You have a visitor on your ecommerce website.
Does that mean you have achieved what you were looking for? Absolutely not.
You want a conversion from this visitor in order to convert him into a customer. Your marketing and SEO is responsible for landing that visitor but your website content will guide him to conversion and complete the cycle.
The product description on your landing page is the most essential content on your landing page. This answers the most commonly asked question.
Is writing a good product description important? Yes, 100 times yes.
If you hire a Shopify developer and acquire a stunning design but the content especially product description is not up to the mark, you will surely have difficulty securing regular sales and conversions.
An appropriate and concise product description is important not only for the conversion but for the SEO as well. People don’t have enough time to read long, boring and irrelevant descriptions. That is why it is important to keep the information to-the-point. Writing a good product description is vital as 20% of customers leave a product prior to less or wrong information. The aim of the description is to pitch the product in a way that it makes the shopping decision easy not ambiguous. So, how can you write a good product description that can increase your ecommerce services sales and earn you more revenue? Here are a few tested and proved methods to write a product description that sells.
Know your audience:
Ecommerce industry has expanded exponentially in the last decade. It is nearly impossible to write a product description that suits all of the buyers. If you try to address all of them you will address no one. Another issue is that you narrow your market and end up at the bottleneck.
It is very important to know your audience before you start writing a product description. A customer persona is very important for every marketing and content strategy. It helps with the content and pitch. A customer persona means developing an imaginary potential customer and then looking at the product and the brand from his point-of-view. It helps the marketers to determine what the customer is looking for in the product. Moreover, it tells the vendor where the customer comes from what he is looking for and what he might be needing in the future. All of these questions help the ecommerce vendor in writing a good description. An example would be you can’t address a book shop with the same pitch as you would address a lingerie or body shop.
Studies have shown that businesses that use customer-focused strategy and know their customer has seen 93% higher leads and conversion rates. Moreover, 56% had higher quality leads helping in making more sales.
Focus on lucrative benefits:
A word that every ecommerce vendor is looking for is customer loyalty. How can we achieve that? The key to gaining the loyalty and trust of the customer lies by offering a solution to their problem instead of offering a product that benefits you. Customers are not intrusted in the mundane benefits of the product. They are interested in the facts that can benefit them. We feel proud to show off the benefits and features of our product but it is very important to know what the customer is looking for in the product before writing the product. Focus on what the customer wants and avoid what you might think is beneficial. For example, when a car company is advertising their cars they focus more on comfort and fuel economy instead of other technical feature that might fly over their majority of customers.
Graphics are very important for every ecommerce business. An attractive image of the product featuring a good looking model says a lot more than a description. Websites with attractive images have higher conversion rates. Lucrative product photography triggers impulsive buying, one of the main drivers of sales in ecommerce.
The young generation comprises the largest number of ecommerce buyers. They are always in a hurry and don’t have time to read all of the description no matter how good it is written. On average a customer reads only 16% of a web page’s content. That is why it is important to add quantitative and scannable content in the description.
Customer Generated Content:
User-generated content is the certificate of good quality and service. Reviews and testimonials are one of the vital drivers of ecommerce sales. UGC is a very important piece of content that must be added with the product description even if it is in the form of review stars. They help in developing trust and increasing the confidence of the customer.