People are shopping online more than ever.
The combination of ever-advancing technology and a global pandemic shifted the ecommerce world into high gear – and there’s no sign of it slowing down anytime soon.
If you have the responsibility of marketing for ecommerce, you’re in the sweet spot, my friend.
It should go without saying, but I’m gonna say it anyway: BEFORE customers are smashing that “Add to Cart” button, they’re doing their research.
Not only will they pay attention to reviews and what their friends and family may say, but they’re also going to go straight to the product description for the answers to their questions.
It’s your time to shine. The Big Show. The Game. You get it – your product descriptions must hit the right note with your visitors.
Here’s what you need to know.
Writing a product description for anyone and everyone is too broad.
When you try to reach everyone, you won’t reach anyone.
If you have a buyer persona, put it to good use. If you don’t have one, you should at least have an idea of who your target audience is. As you write, think of it as if you’re having an actual conversation with them.
What kinds of questions would they ask? Will they respond well to humor or are they more “get-right-down-to-business?” What kind of language do they use? Formal or more casual?
Maybe you’re thinking, “Geez, I’m not going to marry them! I just want them to buy my product!”
The point is that a potential customer is much more likely to become a paying customer if they can relate to your brand and your product.
A good rule of thumb when marketing for ecommerce is to think about how you might speak with them if you were in a brick-and-mortar store, selling face-to-face.
Here’s an example of a t-shirt description from Target. (Notice the use of “you.” Make it personal!):
When you have a fantastic product, you’re so super excited about it that you want everyone to know allll the features and specs.
It’s awesome that you’re so stoked about what you’re offering, BUT...your potential buyers don’t care.
It’s hard to hear, I know. The truth is, their main interest is how your product will solve their problem. Focus on the benefits and you’ll draw them in like flies on pie.
Share the features, but tell your readers why these features will be an advantage for them.
Black and Decker does this well in the product description for one of their rechargeable screwdrivers.
For example, if the reader’s problem is that they need a screwdriver that works in tight spaces, they can quickly glance through this section and see this screwdriver will fit the bill.
Share the features you love about your product, but always do it in the context of how that feature will benefit your buyer.
It’s tempting to fill out your product descriptions with phrases like, “great quality.”
Okay. What does that even mean? And who says their product is “just okay quality?”
The point here is that your audience wants actual value not just words.
Your product descriptions should speak specifically to what it is that makes your product the best choice in a sea of options.
Check out this product description from Pampered Chef.
It claims that these pans make the “perfect” brownies, and they go on to describe why they’re the perfect brownies.
Great product descriptions don’t just toss around salesy words that don’t have any substance.
Uplift wants you to know that their standing desk is rated #1. They could just leave it at that: “#1 Rated Standing Desk.” But that’s not quite enough, is it?
They go a step further to show you why they’re rated #1. Check it out:
They go on to point out some of the reasons that they’ve been given this designation, like:
When people actually touch a product or try it out, they’re more likely to want it.
Of course, with an online store, that’s not an option. Great images and videos go a long way to help people picture themselves with a product, too.
But one of the most effective tactics is to use words that make your potential buyers imagine themselves owning and using your product.
You can even begin your sentence with, “Imagine…” and go on to describe how owning your product will make your reader feel.
This example from Adidas.com uses language that makes you think about yourself wearing these shoes throughout a busy day without feeling any discomfort.
We’ve touched on it in a few places, but it’s worth having its own dedicated section. Words matter.
Check out this product description from Sperry.com:
These are some of the highlights:
(Full disclosure: This description worked so well that I ended up buying a pair of these boots in the course of writing this blog. Words work!)
There is a necessary caution here, however. Don’t use adjectives willy-nilly just to use them. Which sounds more appealing to you: “Shoe wardrobe icon” or “really, cool, super awesome boots?”
I think we know the answer to that. Bottom line: Use descriptive words wisely.
Often, shoppers don’t know exactly what they’re looking for, or they don’t know how to choose between a few options.
Your product description should be so well-thought-out and strategic that it makes the buyer’s decision easy.
The most frequent way people decide if a purchase is a good idea or not is to check out the customer reviews. But if you want to make things even easier for your visitors, consider identifying some of your most popular products with an icon or with their own special section on your product page.
Casper does this beautifully.
Not only do they indicate which mattress is the most popular, but they also display some other categories, like “most advanced,” “most plush,” and “comfort under $400.”
And they take it a step further, hitting as many specific pain points as possible.
This type of above-and-beyond product description makes shopping for a mattress a truly user-friendly experience – and they do it by highlighting what other satisfied users have said to do so.
We’ve talked a lot about the power of words and language in your product pages, but a good design is necessary to give your great copy every chance to be seen.
Check out the great design of this product page for Innocent Drinks:
It’s clean, easy to read, and the copy is clever but clear. It’s the total package.
One of the most important elements of marketing for ecommerce is crafting product pages that resonate with your target audience.
Describe your products with your prospective customers’ pain points in mind, use words and language that entice and encourage them to see themselves using your product.
It’s okay if you need the help of experts to help you make your product pages do their job. Schedule a call with us today and let’s talk about how we can help you scale your ecommerce business.