Published On: May 5, 2023
3.7 min read

In eCommerce product descriptions, it's vital to highlight product benefits along with its features. Benefits are positive outcomes that customers can experience from the product. By emphasizing them, you're demonstrating how the product can solve customers' problems or enhance their lives.

Tips to Write Great Product Descriptions that Convert

Focus on Benefits, Not Just Features

Product features are important to include in eCommerce product descriptions, but it’s equally important to focus on the benefits of the product. Benefits are the positive outcomes or results that customers will experience from using the product. By highlighting the benefits, you’re showing customers how the product can solve their problems or improve their lives. For example, instead of simply stating that a vacuum cleaner has a powerful motor, emphasize that it can pick up dirt and pet hair with ease, making cleaning faster and easier for the customer.

Use Clear and Concise Language

Customers want to quickly and easily understand what a product does and how it can benefit them. Therefore, it’s important to use clear and concise language in your product descriptions. To enhance readability, use short sentences and uncomplicated language that’s comprehensible. Stay away from using jargon or technical terms that might be unfamiliar to customers.

Use Descriptive Adjectives

Descriptive adjectives can help create a mental picture of the product in the customer’s mind. They can also evoke emotions and create a sense of excitement about the product. For example, instead of describing a backpack as “durable,” use adjectives like “rugged” or “tough” to paint a clearer picture of the product’s quality.

Tell a Story about your eCommerce Product

People love stories, and incorporating a narrative into your product descriptions can be a powerful way to engage customers. Consider telling the story of how the product was developed or the problem it was created to solve. This can help create a connection between the customer and the product, and make the customer more likely to purchase it.

Use the Second Person Pronoun

Using the second person pronoun “you” in your product descriptions can create a sense of personalization and help customers envision themselves using the product. It can also make the descriptions feel more conversational and engaging. Instead of using a generic phrase like “This product is great,” opt for a more specific and personalized message such as “Experience how this product can simplify your life and exceed your expectations.

Provide Social Proof

Social proof, such as customer reviews and ratings, can help build trust and credibility with potential customers. Including customer testimonials or ratings in your product descriptions can help convince customers to make a purchase. Additionally, you can highlight any awards or recognition the product has received to further build credibility.

Address Common Customer Concerns

Addressing common customer concerns in your product descriptions can help alleviate any doubts or hesitations they may have about purchasing. For example, if a product has a high price point, address the value that the product provides and why it’s worth the investment.

Include Call to Action

Including calls to action in your product descriptions can encourage customers to take the next step in the purchasing process. Use phrases like “Buy Now” or “Add to Cart” to prompt customers to make a purchase.

Optimize for SEO

Optimizing your product descriptions for search engines can help improve the visibility of your products in search results. Use relevant keywords in your descriptions and include descriptive headings and subheadings to make it easier for search engines to crawl your product pages.

Continuously Test and Refine

Finally, it’s important to continuously test and refine your product descriptions to improve their effectiveness. Experiment with different language, formatting, and calls to action to see what resonates best with your customers. Regularly reviewing and updating your product descriptions can help ensure they remain engaging and effective in driving sales.

Take Expert Help to Elevate Your Product Descriptions

Purple Cow enhances your product description that will make your products stand out from the herd. Our expert copywriters craft engaging and compelling descriptions that highlight the benefits and solutions your products offer. With clear language, descriptive adjectives, and personalization, your customers will be hooked. Plus, we use social proof, address concerns, include calls to action, and optimize for SEO to maximize your sales. Don’t be a cow in a sea of sameness, be a Purple Cow with our exceptional product description service.

Looking to elevate your product content? Check out Purple Cow’s blog for expert tips on crafting engaging and effective product descriptions that sell. Learn how to highlight benefits, use descriptive language, and optimize for SEO to stand out from the herd. Don’t miss out on this valuable resource for boosting your sales!

About the Author: Faisal Haneef

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