5 Tips to Write Better Product Descriptions for Your E-commerce Store
The name of the game is attention.
Shoppers are flooded with new information on almost a minute by minute basis. When they’re online, having a vast number of options makes the decision process more difficult.
So that’s why you’re here, to bring them relief from Internet overload.
You want your e-commerce site to be like one of those much needed sign posts on a long road trip: “Hungry? Juicy burgers, 2 exits away.”
Imagine how that would grab your attention (and supercharge your appetite).
Now you just need to translate that to the sales copy for your online store.
Make your copy easy to follow.
If an uninteresting sentence seems to go on for days and days, you can expect (more than likely) that boredom will ensue and they’ll be clicking the little ‘x’ at the corner of the browser tab.
See what I just did there?
Bloated sentences mean that you’re taking too long to get to the point.
Being concise shows a shopper that you respect their time (and that you really know your stuff). Speaking of knowing your stuff…
2.WRITE FROM SQUARE ONE
There’s a tendency (and temptation) to write like an expert, the grand lecturer at the podium, dictating to eager students on the edge of their seats.
That’s not realistic when it comes to online shopping.
Customers need to feel understood for them to trust you with their time and money. That means speaking (or writing in this case) at their level, using the words in the situations that are relevant to them.
Let me try an example: “Can’t figure out why your sales are at a standstill? You might need to change what’s on your website. Find out how the words you type can unlock the gateway to more cash.”
See? It should be simple, direct, and clear. And speaking of clarity…
3. CLARITY OVER WIT
It’s an absolute necessity. And creativity will always take a backseat.
Successfully sharing your message online means that people don’t have to spend time (or grab a dictionary) to figure things out.
Leave the metaphors at the door.
The key when writing ecommerce sales copy is to be as relevant to your customer’s experience at all times– in plain words.
Again, attention is the name of the game. Confusion is a sure way to lose.
4. USE SENSORY WORDS
Have you ever felt exhausted, like completely and utterly tired?
So tired that you could probably sleep for a full 24-hours, food and water be damned? Just floating in an ocean of nothingness?
A great way to keep someone’s attention is to what I call ‘transportive’ words, ones that literally place the shopper in a situation.
Imagination is a powerful sales tool and provides even more context for your product to feel more and more like a necessity.
I bet you immediately remembered the last time you felt so tired and didn’t want anything but your bed. That’s how you want customers to feel about your product.
5. CHANGE THE PACE
Boredom is the enemy!
What’s the difference between reading a 4,000 page encyclopedia and a fiction book series with the same page count? Interest.
Keep your customer on their toes. Use short sentences.
Then maybe some longer ones (are you starting to get it?).
Create open loops or cliffhangers. Let them try to fill the void. Then take them somewhere that they might not have guessed.
Or confirm their suspicions.
Either way, be interactive. That interplay will work wonders for your copy.
And an interested browser is likely to become a buyer because they’ve spent more time in front of your products.