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You’ve led the customers through both the marketing journey and sales funnel until they land on the page of the product that they desire.
Many Shopify stores will lose the client here, leaving the store owner wondering what went wrong. This final step to nudge the customer into adding the product to their cart can be difficult. However, it can be easily fixed, sending your sales soaring ahead of your competitors.
The problem usually lies in your product descriptions. You need to write compelling product descriptions that leave the customer with no choice but to add the item to their cart and clear it out. Writing descriptions for your Shopify products is, therefore, an integral part of your eCommerce website strategy.
Sales copy in the product descriptions can be really hard to write. This is further compounded by the fact that you list a wide range of products in your Shopify store.
Writing descriptions for all of these items can be a tedious task, making it easy for you to drop the ball when it comes to crafting quality copy for each of them.
Below, we outline and expound methods you can use to write product descriptions that sell and grow your Shopify store.
How Can You Write Effective Product Descriptions?
Even when you have a comely theme and excellent photography, your Shopify store might not get enough conversions to justify the investment you have put into it. The hurdle to your success might be that you don’t have descriptions accompanying your Shopify products.
Well-crafted product descriptions not only nudge customers to buy an item in your listing but they also draw in more traffic to your Shopify store if they are properly optimized for search engines and show up in the top results.
Given these advantages, it is prudent to add descriptions to your Shopify products. Here is how you can pen descriptions that increase conversions to your online store.
Write An Original Description
When you have a long list of items, you might find it quite difficult to write descriptions for all of them.
On the other hand, you might not have the creative skills to write. You might then be tempted to copy and paste a description off the internet or use the exact copy from the manufacturer.
This can lead to Google penalties when it comes to SEO. You, therefore, have to write an original copy to maintain the integrity of your site. If you don’t have the writing skills, you might have to create space in your budget for a copywriter.
Identify And Write For Your Target Audience
Many online store proprietors try to lure in as many customers as possible, regardless of whether they are interested in the products.
This broad approach to eCommerce marketing might increase traffic to your store but it might result in an increased bounce rate.
Therefore, you should zero in on your preferred audience. Characterize them and form buyer personas. With these personas, you can develop a voice that will appeal to this kind of buyer.
Proceed to craft descriptions that point out the benefits of the product to this kind of buyer and problems they have to which the item is a solution. With this specific kind of copy, your product descriptions will increase sales because they speak directly to that buyer.
Zero In On The Benefits Of Your Products
When writing a description, many online store proprietors focus on listing all the fine details about their products.
This includes dimensions, weight, and other measurements. While this technical information might be advantageous in conveying the kind of item it is, it doesn’t really do much in convincing a potential client to buy. What, however, accomplishes this are the benefits and advantages of the product.
Buyers will add a product to their cart if they believe that it solves a specific problem that they have. To make the product description comprehensive and compelling, it’s better to put both technical features and benefits together, explaining how the former lead to the latter.
This presents the buyer with all the information necessary for them to have more than a passing interest in the item.
Use A Natural, Free-Flowing Conversational Tone
Just because your Shopify store conducts business over a computer platform, that doesn’t mean that your eCommerce website strategy should mirror the unsentimental indifference of a computer.
When a potential customer logs onto your Shopify store, they expect a human aspect in the service they receive – akin to that they would receive when shopping in a brick-and-mortar location.
So, when it comes to writing product descriptions, you need to write in a manner that depicts a normal conversation between two human beings. This draws in the customers because they can relate to your copy.
Craft Scannable Descriptions
With several options, your potential clients always have alternatives. This means that the customer attention span is highly limited. If your copy doesn’t present information in an easily understandable manner, they will find another Shopify store.
To capture their attention and deliver information about your product, you need to make your content scannable. In other words, the clients can just run their gaze over the product description and pick out the important features.
One way of making descriptions scannable is by writing short and concise sentences. Additionally, make sure that these sentences aren’t grouped into thick paragraphs. These long paragraphs are a sure way to increase the bounce rate of your product page.
Another way to make your content scannable is by taking advantage of bullet points. This breaks up the text and draws the eyes to different points. Using different fronts also draws the eye and makes different parts of the content stand out.
Incorporate SEO In Your Product Descriptions
As we alluded to earlier, product descriptions are a great way to get your Shopify store noticed. Therefore, you should optimize your copy for search engines. Identify the keywords that you want your product page to rank for. Choose a word or phrase that doesn’t have a lot of competition.
Google’s Keyword Planner is a good tool to discover keywords that you should rank for to get your name out there. Look for additional related keywords so that your page can climb the search results when customers search for anything related to your primary term.
Use A/B Testing
Making changes to your product descriptions doesn’t guarantee that you will have more conversions. Even if you’ve followed all the steps above, there’s always the chance that your sales won’t increase due to one reason or the other. One way to make sure that the changes you make are effective is by carrying out split testing.
This involves changing different features of the descriptions and seeing their effectiveness versus the unchanged version. You can change the wording and fonts of the various areas of the product description and compare the success rate of each change against the unchanged area.
This enables you to find the changes to the description that work and those that are ineffective. By split testing all the ways you can improve your copy, you settle on a format that works for your Shopify store’s product descriptions.
Shopify product descriptions are key to increasing your sales. While the potential customer might be teetering on the edge of initiating a purchase, the language in your product description can push them over the line – making them add the product to their cart.
To write effective descriptions, make sure you’re original and writing directly to your buyer. This means you should use the language they’d use when you’re putting forward the benefits of the product. Make your descriptions scannable while optimizing the content for search engines.
Ensure that the changes you’ve made work by using split testing on each of the alterations you make.
Written by Ricky Hayes
Ricky Hayes is the Co-Founder and Head of Marketing at Debutify - free Shopify theme, helping dropshippers build high-converting stores in minutes. He is a passionate entrepreneur running multiple businesses, marketing agencies and mentoring programs.
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