No matter the size of your online scarves store, product details and descriptions play a key role in your ecommerce business.
Effective product descriptions can possibly lure potential customers. Good product descriptions can potentially influence a purchase decision. Great product descriptions can ultimately help improve conversion rates and increase sales.
What are Product Details and Descriptions?
A product description is a form of marketing copy used to describe and explain the benefits of your product. In other words, it provides all the information and details of your product on your ecommerce site.
These product details can be one sentence, a short paragraph or bulleted. They can be serious, funny or quirky. They can be located right next to or underneath product titles and product images. They can be scannable selling points or have strong readability.
There are multiple styles and ways to make product descriptions work for your ecommerce store, but there’s much more to them than simple copywriting.
Know Your Audience
The first step to writing product descriptions is to define your target audience. You want to be able to define which features would be of most interest to your potential buyers.
This begins with understanding your buyer persona, a breakdown of the characteristics of your potential customers. If you need a great example of a product description crafted with the target audience in mind, take a look at that of Ovcio. You can incorporate their ideas into yours to help you understand which features will be most valuable to your customers.
Use Natural Language and Tone
If you read your description aloud, does it sound like a real conversation that you would have with your friend?
Or does it sound like a computer-generated string of words? If your product description isn’t something that you would say to your friend about the product, then it’s time to inject a little life into them.
Bringing this natural tone–one that you would use in a real conversation–will help your customer connect with your brand.
Focus on the Product Benefits
As a business owner, you are understandably excited to share all of the qualities of your products. You want to show that your product has the best features and the most unique specs.
The buyer, however, is not necessarily interested in the mundane features of the product. Instead, they want to know how it can benefit them.
A product feature is a factual statement about the product that provides technical information. A product benefit, on the other hand, tells how the product can improve the buyer’s life.
Optimize Your Product Descriptions
Although this will probably happen organically if you write a good product description, it’s important to keep your keywords in mind. From a search engine optimization (SEO) perspective, using the right keywords is going to help bump your pages up in the search rankings.
On a side note, we touched on product reviews already in one of the earlier tips. Besides building up credibility, collecting and displaying product reviews bring SEO benefits to your product pages as well.
Tell a Story
Does your product have a backstory that’s particularly special to you? Use your product description to tell a story. It could be the story of why your customer needs this product to solve their problem. Or a story of the product’s benefits. Or just an entertaining story about the product that draws your customer in.
Chances are it will be particularly special and endearing to your audience, too. Use that story in your product description to add more character to your item, engage your audience and win hearts and minds.