There are several articles in the digital marketing space, which feature email techniques, landing pages, conversion rate optimization, to mention a few. These are great resources which are worth reading. However, not much has been said about product descriptions in the marketing literature and blogs. This write up will extensively consider how to take an eCommerce site to new heights via product descriptions.
The Conversion Vortex of Product Descriptions
Over the years, lack of conversion optimization interest in descriptions has been a big problem. This is because product descriptions are an important part of the conversion process. Let’s explain this further.
- A major reason why a user may (or may not) convert is due to product description. A reader is influenced by what he or she reads about a product. This will determine if he or she will buy or not.
- Product descriptions are the final point in the conversion funnel. Usually, the product page is the final in the conversion funnel prior a user entering the checkout path. You can secure their purchase via your final and critical point.
- The standard product descriptions which are provided by manufacturing companies or third-party marketing organizations are what several eCommerce retailers use. Majority of these descriptions are neither elaborate nor convincing enough. They may also result in duplicate content.
- Many organizations outsource product descriptions to a writer who lacks conversion copy-writing experience. As a result, they end up having poorly written descriptions that lack conversion compelling qualities.
In view of this, this article will provide a few simple things that you can do with your product descriptions to improve conversions of your eCommerce sites.
Use Emotional Language
The role of emotions in conversion optimization cannot be under-estimated. Emotions are extremely powerful. A previous research on the psychology of advertising revealed that there is a greater influence which emotional response has on a consumer’s intent to purchase a product than it has on the ad’s content. According to the research, the ratio of this emotional response is 3-to-1 for television commercials and 2-to-1 for print ads.
At a time, The University of Pennsylvania, The Wharton School of Business carried out a study which revealed that the absolute reason for a content going viral in the online space is due to its emotional impact.
Now it has been established that emotions are powerful. The question now is that is it possible to influence them in some ways? Honestly, it is. A lot of factors can boost a website’s emotional impact. Among them are:
- The website’s design
- The customer’s previous experiences
- The product or service
- The time of day
A crucial factor is the way in which the product description is written. Emotional language involves feeling words. To make a great impact, avoid the use of ordinary functional words. Rather, go for some emotional pizzazz.
Here are some examples of such words:
- Taste = savor
- Smell = aroma
- Use = luxuriate
- Sweet = decadent
- Future = destiny
You need to exercise caution here. Don’t get so emotional to the extent that you lose the meaning or the impact of the message you are conveying. While it is true that people like simplicity as well as emotional connection, you should learn to balance both.
Below are some emotional statements:
Whichever system you opt for = Inspiring a sense of freedom of choice
Comfort = comfort means a consolation; something relieving suffering or worry.” That’s pretty emotional.
Your favorite drink = “Your” and “favorite” are emotional words.
Enjoy the delicious aroma = the sense of smell is powerfully connected to memory and emotion.
Is for you = “You” is an important word.
Perfect and simple = also emotional words.
Any item can be described irrespective of how unsexy or unemotional it is. Let’s consider office chair, for instance.
Here are emotional terms that can go with its description:
- Instant comfort
Use Descriptive Words
Often times, emotional words are descriptive in nature. However, there is specific attention that descriptive words deserve. People use descriptive words to describe a product in unusual or innovative ways.
Deriving these words is not easy, since they are not typically associated with the product.
For instance, here is a brief description for the hair spray gel.
- New heights
It is important to stress here that descriptive words go beyond mere adjectives. There are several ways by which the picture of your product can be painted to make it unique and attractive.
Talk to the Customer
There are lots of written product descriptions that only emphasize the product and do not consider the customers.
A good and functional product description should not merely describe the product, but should describe that product as it’s connected to the user.
Describe Results, Not Functions
Every customer is interested and eager to know what a product will do for him or her, rather than what the product does.
Many product description writers find it very tough to write a content that will achieve this. Most of them only concentrate on the product and its unique features and as a result, they forget to acknowledge that fact that the product functions alone cannot make a compelling content without considering results as well.
Product description writers should endeavor to blend results and functions nicely with their product description.
Downplay Product Details
There are lots of product websites that feature product description with facts, stats, and measurements. Many customers seek product descriptions that will be of benefit to them. In view of this, it is highly essential that when you write your technical specs, use detailed expressions, powerful language and avoid blinding your readers with jargon to prevent you losing them.
Taking your product descriptions to a whole new level goes beyond carving out a few words from a template to fill up a copy block. It involves hard work. You need to learn the best professional means of creating emotional, descriptive, and result-oriented product descriptions that will ultimately lead to mass conversion of clients. It is then you can soar to new heights of conversion optimization and the sky being your limit.