We all know that photos sell. But words still matter – especially when someone lands on your product page. Your product description needs to convince visitors to add that item to their cart with persuasive copywriting.
In this post, I’ll share some tips on what I’ve seen work to boost ecommerce conversion rates. Follow these key strategies for writing product copy that sells.
Hook Visitors With a Unique Opening
You have mere seconds to grab your customer’s interest. So start strong right out the gate.
Some good opening lines for product descriptions, such as:
- Intriguing rhetorical question
- Relevant fact + product benefit
- Setting the scene with a story
Here are examples:
“What if your shoelaces never came untied again?”
“Over 2 million hikers trust these lightweight boots to go the extra mile without blisters.”
“The thick woods were silent except for the soothing sound of a distant waterfall…”
Also, prioritize what matters most to customers with your opening line. Does your product promise more convenience? Cost savings? Luxury? You want to zone in on your customer’s top priority.
Emphasize Benefits Over Features
Sure, you need to cover what your product is and does. But focus more on why someone should care.
Turn bland features into compelling customer benefits:
- Feature: moisture-wicking fabric
- Benefit: stay dry and comfortable all workout long
- Feature: BPA-free
- Benefit: safe for your family and the environment
- Feature: real 14k gold
- Benefit: lasting jewelry she’ll treasure forever
Drive these benefits home with descriptive copywriting. For a brand that sells yoga clothing for example, you could say something like:
“The soft, stretchy fabric keeps you cool, dry and focused on perfecting your Downward Dog pose.”
Optimize Formatting For Skimmability
On the web, people skim more than they read. Make your copy easy to digest by chunking text into short paragraphs of just 1-4 sentences.
Also use:
- Bold to emphasize keywords
- Italics to stress benefits
- Numbered or bulleted lists for scannability
- Short, specific sentences in active voice
- Descriptive headers and subheaders
Like this:
Slash Your Mowing Time in Half
Our patented DualBladeTM technology uses double the blades to mow through the thickest grass with no jams. The rugged, commercial-grade motor powers through any lawn in just half the passes.
If walls of text cause visitor bounce rates to spike, paragraph breaks are your rescue rope.
Get Specific With Details
Vague descriptions won’t cut it. To overcome sales objections, get precise with specs and statistics. Think of specs relevant to your product line:
- Dimensions, sizes, materials
- Battery life, miles/charge, lumens
- Resolution, pixel count
- Weight, load capacity
Back these facts up with photography showing your product in use. Images aligned next to descriptive captions can also help convey key selling points.
Don’t just rattle off a boring list of specs and stats though. Blend these concrete details into your compelling copy.
Weave In Social Proof
Potential customers rely heavily on product reviews and ratings when making purchase decisions today.
So showcase positive customer experiences. If you have a pet brand, something like:
“Rated 5 stars by over 1,500 pet parents for improving their cat’s digestion and skin health.”
Also display recognizable trust badges like Norton Secured or the BBB logo. These visual cues help reluctant visitors take that final leap to buy.
Pitch the Product’s Value
Don’t settle for focusing only on product features, functions or specifications. You also need to emphasize value. Think “Why should the customer care about those details you shared”?
Clearly state how the product…
- Saves money
- Saves time
- Solves a nagging problem
- Improves quality of life
- Offers convenience
- Grants access or opportunities
Then contrast the big picture value against costs. If you have a brand focused on haircare, maybe something like:
“Get salon-quality blowouts every morning without wasting hours or hundreds of dollars.”
Address Common Hesitations Head-On
Being upfront about product limitations, potential issues or frequent objections helps build trust with customers.
See if you can preempt any common hesitations shoppers might have. Then problem-solve each one in your description:
- Isn’t cheaply made
- Won’t take too long to assemble
- Doesn’t require complicated tech skills to operate
- Fits great for all body types
The more concerns you can anticipate and squash, the fewer barriers stand between visitors and conversion.
Close With a Clear CTA
Lastly, seal the deal with a strong call to action (CTA) button.
Some good options are:
- Add to Cart
- Buy Now
- Try it Risk-Free
- Join Now and Save 25% Off Your First Order!
This final click cue reminds visitors what you want them to do next, and offers extra motivation to follow through.
Product Copy Tips Recap
Writing killer product descriptions may feel more art than science. But you can bank more conversions by blending these copywriting tips into your ecommerce content strategy:
- Lead with a compelling attention-grabbing introduction
- Focus on customer benefits over features
- Chunk content into scannable sections
- Get specific with product details and visuals
- Flaunt those 5-star reviews
- Emphasize the value being offered
- Handle objections and build trust
- Close with a clear call to action
Now you’re ready to overhaul your product pages with high-converting descriptions. Start writing copy that captivates consumers and motivates them to buy, and don’t forget to test different forms of copy to see what converts best for you.