Online shopping is meant to be easy. No having to drive to the store a couple of miles away, move through crowds to reach your favourite brand showrooms or sift through endless clothes kept on display to find the one you have been looking for. But somehow, online stores fail to understand this very basic need of shoppers.
If shoppers don’t understand what the product is, how are they supposed to make a decision of buying it or not? In this post, we’re going to discuss how to improve your online store’s product descriptions to offer a better customer experience and get more sales.
1. Ditch all the jargons
No matter what your store has to offer, you obviously know a lot more about your industry than your target market does. But that doesn’t mean you rub it in by using endless jargons in your product descriptions that are beyond their understanding.
The first and foremost way to improve your product descriptions, is to ditch all the jargons. Speak in a language that they understand. How easy you make for a shopper to understand what the product is and what it has to offer, can make or break a sale for your store.
2. Include what your shoppers want
While writing product descriptions, it is important to consider what might have resulted in a shopper to look for a specific product. Was it a need that drew them towards searching for a solution, a trend they spotted in magazines or more. It is vital to know where your shoppers are coming from.
So make sure you include words that instantly draw their attention because they resonate with their needs. The closer you are to what they want to read, the more likely they are to purchase the product from your store.
3. Show them the value of the product
And by value, we don’t just mean the price tag. Today’s shoppers want to know how a product can add more value to them, before making a purchase. Will it solve a day to day chore concern, would it bring them in the limelight for being absolutely in-sync with the fashion trends or more.
Instead of just rattling out the product features, make sure you’re also including a few uses or value of owning the product. When a shopper feels he is getting a great deal that will offer him more value than he has to pay for, he becomes more likely to complete the purchase.
4. Make it customer centric
Continuing on the point above, since you’re trying to add value to the shopper, make sure your product description isn’t doing otherwise. Using a copy that makes it all about the shopper, what he would gain, etc, makes a description more likely to be read and converted on.
So keep a watch on the words you make use of to frame your description. You want to make sure it talks about the user and not your sales. After all, making the customer the hero of your story is the only way to shine!
For instance, this description of Moto G makes me want to own one even though I am an Apple fan!
5. Be specific and not vague
The one thing that your online store visitor doesn’t want to read is a vague description that has him thinking of an essay he wrote back in school. While product descriptions are meant to be catchy, it is always a wise move to stick to the point and do away with anything you feel isn’t going to add any value to the shopper.
Use the most basic words and phrases while sharing product details and keep them crisp as well as easy to understand. Highlight only what makes your product look different from the rest and what will make a shopper want to own it.
For instance, Fitbit lists down the pointers quickly highlighting what their product does in the easiest manner possible.
6. Offer use cases
Depending on what products your store is selling, there could be a need to explain or quote a few examples of what it does or how it can be used. This makes it easier for the shopper to understand the product’s value proposition, picturize using it and getting benefits out of the same. The better a shopper is able to imagine the product’s use, the more likely he becomes to convert.
So don’t shy away from offering a little content like quick videos, how-to’s, descriptions, etc of the use cases of the product. Make it easier for the shopper to understand how to get started with the product, and see your conversions soar!
For instance, Fitbit includes a ‘from the manufacturer’ section in their product description that uses graphics to represent its features. They often also include a video to go along with the textual description of the product.
Your product description needs to assist a shopper in making a purchase decision. So make sure you’re not just trying to sell your product, but actually helping him understand how it would be of use to him and why he should buy it.
The more helpful you are, the more customers your store is bound to get!