In the chaotic world of e-commerce, it's easy to overlook the crucial role of Product Description Problems in your product detail page. Properly optimized product details pages can increase visibility, engagement, and ultimately conversions. From search engine rankings to boosting sales, it’s all about serving the intended purpose. Plus, it can reduce returns or negative reviews and establish your brand as a reliable resource. Discover how to tackle these issues head-on to improve your bottom line. It’s time to resolve this overlooked problem once and for all.
Table of Contents
Struggling to Write Product Descriptions That Sell? You're Not Alone (But Here's How to Fix It!)
Common Product Description Problems That Are Killing Your Sales (and How to Avoid Them!)
3 Powerful Strategies To Craft Product Descriptions That Convert
Make Decisions At Scale Through AI With Numerous AI’s Spreadsheet AI Tool
Struggling to Write Product Descriptions That Sell? You're Not Alone (But Here's How to Fix It!)
When customers are unable to understand what a product offers or how it will benefit them, they’re not likely to make a purchase. There are common product description problems that can cause sales to sputter. Often, these issues exist because enough time wasn’t taken to craft a compelling description. Instead, the product description was treated like an afterthought. Let’s explore some of the most common issues and then discuss how to correct them.
The Pitfalls of Poor Product Descriptions
Lack of Specificity
When I’m shopping, I want to know exactly what a product does and how it will benefit me. Vague descriptions leave me in the dark. That’s why it’s crucial to be as specific as possible. If you’re selling a product that promises to improve a user’s life in some way, tell us exactly how it will do that. The more detail you provide, the better.
Too Much Jargon
When I see jargon in a product description, I’m not sure what to think. It often seems like a manufacturer doesn’t want me to know what a product does. That’s why I recommend ditching jargon in your product descriptions. Instead, talk to customers in a way that they’ll understand.
Lack of Proof
I also want to see proof of a product’s worth. So, if your product is so great, why not show me how it’s improved the lives of others? Reviews from satisfied customers are one way to do this.
Not Showing Benefits
When I’m shopping, I want to know what’s in it for me if I buy a product. In other words, what benefits will I see if I make a purchase, and how will my life be better? If you don’t tell me, I’m not likely to find out.
Crafting Compelling Product Descriptions
Now that I’ve discussed some of the most common product description problems, let’s move on to a guide that can help you write descriptions that convert.
Write for Your Audience
When I’m writing product descriptions, I try to put myself in the shoes of a customer. What they want to know and how a product will benefit them. I then use this information to craft my descriptions.
Use Sensory Words
I also try to use sensory words that paint a picture in a customer’s mind. Doing so helps them see how a product will improve their lives.
Be Honest
I’ve found that when I’m honest in my product descriptions, customers are more likely to trust me. And if they trust me, they’re more likely to make a purchase.
Use Bullet Points
I also use bullet points in my product descriptions, as they make descriptions easier to scan. They also allow me to highlight the benefits of a product.
Make It Easy to Read
When I’m reading a product description, I want to easily scan it for the most important information. That’s why I use short paragraphs and subheadings in my descriptions. Doing so makes them easy to read.
Proofread
I always proofread my product descriptions before publishing them. Doing so helps me catch any mistakes that I’ve made.
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Common Product Description Problems That Are Killing Your Sales (and How to Avoid Them!)
1. Lack of Details & Benefits
Customers don't just want to know what a product is, they want to know what it can do for them. Generic descriptions leave them uninformed and uninspired. To remedy this, be sure to highlight the benefits of your product. Instead of saying "This is a comfortable t-shirt," opt for something like "Made from breathable cotton, this ultra-soft t-shirt keeps you cool and comfortable all day long, perfect for everyday wear."
2. Inaccurate or Missing Information
Incorrect details lead to confusion and returns. Ensure your descriptions accurately reflect size, materials, and functionalities. For example, instead of asserting "fits all sizes," specify the actual measurements or provide a size chart.
3. Jargon & Technical Speak
Confusing terminology alienates potential buyers. Utilize clear, concise language that your target audience understands. Rather than stating "synergistically optimizes performance," opt for "boosts battery life for extended use."
4. Wall of Text & Poor Formatting
Long blocks of text are overwhelming. Break up your descriptions with bullet points, subheadings, and visuals for easy scanning. Use bullet points to highlight key features and maintain clear spacing between paragraphs.
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3 Powerful Strategies To Craft Product Descriptions That Convert
1. Focus on the Customer's Needs & Pain Points
When writing product descriptions, I always put myself in the customers' shoes. What problems do they face, and how can my product offer a solution? By addressing their pain points directly, you can attract their attention and make them see your product as the answer they've been looking for. For instance, if you're selling noise-canceling headsets, emphasize the peace and quiet they can enjoy while working from home.
2. Leverage Storytelling & Emotional Connection
Who doesn't love a good story? People connect better with products when they can visualize how it will improve their lives. To make your product descriptions more engaging, weave in captivating language and anecdotes. For example, imagine how you can describe a travel backpack as a tool that opens the door to new adventures and experiences.
3. Use Strong Call to Action (CTAs)
Customers appreciate clear direction. Don't beat around the bush; tell them what you want them to do next. Whether it's adding an item to their cart or visiting your store, a strong call to action (CTA) can guide them through the buying process seamlessly. For instance, a direct CTA like "Click here to buy now and experience the difference!" can prompt a quick decision.
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Optimizing Product Descriptions For Search Engines
Great product descriptions are the backbone of any successful online store. Not only do they help potential customers gain a complete understanding of a product, but they also play a crucial role in attracting organic traffic to your website. By optimizing your product descriptions for SEO, you can increase your chances of being found by customers who are actively searching for the products you offer.
Keyword Research: The Foundation of SEO-Optimized Product Descriptions
When writing product descriptions, the first step is to identify relevant keywords that potential customers are searching for. By incorporating these keywords naturally into your descriptions, you can help search engines understand what your products are about and improve the chances of your products appearing in search results.
Meta Descriptions: The Gateway to Clicks
Apart from incorporating keywords into your product descriptions, it's also important to write compelling meta descriptions. Meta descriptions are the short snippets of text that appear under your product titles in search engine results. By writing engaging meta descriptions that entice users to click on your product pages, you can increase the click-through rates and drive more traffic to your website.
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