Our 10 top tips for writing e-commerce products descriptions that get the conversions rolling in
In November 2022, a YZR survey conducted in partnership with IFOP found that 84% of consumers said that they had abandoned an online purchase before because of poor-quality or insufficient information in the product page. It may seem obvious, but we can't repeat it enough: The product page is key to client conversions. A comprehensive and optimized product page holds the key to an improved user experience and greater visibility in search engine results. That said, don't limit your product page to simply listing characteristics: take this opportunity to tell a story around your product, which will win over customers and boost their loyalty to your brand. So, let's dive right into it: Here are our top 10 tips for transforming your product pages into winning conversion generators.
1. Use clear and descriptive headings
To get started with optimizing your e-commerce product page, you need to give it a heading that's instantly going to catch consumers' attention. As they say, "You never get a second chance to make a good first impression", so it's best to make it a good one for your product. Often, the heading will be the first (and even the only) thing that the user sees. You may have written the best product page in the world, but if it's under an inappropriate, inaccurate or unappealing heading, users may not even make it to the description!
So, you want to create a clear and direct heading that perfectly aligns with your target language.
2. Incorporate SEO and plenty of details into your descriptions
The key to a successful product page lies in its description: Plenty of details and search engine optimization are must-haves. Include precise technical specifications and pertinent keywords without, of course, overloading the text. Here's an example: "Our smartwatch delivers 48 hours of battery life, high-accuracy GPS tracking, and water resistance at depths of up to 50m, making it ideal for swimmers and runners." This approach not only provides potential buyers with essential information, but also enhances your page's SEO ranking.
3. Play on consumer emotions through storytelling
Storytelling is often the secret ingredient that takes a standard product page and takes it to the next, attention-catching level. By telling the story of a product's origin, anecdotes, or the values that have gone into the product, you'll create an emotional connection with the consumer. This technique makes each product unique, not only encouraging purchases but also stimulating consumer adhesion to your brand identity and user experience.
4. Make sure your product is looking its best
Get rid of any amateur photos and make sure that you're using high-quality, high-definition photos that really show off your product at its best. These images should provide an accurate and realistic depiction of the product, from various angles and in different usage contexts. These photos need to step up to the main challenge faced by the e-commerce sector: Not being able to touch or examine the product up close and in real life. Your product images should spark the consumer's imagination, creating a close connection with the product along with a sense of familiarity, despite the lack of physical contact.
5. Show how the product or service is used
Demo videos give potential buyers a dynamic insight into your product (or service) in action and, when successful, will enhance conversion rates. For example, a video that shows the efficacy and easy use of a blender will not only illustrate its practical benefits but will also allow customers to picture themselves using it and how it can benefit their day-to-day lives. This interactive approach positively builds on the user experience and can make the purchase decision easier to make.
Join Stories is a great example of a company that has well and truly understood the assignment in this regard, offering brands an immersive, mobile-first format that combines narration options with visual impacts to create engaging experiences that captivate users and stimulate conversions.
6. Include customer reviews and testimonies
If you want to boost the credibility of your e-commerce product page, customer reviews should be your weapon of choice. By presenting potential with real testimonies from real customers, you're giving them social proof that will reassure them, and which can, more often than not, be the tipping point for them making that sought-after decision to make a purchase. Feedback from real customers also adds a human dimension to your product, creating a sense of trust for new customers — they're the online equivalent of word-of-mouth. Plus, customers will often go looking for reviews on social media or other online platforms, so you can win extra brownie points by saving them the hassle and giving them the reviews directly on the product page.
7. Reassure consumers by providing details on pricing, delivery, and return options
When it comes to building trust in an e-commerce setting, transparency is essential. Make sure that the information you provide on pricing, delivery options and return policies is crystal clear and evidently visible on your e-commerce product page. This strategy eliminates any potential doubts and makes the purchasing process as stress-free and reassuring for customers as possible. It will also avoid your product support or after-sales service teams being inundated with emails or calls that could easily be avoided by simply ensuring that customers are given all the information that they need in the first place.
8. Make sure that your product page can easily be understood by everyone
Your product page should be accessible and easy to understand for customers in any language and at any level of knowledge. Use clear language and avoid overly complicated technical jargon. This way, any visitor to your website, whether they're an expert or a total beginner, can easily see and understand the value of your product. If your business is open to international markets, it's also worth considering translating your product pages. By using a specialist agency like Powerling, you can make sure that your content is translated by skilled professional linguists who understand the importance of a great product page.
9. Select an effective call to action (CTA)
The CTA is like the peak of your product page, the ultimate point where users are incited to take action on what they've seen/read so far. It needs to stand out — both in terms of visuals and language — to clearly guide buyers through to the next step of the purchasing process.
It can have a crucial impact on conversions. Let's take a look at a great example of this: Amazon increased its turnover by 300 million euros by simply replacing the "Save" button with a "Continue" button. Although it may seem minor, this change significantly reduced customer frustration when they needed to sign in or create an account, directly facilitating the purchase process.
10. You can never have too much value
Enrich your product page with additional resources to create real added value, and to help you stand out from the competition. For example, you can include a link to a tutorial video, offer users a user guide PDF, or simply give them a few good tips to enhance the appeal of your offer. This extra content not only improves the purchasing experience, but also presents your brand as a reliable resource and an expert in its field.
By applying these 10 top tips, you'll not only be drafting effective product pages that describe your products; you'll also be building an excellent brand experience and starting to create connections with your customers. This way, e-commerce product pages become much more than just a digital product display: They become powerful conversion tools that stimulate user action. By enriching them with high-quality content, incorporating emotions and trust-building markers, you're sure to see some major increases in your conversion rates. So, what are you waiting for? Put these tips into practice now by reviewing your e-commerce product pages if you have the in-house resources to spare. Alternatively, leave it to professionals with experience and expertise in the sector, like Powerling, who will level up your product pages and transform them into golden sales opportunities.
If you're ready to take your e-commerce business to the next level and skyrocket your conversion rates, simply click here.