Once you’ve grabbed your customer’s attention with eye-catching photography, their next stop is to read the product description. Here are four steps to make sure they click “buy” instead of “back.”
1. Be clear and concise
On your product page, shoppers want to grab details, confirm their assumptions and ultimately make a buying decision. Use bullet points, avoid repetition and cut unneeded jargon — these are three quick ways to make sure you’re delivering your point.
A general rule of thumb: the more expensive a product is, the harder the “sell” is, so the longer the product description should be.
2. Be creative and tell a story
While it’s important to be concise, that doesn’t mean you have to be boring! This is your time to sell the “why” and “how,” not just the “what,” of your product. Let your personality shine and remind your customer why they can’t live without your product.
3. Consistency is king
Your product description should match the mood and tone of your business. If you are a quirky and fun business, make sure your product descriptions match that attitude. Your product description is a great opportunity to further your brand’s image, so don’t miss it.
4. Include a call to action
Telling shoppers that your product has limited availability has an amazing way of transforming browsers into customers. (Just ask anyone who’s run a flash sale.) That said, make sure you’re being honest. If you are consistently telling your customers there are limited quantity when they aren’t, they are going to stop believing you.
Remember that there’s an opportunity to impress your customers and further your brand image in everything you do. Make sure not to overlook writing amazing product descriptions, as it can be the difference between meeting your goals or not.