When it comes to selling online, the description of your products is one of the most important aspects to make sales.
The experience of buying in physical stores allows the customer to be in contact with the product and to see it as it is. However, when it comes to e-commerce, the images and description of our product are our best ally to make products more tangible, convince the customer and generate a sale.
While the design of your online store and your social media marketing strategy may be designed to perfection, what will make the customer decide is, of course, that they know what they are buying.
While it may be perfectly clear to you that your products are spectacular, your customers may need a little more to convince themselves. Therefore, today we bring you 10 tips so that your descriptions convince even the most distrustful.
Think as if you were the customer
It may seem obvious but it is always good to say it: you must know who your client is. Not all buyers think the same and not all have the same needs. Therefore, it is important that you take some time to discover how your target audience thinks and understand what they want to hear.
If you have not yet defined your target audience, a good start is to build the profile of three different people who could buy your products and answer these questions: How old are they? What do they work on? How do you spend your free time? What worries them?
The better you know your shoppers, the better you can relate to them in a way that invites them to immediately click on your products.
Highlight what makes your product unique
A successful product description communicates to your customers exactly how exciting it will be to own and use your product. Tell them why your product is unique: don’t just list its physical characteristics, but also focus on showing the benefits.
Let’s look at an example of two descriptions of a domino game for children:
- Domino game with letters. It includes 28 rectangular tokens with 6 × 3 cm rounded tips, made of mdf with water resistant material on the front.
- Classic domino game that combines letters and images in a playful and fun way to learn the alphabet! It includes 28 tokens with rounded tips and waterproof so that the little ones can use them without problems. Each token measures 6 × 3 cm and is delivered in a cardboard box to facilitate storage.
Both descriptions speak of the same qualities, but while the first speaks of technical details, the second emphasizes value.
Generate expectation among visitors
As with any other element of marketing, strong and motivating language is absolutely crucial for product descriptions. Keep in mind that users who come to your online store may be comparing your products with those of the competition. So using words that grab your attention and surprise you is a great resource.
If you sell wines, for example, you can describe a new edition as “wine to pair with pasta”, but you can give it a differential touch and write that it is “the perfect companion for Italian food” or “a trip to the eternal city” .
Supplement your product images with key details
We all know that products enter first through the eyes and that is why having good images is crucial when it comes to publish your catalog. Like photography, description is an important part of capturing buyers’ attention. Both complement each other and that is why you should think about them so that image and text work together, each one strengthening the other.
For the description, use words that are in tune with the image and that complement it. On the other hand, remember to use the text to address aspects of your product that are not shown in the image.
Offer solutions to your store visitors
Buyers come to your online store in order to purchase or inquire about a particular product. Your task is to guide them directly towards the successful resolution of their goal and respond to their needs. Of course, we are not referring only to products that satisfy immediate needs, but to all those that can, with their characteristics, solve a problem or fulfill a desire that the user has.
For example, a buyer looking for a speaker does not have a problem but rather a desire. That’s when you should create a description that lets them know that your speakers offer the perfect listening experience like no other, responding to the need to listen to music without losing any of the sound quality.
Make the product and the customer take center stage
Your products are intended to be used and consumed by real people. That’s why your product descriptions should always talk about these interactions from the point of view of potential buyers. After all, they will personally benefit from your products.
Make sure all your product descriptions contain some reference to the relationship between product and buyer. One option is to appeal directly to the person reading the description by speaking in the second person, such as, for example, “a security certificate that will protect your site Web”. Another option is to use adjectives that imply a connection between the two: safe, pleasant, refreshing, fun, whatever you can think of!
Create simple descriptions
Saying a lot in a nutshell is one of the big challenges when writing product descriptions. The key is to keep your description clear and concise, yet compelling and compelling at the same time.
Think about the users and make your description easy to read and capture their interest. Don’t get tangled up! Highlight what makes your product unique and don’t forget to display its measurements and materials. First, use short sentences with direct structure and points to describe technicalities or characteristics of the product. Second, keep the biggest benefits of your products visible by placing them at the top or highlighting them from other paragraphs.
Think about storytelling
Tell a story to your buyers but don’t forget that they are the protagonists! Show them how your product will enter their lives and make them so much better. This will get your readers to put their imaginations to work and visualize themselves using your product.
Try to evoke feelings that the customer will have when they get your product, how they will enjoy it and how it will improve their current life. Become the narrator of his ideal setting. Marketing, after all, is about telling good stories that your customers want to hear.
Optimize your texts to improve SEO
The descriptions of your products are not only useful to sell more but they can also make your online store better positioned in search engines. What does this mean? That when they search for you in Google, for example, your website will appear among the first results that are not ads.
The secret? Finding the smartest way to incorporate the right keywords into your descriptions. Use words that buyers would use to search for products like yours, and try to be subtle – don’t turn your product description into a bunch of offline keywords. Incorporate them into your writing naturally so that the text makes sense.
Prioritize customer service
Although you can incorporate all the necessary information in your description, it may happen that the customer has additional questions or queries that they want to clear before buying.
For that, an excellent option is to incorporate query buttons by product. This will make it easier for the buyer to ask questions. In SitioSimple, for example, you can do it very easily You just have to enable the query button!
Do you want to sell your products all over the world? Create an online store with SitioSimple!