real value to a product listing.
You’re not the only one saying the product is great, others are backing it up. A short quote like “This is the best pair of running shoes I’ve ever owned” from an actual customer (never, ever, ever, ever write fake testimonials) adds real value to a product listing.
5. Create a Sense of Urgency
To drive immediate action, create a sense of urgency in your product descriptions.
Limited-time or limited-stock statements or phrases like “Get yours before they’re gone” can motivate buyers to act quickly.
Limited-time or limited-stock statements or phrases like “Get yours before they’re gone” can motivate buyers to act quickly.
Conclusion/TLDR
- Your product descriptions are a powerful tool for driving sales.
- By focusing on benefits, addressing customer pain points, and using clear, engaging language, you can create descriptions that compel visitors to click “Buy.”
- Don’t forget to include social proof and urgency to help boost conversions even more.
