Have you ever found yourself scrolling through pages of products online, struggling to decide what to buy? As an entrepreneur, I know how frustrating it can be when potential customers bail on your website without making a purchase.
One major factor that influences buying decisions is the product description. Done right, optimized product descriptions can significantly increase conversion rates. Done wrong, they can confuse customers and send them running to your competition.
In this article, I’ll share my formula for writing magnetic product descriptions that get people excited to buy. Drawing from research and my own experience growing an ecommerce business, I’ll cover:
- Why product descriptions matter more than you think
- The 3 essential ingredients every description needs
- Examples of descriptions that boost sales
- A simple framework for optimizing any product page
By the end, you’ll have an action plan for improving your descriptions today. Let’s jump in!
Why Product Descriptions Matter More Than You Think
How many times have you been browsing online, interested in a product but unsure if it’s really for you? Without a clear description, it’s easy to let doubt creep in and abandon your cart.
As it turns out, the majority of shoppers feel this way. Research shows over 87% place a high value on product descriptions when making a purchase decision. And get this – 40% of consumers have returned an online purchase because the product didn’t meet their expectations due to poor descriptions.
Those are sobering stats that show descriptions are a big deal. After all, most buyers can’t touch or try out what they’re buying beforehand. The description becomes their only impression of whether the product is right for them.
So while listing specs and features seems like a bureaucratic chore, focus on it as a strategic opportunity. Descriptions are arguably the top driver of conversions after the product photo. Take the time to nail them and you’ll see a big payoff in sales.
The 3 Essential Ingredients in Every Great Product Description
So what exactly should go into optimizing descriptions? From analyzing top-performing pages, here are the 3 key ingredients I’ve found that engage buyers and push them to click “Buy”:
1. Write For Buyers, Not Bots
SEO is important, but your priority here is addressing the human on the other side of the screen. Write in a natural, conversational tone like you would explain the product to a friend.
Use first and second person pronouns (“you”, “your”) to personalize the copy. Speak to the benefits and features that matter most to your target customer, not vague industry jargon.
2. Leverage Sensory Language
Bring the product to life with vivid descriptions. Paint a picture using sensory-rich words that allow readers to visualize using or owning the item. Mention how it looks, feels, and sounds in use.
You can even tell a brief “story” from the product’s perspective to build an emotional connection. This heightens engagement by stimulating the imagination.
3. Emphasize Benefits Over Features
Don’t just bullet point specs. Instead, focus on how the product improves customers’ lives. Explain the problems it solves, frustrations it alleviates, or goals it helps achieve in clear, relatable language.
Benefit-driven copy taps into motivations instead of passive data dumps, creating a magnetic “pull to buy.” It’s the difference between boring buyers versus inspiring them to take action.
Now let’s look at these ingredients in a real-world example…
A Product Description That Boosts Sales
Here’s a sample optimized description for a yoga mat that incorporates the 3 essentials:
“Bring your favorite studio home with the Wave Mat. Ultra-thick memory foam cradles your joints in blissful comfort so you can flow through poses with ease and confidence.
The plush padding absorbs impact while providing just the right amount of grip so you never slip out of downward dog. And it feels as lush underfoot after 50 sun salutations as it did on the very first.
Wider than standard mats, Wave gives you ample space to stretch deep into your practice without crowding your neighbor. Convenient carrying straps make it a breeze to toss in your gym bag, too.
Whether you’re a yogi, pilates enthusiast or just looking for a gentler place to exercise, Wave creates a studio-quality oasis right in your living room. Say goodbye to achy joints and hello to your most transcendent flow yet.”
This description brings the mat to life using tactile words, tells a quick story, and emphasizes the benefits customers care about most – comfort, support and an improved at-home workout experience. No wonder it converts so well!
A Simple Framework for Optimizing Any Product Description
Now that you know the fundamentals, here’s a framework to optimize descriptions across your catalog:
1. Define Your Target Customer
Before writing, get clear on who you aim to attract. Envision their needs, pain points, and goals.
2. Tell a Compelling Story
Weave a narrative using sensory language and metaphor to immerse readers in how customers will feel using the product.
3. Highlight Top 2-3 Benefits
Focus on solving customer problems or achieving outcomes in a way specs can’t. Benefits are more persuasive than features.
4. Include Key Details
List just the 2-3 most important specs and attributes. Only include what helps sell the benefits.
5. End With a Clear CTA
Provide next steps like adding to cart with urgency. Give people a simple reason to take immediate action.
6. Test and Track Results
A/B test headlines, formatting and copy tweaks. Continually refine based on analytics for highest converting pages.
The Formula for Winning Product Descriptions
There you have it – a battle-tested formula for optimizing product descriptions that captivate buyers and boost sales. Focus on benefits, storytelling and the customer perspective and you’ll be well on your way. Let me know if you have any other questions!
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