8 tips to improve product descriptions to sell

Your potential customer needs to easily find their way around the product details and find the information they need to motivate them to buy from you as quickly as possible.

1. First of all, you should think about who you are writing for.

It is important to identify your target audience. So pay attention not only to what you write, but above all for whom. Is the goal to bring a wealthy customer to the e-shop? A young person? Do you have something that your product absolutely excels at? What about design or price? Try to put yourself back in the shoes of the ideal customer, what should they be like? Then the answer will be simple.

Tips to help you answer the questions:

• Imagine you are a salesperson right in a brick-and-mortar store. What style will you use for the customer, i.e. what will be the tone-of voice? This language will then be in your favor on the internet Now reverse the roles, you yourself are a customer every day. What are you like?
  
  
• Create a persona. A persona is a detailed description of a typical representative of your target group. It helps you to choose the appropriate way to communicate and to imagine what this group is interested in and what their needs are. Is it a man or a woman? How old is he/she, what is his/her income and what problems does he/she solve? Try to be as specific as possible.

2. Product benefits Highlight the main benefits so they can be seen!

Every customer wants to know at first glance why this product is the best? Always focus on no more than 5 simple bullet points with bold font. Benefits should always be as visible as possible. For example, right below the product introduction.

• What is/can it do?
• Why should I buy it/What will it do for me?
• What does it have over and above the competition?
• What problems/concerns does the product solve?
• What are the features of the product?

3. What about SEO and PPC?

Search engine optimization. Yeah, but what is it? Simply, getting to the top of the search results.

If you don't use keywords, i.e. what customers first type in when searching for a given product, a well-crafted product description won't help. Never write descriptions for search engines, write them for people, but be careful about a few things:

• Use the language of your target audience
• Choose the KWs - the keywords you want to target (you can find them in Google's keyword planner, for example) will help customer and search engine robots navigate
• Have your meta data filled in - "title" and "description" entice clicks and purchases on the site
• Quality and unique descriptions are essential - trust your descriptions to a good copywriter

In PPC advertising, you can increase the relevance of your landing pages and improve your quality score. You can improve the performance of your ads and save money on clicks. In addition, you can differentiate yourself from potential competitors and give potential customers more interesting information to which PPC tools (Google Ads, Sklik...) also respond positively.

4. Formatting, or no one will read long and uniform text

People are lazy to read, they usually go through only 20% of the text on the web. So why should I care about the product page, you ask.

Focus on the formatting and structure of the page. Customers are looking for certain clues with their eyes, where they can learn the most important information in the shortest amount of time.

Take advantage of:

• headings - to help structure the text
• textbolding - draws the customer's eyes; here I will learn something important
• benefits - brief, clear, in bullet points, should be visible at a glance
• productphotos - just like text, customers want realism and attention to important details from photos
• bullet points - better orientation in the text
• perex - a sort of product introduction of no more than 3 sentences

5. Always draw the customer into the story

Don't just describe the product itself. Create a shortstory to draw the customer into the story. They should read between the lines for a few seconds and forget that you are selling them something. These questions can help you do that.

Figure 2: The labels replace the salesperson. (source: Canva)

5. Prepare a product page template

It is important that the product pages on the e-shop have a consistent look and feel. This way, the customer will know where to look for the information they are interested in, for example when deciding between two products and comparing certain features.

The structure of a product page could look like this:

• A short description at the beginning, where you highlight the most important things about the product in a few sentences.
• Adetailed description of the product. Here you can describe the benefits and interesting features of the product in more detail, add answers to common customer questions and possibly a few sentences about your brand. We recommend to include technical specifications at the end.

7. Product descriptions replace the salesperson in the brick-and-mortar store

When buying in a brick-and-mortar shop, you have the option to ask the salesperson for additional information. But the situation is different in an e-shop. Of course, you can contact the seller by phone, email or chat, but you may not get an answer right away.

It's much quicker and easier to click through to other pages where you can find the information. That's why the descriptions should contain everything that the customer is interested in.

• Imagine you are a customer who is considering buying a product. What is important for you to know before you buy the product?
• You can also add answers to the most common customer questions to the product description.

8. Make it easy to create labels with the editor

There are also tools for e-shops that make it easier for you to create labels. You can use the basic WYSIWYG editor in Shoptet, but if you want to change the look any more, you'll need at least a basic knowledge of HTML and CSS.

If you would like, you can use add-ons such as Pobo Page Builder, which allows you to easily add text and images to product pages using widgets. What are its advantages?

• You don't need knowledge of programming languages to create labels. The controls are simple and easy to use.
• If you manage an e-shop with hundreds of products, you will appreciate the ability to easily share labels for multiple products.
• You'll be sure that the labels will display correctly on all devices - PC, mobile and tablet.

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