When the visitor finds your product, you have overcome the biggest obstacles facing e -commerce shop owners one. Of all millions of products, they have landed on your product!
But now they are at a key decision point, and your job is to guide them from accidental interests to buying. In the end, you want to convince them to add the product to the shopping cart and checkout.
For this reason, you need to write a product description, not only to describe the products you sell, but also to establish contact with your customers emotionally.
Good copywriting (marketing related writing) is not easy to write, but it is worth working or hiring professionals, because product description has such a profound impact on the conversion process.
Data shared by OneSpace show that as many as 98% of consumers are discouraged to purchase due to lack of product information.
For brands that do not take too much energy to write products, this depicts a severe picture.
In this article, we will explore why the product description is important, the text affects the transformation, the best practice of the product description, and helps you write a prompt for a high conversion product copy for the Woocommerce store.
Why a better product description worthy of effort
A large amount of information will be processed. This is an emotion, physical and psychological experience.
In online shopping, the entity was deleted because consumers could not check the products in their hands. They can only rely on visual prompts to help you make a purchase decision.
The price is only part of the purchase decision. It not only needs a series of product functions and specifications to meet the customer’s needs for information.
The excellent product description clearly illustrates the value and advantages of the product, tells a story, and presents the product as more things-
A solution .
In short, a good product description reflects the ideas, desires and needs of the target audience.
When the brand cannot achieve this connection, consumers will go elsewhere.
According to a report from Shotfarm, the product page that is not well written:
- Weaken the trust and confidence of the brand with more than 80% More return, 40%Consumers are returned due to inaccurate description
- Although this article focuses on psychology, please remember that there are other important factors when writing product descriptions:
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Organic search. Most customers use search engines such as Google to start searching products. The well -written and optimized product description is more likely to appear in these natural search, thereby generating more target traffic and preparing for conversion traffic.
- Internal search. By writing a more powerful product description, you can increase the opportunity to appear in the internal search of various terms in different terms. Take some time to use keywords such as \”children’s learning toys\” instead of specific product names to test your search function. If you don’t like these results, or you just want to raise your search experience to a new level, please consider using extended procedures such as search for WooCommerce products
- Psychology described in better product
paid activity optimization. Paid ads usually use a certain mass score to calculate the cost of each click, operation or participation. Carefully designed and optimized product descriptions may bring higher quality scores for your target audience and advertisements for their links.
A truly great product will not produce sales itself. Customers need to have a basic understanding of the working principle of the product. More importantly, they need to understand how the product will help them.
According to Gerald Zaltman, a professor at Harvard Business College Make. When the customer consciously decides whether to buy the product, the decision is affected by their subconscious consciousness. When you understand some basic psychological principles, you can start writing better product descriptions to help guide more customers to make a purchase decision.
For consumers’ needs
Maslow’s demand level is a motivation theory that uses 5 layers of pyramids. In this model, we must first meet the needs of the bottom of the pyramid before processing the top needs. Each product involves at least one psychological needs. When you understand your needs, you can write a product description and connect with your shopkeeper at a deep emotional level. When a customer is facing a solution, the copy will have a more suitable tone and uses words that are more suitable for the customer’s psychological state.
For example, if you sell tornado refuge, you are not actually selling products; you sell peace of mind. This is directly related to the safety demand level of Maslo’s hierarchical structure. Although this may be the main needs of solution, good copies usually attract multiple levels. Keep our tornado aspects of refuge, let us study how you attract multiple levels.
Physiological needs -this provides asylum in the storm.
Safety demand -this makes you worry about it.
- A sense of love and belonging -this can protect the person you love.
By keeping in mind the demand hierarchical structure when writing a product description, you can greatly increase the opportunity to establish emotional connections with potential customers.
Speaking of their language
Talk does not sell products. Customers can judge when the product is over -hyped by buzzwords and marketing languages. To obtain more effective product descriptions, use customers to write a copy of the language to describe the experience.
One of the most effective ways to achieve this goal is to study the views of other customers on the product.
Search for product reviews on Google, Amazon and other websites. Find an influential phrase that reflects the product experience. In many cases, you will find that customers tend to use the same tone and words or phrases. Use these words in your product description, especially when describing benefits, to create emotional and convincing copies.
Use sensory words to trigger subconsciousness
Strategic use of sensory words in the product description to trigger the feeling. When you affect consumers’ emotions and psychological state, they are more willing to buy products.
To realize this, all you need to do is not just a colorful adjective in your product copy. Instead, please consider the sensory details of the product. Depending on the product, this may include visual, hearing, taste, smell and sense of touch, or some combinations of them.
When the customer read these words and phrases, it triggers the feeling of the brain.
EClat Chocolate’s trigger sense in its product description is very good. They can easily imagine the taste of chocolate without bite.
3] This is important because when you read, your subconscious will handle sensory vocabulary and trigger related thoughts and emotions. Imagine the taste of a certain flavor of ice cream, see the fresh snowflakes in the sun, hearing the water on the smooth beach, or feel the texture of the warm and humid sand under your feet.
In the environment where customers cannot hold products, it is important to establish subconscious connection because research shows that when we can hold products, the desire to have it will increase sharply.
This is the same as the psychology used for making menu for restaurants. Sensory vocabulary will affect customers to buy more dishes. Components of the great product description
If we can determine the general format, structure and length, it will be much easier to write a product description.
Unfortunately, things suitable for one product are not necessarily suitable for another product.
The product described excellent factors will be different according to the product types you sell and the audience and the industry.
When positive comparison, you can see the obvious difference:
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- Subscribe to B2C and B2B -based products
- Technology/Complex Products
- High value Product
Simple product products
Food/Consumer Products
For example, simple products like shirt do not necessarily need a lot of content or interest declaration, unless clothing has unique attributes. Compare it with computers or customized furniture; high -value or technical projects usually need more content to convey the multiple benefits of value and products.
Regardless of the product type, some core components are essential to describe the well -written product.
Short description
The brief description is a brief description of your product, usually displayed on the top of the product page.
Next to the title, this brief description is the first browse when consumers log in to the page. Therefore, a good approach is to place the most influential and convincing copy here.
This example of Aeropress shows a brief description, which effectively highlights the main advantages of the product.
Long description
Despite the name, it does not have to be long. Your product description only needs to be as long as you need to sell to your audience.
The advantage is that you have enough space to tell stories or dig deep into sensory language to attract customers.
This is an example of the pagoda classic. It uses creative stories to tell the enthusiasm and interest of the target audience.
Whether you have space for long and short product description depends on your online store template and theme layout. If you can choose these two methods on the WooCommerce product page, make sure you are using them.
Most customers are not interested in the general specifications and functions of the product. Customers want to know how these features will benefit them and what they will get from using the product.
Each product has fun The reason for buying it, or how they will benefit from using it. There is no comparison between the original iPod more than the difference between monotonous functions and significant advantages.
It contains a list of project symbols on your product page, highlighting the key functions, and then the benefits of these features. In this way, you are not only selling products; but also selling products. You are selling experience.
GhostBed is a good example, which shows how to convert general functions into a list of interest statements.
Writing an additional prompt to write better product description
Create a unique description
Do not copy the manufacturer’s product description. If your competitors do this (they do this too), you will face the problem of repeating content of search engines, which may hurt your ranking. Using these universal descriptions will not make you stand out, nor will there be any special reasons for search engines to lead you to competitors. Similarly, the manufacturer will not write a persuasive copy. They write a function -centric copy. Their general product descriptions will not win any additional conversion for you. Do not leave the product page empty Even if you sell simple products, write unique andThe fascinating product description always brings benefits. The product photos you have will definitely play a role in persuading customers to buy, but search engines cannot identify the context of images.
Of course, the lack of content will not answer questions that customers may ask.
Before and end with the most influential information
Customers tend to browse content before reading in -depth reading. According to NNGROUP, consumers cover up most of the content, focusing on the beginning of paragraphs and sentences.
When writing a brief and detailed description, don’t waste the original content space. Writing can help them better understand your products and their main advantages.
Starts with a strong and unforgettable value statement.
Keep the content short
If you are passionate about your products like many retailers, it is easy to say too much.
Although a long state of interest may help sell certain products (only testing can prove one or the other), it is best to start from a small child.
Try to reduce your interest statement to a sentence. This not only makes it easy to convey the value at a glance, but also the short value statement is easy to repeat, which helps the reputation of loyal customers.
Format problem
When creating a longer description with more details and benefits, it is important to format the content that is easy to browse but is easy to read when the customer is ready to dig. Essence
A study of NNGROUP found that simple, scanned and objective copies can increase the availability of 124%.
Through the following ways, this goal is achieved on your product page:
Use the project symbol list
The paragraph is limited to 3 sentences
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[ 123] Use the subtitle decomposition content
- Format the page to place certain content modules in the grid mode
- Including visual elements in the entire product page
- Use more The blank space makes the product copyworthy space
Never stop testing
Each product description you wrote should be temporary, only when testing its validity Only then. Regularly split testing different interest statements, keywords, persuasive copies, formats and content lengths.
The split test is an important part of optimizing product description to improve conversion rate and achieve business goals.
Better product description starts from the beginning of understanding your audience
Writing a better product description is both a scientific process and a creative process. Know your target audience to helpHelp you determine the best words and phrases to woven functions and advantages creatively.After the writing is completed, continuing testing will help you improve your wording and format.Using the prompts in this article, you will be able to adjust the psychology of the target audience to create convincing product descriptions, so as to continue to increase the conversion rate of the Woocommerce store.
