How to Increase Conversion Rates with Better Product Descriptions

by Eric Gordon

Product descriptions might at first seem like an insignificant piece of the online puzzle. They can, however, hold the key to success. After spending lots of time and money optimizing your site for SEO, SEM and content marketing, you might not have the conversion rates that you expect. The problem and the solution to your plight could rest within something as seemingly simple as a product description. 
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Shoppers who want to learn more about your products and services often will read your product descriptions before they decide to buy. Even if you present them with flawless specifications, your description could come across as boring or even dull. As a result, your customers will lack inspiration and might leave your site before converting. Use the following tips to create fantastic product descriptions that boost your conversion rates. 

Engaging the customer’s emotions and imagination 
Use psychological principles to make your product descriptions sizzle. Sensory words, especially adjectives that convey texture stimulate the mind more than bland words do. When you engage the emotions and imagination of your audience, you can generate an emotional response that often can lead to a sale. Of course, you must use such a potent tool with care. 

Infusing product descriptions with sensory language might at first seem hard. Your writing will require some extra time and thought because you will begin using words that might seem unfamiliar in this context. The effort, however, will pay off because you will grip the mind of shoppers to make them want to buy from you. Avoid overusing emotional content and make sure that the words that you use provide relevant product information.

It’s all about the customer, and the way that they feel.
Modern businesses must put customers first to achieve success. Everything about your brand should make your customers feel good, including your product descriptions. Conduct market research and define a buyer persona that represents your typical shopper. With that character in mind, communicate naturally in your writing using a friendly, welcoming style. Rather than crafting bland descriptions, create conversations that make vital details come alive while making your customers feel at home. 

As you write customer-centric descriptions for your products, make sure you engage your mind. Think about what your customers might consider appropriate and steer away from language that might either offend or intimidate them. Some customers might love it when you use words such as “crappy,” but others might believe such language is inappropriate and unprofessional. Stick with your buyer persona and make that person feel comfortable and happy while answering all their questions.

Emphasizing product benefits over features
“What’s in it for me?” is a top question asked by incisive shoppers, so give them answers. Explain what a product can do for the buyer rather than simply list its specifications. Avoid the mistakes other writers make by putting yourself in your customers’ shoes. From that perspective, you can understand what shoppers want to get in return for buying your product or services. 

After learning about the needs of your ideal customers, you can begin crafting powerful product descriptions. Sure, including product details makes sense, but directly relate such information to your audience. When people have a clear understanding of what your products can do for them, they will help you by converting into paying customers. 

Your product descriptions can either inspire the minds and ignite the emotions of your shoppers or leave them bored and unimpressed. Spend time reviewing your products today to bring them alive with descriptions that emphasize product benefits and make shoppers feel good. Use sensory language and engage the creativity and imagination of your users. When you entertain and inform, you will find out that you can increase conversion rates with better product descriptions.


Eric D. Gordon is an independent business development and marketing specialist for SMEs. He loves sharing his insights and experience to assist business owners in growing their revenues. You can find Eric on Twitter at @ericdavidgordon