Once a visitor discovers your product, it’s the most important hurdle eCommerce store owners face. They’ve found your product out of millions!
They are now at a crucial decision-making stage and it is your responsibility to guide them from being interested to purchasing. You want them to click the checkout button and add the product to their shopping cart.
You need product descriptions that are not only descriptive of what you’re selling but also emotional.
It’s not easy to write good copy (jargon used for marketing-related writing), but it’s well worth the effort. Product descriptions can have a huge impact on conversion rates.
OneSpace data shows that as many as 98% have been discouraged from purchasing because of a lack information.
This is a sad picture for brands who don’t spend much time writing product descriptions.
This article will discuss why product descriptions are important, how they impact conversions, best practices for product descriptions, and tips to help create high-converting product copy in your WooCommerce store.
- 1 Better product descriptions are worth the effort
- 2 Better Product Descriptions: The Psychology of Better Product Descriptions
- 3 A Great Product Description: The Components
- 4 Bonus Tips to Write Better Product Descriptions
- 5 Understanding your audience is key to better product descriptions
Better product descriptions are worth the effort
Consumers process lots of information when shopping. It is an emotional, psychological, and physical experience.
Online shopping removes the physical aspect of the purchase. Customers can’t actually hold the product to inspect it. To help them make a purchase decision, they rely solely on the visual cues and information provided by you.
The price is just one aspect of the purchase decision. Customers need more information than just product specs and features.
Great product descriptions clearly state the benefits and value of the product. They also tell a story and present the product as a solution.
A good product description reflects the needs, thoughts, and desires of your target audience.
If brands fail to make that connection, consumers will look elsewhere.
According a Shotfarm report, badly written product pages are the most common problem.
- Trust and confidence in a brand is more than 80%.
- This will lead to more returns. 40% of consumers return products because of inaccurate descriptions
Although this article focuses on psychology, there are many other important considerations to make when writing product descriptions.
- Organic Search. Most customers search for products using search engines such as Google. Optimized product descriptions that are well-written and optimized will be more likely to show up in organic searches. This results in more targeted, ready-to-convert traffic.
- Internal Search. Internal Search. By creating more detailed product descriptions, your chances of the product showing up in internal searches with a variety terms are increased. You can test your search functionality with keywords such as “learning toys for children” instead of a product name. You might not like the results, or want to improve your search experience.
- Paid Campaign Optimization. Paid ads often use some type of quality score to calculate cost per click, action or engagement. Optimized product descriptions are likely to have a higher quality score for your target audience and the ad to which they’re linked.
- Magento Pos
- Shopify Pos
- Bigcommerce Pos
- Woocommerce Pos
- Netsuite pos
- Bigcommerce automation
- Shopify automation
Better Product Descriptions: The Psychology of Better Product Descriptions
The best product alone will not generate sales. The customer must have a basic understanding about how the product works. They must also understand the benefits that this product can provide to them.
Professor Gerald Zaltman of Harvard Business says 95% purchase decisions are subconscious.
A customer’s conscious decision to buy a product is made, but their subconscious influences that decision. Understanding basic psychology principles will help you write better product descriptions to guide customers towards a purchase decision.
The Consumer’s Needs
Maslow’s Hierarchy of Needs a motivational theory that uses a 5-tier pyramid. This model requires that the needs at the base of the pyramid be met before one can address the needs at the top.
Each product is related to at least one psychological need. You can create product descriptions that are deeply emotional and relate to your customers when you have a clear understanding of the need. Your copy will be more relevant and better reflect the mental state of your customers when they are faced with finding a solution.
If you sell tornado shelters, for example, you aren’t really selling a product. You’re selling peace-of-mind. This is directly linked to Maslow’s Safety Needs Level of Maslow’s Hierarchy. Although this may be the main need, great copy appeals to many levels.
Let’s take our tornado shelter example as an example and see how we can appeal to multiple levels.
- Physiological Needs: This is shelter in a storm.
- Safety is essential – It provides security and peace of mind.
- Love and belonging – These are the protections you give to those you love.
The Hierarchy of Needs can be used to increase emotional connection with potential customers by writing product descriptions.
Speak their language
Jargon does not sell products. Customers can see when a product has been hyped up with marketing talk and buzzwords. Write product descriptions that use the same language customers use to describe their experiences.
This is possible by researching what customers have to say about a product.
You can search for product reviews on Amazon and Google. Look for phrases that are relevant to the product experience. Customers will often use the same tone, words and phrases in many cases.
These words can be used in your product description to convey emotion and persuasive copy, especially when you are describing benefits.
Use Sensory Words to Trigger Your Subconscious
To trigger emotions, product descriptions can use sensory words strategically. If you can influence the psychological and emotional state of a customer, they will be more likely to purchase the product.
This is why you should not just use colorful adjectives in your product copy. Think about the sensory details that your product offers. It depends on the product. This could include sight, sound and taste.
These words and phrases trigger the brain’s sensory areas when customers read them.
Eclat Chocolate does a great job of activating the senses with its product descriptions. It is easy to visualize the taste of chocolate without actually tasting it.
This is because your subconscious processes sensory words and triggers thoughts and emotions.
Imagine savoring a particular flavor of ice cream and feeling the soft texture of the wet sand under your feet.
In an environment that customers cannot hold products, it is crucial to make a subconscious connection. research shows that the desire to purchase a product increases when we can hold it.
This psychology is used to create menus for restaurants. Customers are influenced by sensory words to buy more dishes.
A Great Product Description: The Components
It would make product descriptions much easier to write if there was a standard format, structure, length, and structure.
Unfortunately, the best product for one product may not be the best for another.
The product description you choose to describe is dependent on its type and the industry.
When you actively compare, there are obvious differences.
- Subscription-based products available for B2C or B2B
- Simple commodities products
- Foods/consumable products
- Complex/technical products
- High-value products
A simple product, such as a shirt, doesn’t necessarily require a lot of content. Benefit statements are only necessary if the shirt has special properties. This is similar to custom furniture or computers. High-value items require more content to convey the value of the product and its multiple benefits.
No matter what product you are selling, there are core components that make a product description a great product description.
The Short Description
The product’s short description appears at the top on the product page.
This short description, along with the title, is what a consumer reads first when they arrive at a page. It is a good idea to include the most persuasive copy and benefits here.
This Aeropress example shows a brief description that highlights the key benefits of the product.
The Long Description
The long description allows you to use all the information you have about your target audience and to create persuasive copy that draws them in.
It doesn’t have to be lengthy, despite the name. The product description should only be as long to sell your audience.
You have plenty of space to tell a story, or use sensory language to capture the attention of your customer.
Here’s Pagoda Classics, which uses creative storytelling to harness the passion and interest its target audience.
The template and layout of your online shop will determine whether or not there is enough space to include both a short and long product description. You have the option to include both on your WooCommerce product pages. Make sure you take advantage of this feature.
Features and Benefits
Customers don’t care about the details and mundane features of a product. Customers want to know what those features will do for them, and how they will benefit them.
Each product comes with features. Every feature also has a benefit. This detail explains why a customer should purchase it or how they will benefit from it.
This is a great example of the differences between a feature’s dull pitch and a significant benefit.
A bulleted list of key features should be included on product pages. The benefit of each feature should also be highlighted. You’re not selling the product, but the experience.
GhostBed shows how you can transform generic features into value-packed benefit statements.
Bonus Tips to Write Better Product Descriptions
Create Unique Descriptions
Copy the product description directly from the manufacturer. Search engines may flag duplicate content issues if your competitors do the same (and they often do). This could impact your ranking. These generic descriptions will not make you stand out and give search engines no reason to show you as a better option than your competitors.
Manufacturers don’t also write persuasive copy. They focus on features. Your generic product descriptions will not win you any additional conversions.
Do not leave product pages blank
Even if your products are simple, it is still beneficial to write engaging product descriptions. Although product photos can be persuasive in convincing customers to buy your products, search engines cannot identify the context.
Customer questions will not be answered if there isn’t enough content.
The Most Effective Information is the Beginning and End
Customers tend to skim content before reading in depth. According NNGroup customers tend to skim over most content and focus mainly on the beginning of sentences.
Don’t lose the first line of your descriptions when writing both short and long descriptions. Make sure they understand the product’s key benefits and write text that will help them.
Make a memorable and strong value statement.
Keep the content short
It’s easy to talk too much if you are passionate about your products.
Although longer benefit statements can be a selling point for certain products, it is better to start small.
Reduce the length of your benefit statements to one sentence. This makes it easier to communicate value quickly and easily. Additionally, these short value statements can be repeated, which can increase word-of-mouth referrals from loyal customers.
It is important to create longer descriptions that include more information and benefits. The content should be easy to read, but not too long.
A study by NNGroup showed that clear, concise, and easily understood copy results in better usability of 124%.
This is how you can achieve this on your product pages:
- Use bulleted lists
- Limit paragraphs to three sentences
- Subheadings are used to break down content
- Formatting pages to place content modules in a grid-like pattern
- Include visual elements on the product page
- White space is more important so that product copy can breathe.
Never stop testing
Each product description should only be temporary and last as long as necessary to prove its effectiveness. Split test benefits statements, keywords, persuasive copy and length of content regularly.
Split testing can be an important part of optimizing product descriptions in order to increase conversions and achieve business goals.
Understanding your audience is key to better product descriptions
Better product descriptions are as creative as they are scientific. Knowing your audience will help to identify the most effective words and phrases to describe features and benefits. You can improve your writing by continuing to test it. You can use the information in this article to understand the psychology of your target audience and create compelling product descriptions that will increase sales in your WooCommerce store.