Think of product descriptions as the virtual equivalent of your ideal salesperson; creating an experience that is so engaging the product becomes something that the shopper cannot live without it. By creating strong product descriptions you can not only increase conversions but drive more qualified traffic to your storefront.
The goal is not to describe the product; it is to sell the product. To accomplish this, address your ideal buyer. Consider personality traits, humor and vocabulary. Think about how you would address this customer in a store when selling face-to-face and incorporate some of the same language into the product copy.
Highlight the benefits of every product feature. A list of technical or physical specifications does little to communicate the feeling and thus skates around the most important of all appeals: the emotional appeal. How will your product make the user feel? Will they be happier, healthier, smarter, better looking? Address the problems that your product solves. Provide detailed and specific discussions that communicate an experience, not just the item.
Understand that superlatives (best, fastest, easiest) will sound insincere unless true. If it is true, be sure to provide substantial evidence of that fact; detail explanations of the features that separate your product from the pack. Don’t forget to include a feature/benefit discussion of your company. Why should someone choose to do business with you? What sets your company apart?
Use sensory words (smooth, crisp, bright) and mini-stories to create a user experience. Readers cannot actually pick-up and hold the product, but they can imagine themselves doing so. Effective product copy excites the imagination and creates an emotional investment.
In developing all of this shining content, be sure that the layout has “scanability.” Use bullets, white space and clear breaks to increase readability. The most important details should clearly standout; while the full text should cover all aspects and eventualities. The description must be complete enough to address all of the shoppers’ questions and concerns.
Clear, compelling and complete information presented in an appealing manner will increase conversion rates and drive sales.
Engaging product images are arguably the most important selling tool on an e-commerce site. Show products from all possible angles and use images that are zoomable. Large-format, high-quality pictures and 360° rotating images that show the product in use, in all of its configurations, build trust and set expectations. Customizing options have a gaming quality and require an investment from the shopper, thus increasing conversion rates.
A better understanding of the product being ordered increases purchase rates and reduces the chances that the product will be returned. The best product images are taken in a way that shows character and carries the brand. Avoid using stock photos that breed distrust and are mostly ignored.
Videos of the product in use will also contribute significantly to conversion rates. Consider allowing users to upload personal videos and/or images of the product after purchase. Not only does this allow potential buyers to see the product in action but also shows that previous buyers are so excited by their purchase that they came back to share their experience. Video tutorials (where applicable) can replace in-store demonstrations and aid in eliminating questions regarding use, features and functionality.
“Quick-look” options allow a shopper to read short descriptions of products, view images of the item in multiple configurations and variations and make a buy decision without navigating away from the screen. The shopper can then continue browsing through search returns without multiple clicks. This will contribute to increased purchases by simulating the “toss it in the cart” experience of brick and mortar stores.
Advanced imaging techniques enhance the shopping experience and further serve to eliminate questions and set expectations.
Product availability is a no-brainer. Have what people want when they want it. There are a few scenarios to which this is particularly key: useful life and market demand.
The sale of seasonal items and technology is particularly impacted by useful life. No one wants a swimsuit in January. No one wants last year’s iPhone. When marketing items with a short shelf life it is important to make sure that the inventory needed to meet the demand is available. Consider the holiday shopping season. The “hot” toy will command a much higher price before December 25; afterwards, the price as well as the demand will plummet. This also applies to regular publications such as magazines, journals and newspapers.
The market demand scenario is less predictable. Products can become best-sellers over night as the result of a celebrity sighting or endorsement. Capitalizing on these trends requires merchants to get their products to the market as quickly as possible. Days or even hours translate into considerable gains or losses when dealing in these scenarios.
E-commerce software that connects all parties in a supply chain will aid merchants in the race to the market. Setting up such tools in advance ensures availability and thus increases profits when stakes are the highest.
The e-commerce market is ever expanding. Set your store apart by providing users with product copy that reduces questions through clear and detailed descriptions. Utilize rich media to create a virtual experience that engages the imagination and emotion of your ideal buyer and capitalize on market trends and useful life scenarios to ensure the most return on investment.