In this video, I’m going to show you how to increase sales with product descriptions.
When you’re setting up your Shopify store, product descriptions usually end up being
one of the last things on your to-do list.
After spending so much time on your store, it can be easy to skip this step.
Today, I’ll explain why skipping writing product descriptions is a huge mistake.
I’ll start by explaining what an effective product descriptions is.
Then, I’ll explain where product descriptions fit in your sales funnel.
Finally, I’ll give you an easy template to use to write your own product descriptions.
By the end of this video, you’ll know:
How product descriptions can help increase conversions
How to write effective products descriptions for any niche
3-step template you can start using today
And more.
Ready to get started?
Watch on.
Hey everyone it’s Jessica from Oberlo.
If you’re new here, Oberlo is an online marketplace of products you can dropship.
Dropshipping, by the way, is one of the easiest ways to start an online business.
Instead of buying tons of inventory for your online store, you only order products when
you get sales.
Your supplier ships your orders for you, so you can sell all over the world!
But being a successful dropshipper requires constant learning.
Make sure you hit subscribe so you never miss our tutorials, dropshipper interviews, and
product recommendations every Tuesday and Thursday!
Successful dropshippers Andreas and Alexander were one typo away from success.
They had their entire store setup and were running Facebook ads but not seeing conversions.
After changing the spelling of one--yes, one--word in their production description, the sales
started ringing in!
That just goes to show how much of an impact well-written product descriptions can have
on sales.
So, what is a product description anyways, and what’s the point of it?
A product description is not just the supplier’s facts about the product.
A product description is not just a list of different colour variants and sizes.
A product description describes a solution to one of your customers problems, needs or
desires.
A product description is the copy that explains what a product is and why it’s worth purchasing.
The purpose of it is to supply customers with details around the features and benefits of
the product so they are compelled to buy
A marketing study showed that listings with a product description had a 78% increase in
conversions compared to listings that just used the manufacturer’s specifications or
trust badges.
As a business owner, it is important you understand your customer’s journey through the sales
funnel.
Once they click on your ad or visit your store, every step they take can either make or break
the sale.
Remember, the product description is right above the ‘add to cart’ button.
It might be the last thing your customer reads before purchasing the product or leaving your
store.
I’ve seen many dropshippers make this mistake before.
They spend hours setting up their store, spend money on paid Facebook ads, and then leave
the manufacturing facts as the product description.
Talk about a conversion killer!
Think back to the last few products you bought online.
You most likely read the description before purchasing them.
You might have even been on the fence about the purchase, and were convinced to purchase
by what you read.
A product description addresses your ideal buyer directly and personally.
You ask and answer questions as if you’re having a conversation with them.
You answer problems they might not know they have yet.
So, now you know why you’re never going to skip writing product descriptions again.
But, how do you actually write them?
Even though they need to be simple and short, those few sentences can feel impossible to
write.
English may not be your first language, or you may not be familiar with your products
niche and have no idea where to begin.
That’s okay, because dropshippers are problem solvers, Now I have some strategies you can
use to make writing effective product descriptions easy.
It’s important to remember you are selling to a target audience.
You need to understand them and speak their language.
Product copy that converts best is able to empathize with the target customer and address
all their purchase objections.
You most likely wouldn’t sell a new phone to your best friend and mom in the same way.
First, you need to get to know your target customer.
Get to Know Your Target Customer
To find out about your target audience, there are some simple questions you can ask.
First, who is the product for?
Ask yourself if there is a specific gender, age, or lifestyle that defines this group
of people.
If you’re running Facebook ads, ask yourself the same questions you used to build your
audiences.
A simple exercise to use here is to imagine you were getting coffee with your customer
for the first time.
You might ask about their hobbies, tv shows they watch, and what their friends are like.
Once you have a general idea of who your customers are, get to know them a little more!
Use Instagram, Reddit, or any other online communities to see what they’re like.
Look for language they use, their humour, and even what emojis are the most prevalent.
This is all helpful information you can use to write your product descriptions.
Once you know how to talk to your target customer, you need to ask yourself why they would want
this product.
Why Does Your Customer Want to Buy This?
What are their needs, and what problems are they looking to solve?
If your product is not clearly solving a problem, you’ll need to step back and get more creative.
For example, jewelry does not solve any concrete problems.
But, it does solve a need for women and men to express themselves, feel more sophisticated,
or find a gift for someone special.
To see another example of this, consider laptops.
If someone is shopping for a laptop, they are seeking a portable solution that a desktop
computer can’t provide.
Because of that, most laptops have their weight near the top of the description.
When it comes to writing the description itself, keep it short and simple.
Keep the Description Short and Simple
You won’t convert a sale if you bore your customer to sleep.
You want to keep your product description clear and scannable so they are easier to
read for potential customers.
Bullet points are a great way to highlight features and make them easy to read for your
customers.
If you’re having a difficult time writing your own product descriptions, I’ve got
a product descriptions hack for you!
Even if you have a unique product, there is sure to be similar ones in the same niche
being sold by competitors.
Large ecommerce stores have professional copywriters writing their descriptions for them.
Use Google to find them and read them for inspiration.
They will help you identify your audience’s language and what features they are looking
for.
To become good at writing product descriptions, you’ll need to read a lot of them.
Practice makes perfect!
Ok, now you know what makes an effective product description and how it can increase your conversion
rate.
Now, I have a 3-step template for you from Nicole, an experienced ecommerce entrepreneur
at Oberlo, to make writing your product descriptions quick and easy.
Each point can be one sentence or multiple sentences.
It’s up to you to test the length to see what will resonate with your customer better.
The first step is to complement the customer in relation to the product.
Compliment the customer in relation to the product.
Find a feature of your product that your customer is looking for.
Relate it to them to show them how it’s a perfect fit.
For example, if you’re selling the microwave cleaner, you can mention how heated you both
get when it’s dirty!
Use the word “you” or “your” as if you’re talking directly to your customer
in the description.
If your customer identifies with the emotions in the product description, they will be more
likely to feel like that product was made for them and they need it!
The second step is to mention the product benefit in relation to the product feature.
2.
Mention the product benefit in relation to the product feature.
Use your audience research to answer one of your customer’s potential problems with
a product feature.
With wireless headphones, one product feature would be the battery life.
The benefit of a longer battery life is that it allows your adventure-seeking customer
more time to explore the world rather than sit by the charging station.
You don’t need to explicitly explain what your product can do for your customer, but
it helps.
When you’re online shopping, you’re not always shopping with your problems top of
mind.
For example, I may not realize how my dirty microwave could ruin my date night until I
read it in your product description!
The third step is providing a simple recommendation.
3.
Provide a simple recommendation.
Wrap up your product description by giving a recommendation.
Recommend that the customer use your product a certain way, or suggest they buy another
product to go with it.
For a wireless headphones product description, you might suggest your customer buy a wireless
phone charger in your store too.
If you’re selling clothing, you can suggest an accessory or another piece of clothing
to help them complete their look.
If you’re looking for examples of knockout product descriptions, make sure to check out
Nicole’s blog post in the description below.
Now I’d love to hear from you.
Have great product descriptions helped you convert?
Was a product description ever so good it convinced you to purchase the product?
Leave a comment and let me know.
I’ll chime in with my thoughts.
Thanks for watching.
Until next time, learn often, market better, and sell more.