Tips for writing the best converting product descriptions

Imagine the following situation. You visit the physical store of the famous brand you always wanted to get the new pair of shoes from. What kind of features you are going to be mostly interested about? Color? Look? Some celebrity who was advertising this product on TV? Or maybe the quality of service the local sales team can offer you?

Unfortunately, some of these features would not be available when selling your products online. Therefore, in order to compensate these shortcomings and highlight as many product advantages as possible an online store owner would need to put a lot of effort into designing, creating and marketing his or her products.

An article you are currently reading is going to provide a few tips for writing attractive product descriptions which would give your customers a clear picture of its unique attributes.

Tips on crafting the best possible product descriptions

1. Get to know the market audience you are going to sell your products to

Some of the products like premium-priced shoes or clothing may be marketed and sold to a large variety of customers in a big market. But more exclusive ones including expensive sport cars or luxury houses will be very much unique. In most cases, they are offered to a small-sized market niche.

Getting to know your audience will help in composing the right type of product description your customers may be looking for. In this case, it will contain information about the product characteristics the customers are most likely be looking for.

2. Highlight the best product features in the description

Your product descriptions should have a conversational nature avoiding any unnecessary tech terms. The latter would best be placed within the section called "Product Specifications" we are going to discuss next.

3. Use bullet points for listing your product specifications

When it comes to buying high-tech stuff, its tech specifications will no doubt be one of the most demanded kind of information a user would want to know about. But the fact is that it will most probably be boring to read. Therefore, product specifications need to be placed separately in the bullet point list.

One of the reasons why people usually prefer to separate product descriptions and tech specifications is because these sections are aimed to give different information. If the user wants to get a quick overview about the product’s best features, he or she would probably be willing to firstly read a short product description located on top of the page. But a more detailed list of tech features should be placed right after it. Formatting your product page in that way will allow a visitor to quickly find the necessary information hence saving time and leading to less frustration.

4. Explain the kind of advantages your product gives

Product price, available colors and shapes are the necessary facts which should be contained in your product description. But while crafting the respective piece of information, try to provide your customers with other stories they might find emotionally appealing. When it comes to clothing, instead of just listing all the materials your new jacket is made of, mention the fact that by purchasing it today, a customer will be kept warm even during the cold January evenings. This kind of advantage is what will make your product description stand out as being unique and attractive.

5. Let the others look at your product descriptions

These people may be your colleagues, friends or relatives. For that purpose, create a couple of different product descriptions so that at the end, you will be able to choose the best one and present it to your customers. By asking your friends, colleagues or relatives for help, you will also have a chance to spot and correct some little grammatical mistakes you might have accidently made.

6. Optimize your texts for Google and other search engines

What is meant here is that while you are composing a product description; try to use the most popular phrases a potential customer might search your product with.

Prior keyword research activities using Google Keyword Planner Tool or Semrush will certainly help you to compose a well-optimized description. The most popular keywords you will find there should be included in the Meta Titles, Meta Descriptions and H1-H6 tag. Work on optimizing your product descriptions but avoid over-optimizing your texts in order not get penalized by Google.

Creating extended product descriptions in Magento

If you have an online shop which runs on the Magento platform, one of the other instruments for having the most informative product description can be product attachments. These will be the different types of content you can use to enhance the basic product information. They can be manuals, videos, images or any other documents.

With the help of a Magento 2 Product Attachments extension you will be able to attach the same file to multiple products at once, associate product attachments for different customer groups, create attachments from URLs and much more. It’s fast, easy and intuitive.