Whether you’re selling on Amazon, eBay, Etsy or any other platform, having a fantastic product description that gets consumers racing for the purchase button is absolutely key! However, the difficult question is, what makes a product description great?
In this article, we are going to breakdown the top 5 indicators of fantastic product descriptions and how you can ensure that your listings are designed to boost sales and bring in significant profits for your business.
It’s well-suited for the target audience
In order to get your audience excited about your product, you have to know your target audience really well. By understanding your market, you can understand what it would take to get them to click on the “add to basket” button as soon as possible.
A great way to make a fantastic product description which is appealing to a specific audience is to prepare an audience profile. Below is a list of questions you should answer when creating this profile:
- What are their interests and hobbies?
- What are their pain points? In other words, what are the main problems and issues that they face in their lives?
- How much can they afford to spend?
- What kind of products have they purchased before?
- What do they spend their money on?
This audience profile will be instrumental in laser-focusing your product description to appeal to their needs, wants, and desires.
Let’s imagine, for example, that your target audience is working mothers who are often extremely busy and rarely have much free time. A great idea would be to focus on the time-saving or efficiency of your solution. On the other hand, if you are selling a toy, you could relate the product to be entertaining for their children while the mothers are busy working or taking a break. In these ways you are relating the product directly to the pain points they may be facing in their own lives.
It effectively outlines the benefits of the product
A strong and fantastic product description is able to effectively show off the major benefits and advantages of purchasing the product. A product description is essentially a negotiation for the consumer’s interest. A strong product description is likely to convince the consumer that they will gain something of value from owning the product.
Relating to the needs wants and pain-points of the consumer, your product description should showcase all of the significant benefits. Be cautious with providing too much information which can lose the customer’s interest. Instead focus on the core message; one market, no more than three key benefits. Some questions to keep in mind include:
- Is it cheaper?
- Is it more durable? Does it last longer?
- Does it have special functions?
- Is it safer or more innovative?
- Is it fashionable/modern?
It puts a strong emphasis on visuals
Why describe how great a product is when you can literally show them?
Great quality product descriptions utilise the power of images and visual marketing to keep potential customers engaged and interested. It is highly recommended that you use high-quality, professional, crisp and informative images of your products to garner increased interest from the user. This should increase the likelihood that consumers purchase your product, increasing your conversion rates.
It’s easy to digest
Many people do not have the patience, time or attention span to read through a large amount of text. While Millennials are often blamed for lack of concentration, the truth is that no consumer is likely to give you more than a minute worth of attention. Of course, as an entrepreneur, you want to avoid losing any sales due to this reality, so there are two ways to solve the problem.
1. Break up text with headings
Separating the product description into sections with sub-headings not only makes reading the text much less daunting, but people scanning through the description can effortlessly identify the part of the description that appeals most to them.
2. Incorporate summaries and bullet points
Summarising your fantastic product description in the form of bullet points provides a very digestible way for potential customers to get a brief overview of the features and the benefits without requiring much attention.
It’s search engine optimized
Any online business can benefit from using search engine optimization (SEO) in their content to boost traffic. Start by incorporate keywords that potential customers would normally input into the search engine. Depending on how effectively you do this, your listing should result higher than your competitors.
This strategy works both for Google, Amazon, eBay and any other site that have search engines incorporated into their sites. All you have to do is to strategically place high-volume and low-competition keywords throughout your descriptions and titles. However, it is important to note that over-using your keywords can have an adverse effect and actually decreases your ranking.
Google ads keyword planner is a useful tool to use if you find yourself struggling to find keywords to incorporate into your listings or sites. Simply type in the name of your product and you will be shown a range of potential keyword ideas. In addition, you will also see the average monthly searches they receive by region or country.