DIGITAL MEDIA GHOST
  • Publication
    • Editorial Calendar
    • Subscribe!
  • Services
    • Digital Strategy
    • Ghostwriting
  • About

How to Increase Conversion Rates with Better Product Descriptions

3/29/2017

Comments

 
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. 
​

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

Comments
    Picture
    Become a Ghostwriter!
    Picture
    BECOME A GUEST CONTRIBUTOR

    RSS Feed

    Categories

    All
    Agency Spotlight
    Business
    Digital Marketing
    Ghost In A Flash
    Ghostwriting
    Media Relations
    Privacy Concerns
    Social Sabotage
    Technology
    Writer Spotlight
    Writing

    Advertising Disclaimer

    Archives

    November 2023
    October 2023
    September 2023
    August 2023
    July 2023
    June 2023
    May 2023
    April 2023
    March 2023
    February 2023
    January 2023
    December 2022
    November 2022
    October 2022
    September 2022
    August 2022
    July 2022
    June 2022
    May 2022
    April 2022
    March 2022
    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    August 2021
    July 2021
    June 2021
    May 2021
    April 2021
    March 2021
    February 2021
    January 2021
    December 2020
    November 2020
    October 2020
    September 2020
    August 2020
    July 2020
    June 2020
    May 2020
    April 2020
    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    August 2013
    July 2013
    May 2013
    December 2012
    November 2012
    October 2012
    September 2012
    August 2012
    July 2012
    June 2012

Find your domain and create your site at Weebly.com!
Digital Media Strategy
Content Marketing
Law Firm Marketing
Search Engine Optimization
Social Media Marketing
eBooks
Writing
Becoming a Ghostwriter
Blogging
Content Marketing
Ghostwriting Services
Guest Post Guidelines
Media Relations
Online Crisis Management
Personal Brand
Public Relations
Reputation Management
About
Our Team
Our Results
Testimonials
Contact Us
Locations:
New Orleans, LA
Nashville, TN


Privacy Policy | Terms & Conditions | Cookie Policy
Digital Media Ghost  @2020
  • Publication
    • Editorial Calendar
    • Subscribe!
  • Services
    • Digital Strategy
    • Ghostwriting
  • About