{"id":4313,"date":"2019-05-08T11:24:18","date_gmt":"2019-05-08T09:24:18","guid":{"rendered":"https:\/\/www.growcode.com\/?p=4313"},"modified":"2023-12-13T11:46:05","modified_gmt":"2023-12-13T10:46:05","slug":"write-product-descriptions","status":"publish","type":"post","link":"https:\/\/www.growcode.com\/blog\/write-product-descriptions\/","title":{"rendered":"9 Tips for Writing Product Descriptions That Will Boost Your Ecommerce Conversion Rate"},"content":{"rendered":"

It’s difficult to overstate the importance of product descriptions.<\/span><\/p>\n

Few other page elements have as direct and significant an impact on a website’s conversions.<\/p>\n

Almost 90% of customers<\/a>, for example, say that product descriptions are a major factor in their purchasing decisions.<\/p>\n

And Overstock.com nearly doubled its traffic<\/a> by improving its product descriptions.
\nBut the vast majority of online retailers get product descriptions wrong. From poorly researched buyer personas to overly-technical and sleep-inducing copy,<\/strong> the list of mistakes is a long one.<\/p>\n

But we’ve got you covered. If you’ve ever wondered how to write product descriptions that sell, you’re in exactly the right place.<\/p>\n

Following these nine tips will ensure<\/strong> that your copy is well-written, engaging,<\/strong> and, most importantly, pushes your visitors straight to that “Add to Cart” button.<\/strong><\/p>\n

In this article you can find:<\/h3>\n

What Are Product Descriptions?<\/a>
\nHow to Write Great Product Descriptions: 9 Essential Tips<\/a>
\n1. Do Your Research by Building a Customer Avatar<\/a>
\n2. Focus On Emotional Needs and Practical Benefits<\/a>
\n3. Make Your Descriptions SEO-Friendly<\/a>
\n4. Use Power Words but Avoid Cliches and “Empty” Phrases<\/a>
\n5. Use Descriptive Language That Paints a Picture of the Product<\/a>
\n6. Leverage the Power of Proof-Building Stories<\/a>
\n7. Mention Celebrity Endorsements, Testimonials and Awards<\/a>
\n8. Make Sure Text Complements Images<\/a>
\n9. Make Descriptions Short and Scannable<\/a>
\nExample: How to Write Product Descriptions for Food<\/a>
\nExample: How to Write Product Descriptions for Clothing<\/a>
\nExample: How to Write Product Descriptions for Jewelry<\/a>
\nExample: How to Write Product Descriptions for Etsy<\/a>
\nConclusion<\/a><\/p>\n

Let’s dive in!<\/strong><\/p>\n

What Are Product Descriptions?<\/h2>\n

A product description is a block of text displayed on a product page that explains what your product is and why visitors ought to buy it.<\/p>\n

Product descriptions have two purposes: to explain features and to prompt potential customers to buy.<\/strong><\/p>\n

The second area is where most copywriters go astray. While the technical aspects of an item are important, it’s equally crucial to use product descriptions as an opportunity to persuade visitors.<\/p>\n

Product descriptions present an excellent opportunity to use tactics like urgency-building, social proof, calls-to-action, and more. When crafted properly, they also drive traffic through search engines.<\/strong><\/p>\nProduct descriptions present an excellent opportunity to use tactics like urgency-building, social proof, calls-to-action, and more. When crafted properly, they also drive traffic through search engines. <\/a><\/span>Click To Tweet<\/a><\/span>\n

How to Write Great Product Descriptions: 9 Essential Tips<\/h2>\n

Ok, onto the tips themselves.<\/p>\n

You can use the information below as a step-by-step checklist for crafting new product descriptions or when improving current ones.<\/p>\n

1. Do Your Research by Building a Customer Avatar<\/h3>\n

Before you write a single word, you need to know your readers.<\/p>\n

A customer avatar doesn’t represent any single group within your target market.<\/strong> Rather, it combines all the characteristics of your ideal buyers<\/strong> (note the plural there).<\/p>\n

So an avatar might be both male and female, young and old, high-income and low income. An avatar hones in on the shared and most prominent characteristics of your target market.<\/strong><\/p>\n

\"4<\/a>
\nCustomer avatars encompass many facets of your customer-base, including demographics, personal characteristics, pain-points, desires, and more. Source.<\/a> <\/span><\/p>\n

When creating an avatar, ask the following questions about your customer-base:<\/strong><\/p>\n