Your product overview is the make or breaks step before your customer clicks “add to cart.”
97% of consumers look up products online. The customer does a google search and lands on your page because you have the product they are looking for, and hey, you have done an excellent job with SEO, right?
However, your product description has a list of ten items, not scannable, and text blocks make it look like a drug pamphlet. Did you look at the words used?
Your product description is the peacock feathers flaunting your product. An eye-catching product overview will make a customer buy without much reading. Think of it as a display shop. It needs to be attractive and stand out from the rest of the competition.
Below you will find tips on how to write a product description that converts.
What Is A Product Overview?
The importance of product descriptions is well known to eCommerce managers and online store owners. But they are often still overlooked and not fully optimized.
Therefore, a product overview is the marketing copy used to describe a product’s value proposition to potential customers. An engaging description of the product offers customers details on features, benefits, and other resources to increase sales.
All products exist in one way or another to improve or enhance the consumer’s quality of life. The customers happily imagine holding the product in their hand and using it. A “good” product description will work, but you need an excellent item description for real conversion.
Tips on How and What to Write on a Product Description for Conversion
Remember to share your understanding of your product first hand. Recount stories and explain the most miniature details.
Ensure your product description isn’t long and tedious. But instead, wow your potential buyers with charming, meaningful words.
Above all, write with passion. It is infectious.
1. Make Use of PIM
Let’s face it, no matter how good you are, keeping track, maintaining, and circulating product information can be overwhelming, especially where you have product variations such as small, medium, and large.
Imagine all the information that goes into each product. But make use of the PIM, and your problems sail away.
A product information management software centralizes all your product information for a proper presentation and further circulates accurate product descriptions to all your sales channels.
Once you implement a PIM, your customers enjoy easy, accurate, and consistent information regarding your products. A small error in information sent out could be fatal for your business and a tedious customer journey.
What does PIM do?
- Ensures the quality of your product description by avoiding errors
- Maintains consistency of your product overview across all sales channels
- Integrates with your other business solutions such as CRM, ERP, and E-commerce plugins for easy management
These are obvious benefits that your business stands to gain.
2. Know Your Target Audience
If you know your audience, otherwise known as the buyer persona, writing becomes easy. What you should keep in mind when working on your detailed list includes.
Firstly, you understand what language to use. For the younger generation, fun, joyous text works. However, you need convincing power for the older generation.
Product description writing should describe the best features, flaunt the benefits, and leave the customer desiring to hold the product.
Use of Images
Understanding your target audience ensures you make use of the right images. Suppose you are selling a shirt, then you use a female model with low picture quality? The message sent is confusing regardless of how flawless your product overview text looks.
On the other hand, if your target audience is well versed with your product, a single clear image with maybe three words for the header makes sense.
How Much Detail to Give
For a technical audience, more details will do. For example, if you describe a laptop, tech gurus need more information on specs, functionality, and such data. But the data needs to be presented well for clarity and persuasion.
Write your product descriptions with your buyer persona in mind, and it makes for an easy first step into getting it right and converting. Remember other factors such as age, location, gender, education level, and income.
3. Make It scannable
You only have 15 seconds to get the attention of your web visitor.
The data shows that the way customers think is different from how they read content on the web, and the entire analysis system may be broken. You should, therefore, concentrate on reading time and their page interaction.
- Is the text clear and legible?
- Have you made use of bullet points for easy skimming?
- Is there plenty of white space for easy reading?
- How do your headlines appear?
- Are the words persuasive?
Blocks of text with heavy words to appear smart only puts off your potential customer. Make it easy with the above tips.
Leave hard words for academics. Your customer is in a rush to make their time count.
4. Include Social Proof and Customer Reviews
If your potential site visitors do not know what product to purchase, they often search for ideas on what to buy. Most customers are influenced by the positive reviews of a product.
For example, making use of an image of an individual with a quote adds credibility. It also enhances your company’s online personality and enables users to trust you more.
A quote increases impact since the product is described as popular. Use a screenshot of a previous review from a happy customer.
Most buyers are drawn to popular products. On your website, flaunt the products that are favorable to your customers.
What Are The Five Major Elements Of A Good Product Overview?
A product overview is placed right beside the product or under the title of the product and images. A product description must be genuine, concise, and easily readable.
There should be combined efforts of an excellent salesperson and a fine wordsmith. The trick here is not to list down the product features. It is more like writing something that is so compelling that the viewer is bound to add it to their cart.
Let us go through the five major elements that define a product overview:
Listing the features of a product does not just end at persuasion. You have to dig in deeper. The copy should not only trap the benefits of your product but also focus on what emotions lie behind it. You must not just simply narrate the features of the product. Rather, you need to talk about how the product would improve the lives of the customers.
Highlight The Benefits
There is only a fine line between highlighting the benefits of a product and listing its features. When you just list down the features, it may seem inauthentic and boring. To persuade the customers to put their trust in the brand even more, there needs to be a serious switch in the tone. You need to reflect on all the issues that the customer is facing and then list down the points that address the customer’s pain points. With only a simple shift in the way you write, the customers would slowly start to trust your brand and purchase your products.
This is one of the most important things that you need to take care of when you are writing down the product overview. The whole point of a product overview is to persuade the customers to interact with your brand more. You surely have seen words like “Introducing the Latest Lauch” or “Buy now” beside products? Words like “amazing,” “now,” “introducing,” and so on are very strong and actionable words. They can quickly catch attention and compel the customers to purchase. However, make sure you do not include too many strong phrases. It may just dull the overall effect. Just using one or two strong words is just enough to go.
The main reason why one would want to incorporate a product overview is to make more people buy the product. If the description does not even reach the customers, there is no way that they are ever going to be aware of it. This is where keywords come into play. The more relevant your keywords are, the more visibility your overview will get.
A Good Product Overview Will Always Sell
The right product always has a backstory. Uniquely capture the details and win hearts in your product overview.
The definition of an item should be more straightforward and more descriptive for the most part. If nothing else, emphasize your explanation using power words to differentiate the object.
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Mashum Mollah is a tech entrepreneur by profession and passionate blogger by heart. He is on a mission to help small businesses grow online. He shares his journey, insights and experiences in this blog. If you are an entrepreneur, digital marketing professional, or simply an info-holic, then this blog is for you. Follow him on Instagram, Twitter & LinkedIn