Product descriptions are
core elements of an e-commerce site. Sometimes product descriptions convey the
human interpretations so effortlessly that it can enhance the sales funnel. The
polished and refined interface of product descriptions will give a seamless
experience for buyers.
Analyze The Buyer Persona
Delving deeper into the
buyer persona will help you analyze better when you pen down a specific product
description. However, the strategy would be different for B2B and B2C
customers. B2B needs detailed information about the role and responsibilities
of the product owner besides product descriptions. For B2C customers, you can
directly target your potential customers by enticing words. You can choose your
potential customer by gender basis, age group factors, related to lifestyle,
etc.
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| Buyer Persona: Understanding Your eCommerce Buyer Persona |
Goals and KPIs
Goals and KPIs (key
performance indicators) are the major catalysts while writing product
descriptions. Which type of writing can enhance the organic search results? If
there is a constant decrease in cart abandonment rate, then there is a need to
brush up your writing. Sometimes a brief layout of the product can improve the
conversion rate. The organic search result, cart abandonment rate, and
conversion rate are the prime KPIs for writing product descriptions. Prepare
the various versions of product descriptions and try to do A/B testing for each
product description. It is important that you have taken one KPI when you want
to test A/B testing.
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| Goals & KPIs: Sales Booster |
Storytelling
Telling an interesting
story encompassing key specifications can enhance your sales funnel. Narrating
a story that can touch the sentiment of people’s life can astoundingly compel
people to become your trusted clients. Try to create a scene that impacts an
individual’s daily life. Feedback from customers will help you improve the
writing of product descriptions. Storytelling should be lucid and user-friendly
and it won’t be sophisticated literary writing. Describing the story with
bullet points will help to understand your notion step by step.
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| Storytelling: Enticing Rich Insights |
Explainer Videos
Video tutorials will
make a thorough understanding of how the product works. Besides all the
technical specifications, a video explanation impacts a lot of consumers’
minds. Video provides the finest detail of the product, how it works, about its
quality and many more. You can voice your own video or make any celebrity to
voice your video. Conveying video by a celebrity takes your product in a
different dimension of success.
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| Explainer Videos: A key Ingredient of Product Description |
Catching Customer Intention
Judging and analyzing
customers’ intentions and notions are the important paradigms of writing
product descriptions. You can answer a customer’s 5ws + 1H (When, Which, What,
Where, Why, & How) uniquely in your product description. Think about
real-life situations, how your potential customer thinks about your products
and what they really want from you in your product descriptions? You need to
reflect on people’s concern in your writing.
Final Thoughts
Nicely written product
descriptions can change the perception of the product and it really helps to
augment the sales rate. A knack in the correct approach and correct format will
leverage the potential of a high conversion rate.
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