A study has revealed that 20% of people abandon purchases due to a vague or a missing product Description.

Robust product description has the power to influence the purchasing decision of a customer. It explains your product’s feature in a way that only a picture cannot! It echoes your brand’s image through a compelling story that will push the purchase decision of the shopper.

A study has revealed that 87% of consumers regard product content as an important aspect while making a purchase decision.

Product specifications, images and reviews are some of the things that any shopper desires.

To begin with, you should ascertain goals while writing the descriptions –

• Minimize cart abandonment
• Boost conversion rate
• Decrease in return rate
• Better organic search ranking

Some of the things that you should highlight –

• Basic details of the product
• Product usage
• Usefulness
• Uniqueness
• Functionality

So what can make your descriptions intriguing and make customers click on the ‘add to art’ button?

The following things works like magic –

Appeal to the imagination of your audience.

When a customer purchases product online, they do not have the convenience of touching and holding the product. It is restricted to their imagination based on the given description and pictures. Therefore, the best way would be to convey it through a story that they can relate to –

Make the descriptions concise and easy to scan through

Only 16% shoppers go through every word on a web page while 79% of them scan through it.

Hence, make your description easy to comprehend with quick bullet points for your need-to-know product features, easy to read large font and precise sub headings to grab attention. This will make it easy for a shopper to easily scan-through the details of your product easily.

For instance –

Boast and boost your product

Let your customer know why your product is better than others by highlighting unique features. Don’t be afraid to boast about it and make it a selling point.

It may be because the product is handcrafted or years of vigorous testing or it may be the founder’s remarkable expertise. It may be anything. Highlight it to grab attention.

Build trust by proving your brand’s expertise in the industry to your customer. If you are selling a gadget or some technical product, give detailed specs to engage a buyer.

Nudge your customer with influential words

Some powerful words can easily push conversion rate and make a lot of difference.

“Suddenly,” “Now,” “Sensational,” “Quick”,  “Hurry,”  “Announcing,”” Introducing,” “ Amazing,” “Wonderful,” “ Delight,” “ Bargain,” “Remarkable,” “ Easy,” “ Quick,” “ Wanted,” “ Compare, “Spectacular,” “ Excited,” “ Mind-blowing,” “Stunning,” “ Cheer,”

Incorporating few of these words will definitely make your descriptions pop.

Make your description search-engine friendly

While writing descriptions for your products, place the keywords strategically. You can incorporate the keywords especially in the product title. This to some extent affects your brand’s search engine ranking.

Page title, meta description, ALT tags and product description are some of the other places ideal for placing keywords to boost ranking.

Avoid using industry jargon as it may push away a buyer. Keep it simple without forcing too many keywords in your descriptions.

Spell out the benefits clearly

Highlighting the benefits will nudge the customer and influence their purchase decision. The ‘how’ factor matters and explaining it, how it will be beneficial to a customer is an essential factor. The through the features and benefits should address the buyer’s concern and make them feel that the product is worth it.

Whether you are B2B or B2C business owner, to stay ahead in the ecommerce arena, craft descriptions that will appeal to your buyer’s imagination and gives them the information they need.