As an e-commerce owner, are you looking for a simple tactic to boost your sales? Need a magic trick that doesn’t require increasing your pay-per-click ads expenditure or rebuild your entire website? If you believe that investing less can give rise to enormous returns, optimizing or creating compelling product descriptions is the red hot idea you can pursue. Instead of focusing on improving your website features or technology, simple yet powerful product descriptions can help to achieve that target sale.
 
According to experts, what differentiates successful e-commerce owners from the rest is how they focus on customer experience and translate it into their products. Well-written product descriptions have the power to enhance your sales conversion. 
 
Store owners can inject creativity and benefits in the product descriptions to entice customers. Product descriptions aid customer's purchase decisions and are as powerful as the product image itself. But before we explore the way to write effective product descriptions, let’s first understand what a product description is. 

About the product description

If you think writing a product description is rocket science, you are wrong. A product description is nothing but copy that describes the features and benefits of products to customers. The aim of writing a product description is to give first-hand information to customers and compel them to buy the product immediately. To persuade customers to buy a product, write descriptions that have the power to convert customers. 

Certain things to put in the product description include: what does your customer gain from using the product? What separates your product from the rest in the market? By answering these questions, you will gain the trust of customers, which is a primary factor for boosting your sales. According to a recent study, 87% of consumers rate product content as an essential factor that influences their purchasing decision. So, it is safe to say product description optimization is the easy highest return, and a low investment strategy at the disposal of e-commerce firms.  

By now, you have a clear idea of how product descriptions affect your sales. Now let's talk about interesting ways to write compelling product descriptions.

•  Always focus on your ideal customer: One mistake print-on-demand store owners are guilty of making is writing product descriptions when keeping a large audience in mind. As a result, the product description becomes wishy-washy and ends up providing no significant result. The best product description is one that addresses a specific audience directly. Ask and answer questions through descriptions as though you are talking to customers personally. Choose the words your ideal buyers prefer, for instance, use the word you instead of I. Before writing descriptions, answer the following questions:

1.    What kind of humor does your ideal buyer appreciates?
2.    What words do they use?
3.    Do they prefer slang words?
4.    What questions do they ask before buying a product?

•  Entice customers with belief: When we sell products, like custom printed products online, we only think about our product features and specifications. Firms believe their company, their website and products are the best. This is where the problem lies; buyers are not interested in the mundane feature and specs. To entice your customers, highlight the key benefits and reveal how your product will make customers feel better, healthier and more productive. Tell them the problems, glitches and hassles your product will solve. To attract your customers sell an experience, not just a product.

•  Appeal to your reader’s imagination: Recent stats show that when people hold a product in their hands, their desire to own the product increases. Since you are selling online, your visitors can't hold the products. This is where large, crystal clear pictures or videos will help your customers. Online store owners should use a copywriting trick to increase the customer's desire to purchase. To master the copywriting technique, start a sentence with the word imagine and finish the sentence by explaining how it works for your readers.

•  Refine your voice: It’s essential to remain true to your brand voice and image in every product description. Even if you are a seasoned writer and are in tune with your brand, the temptation to switch increases. Since your product descriptions are continuously viewed, answer specific questions to bring out your brand voice.

1.    What tone will help you to best interact with your prospects?
2.    You have customer personas, what is your company persona?
3.    What is your brand voice, relaxed or humorous, or is it premium or serious?
4.    What separates you from the competition?
5.    What are the values of your company?

Questions like these help your creative team to stay true to the voice of the company. You should always keep your language aligned with your brand to maintain the trust of customers.

•   Tempt your customers with social proof: Customers always look for suggestions of what to buy. They look for reviews before buying and the products which get the highest review will top their shopping cart. But there are other ways to add social proof to your product description. For instance, you can add the image of a person to add credibility to your product. This way, you can offer a personal shopping experience to customers. Highlight products that are customers’ favorite, like designer coffee mugs online, as people prefer to buy popular products.

Compelling product descriptions will pay you back. To entice your customers, share your knowledge about the product. Instead of writing boring product descriptions, think out-of-the-box. Delight your target audience with compelling product content and, most importantly, write with enthusiasm and creativity. In addition to product descriptions, add great product images and videos to support customers’ purchase decisions.