Improve ecommerce sales with better product descriptions

Great product copy can lead to a better conversion rate, and thus improve sales for independent ecommerce sellers. In another great post on the Shopify blog, Henneke Duistermaat has a list of 9 Simple Ways to Write Product Descriptions that Sell. In her first tip, “Focus on your ideal customer”  she writes one paragraph that goes a long way towards encompassing all of her points into one simple message:

Consider how you would speak to your ideal buyer if you were selling your product in store, face-to-face. Now try and incorporate that language into your website so you can have a similar conversation online that resonates more deeply.

Obviously, keep in mind that your customer can’t touch your product and adapt your description accordingly, which she addresses later on:
You’re selling online, so your web visitors can’t hold your products. Large, crystal clear pictures or videos can help, but there’s also a copywriting trick to increase desire: let your reader imagine what it would be like to own your product.
There’s an argument to be made for writing copy specifically to get discovered via search engines, whether on Google or Amazon. While that’s important, copy should be mostly readable and targeted at your buyers. There’s no point in attracting the wrong people to your listings anyway.
Check out the post for more of her tips. She sums up her recommendations about writing ecommerce product copy that sells rather succinctly, writing:
Share your knowledge about your product. Tell stories and explain even the tiniest details. Make an effort not to be boring and instead delight your web visitors with seductive descriptions. Most of all, write with enthusiasm because your passion for your products is contagious.
Do your products have great product copy? Have you experimented with new versions? Keep Duistermaat’s tips in mind if you’re writing product copy on your own – or check out our product copywriting services for ecommerce if you’d prefer to have it done for you.

 

Andrew @ EcomLoop
EcomLoop founder. I've worked in ecommerce since 2005, beginning with my own ebay store. I've run multiple independent ecommerce businesses on Magento, Joomla, and more recently, Shopify and WooCommerce. I believe marketplaces should be looked at as a sales channel and that all independent businesses should strive to build a direct connection with their audience for long-term success.

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