- Nailing your product descriptions can increase overall conversion rate.
- Set relevant KPIs, create buyer profiles and address them personally in your writing.
- Segment your product descriptions, offer extra benefits and remember to insert CTAs.
No matter the scale or niche your ecommerce business operates in, conversion rates are a constant concern for all business owners.
According to data, millennials conduct 54% of their purchases exclusively online, more than their non-millennial counterparts who do it 49% of the time. In an increasingly competitive and iterative online market, optimising your ecommerce website becomes an important marketing strategy.
One of the most important areas that help turn visitors into buyers is the product description. It’s essential to get this right to increase your overall conversion rate.
1. Create a customer profile
Personalization and user experience (UX) are the two pillars of ecommerce in 2018.
People don’t want to simply buy your products and have them shipped to their doorstep. They want to be a part of your brand, mission statements and to identify with your values.
In order to achieve that, you need to create a customer profile which will serve as a starting point for your product description writing. Try and imagine the perfect customer who shares your values and beliefs, starting with their gender, age group, lifestyle choices and general habits.
Once you have the framework of who to write the product content for, you will have an easier time converting them into recurring customers.
2. Set goals and KPI
According to statistics, 82% of marketing experts agree that pinpointing what works and doesn’t work with their audiences is very challenging. However, this can be alleviated by setting clear and measurable numeric goals for your sales campaigns. The KPIs and long-term goals you set should be achievable and paired with deadlines so that you have a clear end-game to look forward to.
Your goals can focus on anything from “X new customers attracted” to “Y product descriptions optimized for SEO”. Each of your KPIs should add up to the greater goal of increasing the overall conversion rates of your ecommerce business.
Avoid chasing after trends or copying what other sites are doing. Find your own voice and way of attracting customers in order to stand out from the saturated online market.
3. Address the readers personally
Product description writing is all about informing the reader about the features, benefits and technical information about your items. However, it is also important to take the social engineering aspect of sales into account. People love to be addressed personally with words like “you” instead of generic third-person verbs.
Be as professional and respectful of your potential customers as possible but don’t be afraid to treat them like acquaintances. Invite them to read more about your products or to reach out to customer services with any questions they might have. The better their reading experience is, the higher your chances of converting them will become.
4. Use specialised writing tools
It’s important to write product descriptions for your ecommerce site outside of the proverbial bubble. The more tools and platforms you use to do so, the better your product descriptions. With that in mind, here are several tools which will be useful in your writing and optimisation processes:
- Evernote – Organizing a large list of product descriptions locally through a text editor can be inefficient. Evernote is a cloud-based writing platform which can help you create descriptions faster and in a more professional fashion.
- Grammarly – Spellchecking and proofreading are an important part of publishing well-written product descriptions. This tool is perfect for any last-minute checks of your grammar and spelling.
- PickWriters – If direct customer service is up your alley, this platform should help you work out the small details regarding your product descriptions. You can get in touch with a dedicated writer and edit any description in order to make it more appealing for an international ecommerce audience.
- Hemingway – Lastly, formatting also plays a pivotal role in how your content is perceived by would-be customers. Hemingway is a good choice in terms of shaping your content to be more visually appealing.
5. Segment your product descriptions
Imagine writing a book on your computer screen with no paragraphs, indents or bullet points to speak off. This is exactly how customers feel when they visit ecommerce stores with poorly segmented product descriptions.
According to data, 75% of customers conduct online research before committing to a purchase. In order to amend for that shortcoming, separate your product descriptions into bite-sized chunks for each item.
Make it easy to discern what the benefits and technical specs of your products are without much difficulty. In doing so, you will make your descriptions much easier to read even for non-native readers, incentivising them to convert into customers.
6. Write calls to action
A call-to-action (CTA) is a great way to incentivise people to make a purchase on your website. Chances are your site will attract people from across the globe, not just from your local vicinity or region.
57% of online shoppers made a purchase with a foreign ecommerce seller within the past six months. This means that you should employ as many tools and sales methodologies into your product descriptions as possible.
CTAs can be your now-typical “Buy Now” messages or be witty, creative messages centred towards the reader. No matter what type of CTA you choose to use, make sure to utilise them since readers rarely take an action unless explicitly told to do so.
7. Offer added benefits
Lastly, ecommerce stores can increase their conversion rates by offering added benefits to their individual products. One of the easiest ways to do so is to relate the readers towards products which work well with the ones they are looking at right now.
You can interweave related products with each other by including potential combination opportunities within each description. This creates opportunities to bundle products together and sell them at small discounts which would otherwise be hard to sell separately.
It’s also a great way to clear backlogs of inventory by bundling less popular and cheaper products with those that are hot commodities.
It’s easy to see the influence of product descriptions on the final purchasing decision. However, it’s worth noting that the rest of your ecommerce website also plays a huge role in the process.
Your landing page, site-wide SEO and marketing content are trails that lead up to the product description. As the proverbial final step in the customer’s journey, product descriptions can do a lot to increase your conversion rates if they are written and formatted adequately.
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