The only time anyone cares about ECommerce product descriptions is when they’re already thinking about buying a product. Your PPC is on point, your social media approach is bangin’, and you’ve got their attention. They made it to your page. Now what?
It’s a lot like making conversation on a first date. The person is there. They’re looking. They’re at least semi-interested. All you have to do is not screw it up.
And be compelling. And informative. And entertaining. And empathetic. And observant. Concise, but not generic. Detailed, but not overbearing.
That should be easy enough, right?
If it’s not, first of all, what are you even doing with your life? And second, I’m just kidding and I have some tips on how to write those pesky eCommerce product descriptions for you.
Focus on benefits more than features.
What is life going to be like if they buy your product? Will it be more fun because the product itself is fun? Will it be more fun because the product fixes a problem? Focus on how your product will make life more enjoyable for your potential customer without sounding too desperate.
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Use subtle storytelling to focus on potential emotional benefits.
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Save any non-storytelling details for bullet points or another section on the page.
Be different.
Take some time to read other product descriptions and identify their similarities, especially those of competitors. If everyone is using the same wording, change yours up. Tap into your brand’s personality. No two are exactly the same. Your job is to figure out why.
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Show off the brand’s personality.
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Use a tone consistent with the voice of the brand.
Avoid marketese.
Your best product description shouldn’t sound like an infomercial. Promotional language will only dampen a product’s credibility. If it’s starting to sound like clickbait or a diet pill ad, take a deep breath and start over.
Make your claims more specific. Instead of a generic “We only use the best ingredients” say something like, “Made with organic seasonal produce hand picked by our master chef”.
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Avoid exaggerative infomercial-style language.
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Replace generic phrases with specific details.
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Don’t be cheesy.
Assume your reader is scanning and format appropriately.
Research by the Nielsen Norman group concluded that only 16% of people read a website word-for-word. Most people scan a page looking for something that catches their attention. So you’re more likely to catch that 16% than the name of the research group. And you’re more likely to catch your reader’s attention if you assume that they’re scanning your page. That means it’s a good idea to:
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Use bullet points to go over the product’s features and specs. ECommerce product descriptions almost always benefit from some well considered points and brevity.
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Combine concise paragraphs with easy to scan bullet points.
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Give your bullet points some personality.
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Look at all this personality!
Remember, you’re on a date. Don’t be boring. Don’t be creepy. Don’t sell too hard. Don’t sell too little. Don’t screw it up. And if you don’t know how to do that, you can always hire someone who’s better at romance. They’re called writers. And they’ll do practically anything for love.
