How to Write an Ecommerce Product Page That Converts
You have poured out considerable resources and plenty of hard work into reaching your intended audience. You check the traffic of your website to be pleased to see it has been yielding good results. Your customers are visiting your e-commerce site in large numbers.
Now showing them what life should be like as your product’s proud owner is everything you need to do. They would be mad not to purchase from you, would not be them?
Yet, are your product pages ready to take on the challenge?
Unclear or missing product information is likely the culprit behind 20% of purchase failures. The traffic that you have worked so diligently to draw will be used to no purpose if your product pages cannot convert,
No one wants to fail to accomplish the goal at the very end of the attempt. That is why, if you desire to boost your conversion rates and increase the number of your products sold, use these useful tips and tricks for writing e-commerce product pages which sell.
1. Understand your audience
Your customers are always your business’ cornerstone, no matter what you are selling.
Thus, knowing the people who purchase from you should be the most proper place to kick off since you are writing product pages.
Bear in mind that whether you are selling colorful leggings for little ones, cutting-edge camera accessories, or the most current planet-saving, environmentally-friendly bar of soap, understanding your audience is equal to that establishing the more critical features and perks to them is more than possible.
This will be useful for you to position the things you sell as the best answer to their query. Not all, that way, you will be able to guarantee that the attributes and benefits which are most significant to your customers are prominent in your product description.
2. Benefits vs Features
You had better add information about the features and benefits of your product if you wish your e-commerce product page to be able to sell.
The way you select which features and benefits to make part of a whole will be entirely associated with your audience’s demands.
For example, a list of technical features is entirely suitable if professional photographers are your audience, and you are putting the state-of-the-art camera lens on sale. Your customers will know quite inside and out about what they are seeking for and do not need selling on the benefits. What is more, there are possibilities that they will be looking for a brand-new lens by particular features; hence, getting the features stated upfront with clarity would let them grasp that your product is the best fit for their need and will help your product become easily found in search results.
With that being said, in most cases, the best way of writing product descriptions which sell is to list, in order of significance to your customer, the features that deliver the most significant benefit to them. Be sure that you also describe the advantages brought by each element when you list the highlights.
By doing so, your customers will know precisely what your product does as well as how it will be able to make their life a breeze, in order of what leaves the most substantial impact on them.
3. Optimizing for SEO
You have put a lot of effort into making sure people seek out your website, and your product pages play a crucial role in that. To optimize for Search engine optimization (SEO), you need to use particular product names along with long-tail keywords that are a good match with what your customers may be searching for.
That way, your customers will be able to find you and your products with more ease. Plus, it will provide them with confidence, as soon as they reach your site, that they visit the right place.
Include relevant keywords to the title of the page, image tags, meta descriptions, and product descriptions to get the most out of optimizing your page. Besides, your H1 and H2 tags should leverage keywords to describe your products.
Arguably, the most critical things to get right are the page title and meta description, since they are what will catch the eye of your customers and have them clicked on from search engine results pages. For the bets, you address what your product is, the perks, your keywords and the key reasons your customers should purchase it in the meta description.
4. Make it scannable
Making your product description quickly scannable is significant because your customers expect to discover rapidly whether what they are looking for is your product.
For this, please make sure the main perks that your product provides are listed upfront and your buyers can find the information they are looking for easily.
Count on short paragraphs, add bullet points and do not be reluctant to include white space to make important information effortless to find immediately upon looking.
5. Words matter
Generally speaking, written information which is hard to process creates a negative emotion in the brain. Your brain next attributes such a negative feeling to the things you are reading. So it is especially important to make the written content quickly scannable and straightforward to understand – for your customers to get a positive impression of your products and brand from your writing!
Use simple, normal language, off to a good start. Again this will have to do with your audience, yet a general rule of thumb is to avoid using lengthy, complicated words and produce easily understood, clear statements. The effect that your product description brings will likely be not positive enough if you would not say the things you are writing in casual conversation,
As soon as you have made your writing as simple as you can, include a couple of good descriptive words. By so doing, your customers will be able to gain a more definite sense of what your business offers. Terms which specify how your product appears, smells, sounds, feels, and tastes will be useful for tapping into the imagination of your customers in the case of owning and using your product. Imagining purchasing your product is an essential step toward achieving what they need.
Going for words that describe the buyer and the product is a more subtle way of using words. Terms such as smart, sporty, and elegant can apply to your product and your customer alike, take advantage of the way your customer views themselves or the way they would love to be seen by using or owning your product.
If you take the five tips mentioned above, you will be able to enhance your product description writing as well as improving conversions on the product pages. Do not forget to ask yourself the most relevant question for evaluating your e-commerce product page: can it provide your customers with what they need to know? Last but not least, with these tips applied, you will have developed an e-commerce product page that sells.