This is a guest post from Mihail Savov, who a content creator at iSenseLabs.
Product descriptions that simply describe the details of an item, giving a few technical specifications and having a couple of mediocre pictures are a common case for a lot of web stores. It’s no wonder that such methods don’t work so well, and frankly – they are boring.
It’s time to change that.
There is no perfect or ultimate example of a product page that will work for any store, product or audience. It’s important to be well aware of that before you start designing your description. A unique approach is the first thing you have to take when creating the page that is supposed to sell your product.
Still, there are certain standards and practices that ecommerce websites use to stimulate conversion with their product pages. Let’s explain how to properly use your product’s description for its primary purpose – to sell.
Before starting with the descriptions, answer these key questions
What’s your audience’s personality? Segment the people you are selling to. What is their gender, age, social status, etc? When you know your buyers and their preferred tone, it’s easier to determine the how the writing should sound.
What are the product’s basic details? What is its size and dimensions? What type of material is it made of? These are important details you have to be aware of before describing the product.
Where & when should the product be used? Is the item meant for indoor or outdoor use? Or maybe both? Is it designed for the living room or for a trip to the mountains? Is it used during certain seasons or all year round? Should it be used at a specific time of the day?
How does the product work? What is it used for? If the item has some technical use, you should point out how and what it does. Consider including some kind of manual, even if it’s in a few simple steps.
Okay, you have combined all the data about your products and you are aware what your customers need to know. It’s time to aim at the heart of the subject.
The next challenge is phrasing the copy to turn a description into a selling conversation. There are a few more questions (and these are the really important ones) that need their answers:
Why does the customer need the product?
How will the product improve the customer’s life?
What is the problem that the product resolves?
Remember to be very exact and specific about these questions and have concise answers for them in the product description. It may seem like the questions lead to many other questions, but it is expected from the provider of a product to know it inside out and be prepared to answer absolutely everything a potential buyer needs to know.
If you are ready to answer each of the questions, you can begin with the product descriptions. Let’s analyze the most recognized practices that ecommerce websites use to increase conversion from their product pages. We will also take a look at some examples and identify why they are appealing to customers.
1. Forget about descriptions boasting “high quality”
Customers like being talked to. Use the description to converse, not to describe an object. The commonly used “top quality”, “fantastic product”, and similar phrases are bound to lose attention. They have simply lost their power at this point.
If you are just wondering what to add to the description, it’s better to write nothing at all than to try convincing buyers with buzzwords without any real meaning behind them.
Source: The Great Discontent
TGD are very prompt in the description of their magazine, pointing out it’s ad-free and features interviews with people who “dare to.” They suggest that the contents will encourage the reader to explore their interests and overcome their fears, which is a big challenge.
Notice how they never say it’s an “awesome magazine”, or the content is of “high quality.” It’s not a winning technique, so just ditch it.
2. Fascinate with real benefits
What the majority of buyers care about most is how will they benefit and what will they receive from your product. Although a passionate story about how the product was inspired and created is always a good thing to have, most people will not consider that as a reason to buy it.
The first thing to do is explicitly point out the gains and show off the value of the product. Back up your statement with benefits and explain how they work for maximum credibility.
Source: Fifty Three
53 have a short description for their product which is supported by the details and icons below. They describe how the Pencil works and what’s great about it in both a visual and written way.
There are brief explanations that you can place your palm on the screen, erase anything and use your fingers while creating. You also see the devices it works with and what’s included. Simple, but very effective.
3. Scannable text always works better
You don’t want to make your customers read through whole paragraphs with details about your products. You can make them short and scannable by separating the most important points you want to make with bullets and bigger-sized text for more readability.
Nielsen Norman Group did some research on how people read websites and concluded that 79 percent of their test group scanned each new web page they visited. Take advantage of that by structuring the copy of your product page in a way that is easily scannable. You will have better chances of engaging viewers and it will be much easier for them to understand the information.
Source: RSVP Paris
RSVP chose to separate the content describing their product’s details into dropdown menus that allow you to choose what you see on the page. This works well on several levels:
Encouraging the visitor to take action by clicking
Engaging the visitor with well written and informative copy
The visitor is not overwhelmed by large quantities of text
The visitor learns all the necessary details in a quick & simple way
They point out that the wallet has pockets for bank-notes and change, as well as space for a checkbook, which are the fundamental things most people are looking for in such a product.
4. Appeal to more than one sense
Provoking emotion is what every copywriter aims to accomplish. You can take that approach by using sensory words that activate one or more senses, such as taste or smell. Such words engage the human brain more than ordinary phrases and sentences, but that doesn’t mean that you should spread them all over your copy.
Sensory words are usually irrelevant to the value or benefits you want to portray about your product, which is why you have to be careful with their distribution. Use one or two at the most, just to accentuate a certain aspect of what your product is offering to spark an emotion and give your visitor a different experience while reading.
Source: Torie & Howard
Take a look at the beginning of the description that Torie & Howard have created for their product:
“We complement the sweet flavor of ripe d’anjou pears with the luxuriousness of Ceylon cinnamon.”
“Sweet”, “ripe” and “luxuriousness” add to the emotional value of the copy while not being too overwhelming for the reader. They found just the right balance between making the text seem bland and making it too heavy with adjectives.
5. Imagination is key for readers
Help your customers envision the success of using your product and you’re halfway there. Describe what are the actual effects of using the product, how it’s handled and how it feels.
The difference between ecommerce stores and brick-and-mortar stores is that you cannot hold the product in your hands. That is why you must bring the description as close as possible to this kind of feeling, making the reader imagine what it would feel like in their hands.
Source: B&O Play
“Flexibility” and “hassle-free control” are the main things we want from our headphones, and B&O Play have emphasized on that with a single sentence. You immediately start imagining what it will be like when you finally have a pair of headphones that can be used the way you want to use them.
6. Persuade with awesome images
Last, but most important! The images of the product determine if the buyer will bother reading the description. If customers are not attracted by the image or dislike it, it doesn’t matter how well you did with the copy and product details.
When customers are browsing, they are looking for the product itself, not for its description. That’s the reason why the first thing a visitor carefully observes are the images.
The use of videos to showcase all of the product features is a growing trend. Here is an example snapshot of how Labellamafia present their active wear for ladies.
Another great method to showcase the features of the product is using 360 degree images offering a more comprehensive view. Here is an example utilized by Cilantrothecooks – a pasta machine from Marcato, presented with rotation to view all sides.
The way ecommerce websites use high-res images has evolved because it’s the most vital role in your entire product page. Some products can sell only with well-styled images, so take your time in making them as alluring as possible.
NIXON have taken pictures of each side of the watch, displaying all the elements that matter. This is a popular method and it works well because it simulates what customers do in real stores, which is to inspect the item in detail.
First impressions are what matter the most, and they have done their part on impressing the visitor quite well. Darth Vader has been captured in his most intimidating nature, and the rest of the stylish images show off the most distinctive traits of the product.
Never forget – test, optimize, repeat
Once you combine all of these practices, your product pages will have an actual effect. However, you should measure your results and keep track of how things are going. Use that data to make the necessary changes and adjustments to your product pages.
If you want to increase your conversion and revenue rates, you need to be on top of things with the analyitics and testing. Come up with a design and description for your product by using the advice we have given and see if it works the way you like. Start experimenting with the layout, size of text, the phrasing, location and colors of the “Add to Cart” button, and the images.
A few final words
The more time you spend on designing the look and writing for your product pages, the more effective they will be. If you pay close attention to the practices in this post and use them as a direction, you cannot go wrong. We would certainly like to hear how your product pages are doing and ask us in the comments section below if you have any questions!
Author Bio: Mihail Savov is a content creator at iSenseLabs . iSenseLabs creates Premium OpenCart Extensions and Themes serving more than 20 000 clients around the world.