{"id":8222,"date":"2021-06-22T07:00:58","date_gmt":"2021-06-22T12:00:58","guid":{"rendered":"https:\/\/ilfusion.org\/dev\/staging\/?p=8222"},"modified":"2023-06-22T19:34:05","modified_gmt":"2023-06-23T00:34:05","slug":"e-commerce-tips-writing-product-descriptions-that-sell","status":"publish","type":"post","link":"https:\/\/ilfusion.org\/dev\/staging\/e-commerce-tips-writing-product-descriptions-that-sell","title":{"rendered":"E-Commerce Tips: Writing Product Descriptions that Sell"},"content":{"rendered":"<p>E-commerce has become more <a href=\"https:\/\/ilfusion.org\/dev\/staging\/5-ways-to-improve-your-e-commerce-stores-online-shopping-experience\">ingrained into consumer\u2019s daily lives<\/a> now more than ever. With the increasing competition in the online selling space, one way for your product ads to stand out is to craft compelling product descriptions.<\/p>\n<p>Product descriptions aim to do two things: to educate consumers about the product and to <a href=\"https:\/\/ilfusion.org\/dev\/staging\/3-ways-to-use-web-design-to-influence-web-visitors-purchasing-decisions\">persuade them to<\/a> make the purchase. Writing product descriptions that strike a balance between the two goals can help you convert more and increase your sales. How do you do this<\/p>\n<h3>How to Write Product Descriptions that Sell<\/h3>\n<h6>1. Balance keyword use<\/h6>\n<p>One essential technicality about product descriptions is incorporating SEO. And similar to writing <a href=\"https:\/\/medium.com\/@ilfusion\/how-to-write-effective-blog-content-to-boost-seo-9e943d08484c\" target=\"_blank\" rel=\"noopener\">blog content<\/a>, you must strike a balance in making both your product headline and description search engine optimized and buyer-centric.<\/p>\n<p>Start by researching and planning your keywords. You can use keyword research tools like Google Keyword Planner, WordStream Keyword Tool, or Ahrefs Keyword Explorer to plan for the target and related keywords that you will use for each of your product descriptions.<\/p>\n<h6>2. Evoke emotions<\/h6>\n<p>A principle you\u2019ll want to remember when copywriting for your product descriptions is that people love to buy things but hate being sold. In other words, consumers don\u2019t like it when products are written in an obviously promotional manner.<\/p>\n<p>The best approach is to craft your product descriptions in a way that evokes emotions. Some techniques you can use are the following:<\/p>\n<ul>\n<li><strong>Consumers\u2019 pain points<\/strong> &#8211; Present the problems that people face, then position your product as the solution.<\/li>\n<li><strong>Sense of urgency<\/strong> &#8211; Restrict the amount of time that people can purchase your product; this also stirs consumer\u2019s FOMO (fear of missing out). Phrases like \u201cwhile supplies last\u201d and \u201csale ends on X\u201d usually do the trick.<\/li>\n<li><strong>Sense of scarcity<\/strong> &#8211; This closely ties in with creating a sense of urgency, but this psychological trigger works best for physical products. You can do this by showing details on your product page regarding how many items are left for each product, or by tagging specific products as \u201cspecial editions.\u201d<\/li>\n<\/ul>\n<h6>3. Benefits vs. features<\/h6>\n<p>Many articles would advise focusing on the benefits of a product instead of its features. However, that\u2019s not always the case.<\/p>\n<p>Consumers approach shopping differently depending on the product they\u2019re interested in. For example, if you\u2019re selling electronics, consumers would look at the specifications first. On the other hand, if you\u2019re selling food, consumers would be more inclined to read the health benefits.<\/p>\n<p>The key here is to identify what your consumers are seeking in your products, then add the information they need to your product descriptions.<\/p>\n<p>A few tips to take note of when writing about product benefits and\/or features:<\/p>\n<ul>\n<li><strong>Use bullet points<\/strong> &#8211; This is especially useful when presenting product features; it makes it easier for consumers to read and digest.<\/li>\n<li><strong>Positive and negative framing<\/strong> &#8211; When you focus on the benefits, you may use either positive or negative framing. Many studies have proven that <a href=\"https:\/\/ijoc.org\/index.php\/ijoc\/article\/viewFile\/7601\/2266#:~:text=Message%20framing%20refers%20to%20the,Meyers%2DLevy%2C%201990).\" target=\"_blank\" rel=\"noopener\">positive framing<\/a> (presenting the benefits first) is highly effective for most consumers and for utilitarian products (e.g., dishwashing soap, car wax, etc.). However, separate studies have also cited <a href=\"https:\/\/www.researchgate.net\/publication\/246865890_Positively_Versus_Negatively_Framed_Product_Attributes_The_Influence_of_Involvement\" target=\"_blank\" rel=\"noopener\">negative framing<\/a> (presenting the potential loss if you don\u2019t buy the product) as more effective for hedonic products, such as food, luxury items, etc.<\/li>\n<\/ul>\n<h6>4. Include social proof<\/h6>\n<p>While online shopping is convenient, it\u2019s also a huge target for scammers and fraudsters. This is why building trust with your target consumers is essential to e-commerce, and the psychology of social proof plays a huge role. In fact, <a href=\"https:\/\/www.globenewswire.com\/news-release\/2022\/01\/13\/2366090\/0\/en\/Brand-Rated-Nine-out-of-ten-customers-read-reviews-before-buying-a-product.html\" target=\"_blank\" rel=\"noopener\">95%<\/a> of consumers read multiple online reviews prior to buying, and <a href=\"https:\/\/blog.hubspot.com\/marketing\/social-proof-examples\" target=\"_blank\" rel=\"noopener\">88%<\/a> trust reviews as much as personal recommendations.<\/p>\n<p>Social proof can be in many forms, not just online reviews and ratings. This can also be shown through <a href=\"https:\/\/ilfusion.medium.com\/5-influencer-marketing-tips-to-boost-social-media-engagement-7551ea5da039\" target=\"_blank\" rel=\"noopener\">influencer<\/a>\/celebrity endorsements, business credentials, \u201cstamp of approval\u201d from experts in the field, and the number of social media shares.<\/p>\n<h3>Influencing Purchasing Decisions with Marketing Psychology<\/h3>\n<p>Copywriting is but one of the many facets of e-commerce. To fully harness the power of psychology in influencing consumers\u2019 purchasing decisions, the best approach is multidisciplinary\u2014that is, the design and interface of your e-commerce site, the quality of the product photos, and the overall consumer experience, on top of the product descriptions, all play a crucial role.<\/p>\n<p>If you\u2019re in need of help with any of your e-commerce, design, writing, and digital marketing needs, Ilfusion has the professional experience and the best people to lend you a hand. Contact us at <a href=\"tel:8884205115\" target=\"_blank\" rel=\"noopener\">888-420-5115<\/a>, or email us at <a href=\"mailto:creative@ilfusion.com\" target=\"_blank\" rel=\"noopener\">creative@ilfusion.com<\/a> to get started!<\/p>\n","protected":false},"excerpt":{"rendered":"E-commerce has become more ingrained into consumer\u2019s daily lives now more than ever. With the increasing competition in the online selling space, one way for your product ads to stand out is to craft compelling product descriptions. Product descriptions aim to do two things: to educate consumers about the product and to persuade them to&#8230; <a class=\"readM\" href=\"https:\/\/ilfusion.org\/dev\/staging\/e-commerce-tips-writing-product-descriptions-that-sell\">view more<\/a>","protected":false},"author":1,"featured_media":8916,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[1413,887,1451,889],"class_list":["post-8222","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-copywriting","tag-e-commerce","tag-marketing-psychology","tag-online-shopping"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>E-Commerce Tips: Writing Product Descriptions that Sell - Ilfusion Creative<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"E-Commerce Tips: Writing Product Descriptions that Sell - Ilfusion Creative\" \/>\n<meta property=\"og:description\" content=\"E-commerce has become more ingrained into consumer\u2019s daily lives now more than ever. 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