An issue that many e-commerce site owners run into is a low sales conversion rate. People are wary of parting with their money even when they can see you face to face. The psychological reluctance to buy can often be exacerbated by the more impersonal medium of the Internet.
At E-Web we see a lot of e-commerce sites, both of our clients and their competitors. There are numerous factors that are common to low and high converting sites respectively, and one of them is the quality of a site’s product description.
Write for your target customers
When writing web content for your products, always put yourself in the shoes of your target customers. Who are they? Where do they live and work? How much do they earn? What is their generational demographic? All these considerations can inform you of what voice and style you should use to compose and communicate your message. A 20-something male bartender and a 40-something female business analyst will respond to the same language in different ways, so consider which demographic is more likely to buy your products before you begin writing.
It’s amazing how many product descriptions are written with only the barest modicum of effort. Many webmasters will simply put a size, colour and model number next to a grainy photograph and expect people to be motivated to buy. Or only devote a sentence or two to describing the product’s basic specifications and functionality.
Yet it is the product description more than any factor that can convince a potential customer to part with their hard-earned cash and make a purchase. Sites with substandard product descriptions tend to convert badly because their potential customers simply are not given sufficient details. Even if they are interested in the product being stocked, they will be more likely to buy it from a competing site that provides them with the detail they need to comfortable making a purchasing decision.
Focus on benefits
Always incorporate the benefits of the features of your product. Even if your product description is detailed and aimed at your target market, it can still fall over if it does not make that market aware of the benefits of owning it.
Let’s take the example of hair extensions as a product you might sell online. You might have a very valid product description of how your hair extensions are all natural human hair, long lasting, easy to style, and come in a variety of different colours. These are the features of your product.
However this list of features does not impress upon your potential customer the benefits they would get by buying your hair extensions. You need to break down each feature to reveal the benefits which will appeal to your target customers – the more, the better.
For example, for the feature “all natural human hair”, one benefit would be that someone wearing the hair extensions could be confident that her hair looked genuine, so she would not risk feeling fake, or like she was wearing a cheap product.
And for the feature “long lasting”, a benefit could be that the customer would not need to make another investment in hair extensions for a long time, so she would feel that she is getting good value for money.
Notice how these benefits are always linked back to good feelings. It’s a tried and tested marketing rule: if you can create a positive feeling in someone about your product, you stand a far better chance of selling it to them.
Good luck with your writing efforts!