Product Descriptions: Inspiring buyers to act.
Product
description is the content explaining the product features and benefits of your
organization. It elaborates product details and pertaining information. In a
survey conducted by The Nielsen Norman group unearthed that 20% of cart
abandonment in the eCommerce domain is due to lack of product description.
Hence, it is inevitable for you to provide long description of the product.
6 Characteristics of good product descriptions:
Are
you worried about cart abandonment? Then there is a problem in your product
description. Obviously you may be thinking about what makes good product
descriptions. Here we are providing you a few tips to write mesmerizing product
descriptions.
1. Know your customers:
A good
product description includes the
addressing the target customer as YOU to build everlasting relationships. The
description gave prominence to target customer followed by your product
details. It is important for you to understand the customer interests, values
and purchase history before articulating your product description. Further,
having demographic details of customers, strengthen your descriptions.
2. Keep it short.
We are
in the fast paced world. People lack of reading complete descriptions. Hence,
writing short sentences arouses the interest among buyers. You have to convey
product description messages to the point in the beginning and followed by the
detailed content. Having precise description based on keywords separates you
from the crowd.
3. Motivate customers to buy the product
A good
product description is not just highlighting product features but it should
compel your buyer to call for the action. For instance the company describe its
product as ‘tooth paste to stop tooth decay’. It would have been better if the
sentences are rearranged as ‘Medicinal toothpaste recommended by doctors to
prevent tooth decay in a week time’ The rephrased sentence provides solutions
to your customer problems in the hand.
4. Persuasive words sells better
The
famous advertisement guru David Ogilvy shortlisted few words to generate
impulsions among customers. It includes but not limited such as’ amazing’,
‘announcing’,’ ‘ bargain’ ‘ challenge’ , ‘ compare’ introducing’. ‘ ‘ easy’ miracle’, ‘ Hurry’, ‘magic’, ‘New’, ‘offer’ ‘quick’ ‘ remarkable’
‘ revolutionary’ ‘ sensational’ ‘ startling’ ‘suddenly’, ‘wanted’, . Today
marketers are using power words to generate curiosity.
5. Search engine optimized content
In the
digital cluttered world, remarkable developments are happening in the creative
content. This trend is helping client to improve the search engine ranking. The
revolutionary tools like ‘ alt tags, back links, LS1 keywords, Schema , meta
descriptions and geo tagging developing
unique position for your company.
However, a caution in the product description is to avid keyword stuffing.
6. Proximity to customers
A good
description talks to customers as friends. A customer may be buying headphone.
Instead of just writing ‘headphone at Rs 200’,you can make it interesting like ‘amazing
sounds of your liked songs in affordable headsets’ in the descriptions. This brings the sense of
personalization.
Summary:
A good
product description described to the target customers. These descriptions
written in detail yet used short sentences. Further, they are intended to
introduce impulsiveness and call for action. A good understanding of words and
SEO concepts creates compelling product descriptions. More than that, the content
proximity to customers wins the hearts.
