Many Ecommerce stores do not consider the importance of the product description because they think consumers do not read them. Nothing could be further from the truth. A well-crafted, creative, informational product description brings the consumer into an experience, which helps to increase conversions.
If you sell dropshipped products, you know that manufacturers often provide product descriptions. Unfortunately, these small snippets of copy leave much to be desired. Some are so poorly written that they only contain one or two lines that barely describe the product.
Here are some tips to breathe life into your product descriptions and increase your conversions:
1. Creativity is Essential
Colorful product descriptions help to tear down the skepticism and lack of appeal consumers feel when purchasing online. An online shopper cannot touch, feel or experience the product. Creative, enticing product descriptions connect the consumer with the essence of the product and help them to establish an emotional experience. Once you evoke an emotion, you will most likely have the sale.
How do you turn a boring description into an impacting one?
- Capture the mood
- Create an experience
- Set the tone
- Outline the benefits, not just the features
Describe the features but don’t stop there. Telling your customers the dimensions of your product will help them determine if they need the product. The rest of your product description should compel them to want the product.
Here is a typical manufacturer product description for a beach umbrella
8’ beach umbrella. Made of solid PVC vinyl material.
- Folds in two sections
- Pole is 1.5 inches in diameter
- 74 inches of headroom
- Push button tilt
- Aluminum center pole with push-up lift
Here is the same product description re-written to include more interest and selling points.
Ready for some fun in the sun this season? Usher in the warm weather and your neighbor’s envy when you add this umbrella to your outdoor décor. Made of high-quality fabrics, this umbrella will shield you from the heat while providing a creative backdrop to those hoppin’ summer BBQs.
Provide the consumer with a taste of the experience first and give them a visual. How will the product be used? How will it enhance the buyer and meet his needs?
TIP: Offer plenty of details about your products. Don’t leave a question unanswered. If a consumer has to visit another site to get a question answered, you may lose the sale.
2. Stand Out from the Competition
You will have the edge if your description is different from the manufacturer and your competitors are still using the same old copy. A consumer may feel your product has an added benefit or you are more professional because you made the effort to be unique.
3. SEO Benefit
Don’t forget to insert your keywords naturally in your descriptions to help your product pages rank.
4. Practice and Test
Start with a popular product and re-write the product description. Test your conversions to see if the change made a difference. Tweak the description until you hit a top conversion rate. Use that description as a model for the rest of your site.