Grow your eCommerce sales organically this Christmas season by playing up your product descriptions rather than offering big discounts.
After all, online shoppers are willing to put their money where their heart is; give them a good reason to buy your product rather than just its specifications.
Suppose you’re a customer looking to buy a waterproof watch which you need not take off while swimming or washing your hands.
Are you going to buy a watch whose description says “Double sealed anodised case back with a crown screwed down to resist water at 20 Atm”, or another one which says “Its waterproof O-ring allows you to wear it even while washing your hands or swimming”?
Unless you’re a certified diver and familiar with diving terms, you’ll want the second item which is clearly described as safe to use in a wet environment.
Keep in mind that your product description must be targeted at a specific buyer.
In order to do that, identify the characteristics, lifestyle and even language of that person.
Our example above wasn’t aimed at a professional diver, but instead at someone who wants to keep track of time without any hassle.
Make it Interesting without the Fanfare
Once you have identified your buyer, imagine that you’re talking to them face-to-face while writing your product description.
Note that nothing can be more boring than kilometric sentences stuffed with unnecessary fillers, especially overused adjectives like excellent, one of a kind, the best of its kind and top quality, among others.
Use short, clear-cut words to highlight the features of your product.
Also, it is best practice to present these in bullet format as shown in the example below.
Click here to learn how to add the 5-bullet point attributes to your Magento system.
Your customers will appreciate bite-sized information more than a block of big words.
Remember that online customers stay on a web page for about 10 seconds, but the holiday rush could shorten this as they’ll be busy shopping for themselves, friends and loved ones.
Create Desire in Their Minds
Unlike in a physical store where practically everything on the rack can be touched and tested, your product can only be viewed on your website, which makes it hard for customers to decide whether to buy it or not.
Using a writing technique which breathes life into your product, you can easily make them want to buy your product.
By nature, most of us want what we don’t have yet—otherwise, none of us would be working or aspiring for anything.
Use that distinct human quality to hit on your customers’ need for the holidays while writing the description.
For women’s apparel, for example, make them feel good at the idea of redefining holiday fashion wear in that party dress.
If you’re targeting the yuppie crowd with your trainers, spell out how these can help them look sleek and stylish without compromising comfort.
It basically comes down to putting together a good story with your target customer as the main character.
If you give them a good reason to buy your product, then they will buy it in a flash.
Are your product descriptions talking to your customers? We’d love to hear your story in the comments below.
To your continued success,
Dave & Matt