Whether you have opened a classic e-commerce or dropshipping, you will have to write product sheets with descriptions that will allow you to generate maximum sales: to convert. I grant you, this is a tedious work and can be long depending on the quantity of product you offer on your e-commerce. However, it is an essential work. Who would buy a product without knowing what it is used for, how it works? The product description, when it is well done, can be the key element that will convert a prospect into a buyer. This description will have to answer all the questions that future customers will ask themselves without them having to contact you and do research. Because your ultimate goal is the sale, direct, fast.
It is therefore your words and what they say about your products and your expertise that will generate or not the success of your e-commerce.
Here are some steps to follow to create a product description that converts
Step 1: Identify and understand your target audience
Before you start writing, you will have to determine who your target prospect is.
This is a step that should not be underestimated because it will influence your entire product sheet.
Type of audience: average age, gender, social class, values…
According to this, you will already understand how you will address your customers. Indeed, you will not use the same words or turns of phrase depending on the age of your target audience. Using anglicisms for older people is not necessarily wise for example. Some references could be considered old-fashioned or completely outdated by younger customers.
Then, for each product, you will have to determine :
The need or the problem it will solve,
The values that can be conveyed around this product (fair, ecological, economic…),
The operational and emotional effects that the product will trigger in customers,
The advantages of the product.
Step 2: Writing the description
Once you have defined the characteristics of your target customers and your products, you can start writing your product descriptions.
It must be authentic
There is no question of lying about a product to increase your conversions. On the one hand, it is forbidden because it is deceiving the customer, and on the other hand, you will lose your credibility.
Your product descriptions must be realistic and leave no doubt in the customer’s mind about how the product works, how it is used, the components and materials used…
If you sell wearable products such as clothing or jewelry, you must inform what materials they are made of for allergenic risks, just like consumable products.
It must be unique
You want to go fast and are tempted to copy a product sheet from a competitor’s site? This is a very bad idea. First of all, copying is forbidden. And then your goal is to stand out from the competition. To make sure that the customer buys the product from you and not from another site, you have to convince him that you are the best in this field.
So even if it takes you some time, it’s by no means time wasted because in the end you will convert and make your business prosper.
It must be concise but precise
The customer knows what he wants and what he doesn’t want. No need to write a novel to describe your product. Imagine yourself in the customer’s shoes and having to read lines and lines to find the information you are looking for. Completely boring and often you won’t get to the end of the reading.
Your product description should be concise and to the point. Describe the product in a complete way without going overboard and be precise on the important features.
It must highlight the features that you turn into assets
Your product has one or more features, that’s what you should highlight. The classic functionality of the product (you buy a vacuum cleaner to clean = that’s its functionality) must become an advantage, an asset for your customer (this vacuum cleaner sucks in an optimal way with such a power that no dust will remain on the ground).
These are the strong points and assets that will allow you to convert a maximum.
Step 3: Optimize your description / product sheet
Once the basic description is written, you will optimize it to make the difference with the competition.
Optimize the SEO
As for classic websites, you must work on your SEO in order to be visible in searches.
In your product description, you will have to use with subtlety the target keywords. Do not fall into the search for SEO at all costs even if it means sacrificing the quality of your description.
Be relevant to the keywords used, it should not make the description complicated or strange to read.
Name the images correctly using relevant keywords because search engines do not yet know how to read and interpret images.
Think about internal linking by setting up consistent cross selling for example.
Generate customer confidence
Before spending his money, the customer will seek certainty or at least reassurance about his purchase. You will use the social proof technique.
The best way to generate trust and convert into a sale is to put forward good customer reviews that will praise the merits of the product and its quality. The future customer will be reassured and his hesitation will disappear.
If you don’t have any customer reviews yet, you can put some reassuring sentences: “tested and approved”, “already XX sales”, “the product never returned”…
If you have tested the product yourself, don’t hesitate to say a few words about it in a personal capacity: “this product has changed my daily life for X reason”, “thanks to this product, today I can…”.
Generate emotion to convert
Authenticity sells. And it is quite possible to be authentic as a marketer.
Think about storytelling. Storytelling is the art of generating emotion by telling a story. It’s not about telling your life story or a fairy tale. It’s about telling a story around the product that triggers a particular emotion in the customer. You can take the example of Coca Cola which played the storytelling formidably well by using a story around Christmas. The emotions aroused are wonder, excitement, nostalgia, impatience…
You can use this in your product descriptions to trigger an emotional purchase.
Make “Call-to-action”
Is your description accurate and optimized? All you have to do is add a call-to-action to trigger compulsive purchases.
Use reciprocity for this: “this product is available and can be delivered to you in 3 to 5 days!” or “take advantage of an exceptional discount on this product only today”. The customer has the feeling that you are doing him a favor, you create a feeling of privilege to seize in order to push him to buy quickly.
You can also play on the rarity: “Attention, limited quantities”, “only 2 copies available”, “product often victim of its success”. The customer will feel a certain urgency and, for fear of missing the product, will buy it immediately.
