You've worked hard to create a fantastic e-commerce site with all the bells and whistles.
You've got an excellent interface, gorgeous product photos, and a rock-solid checkout process.
But hold on, have you overlooked one of the most essential website components?
That's right: Your product descriptions.
Are your e-commerce product descriptions about as exciting as watching paint dry?
If so, it's time to spice things up!
In this Substack, I'll dive into the signs that your product descriptions are dull and how to give them a much-needed makeover.
So, grab a cup of Octopod coffee, and let's get started!
Signs Your E-commerce Product Descriptions Are Boring
Yawn-Worthy Engagement: If your customers are falling asleep while reading your product descriptions, it's a clear sign that they lack excitement. Boring descriptions fail to captivate your audience and leave them uninterested in what you offer.
Lack of Unique Value: Are your product descriptions filled with generic phrases that could apply to any product? If your descriptions don't highlight your product's unique features, benefits, or qualities, they'll appear dull and unappealing.
Wordy and Confusing: Long-winded and complex descriptions can quickly turn off your potential customers. Clear communication is critical, and if your descriptions are overly verbose or use jargon that leaves customers scratching their heads, it's time to simplify.
Emotionless Writing: If your product descriptions need personality and evoke any emotional response from your customers, they will likely be boring. Injecting personality and storytelling into your reports can help create an emotional connection and pique interest.
Your Product Descriptions Serve As the First Impression That The Customer Will Have of Your Products
The description is what helps potential buyers determine whether your product is right for them or not.
Regarding e-commerce sales, your product descriptions are the secret sauce that can convert a casual shopper into a paying customer.
Yet, how do you ensure your descriptions are top-notch?
Show, Don't Tell: Your product descriptions should be descriptive but concise. Instead of saying that your sweater is "comfy and warm," invite the customer to envision the feel of the fibers on their skin - "So soft you won't want to take it off!"
Be Specific: Specificity is essential in descriptions, as it helps the customer visualize the product. Instead of stating that your product is "great for everyday use," describe how your hook-and-loop strap design enables quick-and-easy adjustments for busy people on the go.
Focus on Benefits: Highlighting product benefits is key when writing descriptions. Don't just explain what the product does; describe how the product solves a problem or improves the customer's life. For example, a phone case protects the phone and offers a place for storing credit cards and cash.
Optimize for SEO: Applying SEO techniques to your product descriptions may sound complicated, but optimizing your e-commerce site for search engines is necessary. What's the point of having great product descriptions if your site needs to be visible? Identify your primary keywords and incorporate them naturally into your descriptions.
Bonus tip: Use structured data to enable search engines to extract product-related information more efficiently.
Are you tired of boring, uninspiring product descriptions that disturb your customers?
Well, not anymore!
Get inspired by these examples of profitable e-commerce product descriptions that are as witty as they are effective.
Let's dive in!
Dollar Shave Club - Shave6 Razor
Product Description: "Meet our Shave6 Razor, the king of smoothness! This bad boy has six stainless-steel blades that'll leave your face as smooth as a baby's bottom. Say goodbye to pesky stubble and hello to a clean shave that impresses even your grandmother."
Why it works: Dollar Shave Club's product description effortlessly combines humor and the promise of a close, irritation-free shave. Using phrases like "king of smoothness" and "as smooth as a baby's bottom," they create a playful and memorable description that resonates with their target audience.
BarkBox - BarkMade Pizza Squeak Toy
Product Description: "Calling all pizza-loving pups! Our BarkMade Pizza Squeak Toy is a slice of doggy heaven. Squeezable crust, fluffy cheese, and a hidden squeaker that'll make your furry friend tilt their head in pure delight. It's pizza without the calories or guilt!"
Why it works: BarkBox's product description captures the attention of pet parents who want to spoil their pups with fun toys. The witty play on a familiar food item creates an emotional connection while highlighting the toy's features. Also, mentioning "calories or guilt" adds a layer of humor.
Warby Parker - Haskell Sunglasses
Product Description: "Introducing our Haskell Sunglasses – the perfect sidekick for your sunny adventures. These shades are so stylish that you'll feel like a secret agent on vacation. With 100% UV protection, you can look cool while keeping your eyes safe from those sneaky sun rays. Pairs well with shaken, not stirred martinis."
Why it works: Warby Parker's product description takes a classic sunglasses design and adds a touch of intrigue and sophistication. The mention of feeling like a "secret agent" and pairing the sunglasses with the iconic phrase "shaken, not stirred" evokes a sense of luxury and coolness, resonating with their target customers.
ThinkGeek - Star Trek Enterprise Pizza Cutter
Product Description: "Boldly slice pizza like no one has sliced before with our Star Trek Enterprise Pizza Cutter. Set your phasers to 'nom' and glide through cheesy galaxies precisely. Even Captain Kirk will envy your pizza-cutting prowess."
Why it works: ThinkGeek's product description combines the world of Star Trek with the mundane task of pizza cutting, creating a fun and geeky narrative. By tying in references to the show and humorously appealing to sci-fi fans, they make their product stand out and engage their target audience.
Remember, a little wit and creativity can go a long way when crafting product descriptions that boost your e-commerce sales.
These examples demonstrate that unique and engaging descriptions can capture your customers' attention and make your products irresistibly appealing.
So, unleash your inner wordsmith and watch your sales soar!
How to Write E-commerce Product Descriptions
I am including this step-by-step guide to help you write high-selling e-commerce product descriptions that captivate your audience, even if you're a complete beginner.
Let's get started on your path to becoming a product description superstar!
Step 1: Know Your Product
Before you dive into writing:
Take the time to understand your product thoroughly.
Research its features, benefits, and unique selling points.
Identify what makes it stand out from the competition. This knowledge will serve as the foundation for your persuasive product descriptions.
Step 2: Research Your Target Audience
You need to know who you're writing for to write compelling product descriptions. Research your target audience to understand their needs, preferences, and pain points. Consider their language, interests, and communication style. This insight will help you tailor your descriptions to resonate with your audience.
Step 3: Craft an Attention-Grabbing Opening
Start your product descriptions with a hook that grabs your readers' attention. Whether it's a captivating question, a compelling statement, or a witty anecdote, make sure to create intrigue right from the beginning. This will entice readers to continue reading and engage with your product information.
Step 4: Focus on The Benefits, Not Just Features
While it's important to highlight the features of your product, remember to emphasize the benefits as well. Explain how your product can solve a problem, make life easier, or enhance the customer's experience. Describe the positive outcomes and the value your product provides. Help your customers envision how your product can improve their lives.
Step 5: Create a Unique Selling Proposition
Differentiate your product from competitors by developing a unique selling proposition (USP). Highlight what makes your product unique: proprietary technology, eco-friendly materials, or exceptional customer support. Emphasize the aspects that set you apart from the crowd and make your product a must-have.
Step 6: Inject Personality and Tell a Story
Make your product descriptions memorable by infusing them with personality and storytelling. Use relatable language, humor, and creativity to engage your readers. Craft a narrative around your product that appeals to their emotions and sparks their imagination. You'll leave a lasting impression by connecting with your audience on a deeper level.
Step 7: Utilize Descriptive Language and Imagery
Choose your words wisely to paint a vivid picture in your customers' minds. Use descriptive language to create sensory experiences. Help readers visualize using your product, feeling its texture, or enjoying its benefits. Additionally, include high-quality images that showcase your product from different angles and visually represent its features.
Step 8: Include Social Proof
Boost confidence and credibility by incorporating social proof into your product descriptions. This can include customer testimonials, reviews, ratings, or any form of validation from satisfied customers. Social proof builds trust and reassures potential buyers that your product is high quality and worth the investment.
Step 9: Format for Readability
Ensure that your product descriptions are easy to read and understand. Use short paragraphs, bullet points, and subheadings to break up the text and make it scannable. Highlight essential information and important details to draw attention. Remember, readers should be able to grasp the main points quickly and effortlessly.
Step 10: Edit and Polish
Once you've written your product descriptions, take the time to edit and polish them. Check for grammar and spelling errors. Refine your wording to ensure clarity and conciseness. Read your descriptions aloud to ensure they flow smoothly. Don't be afraid to make revisions until you're satisfied with the final result.
Congratulations!
You've completed your step-by-step guide to writing high-selling e-commerce product descriptions.
You'll gain more experience and refine your skills with each product description you write.
Remember to continuously learn, adapt, and iterate based on customer feedback and market trends.
In Conclusion
Product descriptions can make or break your online sales. They are the gateway to your products and help customers decide whether or not to make a purchase.
So, put your creative hats on and add some sparkle to your descriptions!
By being specific, descriptive, focusing on benefits, and optimizing for SEO, your product descriptions can help you climb that digital ladder towards success.
Now that you know the importance of product descriptions, give them the attention they deserve.
You won't regret it!