Boost Your Ecommerce Sales with Better Product Descriptions

James
February 2, 2024
5 min read

In over a decade of running A/B tests on hundreds of Product Detail Pages, we have learned a crucial lesson: Optimizing your product descriptions is one of the highest-return, lowest-investment improvements an ecommerce manager can make. Why, you ask? Product descriptions play an essential role in your potential customer's decision-making process. In fact, a whopping 87% of consumers rate product content extremely or very important when deciding to buy. If you’re not optimizing your product descriptions, you’re certainly leaving money on the table.

The Art of Writing Excellent Product Descriptions

1.Adopt the Right Tone of Voice

Tone of voice refers to the personality behind your brand's writing. Choosing the right tone of voice and using it consistently helps you build a brand identity and engage your target audience.

To help with tone of voice, use Kua.ai's extraction tool. It will extract the Brand Voice from a paragraph with at least 300 words. Then you can use the brand voice in the product description generator.

2.Prove Your Product's Value

To convince people to buy your product, you need to demonstrate its value. Here are some tips:

● Translate Features into Benefits: It’s important to explain the benefit behind each product feature.

For example, people don’t really care which bristles a Dyson vacuum cleaner has, but they do care that those bristles "clean carpets and hard floors without changing cleaner heads."

● Use Lifestyle Copywriting: Lifestyle copywriting is about selling the experiences a product can offer. It paints a picture of a life the target audience desires, tapping into their aspirations and emotions to prompt purchases.

The key aspect of lifestyle writing is to truly understand and embrace the Voice of Customers. By delving deep into the goals, values, and pain points of your target audience, you can create a more refined and engaging piece of writing.

● Support Your Claims: When making claims about your product, you need to back them up to build trust with your potential customers. Avoid making generic and unsubstantiated claims. Instead, explain how to use the product and let readers come to that conclusion themselves. Facts and figures can also inspire confidence in your products.

For example, here’s part of Amazon’s product description for the Kindle Paperwhite.

3.Improve Readability

Make your product descriptions easy to read so shoppers can find and absorb information more easily. Here are a few simple tips:

● Use proper spelling and grammar (tools like Grammarly can help)

● Replace complex words with short, familiar ones

● Remove unnecessary words to keep your writing concise

● Keep sentences short

● Avoid the passive voice

● Break up text using line spaces, headers, bullet points, etc.

4.Optimize for Target Keywords

SEO product descriptions are designed to inform shoppers about a product, convert shoppers into customers, and increase the product’s visibility in unpaid search results. Using target keywords in product descriptions can help you rank higher in search results.

More specific keywords are generally better for SEO product descriptions, even if their search volumes (the average number of monthly searches) are lower. Long-tail keywords tend to have lower keyword difficulty scores, making it easier to rank on Google's first page. They also attract highly targeted traffic, which should increase your sales conversion rate.

Keywords should be incorporated naturally. Forcing them into your SEO product descriptions, a practice known as keyword stuffing, is against Google's spam policies and can deter potential customers.

5.Use AI to Your Advantage

AI is a tool to increase the efficiency of product description creation. AI-generated product descriptions have been shown to increase conversion rates by up to 60% compared to product descriptions written by skilled human writers. AI copywriting tools can make it quicker and better to write product descriptions.

For example, Kua.ai has tools for Amazon Product Descriptions, Ecommerce Description Bullet Points, Ecommerce Product Names, Ecommerce Product Descriptions, etc.

Create your free account and choose the tool you'd like to use. Then, fill out the form and click "AI Generate" when you're done.

You can then copy your product description. It's crucial to fact-check your content before publishing, and for the best results, make other improvements manually.

Familiarity with your product's selling points and target audience is key in this step. The more you tailor your product descriptions to your brand and target audience, the better their results should be.

Tip: Try adding Brand Voice in infobase and use it during the AI generation process for better results.

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