Ecommerce product description best practices
You can have the best products in the world, but if you can’t communicate that quality effectively, how are customers going to know? And, more importantly, how will they feel comfortable clicking that “buy” button? Here are some tips and advice that will help you seal the deal.
Show Don’t (Only) Tell
We’re not here to tell you NOT to tell the story behind the product (in fact, look at the next point) but don’t ONLY tell. Include multiple high-quality images of your product. Show different angles, viewpoints, and elements of your goods.
Remember, you’re selling online. Your customers don’t have the option to hold and feel and get comfortable with the item they’re about to buy. So do your best to recreate that in-store feeling by providing big, beautiful images of your goods. Provide 360 degrees worth of angles or, even better, make it a gif.
Tell The Story Behind the Product
Your business has a story, and so does your product. Tell it. For inspiration, check out Huckberry’s blog, the Journal. There is a reason why the men’s outdoor goods retailer Huckberry, is described as “equal parts store, magazine, and inspiration”,
You don’t necessarily need to include such in-depth descriptions on every product, (you don’t want to get too wordy) but new and/or featured products deserve extra attention and are worthy of a story behind their production.
Emphasize Uniqueness
Your competitors are going to have similar products, but there’s something about your inventory that makes you different. Whatever it is—the design, the manufacturing process, the price—make sure you emphasize this in your descriptions. If your customers don’t know why your products are better/different, what’s to stop them from going to the competitor next time?
Include an Obvious Call to Action
You’ve got the customer interested. They’ve looked at the product images, read the story behind the product, and really like what they’ve seen thus far. Now it’s just a matter of sealing the deal. You can push the customers over the edge by simply providing a “Buy Now” or “Add to Cart” button within the page that features your product description. If they’ve made it this far, they’re already interested. Turn the opportunity into a sale with a strong call to action.
Allow Customers to Easily Share their Experience
If your customers have a positive experience shopping with you, they’ll be willing to share your product with their friends and family. Now they won’t write a blog about it, but if you provide simple buttons to like, tweet, pin, and/or share, it will open their friends’ and followers’ eyes to your brand.
Word of mouth has always been a great sales/marketing tactic. Social media has given the opportunity to spread the message faster and to a wider audience than ever before. Take advantage of it!
The Bottom Line
You’re going to have competitors; it’s unavoidable no matter the industry. But you can set yourself apart with unique and effective product descriptions. Making that sale is the first step to turning a customer into a “brand ambassador.” Once they see why you’re the best option for them, they’ll keep coming back—and sharing with their friends.
