The eCommerce market continues enjoying phenomenal growth. A recent report by eMarketer projects global eCommerce sales to increase by 20.7% in 2019 to $3.535 trillion. The online market will account 13.7 percent of global retail sales in 2019.
If you are an online retailer, these numbers should interest you. They highlight the opportunities available on the internet market landscape. But how do you tap into these opportunities?
The Crucial Role of Product Descriptions
A product description is one of the most important, albeit overlooked aspects of eCommerce marketing. Most marketers focus on search engine optimization (SEO), great web design, and social media marketing but forget about the product.
After a potential customer lands on your site, you have to convince them to buy your product. You can do this with great photos and offers but the most effective strategy is a good product description.
A great product description enhances the customer’s experience and makes it easier for them to make a purchase decision. It is also an easy way to build trust, increase sales conversions and stand out from the crowd.
Well-crafted product descriptions entice the reader while at the same time improve organic search ranking for your eCommerce website. If you want visitors to click on “add to cart,” you should also consider investing in professional product description service.
Tips to Get it Right in Product Descriptions
To get the most out of every product description, consider the following factors:
1. Define Your Target Buyer’s Persona
Before you rush to create a flowing description of your new product, consider who your target buyer is. Defining the buyer’s persona helps you to understand who will buy the product.
With this information, you can write a suitable product description. Research the buyer’s background, preferences, income levels and lifestyle, among other things. It will give you a general idea of what your target buyer will be looking for in your product.
2. Emphasize the Benefits
Your customers need your products to meet specific needs in their lives. They need to learn how your product can do this effectively. Avoid focusing too much on your product’s cool features and instead say in a few words how the product will add value to the buyer’s life.
You should create a balance between the features and benefits. How do you do this? Identify a few features and show how they add value to the product. Remember not to list the benefits but instead use words creatively to show the impact of your product in the buyer’s life.
3. Establish Value Proposition
The eCommerce industry is highly competitive with businesses selling similar products. Consumers will go for brands that stand out from the crowd.
When writing a product description, you should show how it differs from everything else on the market. You have to create a value proposition as this encourages potential customers to order your item and not any other on the market.
4. Humanize Your Product Descriptions
Research shows only 2.86 percent of eCommerce website visits convert into sales. Many brands with impressive products fail to sell because they don’t let their personality shine through. You have to mind your voice when writing product descriptions to avoid alienating potential customers.
You have to show some personality by writing in a casual, witty, and interesting way. There’s a lot of advertising going around and consumers are now wary of such promotional content.
For this reason, you have to describe your products in a manner that elicits a positive reaction.
5. Leverage Your Keywords
When promoting your products online, it is advisable to leverage your keywords whenever the opportunity arises. In a product description, keywords are crucial for SEO purposes. It is a smart move to promote your eCommerce website’s SEO efforts.
Carry out extensive keyword research to find out words and phrases your potential customers will most likely use. Incorporate these keywords naturally in your product descriptions.
6. Tell the Full Story
So you have a new and unique product on the market? Your target customers will obviously have a lot of questions about it. It is good to provide all the relevant details in a short and concise manner.
The best description will also pack an emotional punch to influence the buyer. Try to fill all the gaps in your product to increase the probability of a sale.
7. Leverage Power Words that Sell
As a marketer, you should appreciate the importance of eliciting an emotional response from your target customers.
When writing a product description, you can achieve this by using power words that play on your customers’ emotions. Words such as “eye-opening,” “Amazing,” “spectacular,” and “jaw-dropping” “mind-blowing” will convince the customer to make a purchase.
A great product description is an essential tool in your eCommerce marketing campaign. It is at the tail-end of the customer’s purchase journey and if you do it right, it will boost conversion rates. With these simple ideas, you can now add life to your product descriptions and connect with your target customers. The main idea is to understand your target customer and then show the value of your product in their life.