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Writing a Product Descriptions that Sells

Sunday, May 12, 2019


Do you know you can convince a prospective customer into buying from your store with a good product description, Do you know that with a little bit of creativity by listing out the product benefits into your product description can make your store convert the casual browser, still in doubt?

A product description is a marketing tool that can be used by you (the store owner) to explain to the consumer visiting your store on what a product is, the possible options available and why it’s worth purchasing. The purpose of a product description is to provide customers with important information about the features and benefits of the product so they’re prompted to buy.

While most customers make their purchase decision based on the product photo, the product description helps to take them a step further to determine whether or not the product is the right fit for them. By educating the customers on the key benefits, unique value proposition, and how the product can be a solution to solving the customer’s problem, your product description can help get more sales, lower refund rates, and build customer trust. In this newsletter, we will go through some quick but effective ways on how to write product descriptions and how VPCART can come to your aid.


How to Write Product Descriptions That Sell

  1. Know Your Audience

When you write a product description, try to put your ideal buyer in mind when you are writing. Your product description should be able to ignite the interest of your target audience and hit the right note with them. So when writing, picture your target market, what kind of word do they want to read, what kind of humor are they susceptible to, and what kind of words turn them away. All these thought processes would help you create a product description that is fun to read for the customer. Believe me when I say customers appreciate an entertaining product description. Always remember, the best product descriptions address your target audience directly and personally. You should write like you are having a conversation with them. Choosing the words your ideal buyer likes to use.


  1. Don’t sell just a product, sell an experience

The customers want to know what is in it for them, how does the product address their pain points. That’s why you need to highlight the benefits of each feature, but in all you do try to be original, you want to avoid been penalized by Google for duplicate or thin copy.


  1. Appeal to your customer’s Imagination

When selling online, your web visitors don’t have the luxury of holding your products. So it is very important you use large, crystal clear pictures or videos to help you push the product into the mind of your reader, let your reader imagine what it would be like to own your product.


  1. Make it easy to read with bullet points

Your product description should be easy to read. Having two sentences describing the benefits of the product in clear lines allows your customers to receive the information quickly so they can purchase immediately. If possible, include bullet points.

In this age of information, few people really have the time to read everything they find online. They want the most important details first.

Bullet points provide a clear and concise way to display the most important information.

  1. Use Powerful Words to boost persuasiveness

Adjectives are tricky words. Often they don’t add meaning to your sentences, and you’re better off deleting them. However, sensory adjectives are power words because they make your reader experience your copy while reading.

Dazzle your readers with vivid product descriptions. Think about words like velvety, smooth, crisp, and bright.


  1. Optimize Your Product Descriptions

The easiest way to optimize your product descriptions is to use a tool like On Page SEO Checker on your store. You’ll want to use keywords that are relevant to your product. Keywords in the product titles, for example, seemed to impact SEO more than having them in descriptions. Experts agree that adding keywords to four main places:


  • Page titles
  • Meta descriptions
  • ALT tags
  • A page’s body content (product descriptions)

As a whole, though, including keywords in your titles and using your product descriptions to sell customers is certainly a good approach.


  1. Check and Split Test It

Don’t forget to split test your product descriptions. Test different formats, lengths, words, and more. Split testing your product descriptions can help you optimize your product page to improve your conversion rate.

Read over your product descriptions to ensure there are no typos. You can use tools like Grammarly to avoid spelling mistakes.


  1. Tempt with social proof

When your web visitors are unsure about which product to purchase, they look for suggestions on what to buy. They are often swayed to buy a product with the highest number of positive reviews.


3-Step Product Description Template

  • Complement the customer in relation to the product.
  • Mention the product benefit in relation to the product feature.
  • Provide a simple recommendation.


For example,

If you’re selling a dress, you might follow this product description example:

Nothing will flatter your curves better than this shape hugging evening dress that meant to highlight all your lady curves. Made of stretchy spandex, this dress will hug your body on all the right spots while highlighting your silhouette. With a simple pair of black pumps, you’ll complete your look to help you look flawless.

In Conclusion, a product description should be short and to the point, include keywords that are search engine friendly. But if you can’t fit them in the description, put them in the product title instead. You want to craft a product description that gives your shoppers the information that they need to remember to add powerful words in your description to make the product stand out.




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