The right product description is simply the product description that guarantees you the best conversion rate.
But for it to do that, listing the characteristics of a product is not enough. More than an exercise in description, writing a product description is actually a marketing exercise… Over and above presenting the product, it’s about selling it.
Because we do not always have the time to run A/B tests, trawl through customer reviews, interview field teams or set up focus groups, in this article Edit-Place has gathered four techniques and tips to improve your product descriptions. Then at the end of the article, we set out our process for writing a product description.
Are you ready to become a product description pro and boost your conversion rate?
4 Techniques and tips to improve your product descriptions
1) Understand your target market
Your readers must be able to relate to your product description. It is important to understand who your buyers are in order to address them with the right tone. The description must relate to your potential buyers, speak their language and answer their questions about the product. Choose words that they would use and answer any questions that they might ask a shop assistant.
Before you start writing, think about not how to describe the product, but who your buyers are. What is their lifestyle like? Is humour an appropriate approach? What level of language do they use? All these questions will help you set your editorial line and guide you in the drafting of the product descriptions. Putting together 3 or 4 marketing personality profiles can guide you in this preliminary work. It is about building up an identity card of your typical buyers and your target buyers. For example ‘Marie, a young city-dweller with a limited budget’, ‘Martin, a family man living in a rural area’. It will then be necessary to find a type of language and a style that addresses your different targets with equal effectiveness.
2) Highlight the product benefits
The key point: show empathy! Put yourself in the place of your readers, your potential buyers, your customers: they need more than just a description and technical characteristics. A list of numbers and components is unlikely to trigger the impulse to purchase.
Users and online buyers want to know what they would get out of having this product. That’s why you need to highlight the advantages, the product benefits and exactly what it brings to its lucky owners. Bear in mind when writing that you should not be content with a description. Focus on the experience it brings and what customers will gain from their purchase. To help point you in the right direction, here are some questions that you can ask yourself:
- How can this product make its buyer feel happy / productive / healthier / sporty / etc.?
- What problems / habits / troubles / etc. can this product help to change?
By identifying the triggers to a desired purchase, you can understand which factors should be highlighted in your description.
A quick look at the reviews section of Amazon or in consumer forums can tell you a lot about online buyers’ expectations. One of our favourite examples at Edit-Place is a study of laptops in which the major question in customer reviews was the weight of the machines and their portability. It is therefore a central element to highlight in the product description in addition to the section on technical details.
3) Appeal to your readers’ imaginations
Shopping in a store and shopping on the Internet are very different sensory and cognitive experiences. E-commerce will never allow the consumer a crucial experience in the act of purchase: touch. Feel it, try it, move it, turn it around…. Some research has shown that physical contact with an object greatly increases the desire to purchase. You must make the effort to describe the feel of the material, the drape of the fabric, the smell and the texture of your products.
The best aid of the product description is of course the image: large visuals and photos of the product in action will help your readers to see themselves using it. The addition of words allows you to address issues which pictures do not show. If you’re struggling to find inspiration, read our article on the 10 sites of graphic inspiration of the moment.
To get around this obstacle, many websites offer free returns and fast refunds. For example, Glassesdirect.co.uk offers its customers a free trial of four pairs of glasses. This is also demonstrated by the resurgence of showrooms and temporary stores for web-first brands. For example, the Glossier cosmetics brand places a lot of emphasis on pop-up shops in big cities like San Francisco, New York and London.
In summary: do not only talk about the visual in your product description, emphasise all the senses and boost the imagination of your readers. And don’t forget, the devil is often in the detail!
4) Present your description clearly
Your customer has neither the time nor the desire to stop and read a lot of text. A product description must be clear and not “too” long. We estimate the ideal length at 120 words, but we also work on product descriptions ranging from 80 to 200 words. Think about your readers – how will they see this description? At first glance, do you want to read it? Ask yourself this kind of question. The design of the product page, the position of the description and the placement of visuals are crucial to driving your conversion rate upwards.
Write your product description with Edit-Place
Writing a good product description and designing the ideal product sheet is only part of the job. The collection of source data and prompt uploading of written product descriptions are essential, because a product posted online a day earlier has the benefit of an extra day’s sales! The following illustrates our process:
- We start by checking the information and available photos of the product on the platform, to make sure they match up.
- The second step is the most important: the writing, where the techniques for creating a good description mentioned in this article are implemented.
- The next step is the proofreading stage, an important step that allow us to check the quality and content of the previous step.
- Finally, we sign off the description produced and deliver it to the back office!
This article has been translated by a freelancer from Edit-Place Community. Click here to join