Whether you’ve just opened up a new e-commerce store with 100 products or you manage a booming online store with 10,000 new items to add into your inventory, your product descriptions are a vital component to your sales volume.
E-commerce product descriptions are essentially what can make or break a sale.
It’s basically a summary of an item that an online shopper sees before he or she makes the purchase. If that product description doesn’t tap into the shopper’s five senses, he or she will most likely ask, “What incentive is there to buy? How do I know that this is what I really need?”
Your descriptions should answer most of the following questions…
- How does it feel?
- How wide and long is it?
- How much does it weigh?
- What exact color is it?
- Does it stretch?
- Is it fragile or durable?
- What kind of material is it made out of? Am I possibly allergic to it?
- Can I handwash it or put it in the washing machine?
The key is to make your product descriptions feel as if your potential buyer is shopping in a brick & mortar store. When we walk into a store, say for example, Macy’s, and we go to the handbag section… we see one that we like and pick it up, get a feel for how much it weighs, how it looks on our shoulder, how many pockets it has, how the material feels on the inside and out, etc.
And take Home Depot as another example. If we need some new lamps for our home, we’ll go to the lighting department, and thoroughly inspect the ones on display before we grab a box and head to the register with our purchase. We’ll pick it up to see how light, heavy or tall it is, and we’ll also rub the texture of it and check to see what kind of bulb it needs.
(via Home Depot)
All of those little details should be included in your e-commerce product descriptions as well. Try to include the answer to any question that your potential buyer may have, but the trick is to condense it into as few sentences as possible. Keep it under five sentences, but if it’s vital for you to add more information, do so in bullet points in order to make it easier for the shopper to read.
Quick note: Search under Google Adwords to find the most popular SEO keywords for your niche. Use them sporadically throughout your product description copy in order for your pages to rank higher in Google searches.
Finalize your product sales page with a clear and bright call to action. This is the “Buy Now” button that should typically be a bold color to capture the shopper’s eyes and lead them to the checkout page. The “Buy Now” button shouldn’t blend in with all the other text on the page. Make it red, hot pink, green, or any other loud color to make it the target. Make sure that your checkout page is an easy walkthrough to purchase, directing your customer to each step along the way to a complete sales conversion.