Determine your customers’ requirements(product features)
A strong product description should connect on a human level with your target audience.Knowing the features of your target demographics is necessary for identifying your users’ demands. Daily activities and geographic location are two factors that can influence purchasing decisions. This can assist you understand their problems and how your products may help them.(product features)
Make sure your products’ characteristics are appropriate for your target audiences. Create a short sales text that customers can rapidly digest and use to form an impression about your company.
Understanding your clients’ personas can also help you determine the ideal communication style and vocabulary to employ while communicating with them.
Make a list of your company’s unique selling proposition (USP)(product features)
Even if your items are popular, remember to emphasize their unique selling proposition to set them apart from the competitors.
Use your knowledge of your clients’ identities, challenges, and needs to produce a USP statement that sells. Make certain it expresses why customers should choose your product above others on the market.
Give the best possible description of the product.(product features)
Use the information you’ve gathered about your target market and their needs to write a detailed product description that describes how the product will benefit them.
Avoid using superlative and hackneyed language in your product descriptions, such as “the best product,” “lovely,” and “excellent value.” Instead, back up your assertion about the product’s quality and value with all the facts.
The product’s specifications and dimensions are also vital to include. This is especially critical if you’re selling apparel or furniture that comes in a variety of sizes and weights.
Focus on Benefits and Evoke Emotion Rather than Features
Even while product features are important, focusing on the advantages will have a greater impact.
You can either blend features and benefits into a single persuasive copy or keep them separate. Customers can then decide whether or not the product is something they require.
Furthermore, it allows you to elicit emotion in individuals and generate desire for your product. This can be accomplished by focusing on their problems and how your product can help them.
If you’re targeting a technical audience, technical specs may still be the way to go.
Make a detailed outline
Always keep your product description as brief as possible. Visitors don’t have time to read long product descriptions, so make it simple to skim without lowering the value of your product.
Bullet points are an excellent approach to write a product description that is easy to read. Alternately, experiment with the style and website features to give a well-planned product description. It doesn’t have to be a vertical bullet point list, after all.
If you have a lot of material to offer, consider breaking it up into sections and using images to give it a professional aspect. You’ll avoid building a wall of text that looks unappealing in your product description this way.
Avoid wasting your buyer’s time with unnecessary copy
Product descriptions are meant to inform potential clients about a product. However, you should leave out any material that is irrelevant to your product or isn’t worth reading.
When writing a product description, remember to put yourself in the shoes of the customer. Filler words and obvious information that you don’t want or have time to read should be avoided. For example, claiming that a clock accurately displays the time is pointless.
It’s usually a good idea to describe the product’s advantages. Take a step back and re-evaluate the features and benefits to get yourself back on track if you start writing empty filler cliches.
Emphasize urgency and FOMO (Fear of Missing Out)
Use terms that make you feel compelled to buy the product. “New,” “limited,” and “now” are some of the most prevalent terms. These words can affect visitors’ purchasing decisions if they are included in your product descriptions.
If you’re running a promotion, be sure to mention it in the product description for the same reason.
Create a Strong Call to Action
The final component of your product descriptions is a compelling call to action (CTA). CTAs like “start immediately,” “learn more,” and “get yours today” encourage visitors to purchase your product.
Follow up your great first CTA with thought-provoking words. This is in line with your purpose of conveying urgency and FOMO, such as “while supplies last.”
Alternatively, use the benefits of the product to generate a compelling call-to-action.
Professional Product Pages That Sell: Pro Tips
Product pages provide informative and enticing product descriptions. An effective product catalog can greatly enhance your conversions if done correctly.
The following are some pointers on how to make a product page for a selling eCommerce store.
A/B test product pages on a regular basis.
A/B testing, often known as split tests, compare two versions of the same web page to evaluate which one converts better.
This is critical since it helps you increase conversion rates while lowering marketing expenses. Knowing what works and what doesn’t helps creating a product catalog that appeals to your target market much easier.
A/B testing can be done on a variety of platforms, including VWO and Optimizely. Keep in mind that a conclusive test requires a significant volume of visitors on your website.
Create a duplicate product page for A/B testing. The control page will be the original, and the copy will be the variant page.
You make edits and apply your new ideas on the variation page. The idea is to see how much of a difference between the two pages can be made. To get accurate results, just test one element at a time.
Source: product rule , product features
