6 Ways to Improve Your Online Store Product Descriptions
Posted: Sun Dec 22, 2024 10:46 am
When the customer shops in-store, he can interact with the products: he touches them, sees them and inspects them. When he shops online, this is not possible.
Product descriptions (and beautiful photos of those products) are great ways to entice your online customers to buy, so these descriptions need to have the best possible impact.
Here are 6 dos and don'ts for writing great, effective product descriptions.
1. Don't be too commercial
The customer's attention span is short. Therefore, your product descriptions should be concise. Give the necessary information to the customer and avoid "filler" texts. When editing, analyze the terms you use. Ask yourself if they are necessary for the customer. If not, you can remove them.
Before you start writing, make a list of the qualities that make your product exceptional. This list is your roadmap for writing the text. Indicate the defining characteristics of the product, the materials it is made of, and its dimensions. Why? Because this is the information most likely to interest the customer and encourage them to buy.
2. Understand your customers
Only provide information that is useful to your customers. This involves japan whatsapp number understanding who they are and what interests them. Gather as much demographic and psychographic information about your customers as possible.
Tools like Google Analytics, Facebook Business Manager, and Lightspeed Analytics allow you to know where your customer is located, what device they are using, their language, age, and more. This information is very useful and helps you reach your audience better.
3. Focus on the value of the product
Customers can place two different values on a product: actual value and perceived value . Actual value is measured by the level of usefulness of the product to the customer, while perceived value is the value of the product in the customer's mind. For example, the actual value of an iPhone is the internet connectivity, apps, and camera quality. Its perceived value is the social status, identity, and prestige of the brand.
Write descriptions that balance the actual and perceived value of the products. You need to clearly state the key features of the product (its actual value), while also presenting its perceived value. So choose your qualifiers carefully.
How you write your product description depends largely on your customer profile and the type of product you’re selling. Some products require more technical descriptions than others. For a t-shirt, for example, you might focus more on perceived value; for a computer, you might focus more on actual value.
6 Ways to Improve Your Online Store Product Descriptions
4. Make it easy for your customers to read
Your product descriptions should be easy to read, as they won't always be read very carefully. Make sure your paragraphs are concise. If you're having trouble summarizing your descriptions, get help from the Hemingway app . This useful writing tool will help you write concisely and effectively.
5. Use a tone that is specific to your brand
Every business should have its own brand voice. Your brand voice characterizes the tone and style of language you use to communicate with your customers.
Your tone of voice should reinforce your brand’s personality. What image do you want your brand to portray? Fun? Honest? Friendly? Helpful? Ask yourself these questions and document your findings. It’s essential to determine your brand’s tone of voice and use it consistently in all your communications—from your social media accounts to your ads and website content.
6. When in doubt, call a professional
Everyone has their own area of expertise. Maybe managing the rest of your business doesn’t leave you enough time to write your own content. Or maybe writing isn’t your strong point. That’s okay: why waste valuable time trying to do something that someone else can do better and faster?
The best use of your time is to do what you do best yourself and outsource the copywriting to a professional . Also, keep in mind that poor copy can hurt your brand image: don't take that risk.
Product descriptions (and beautiful photos of those products) are great ways to entice your online customers to buy, so these descriptions need to have the best possible impact.
Here are 6 dos and don'ts for writing great, effective product descriptions.
1. Don't be too commercial
The customer's attention span is short. Therefore, your product descriptions should be concise. Give the necessary information to the customer and avoid "filler" texts. When editing, analyze the terms you use. Ask yourself if they are necessary for the customer. If not, you can remove them.
Before you start writing, make a list of the qualities that make your product exceptional. This list is your roadmap for writing the text. Indicate the defining characteristics of the product, the materials it is made of, and its dimensions. Why? Because this is the information most likely to interest the customer and encourage them to buy.
2. Understand your customers
Only provide information that is useful to your customers. This involves japan whatsapp number understanding who they are and what interests them. Gather as much demographic and psychographic information about your customers as possible.
Tools like Google Analytics, Facebook Business Manager, and Lightspeed Analytics allow you to know where your customer is located, what device they are using, their language, age, and more. This information is very useful and helps you reach your audience better.
3. Focus on the value of the product
Customers can place two different values on a product: actual value and perceived value . Actual value is measured by the level of usefulness of the product to the customer, while perceived value is the value of the product in the customer's mind. For example, the actual value of an iPhone is the internet connectivity, apps, and camera quality. Its perceived value is the social status, identity, and prestige of the brand.
Write descriptions that balance the actual and perceived value of the products. You need to clearly state the key features of the product (its actual value), while also presenting its perceived value. So choose your qualifiers carefully.
How you write your product description depends largely on your customer profile and the type of product you’re selling. Some products require more technical descriptions than others. For a t-shirt, for example, you might focus more on perceived value; for a computer, you might focus more on actual value.
6 Ways to Improve Your Online Store Product Descriptions
4. Make it easy for your customers to read
Your product descriptions should be easy to read, as they won't always be read very carefully. Make sure your paragraphs are concise. If you're having trouble summarizing your descriptions, get help from the Hemingway app . This useful writing tool will help you write concisely and effectively.
5. Use a tone that is specific to your brand
Every business should have its own brand voice. Your brand voice characterizes the tone and style of language you use to communicate with your customers.
Your tone of voice should reinforce your brand’s personality. What image do you want your brand to portray? Fun? Honest? Friendly? Helpful? Ask yourself these questions and document your findings. It’s essential to determine your brand’s tone of voice and use it consistently in all your communications—from your social media accounts to your ads and website content.
6. When in doubt, call a professional
Everyone has their own area of expertise. Maybe managing the rest of your business doesn’t leave you enough time to write your own content. Or maybe writing isn’t your strong point. That’s okay: why waste valuable time trying to do something that someone else can do better and faster?
The best use of your time is to do what you do best yourself and outsource the copywriting to a professional . Also, keep in mind that poor copy can hurt your brand image: don't take that risk.