Descriptions sell products, and it pays to get yours right. By understanding your audience and connecting your product to their lives, you can write perfect stories that convert curiosity into sales.
Tell a Story
Viewers are more likely to buy your products if your descriptions amuse them with a story. If yours don’t, they might miss how your product can help them or someone they love.
A product’s benefits aren’t always obvious, even if you accurately describe its features. Don’t assume that your viewers know anything about your product. If they are ignorant, they don’t see why they should buy your product , especially if your competitors tell better stories than you.
But how do you build a tale around your product? Start with the problem it solves, and imagine a scenario where it helps someone live better.
If you are selling a weeding tool for gardeners, for example, you could tell a story about a homeowner struggling to clear his backyard so he can grow his wife’s favorite tomatoes. Once you know your story, add details that will show your readers how your product will help your character succeed.
The stories you create only shape your descriptions; use a real story if your audience loves it.
Highlighting scenarios within your description means your audience can create stories of their own.
They know the problems they are trying to solve; you need to show them how your product can help them do it. Introducing one or two possibilities to a new customer is usually enough to get the sale; your aim is proving that your product is worth their investment.
Every customer is unique and will judge your descriptions using their criteria. If your viewers can imagine your product’s value, they will buy. Make it easy for them.
Test Your Format
When you browse online market places, you will notice that descriptions use different formats. Some only display pictures, while others use bullet points text blocks or both. While you can research your audience’s preference, you won’t know what works until you run tests.
Pick at least two formats to try, then leave them up long enough to judge sales. Also, don’t forget about your traffic numbers. A website’s popularity fluctuates over time, and it could throw off your calculations if you don’t focus on your conversion rate.
But how do you know what formats make sense? You don’t until you test them. As long as a description avoids terrible grammar and ugly formatting, it could work even if it is unconventional. Webmasters know that tweaking is vital for any website’s long-term success don’t worry about experimenting.
Answer Customer Questions
Shoppers are looking for answers to their questions; don’t leave them guessing. If they are unsure about a product’s features, they will look for a safer buy somewhere else. Websites often use FAQ sections; have you considered it?
Some websites list questions in their descriptions and display helpful answers from other customers. You could put in FAQ section on another page, but your customers might not think that finding it is worth the effort. Answering questions on product pages will help your customers feel that they are making a right decision, especially if they know others feel the same way.