Writing product descriptions for increasing sales

Five easy tips to improve your online sales copy

Thinking about product descriptions thumbnailGreat product descriptions are the key to conversion, transforming those hits on your store into steadily increasing sales. In this post I’ll provide 5 easy tips to help you write unique, SEO optimized product descriptions that will boost your revenue.

 1) Know your buyer

Even now in 2015 one of the oldest marketing rules still applies!

Apart from the basic demographics like gender, age and income, it’s vital to understand your customers’ buying behavior before you set out to write your product descriptions. For example, do your buyers take the time to study and compare product specifications? Or do they make rapid, impulsive purchase decisions based on an emotional response to seductive styling, images and content?

A detailed understanding of your desired customers’ purchasing profile will help you to make a decision on the tone and length of your product descriptions. A brief paragraph with bulleted technical data may be great for selling a jet washer, but not so hot for a new line in lingerie.

2) Know your products

I don’t need to tell you how competitive the on-line market is in 2015. How can you draft your product descriptions to get ahead of the competition?

A little research or inside knowledge can often help to add a glowing spark of originality to an otherwise dull product description. Share a specialist tip or a little known fact about your product with your potential buyer. This personal touch might just help to tip the balance in your favour when it comes to hitting the ‘add to cart’ button.

Even if it doesn’t convert the sale, the added originality will help to boost your product’s SEO.

3) Keep it Simple

Recently I had a client contact me asking if I could remove the ‘fluff’ from his product descriptions. Smart move! Just like a bestselling book, good product descriptions have a one or two line ‘hook’ to draw the reader into your page.

In some cases the ‘hook’, possibly with some tech-spec’s and user reviews, may be all that you need to reach your conversion goals. This is typically the case if you’re selling utility products in large numbers.

For more sophisticated products you’ll need to do a little more work.

4) Get psychological

Psychology is a critical element in the copywriting process. A few carefully chosen words can often work at a subliminal level to help casual visitors to your store develop an emotional response to your products. Even a quite subtle response can help to convert hits to sales.

Smart content writers are taking it even further by writing product descriptions which involve their readers in stories and journeys which appeal directly to their subconscious desires and aspirations. This is an exciting, imaginative approach if you have the flair and confidence for it.

With this approach it’s wise to leave your newly written content for a few days before publishing it on your store. A second opinion is helpful too. Don’t be too precious about your work!

5) Don’t forget the keywords

One of the most frustrating things about working in ecommerce is the phenomenal rate of change. The rapid evolution of Google’s search ranking algorithms is a particular pain: the latest development being their push to improve the originality and relevance of content with their ‘Panda’ search algorithm.

In 2015 the keyword debate is becoming increasingly heated, but the general consensus is that keywords still have significant value in SEO.

With a little common sense and research you should be able identify the main keywords and search terms that are likely to bring visitors to your site. The intelligent approach is to weave these terms, along with their relevant synonyms, into unique, readable content. The golden rule is to avoid dropping the keywords often and inappropriately into your product descriptions. It’s a real turn-off for potential buyers.

Google Adwords (link) is a brilliant keyword research tool, but remember that your content is primarily for your customers, not for Google, Bing or any other search engine.

Using this approach, along with the tips outlined above, should bring steadily increasing numbers of visitors to your site, and encourage more of them to hit that ‘add to cart’ button.


Freelance Steve footnote