{"id":84675,"date":"2021-02-01T15:07:00","date_gmt":"2021-02-01T23:07:00","guid":{"rendered":"http:\/\/thegood.com\/?post_type=insights&p=84675"},"modified":"2024-05-29T08:18:47","modified_gmt":"2024-05-29T15:18:47","slug":"product-descriptions","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/product-descriptions\/","title":{"rendered":"How to Write Powerful Product Descriptions that Sell"},"content":{"rendered":"\n

Here\u2019s something we\u2019ve learned from over a decade running A\/B tests on hundreds of Product Detail Pages: Optimizing your product descriptions is one of the highest-return, lowest-investment improvements<\/strong> an ecommerce manager can make.<\/p>\n\n\n\n

Why?<\/p>\n\n\n\n

They\u2019re a key part of your potential customer\u2019s decision-making process; 87% of consumers<\/a> rate product content extremely or very important when deciding to buy. <\/p>\n\n\n\n

\"Graph<\/figure>\n\n\n\n

Meaning, if you\u2019re not optimizing your product descriptions, you\u2019re certainly leaving money on the table.<\/p>\n\n\n\n

And while optimizing your product descriptions means, yes, you\u2019ll be working with words, you don\u2019t have to be a pro copywriter (or marketer) to win that money back. Effective product descriptions are more about defining who you\u2019re talking to and why they should care than crafting the perfect pithy pitch. Chances are, that\u2019s work you\u2019ve already started! <\/p>\n\n\n\n

Even more good news \u2014 you don\u2019t have to do anything near as complicated as double-down on pay-per-click, rebuild your Shopify website, or block out a week\u2019s worth of your team\u2019s time. With a little bit of effort and a few handy steps, you can craft (or quickly optimize your existing) product descriptions into a full-time, friendly salesperson \u2014 the kind that makes your ideal prospect and returning customers go, \u201cwow, yeah, I think I need this.\u201d<\/p>\n\n\n\n

In this article, we\u2019ll walk you through a step-by-step approach you can use to create or overhaul your current product descriptions…and improve revenue and conversion rates, too. <\/p>\n\n\n\n

Here\u2019s what\u2019s ahead:<\/p>\n\n\n\n

    \n
  • The real job of a product description<\/li>\n\n\n\n
  • An effective product description template<\/li>\n\n\n\n
  • Steps to writing a product description that converts<\/li>\n\n\n\n
  • Product description FAQ<\/li>\n<\/ul>\n\n\n\n

    P.S. Already put a ton of time into developing your current product descriptions? Don\u2019t worry.  You don\u2019t have to start over from scratch. A solid editing pass (see Step 6) may be just the thing you need to amp up the value of what you have. <\/p>\n\n\n\n

    What does an ecommerce product description really<\/em> do? <\/h2>\n\n\n\n

    First off, let\u2019s poke a hole in the idea that the job of an ecommerce product description is to describe the product. Given the name, it makes sense most folks think this. But your product descriptions aren\u2019t just there to describe what\u2019s on your Shopify or ecommerce site, they\u2019re also there to:<\/p>\n\n\n\n

      \n
    • Qualify:<\/strong> They help website visitors quickly assess \u201cis this for someone like me?\u201d <\/li>\n\n\n\n
    • Persuade: <\/strong>They provide compelling, customer-centered reasons to consider the product.<\/li>\n\n\n\n
    • Surface:<\/strong> They use SEO keywords and search terms in a natural way, so the page shows up in search engine or Amazon results. <\/li>\n<\/ul>\n\n\n\n

      Here\u2019s one to think about it: product descriptions are a bit like 24\/7 in-store retail associates for your online store. And just like live retail associates, they can help or hurt conversions for potential buyers. On the one hand, I\u2019ve had encounters with store associates at Verizon that have \u2014 no exaggeration \u2014 brought me to my wit\u2019s end, made me want to toss my beloved iPhone in the trash, and move somewhere without cell service. Yikes. But on the other hand, I\u2019ve also had interactions at Athleta, coffee shops, and other retailers that make me feel like I\u2019ve \u201ccome home\u201d and the products were made just for me. I made happy purchases and returned often for more. <\/p>\n\n\n\n

      Your product descriptions, as your virtual retail associates, can have a similar impact. If they do their job well, they\u2019ll draw visitors to your goods and increase conversions. If they do their job poorly, they\u2019ll frustrate visitors, push them away, and hurt sales. <\/p>\n\n\n\n

      No time to read?
      Get the highlights in 12 minutes.<\/p>\n\n\n\n

      \n