Article Note: This article “How to Write Effective Product Description & Content to Grow Sales?” was first published on 8th January 2016. We have last updated this article on 13th April 2020 with fresh information.
You’ve taken the time and effort to make a website for a business, with a natural flow that ends with visitors coming to a product page. After all, if you want to make money, you need to sell the products need to sell. That’s the whole purpose of the website.
So why is it that so many product pages fall flat on their faces? It’s like getting the bases loaded, but purposely missing that grand slam. Everything is perfect, but you can’t seem to get people to click the buy button. While at first, though, making a product page should be incredibly easy and simple, but it takes a lot of thought. Here’s how to make product pages, both for third-party sites like Amazon and your website, get you more customers.
Why you need Effective Product Description & Content?
Right now, of present-day innovation. Individuals are getting increasingly inclined to buy items on the web. It doesn’t make a difference in what kind of brand they may be picking; they aimlessly trust all internet business choices, which empower them to hit that checkout button in a matter of seconds. But do you ever wonder, what makes them so certain about going out to shop on the web? How might they put such a great amount of trust in a site that comes up short on a physical store?
Product descriptions help in giving out every single explicit insight regarding a specific item or administration in a convincing manner. It resembles a showcasing duplicate that elevates what an item brings to the table and why it merits buying. Product descriptions are made to take into account you and for driving web traffic to grow the client base. It makes a successful win circumstance for the two advertisers and clients. In any case, tragically, few out of every odd advanced advertiser can make an item depiction that is both one of a kind and exciting simultaneously. As indicated by a report presented by a gathering of web-based business experts, 20% of procurement disappointments online emerge because of misdirecting or lacking product descriptions.
Your point here ought to be towards creating product descriptions that not compliment the item yet also impact client’s buy choices driving more deals and leads. In this manner, if you need support, at that point this blog is the ideal answer for you. Peruse on the tips offered underneath to step up your product description game.
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1. What Is Your Clientele? Analyze your Target Audience!
Before you make a product page, (or even the product) you need a strong understanding of your target market. Knowing what they respond to and what turns them off is essential to sales.
A mid-matured lady won’t be keen on perusing out an item depiction for outfits intended for high school young ladies. Your intended interest group should be sifted through first, so your item arrives at the correct client. Make the best product description that coordinates your crowd and contacts them. Address them as an outsider looking in by utilizing the words “you,” which will make it seem as though you are firing up a discussion with them.
Find good pace socioeconomics and lead examine about the conduct. What they like and abhorrence, likewise the sort of silliness they would appreciate. What words would they revere and appreciate and what kind of words would be a mood killer. Contribute a lot of time doing this since this fragment has the intensity of manifesting the deciding moment your product description composing administrations.
Research into who your dream customers are. Find out what sites they hang out on and why. Look into your competitors and how they are selling their products. Big data can help you tailor your product pages to best match your target audience with tools like Google AdWords and other analytics software. Don’t make assumptions, as these can easily be incorrect. Have hard data to back every decision you make.
2. Photos for Visual Stimulation
Once you understand your audience, you can start the process of selling your product. The ideal situation would be to have your customers see the product in person and get the chance to give it a trial run. Sadly, this isn’t feasible because your potential customers are probably all around the world.
So, the next best thing is “pictures”. This gives your customers a good idea of what they are buying and the quality of the product. Having tons of high-quality photos from different angles helps your customers trust you as a seller. Nothing turns off customers quicker than a single poor photo or even no photo at all. Include photos with other elements to help scale the object so your customers can better visualize the object.
3. Supportive Copy
The photos give a great visual sense for the product, but what about the other senses? How does it feel? For some products, that maybe even more important than how it looks, like clothing or furniture.
The description should be an efficient salesman for your product. Simply stating what it’s made out of and that you offer free shipping isn’t enough. It should answer all of your customer’s questions and convince them that they need this in their lives. This is also your chance to highlight the benefits that the photos can’t convey.
4. Emphasize Benefits over Features
When composing a product description, consistently organize on composing item benefits as opposed to giving out extravagant highlights. Bootlicking or boasting about an item won’t work here. Your crowd is putting their important time in your marking, wanting to discover good answers for their issues. You must oblige their pertinent needs, inclinations, and needs in like manner.
Rundown all the significant advantages your item can give to all the important clients. Potential purchasers couldn’t care less about everyday highlights and specs; all they care about is whether your item will work out for them or not. Regardless of whether you are propelled towards portraying every pertinent component, at that point try to bring up the advantages of each element. Pass on your items such that enables your crowd to perceive the in addition to purposes of it and how they can use it to take care of their issues.
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5. Create Product Description for Amazon & Your Website
Selling your item on an immense stage like Amazon will be a keen activity. Amazon happens to be an Internet Giant, and as indicated by examines, amazon prime individuals will, in general, go through around $1.4k every year, according to a research conducted by Mediakix. Curating a stellar Amazon item depiction by infusing imagination, uniqueness, and quality with all applicable Amazon calculations will convince clients to buy your items convincingly. Consequently, composing an item portrayal for this esteemed site and promoting it on this site would do ponders for your site. You can always hire amazon product description writers through numerous agencies online offering such services.
6. Delve Into Your Readers Imagination
It’s been demonstrated by logical research, that individuals are increasingly disposed towards making a buy when they grasp the item. The touch, feel, and in any event, testing the item out there can impact buy choices in a specific way. However, in an online business, you are selling items on the web, which implies your web guests can’t hold your item. So, what alternatives do you have separated from composing convincing product descriptions? Well, I figure recordings and beautiful pictures can be a major assistance. Breathe life into your creative mind by joining striking symbolism of your items and making content that is significant inside and out.
Have a go at composing the word. Envision each time you start a sentence. This will promptly trigger the client’s mind towards envisioning good situations which will let them imagine themselves owning and utilizing your item in fascinating manners.
7. Try Not to be Hesitant to Brag
Take the product description recipe over above and beyond. Is your item separated through an originator’s mastery? Is your item better due to long periods of testing? Or, is it hand-made? Get that out! Recount to a superior story in your short product description passage by including goodies of detail that demonstrate why your item is superior to rest. Try not to be hesitant to name drop, either. Decide the best arrangement to depict your items.
Presently the time has come to make your product description. Here are a couple of thoughts and guides to help kick you off. The following stage is deciding the best organization for the above data. Since certain customers just output messages on sites, it’s a smart thought to have a rundown of visual cues that spread the most significant item subtleties. Visual cues ought to, for the most part, be utilized for specs (like measurements) or short expressions (like highlights) with the goal that they are snappy and simple to peruse.
Sadly, visual cues aren’t the most ideal approach to recount to an item’s story and persuade customers that they’re taking a gander at a lot. They look cold and clinical on the page as opposed to connecting with the customer’s feelings or a creative mind. This is a vocation for exposition! By composing a passage (at least three sentences) or two about the item, you can put things in place and help the customer acknowledge why their life so far has been fragmented without it. It might appear to be overwhelming, yet after some training; it will turn out to be natural and even fun.
8. When Required Get Specialized to Win Trust
If you have a progressively specialized item, don’t be reluctant to get in the weeds with your product description. Demonstrate to your client your image’s skill in the business by giving every conceivable detail they’d have to know – before they ever even need to inquire. Realize when to appear and not tell. Content isn’t generally the most ideal approach to depict your item. On the off chance that you are getting excessively tedious, consider how you can rearrange. Pictures convey weight and are better recalled by clients. On the off chance that conceivable, flaunt your item in a visual that clarify precisely what it does.
9. Realize when to Appear and Not Tell
Content isn’t generally the most ideal approach to portray your item. On the off chance that you are getting excessively longwinded, consider how you can improve. Pictures convey weight and are better recalled by clients. If conceivable, flaunt your item in a visual that clarify precisely what it does.
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10. Realize when to Show, Tell and Portray
Other than designs, recordings can be an incredibly powerful approach to grandstand how to utilize an item or why it is superior to other people. Numerous brands use recordings, illustrations, and content to effectively express the idea.
11. Try not to be Hesitant to be Remarkable
While a short section depiction on an item page is a best practice — know when that isn’t what your crowd needs. Each industry and each online business are one of a kind. Do you realize your client all around ok to realize they won’t read that item depiction? Are the entireties of your client’s scanners? Pull out the substance that is generally imperative to them, and find drawing in, visual approaches to get all the pertinent data to them with no migraine. Your purchaser personas ought to educate the general structure and approach towards your product description — incorporate the web architecture on the page.
12. Customer Reviews and Building Trust
Before somebody buys a product, they have to believe they are getting a good deal. They need to trust the seller and the quality of the product. Photos and a good description can help, but the best source is other people who have bought it. 67% of all consumers look at reviews before making a purchase, so getting good reviews is important.
On sites like Amazon and eBay, getting reviews isn’t too difficult, but if you host the product page on your site, you’ll have to do a little more work. Sending out an email a few days after the product is delivered; inquiring after a review is a great place to start.
Another way to build trust is to have “seals of approval” or similar symbols of trust from other organizations. Like if your website and business use PayPal or similar security software to keep customer’s information private and secure place that on your page. This sets your website up as a real business that has taken steps to protect its customers.
13. The Call to Action Button
While often overlooked, the button your customers click to buy your product is another piece of content, albeit a smaller one. What your button says and looks like can have an impact on sales. While being consistent with your branding, your button should help create urgency and push the customer to take action.
The old classic “Buy Now!” is a great example of both pushing the customer to take action and introduces a subliminal sense of urgency. It creates the idea that if they don’t buy it now, they will miss out on it. Other similar examples are “Purchase While Supplies Last” and “Buy Today.”
If your goal is to have them buy multiple products at a time, an “Add to Cart” accompanied by a Checkout button is the way to go. It helps establish an expectation that they will want to buy more than one thing and you are making it more convenient for them with the cart. That being said, after they add to the cart, you need to have hyper-relevant offers for other items they should buy.
14. Experiment and Analyze
After building product pages and letting them run for a few months, go ahead and tweak the content. Running A/B testing and experimenting with new ideas can help increase your conversion rates. Maybe replace a few photos with a nice video of the product, or refocus the descriptions with a different writing voice. Then adopt what works and permanently to that page and make similar changes to other pages.
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Wrap Up
Contributing time, exertion, and vitality in making helpful product descriptions will never allow your sales to go down. Aside from driving deals up to the skies, product descriptions are likewise critical for directing people to sites and receiving SEO rewards. Be as innovative as you could be, yet don’t forget about the important details. Additionally, it’s basic to address the correct crowd, or, in all likelihood, your endeavors would get tossed out the window. On the off chance that you’re an amateur who needs information on making provocative product descriptions, at that point, there are various substance composing administrations accessible on the web.
This article is contributed by Ben Allen & Cameron Brody. Ben Allen is currently associated with Content Scribblers. He is a content writer that covers topics like marketing, small business development, motivation, and video games. You can read more of his work by following him on Twitter. Cameron Brody is a passionate digital marketer who has discovered the importance of content in the online world. Currently, he is working as the lead of his content team in Wikipedia LLC. Apart from being a professional Wikipedia writing services producer, he is a book worm who loves to read day in night out.
