In this article, we’ll dig into why product descriptions matter, how words impact conversions, product description best practices, and tips to help you write high-converting product copy for your online store with SmartSeller.
Why Better Products Descriptions Are Worth the Effort
With online shopping, the physical aspect is removed because consumers can’t hold the product in their hands to examine it. They’re left to rely on visual cues and the information you provide to help make a purchase decision.
Price is only one part of the purchase decision, and it takes more than just a collection of product features and specs to satisfy the customer’s need for info.
A great product description clearly states the value and benefits of the product, tells a story, and presents the product as something more – a solution.
In short, a good product description mirrors the thoughts, desires, and needs of your target audience.
The Psychology of Better Product Descriptions
A really great product doesn’t generate sales on its own. A customer needs to have at least a basic understanding of how the product works. More importantly, they need to understand how that product will help them.
According to Harvard Business professor Gerald Zaltman, 95% of purchase decisions take place subconsciously.
While a customer makes a conscious decision whether or not to purchase a product, that decision is influenced by their subconscious. When you understand some basic principles of psychology, you can begin writing better product descriptions that help guide more customers toward a purchase decision.
Targeting the Needs of the Consumer
Maslow’s Hierarchy of Needs is a motivational theory utilizing a 5-tier pyramid. In this model, needs at the bottom of the pyramid must be tended to before a person can deal with needs at the top.
Every product relates to at least one psychological need. When you understand the need, you can write product descriptions that connect with your shoppers on a deep, emotional level. The copy will have a more appropriate tone and use words better suited for the mental state of your customer when they’re faced with finding a solution.
For example, if you sell tornado shelters, you’re not really selling a product; you’re selling peace of mind. That is directly related to the Safety Needs level of Maslow’s Hierarchy. While that may be the primary need addressed, good copy often appeals to multiple levels.
Keeping our tornado shelter example in mind, let’s examine how you might appeal to more than one level.
- Physiological Needs – This provides shelter during a storm.
- Safety Needs – This provides peach of mind.
- Love and Belonging – This protects the people that you love.
By keeping in mind the Hierarchy of Needs as you write product descriptions, you dramatically increase the chances that you connect emotionally with your potential customers.
Speaking their Language
Jargon doesn’t sell products. Customers can tell when a product is being overhyped with buzz words and marketing speak. For more effective product descriptions, write copy that uses the language your customers use to describe experiences.
One of the most effective ways to accomplish this is to research what other customers are saying about a product.
Search for product reviews on Google, Amazon, and other sites. Find impactful phrases that reflect the product experience. In many cases, you’ll find customers tend to use the same tone and words or phrases.
Use those words within your product description, especially when describing benefits, to create emotionally-charged, persuasive copy.