In the world of ecommerce, product descriptions are an essential part of your sales strategy. They provide your customers with important information about your products, help you build your brand voice, and ultimately, convince potential buyers to make a purchase. If you’re struggling to write product descriptions that sell, don’t worry. In this article, we’ll provide you with nine easy rules that will help you create effective product descriptions that will increase your sales.

A product description is the marketing copy that explains what a product is and why it’s worth purchasing. The purpose of a product description is to supply customers with important information about the features and key benefits of the product so they’re compelled to buy.

A well-crafted product description moves buyers through your conversion funnel. If you add a bit of creativity, your product pages instantly become more compelling, leading to more conversions from casual shoppers.

1. Know who your target audience is

The first step to writing product descriptions is to define your target audience.

You want to be able to define which features would be of most interest to your potential buyers.

This begins with understanding your buyer persona, and a breakdown of the characteristics of your potential customers.

Your buyer persona will help you understand which features will be most valuable to your customers and it allows you to tailor your language and messaging to resonate with them.

As you are writing your product description, keep these questions in mind:

  • How did this person arrive on your page?
  • What are his or her interests, generally?
  • Why would this person be interested in your Shopify store, specifically?
  • How would this person describe the product to a friend?
  • What features or benefits would interest this person the most?

By keeping these questions in mind as you write your product copy, you will be better able to write a product description that sells.

2. Focus on the product benefits

As a business owner, you are understandably excited to share all of the qualities of your products. You want to show that your product has the best features and the most unique specs.

The buyer, however, is not necessarily interested in the mundane features of the product. Instead, they want to know how it can benefit them.

A product feature is a factual statement about the product that provides technical information. A product benefit, on the other hand, tells how the product can improve the buyer’s life.

3. Tell the full story

A good product description should give all relevant details, convince the buyer of its benefits, and pack an emotional punch.

The product description includes features, sure, but it goes further into the story of the key feature: the amethyst.

It does this by focusing on the traditional spiritual benefits of amethyst. It focuses especially on the ways in which it can be used, making it easy for the customer to imagine having this ring in his or her life.

4. Use natural language and tone

The product description uses natural language that you might use in a real conversation with your friend. There are no empty adjectives or sweeping claims. It’s just a helpful description of the product that highlights its benefits.

Learn more about: Product Descriptions