Cherry XU By Cherry XU • May 6, 2019

5 Tips to Write A Compelling Product Description That Converts

A good product description should aim to convert viewers into customers by providing all of the important information of your product. Follow these 5 tips on how to write product descriptions that sells.

1. Start with your Persona

Before writing the product descriptions, you should first think about your persona, your ideal buyer. Step into their shoes, what are the questions he or she would ask about the product? You want to be able to define which features would be of the most interest to your potential buyers. Also, think about what words resonates with him?

For example, take a look at this Gentle Dresser product detail page by ziinlife, a designer furniture brand.

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product  description and specification shown on the  ziinlife product page

When buying furniture, it takes a much longer journey to make the decision compared to the fast-moving products, as there are quite a lot of factors to consider. That’s why most customers shop for their furniture offline. The ones buy online, they care for convenience. That’s why detailed information should be provided in an organized way. The customer wants to see the products for themselves so they can get a better sense of size, material, and quality. While the online shopping experience can’t replicate this, a good description can help viewers imagine these factors. For this furniture brand eCommerce website, we design and implement the accordion feature instead of making it too long on the page that allows people to click to know more details efficiently.

 2. Tell a compelling product story

By doing so, you would more likely connect with potential buyers on an emotional level. This is effective to convert them into actual buyers. A convincing story of the product should answer questions like:

  • What’s the design inspiration?
  • Why the product is different from the others?
  • What was the journey of making this product?

Take 22 Factor, for example. 22 Factor is a brand dedicated to sustainable fashion. Their ideal customers are sustainability conscious shoppers, by showing what materials are used and the production process. It would connect to their potential buyers and convince them to buy.

5 Tips to Write A Compelling Product Description That Converts 22 Factor product story

product story shown on the  22 Factor product page

3. Seduce with sensory words

Sensory words increase sales because they help viewers imagine what their lives would be if they owned the product Here’s an example from our client Jouer, adding the vegan layered cake to their signature layered cake collections.

5 Tips to Write A Compelling Product Description That Converts jouer-ecommerce-compelling-product-description

Jouer vegan layered cake product description

The description does not just refer to ingredients, but also  taste and texture: rich, smooth and also healthy. Sensory words are powerful here because the reader can imagine how delicious the cake tastes. Dazzle your readers with vivid product descriptions. Think about words like velvety, smooth, crisp, and bright.

4. Make the description easy to read

People have short attention spans when browsing web pages. So design and organize the product descriptions in a way that makes it easier to read. This will make it more appealing to potential customers.  Some points to consider when designing the product description area:

  • Attract your web visitor with eye-catching headlines
  • Use bullet points
  • Use plenty of white space to let people ‘breathe’
  • Increase your font size to promote readability, and use different font sizes

Bearing this in mind when preparing the product description, this will allow the potential buyer find the information they are looking for without wasting time.

5. Don’t forget about SEO!

Strategically place keywords in your product descriptions, after the keyword research. But make sure to avoid keywords stuffing, as your product description should be written for real people rather than algorithms. Use your keywords when it makes sense with some reference:

  • Once in the page’s URL
  • Once in the product description title
  • Once or twice in the body copy
  • Once in the alt image tag

For more information about  these points, refer to this article from Shopify: SEO for Product Descriptions: 5 Steps with Results, Use Cases & Examples explains more details about the why, and with some practical examples.

Summary

It is worthwhile to delight your web visitors with seductive descriptions, as the compelling product description will always pay you back.

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