Posted on May 14, 2023 / by Webmaster / in IT knowledge base

How To Drive Online Sales with Great Product Showcase

Showcasing your catalog neatly with compelling product descriptions is crucial for driving sales in any e-Commerce business. Your product description and presentation must grab your customers’ attention, highlight the features and benefits of your products, differentiate them from your competitor’s, and most importantly convince customers to make a purchase. In this article, we’ll look into some tips and examples about how to write great product descriptions and set up your product catalog in order to effectively showcase your products to drive traffics and sales for your online store.

#1 Know Your Target Audience

Before writing your product descriptions, it’s essential to know who your target audience is. Knowing who they are, their age, gender, location. And understanding their needs, interests, and pain points. These will help you tailor your descriptions to meet their specific needs and persuade them to buy your products more easily. For instance, if you sell beauty products, your target audience may be interested in how they benefit their skin or hair. Then your product descriptions should focus on the unique ingredients and benefits that will appeal to them.

The benefit does not stop there. By knowing your target audiences, you can speak their language to create a more personal connection and make your product stand out.

#2 Focus On Benefits, Not Features

While it’s essential to list the features of your products, focusing solely on them is in no way persuasive enough for customers to act on. What’s worse this product facts are always boring, no matter how informative they are. So instead, you need to highlight the benefits that your products offer, such as convenience, comfort, or improved performance. Product benefits are what really get people excited.

For example, if you sell laptops, the features may include the processor speed and storage capacity. However, the benefits that your customers will appreciate are the fast processing speed, ample storage for all their files, their style and the ability to work or play without lags or crashes.

We need to point out a very handy feature in WordPress/ WooCommerce that are always under-utilized regarding product description entry. The system gives shop owners multiple data input fields for entering product description. To put it into good practices, as a shop owner, you should split and put your product description into the provided Product Title, Short Description, Detail Description, Additional Information/ Attribute/ Brand along with Product Category and Tag. When you set up your product catalog in this manner consistently, your e-Commerce store will provide a very clear and concise layer of product information for the best shopper’s experience.

#3 Use Persuasive Language

The language you use in your product descriptions can make a significant impact on whether or not customers make a purchase. Use persuasive language that connects with your audience and encourages them to take action.

*Product descriptions used by Kong’s website are short and to the point, and still manage to be persuasive.*

What actually does that mean? It is rather simple. Instead of saying “this shirt is made of 100% cotton,” say “this shirt feels soft and comfortable against your skin, thanks to its premium 100% cotton fabric.” And at the same time you may put this 100% cotton fabric into the Additional Information column. This will help the customers to browse and compare the product features easily when they need to.

#4 Keep It Concise And Scannable

While it’s essential to provide enough information about your products, don’t make your descriptions too long or complicated. Make sure they are easy to read, make them scannable by using bullet points, short paragraphs and ample white space.

The effective use of using bullet-points helps the reader identify key areas of information, and improves the reader’s ability to scan for pertinent topics of interest. So if you sell headphones, as illustrated below, list the features and benefits in bullet points:

*Hermes doesn’t just rely on glamorous language — they also use bullet points to list the features and benefits of their products.*

Noise-canceling technology
Wireless connectivity
Long battery life

#5 Use Rich Media Is A Must

Adding images, videos or even 3D renderings to your product does not just make them more appealing, it is very important to help customers visualize what they’re buying. Use high-quality rich media that show your products from different angles and highlight their unique features is essential in any online store nowadays.

For instance, if you sell furniture, include images of the item in a room setting to help customers imagine how it would look in the real world. Apart from visualization and aesthetics, we can’t ignore the fact that Visual Search is increasingly a very powerful and common way for potential customers to find your products.

#6 Use Relevant Keywords

When it comes to search and SEO, optimizing your item description with specific keywords is a no-brainer. Conduct a keyword research to discover what words and phrases people are using to find items similar to your product. Incorporate them into your product name, description, meta title, and image ALT tags. By doing so, you can improve the search engine ranking of your products and increase their visibility to potential customers.

#7 Get Some Big Help With Social Proof

Social Proof is a powerful tool for building trust and credibility in driving your e-Commerce sales. It can come in various forms such as product reviews, testimonials, and feedback from buyers on platforms like Google, social media, or other marketplaces.

*Casper is very good at using social proof in their product descriptions.*

According to a recent consumer study, a staggering 87% of customers take the time to read online reviews before making a purchase. Besides, there is an astonishing 79% of people put the same level of trust in reviews as they would in personal recommendations from friends or family. This indicates that honest feedback from previous buyers is an invaluable resource that can help potential customers clarify any uncertainties that they may have and make informed decisions.

Above And Beyond Product Descriptions

Creating an impactful product description goes beyond the mere selection of appropriate words. Product descriptions do not just need to effectively conveying the unique features and benefits of the product. It involves the art of captivating potential customers through engaging and persuasive language. A well-crafted product description has the power to ignite curiosity, evoke desire, and ultimately drive conversions.

And as we have seen. While product descriptions play a vital role. They alone cannot fulfill the entire job.

In today’s competitive market, where consumers have abundant choices, it takes more than a well-crafted description to capture their attention and drive conversions. Product descriptions work best when combined with other elements such as high-quality visuals, storytelling, social proof, intuitive website design, personalization, SEO optimization, and compelling Call-To-Actions. By integrating these complementary factors, businesses can create a comprehensive and engaging experience that resonates with customers, ultimately leading to increased conversions and business success.

How To Drive Online Sales with Great Product Showcase

#1 Know Your Target Audience

#2 Focus On Benefits, Not Features

#3 Use Persuasive Language

#4 Keep It Concise And Scannable

#5 Use Rich Media Is A Must

#6 Use Relevant Keywords

#7 Get Some Big Help With Social Proof

Above And Beyond Product Descriptions

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