What is it that makes a customer buy a product? Ultimately, it comes down to a number of different factors. The item has to be something they need or want, naturally. However, one of the things that can really help to sell an item, and one of the things that many companies are poor at doing, is providing compelling product descriptions for the products they are selling. Each of the product pages on a ecommerce website needs to have original content for the products, but too many companies out there simply describe the product without giving the listings any personality. That could be a mistake. Good copy does have the potential to sell products.
Consider Your Perfect Customer
When writing copy for products, think about your ideal buyer and write the copy as though you were speaking directly to him or her. What is it that the ideal buyer would want to know about the product? Using a positive and friendly tone in the descriptions is a great way to make the reader feel as though you are having a conversation with them. It gives the product, and your brand, more personality.
Everyone Loves Benefits
One of the other things you should do to make your copy more interesting is add some type of incentive to it if you can. This could be anything that makes a buyer think twice before clicking away from your page, such as offering free shipping or a coupon. Adding benefits to the descriptions on your ecommerce website makes everyone happy.
Make It Easy to Read
Peoples’ time is precious, so try not to waste a minute of it. When it comes to product descriptions, this means making your copy easy to read and scan. For example, you can use headings to break up any long chunks of text you might have. You can also use bullet points to hit on some of the most important information.
Even though you want the product descriptions to be easy to scan, that does not mean you can skimp on the pertinent details. You must include all of the most relevant information about the product so the consumer is capable of making a buying decision. For example, if you are selling USB cords, you had better make sure you include the length of each cord, as there is a huge difference between a three foot cord and a ten foot cord.
How Long Is Long Enough?
Different types of products may require descriptions of different lengths, so do not lock yourself into a single length. For example, fifty words might be more than enough to describe some blue wool socks, but it would hardly be enough to describe a Gibson guitar.
Companies may find that they could benefit from hiring outside writers to help with the creation of their product listings. If they do not have the time to do it on their own, hiring freelancers is a good and economical way to get content. Companies can find other ways to help streamline their business, as well. Using online order management software and inventory software from Appath is a great way to make managing a business across multiple channels much easier.
Summary: A huge part of making the sale after the customer arrives at your ecommerce website is the product description you use. An inaccurate or incomplete description will not net you the sale. You need to learn to write compelling ad copy for each of your products that will entice the buyer to make a purchase. You need to learn to use the right keywords without making them seem too awkward in the text, and you need to show the customer why they need your product, no matter what it might be. Appeal to their imagination.