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Checklist for crafting exceptional product descriptions
Author name: Anton Koroid
Product descriptions serve as a pivotal element in any online store or aggregator. These concise yet meticulously structured texts act as a bridge between potential customers (leads) and products, conveying vital information while simultaneously piquing interest in making a purchase.
To create effective product descriptions, it's imperative to comprehend the target audience, adeptly emphasize the product's advantages, and optimize content for both search engines and readers. In this article, we will delve into each of these aspects and endeavor to formulate a comprehensive checklist to assist in crafting compelling product descriptions.
Good description definition
An effective and precisely crafted product description should be informative and, at the same time, appealing and persuasive. It should provide all the necessary information to help customers make informed decisions while appealing to their emotions and desires.
A pivotal component of an effective description can be defined as understanding the target audience. To cultivate this understanding, several steps need to be taken. It should commence with an analysis of the user's journey to the product page. Did they land on it through a search engine, social media, or a referral link?
Understanding the broader interests of the target audience and each specific user can aid in connecting the product to their lifestyle or preferences. Next, consider the primary reasons for users visiting the site. This can also determine the approach to describing the product.A valuable tool for comprehending the target audience is a simple exercise: you should imagine and reproduce a scenario in which a user recommends the product to his friend. What key points would they emphasize? These should be included in the product description.
Furthermore, identifying the specific aspects of the product that resonate most with the target audience and highlighting its tangible benefits is essential. Explain how it addresses their problems, satisfies their needs, or enhances their life. This can be achieved by answering the question: what will this provide the customer?
If the product possesses a unique origin story, it is worthy of sharing. Customers often prefer products with a compelling background. Employ a clear tone and straightforward, conversational language in the descriptions, avoiding jargon and complex phrasing that may deter potential buyers.
The significance of persuasive words and expressions cannot be overstated. These are powerful words that can evoke desire, excitement, and other strong emotions, such as luxurious, effortless, or exclusive. Alongside other textual content, product descriptions must undergo search engine optimization (SEO). To this end, descriptions should include relevant keywords, descriptive titles, and headings, ensuring the natural flow of content.
Descriptions should be complemented by high-quality images showcasing the product from various angles. Visual elements help customers visualize the product better. To foster trust and credibility and to build a brand, product descriptions can be expanded by customer reviews and diverse ratings. Real customer experiences can influence potential buyers. Developing a standardized product description template ensures catalog consistency while allowing room for customization.
How to enhance the description. Step-by-step checklist
According to a Salsify report, as many as 87% of customers feel that product content is very important while making a buying decision. Also, almost 50% of shoppers have returned a product they bought online since it did not match the given product description. Now as you grasp the elements of an effective product description, let’s explore how to enhance them step by step:
Determine customer needs. Begin by researching and understanding the needs, desires, and pain points of your target audience.
Determine the unique selling proposition (USP) of your business. Emphasize what sets your product apart from competitors. The USP should be a key theme in your descriptions.
Describe the product in detail. Provide comprehensive information about its features, specifications, and use cases.
Don’t emphasize features. Focus on benefits and evoke emotions. Highlight the benefits that the product brings to the customer. Describe how it solves their problems or enhances their life. Use emotional triggers.
Create a clear plan. Outline the structure of your description before you start writing. This ensures a logical flow of information.
Don’t distract the buyer with unnecessary text. Be concise and to the point. Eliminate extraneous details that may divert the reader’s attention.
Convey urgency and fear of missing out (FOMO). Encourage immediate action by mentioning limited quantities, time-sensitive deals, or exclusive offers.
Craft a compelling call-to-action (CTA). Conclude your description with a persuasive CTA, prompting the reader to take the next step, such as "buy now" or "add to cart".
Conclusion
A majority of consumers rely on their mobile devices to research what to buy. In fact, a notable 77% of shoppers use a mobile device while shopping in-store. The only product content management (PCM) platform for distributed commerce. This compares to just 35% of shoppers who opt to speak to a salesperson if they have questions about a product, states the 2nd annual consumer study commissioned by Salsify.
Writing effective product descriptions is an art that combines an understanding of your audience, accentuating the product's advantages, and employing persuasive language.
By adhering to the checklist and step-by-step instructions outlined in this article, you can create product descriptions that not only inform but also entice and convert potential customers into loyal buyers. Mastery of this skill is a valuable asset for any e-commerce business striving to succeed in the competitive online marketplace.
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It empowers businesses to manage their product data with precision and efficiency, ensuring that customers receive accurate and consistent information across all channels. With its customizable features and scalability, PIMInto is a valuable asset for businesses of all sizes seeking to optimize their product management processes.
Modified on: 10/01/2023