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  • Are Your Product Descriptions Costing You Sales?

    Product descriptions that convert must not only provide factual information, but also persuade the shopper to take action. If your conversion rate is suffering, your product descriptions may need new life breathed into them.

    Boosting conversions involves more than just tweaking your layout and design. When it comes to e-commerce sites, the bottom line is that people want to know why they should buy your products and not those of your competitors.

    Product descriptions that convert must not only provide factual information, but also persuade the shopper to take action. If your conversion rate is suffering, your product descriptions may need new life breathed into them.

    1. Write your own descriptions.

    Don’t settle for the pre-written marketing descriptions from the manufacturer. You are in the best position to write product descriptions for your website because you know your audience and you understand what will persuade them to buy. Writing your own descriptions makes them more believable and gives you the opportunity to build credibility with your audience.

    1. Include product features.

    Vital information about the item should form the basis for your product description. But be careful. Don’t use too much industry jargon or technical data unless you’re sure your audience will understand it.

    1. Include product benefits.

    Features alone will never be enough to sell a product. In order to clinch the sale, you’ll need to tell the shopper how the item will benefit him. Answer the question “What’s in it for me?” in order to create need and desire. Features address the “what;” benefits address the “why.”

    1. Write as if you were describing the product to a friend.

    If you were describing the product to a friend in an email, what would you write? It would be personal. It might be funny. It would definitely be useful, for them. Your product descriptions will have more appeal if you visualize yourself describing the product to a real person and not to some vague unknown entity.

    1. Avoid marketing-heavy language.

    It can be tempting to throw in lots of marketing language such as “rock bottom price,” “superb craftsmanship” or “state of the art design.” However, over the top descriptions tend to reduce credibility and trust. Product descriptions that convert tend to focus on more substantial information and use believable language.

    As you seek to write product descriptions, your goal should be to answer the buyer’s questions up front. Tell him what the product is, why he should buy it, and what his options are. By doing so, you’ll increase his trust in your recommendations and in your company as a whole.

    Marty Diamond is a co-owner of DiamondWebsiteConversion.com.  Learn how your small business can get more leads or sales from your existing website traffic. Get a free idea for increasing the conversion rate of your online business from Diamond Website Conversion, today

    Filed Under: Tech/E-Commerce

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    About the Author: Marty Diamond is a conversion optimization specialist. She shows small businesses how to get more leads and sales from their website’s existing traffic. Find out more about Marty at DiamondWebsiteConversion.com . You can also connect with her on Google Plus at +martydiamond.

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