You may think that all Shopify shopper cares about is our product photos. Of course, visually delightful images help in making an informed purchase decision, but that’s certainly not the reason why a consumer buys. A study by Nielsen Norman Group states that customers spend 82% of their time at the online store studying the textual information available. That’s where the Shopify store product descriptions come into play!
Even though Shopify store owners know how important it is to engage their customers through the power of content, they often overlook product descriptions, and that’s not right. Before sharing tips on writing compelling copies, let me tell you what a product description is.
It is a marketing copy that explains a product available in an online store and why it is worth purchasing. If you are not so impressed with the current product descriptions on your Shopify store, here are six tactics to help you change that.
Writing Shopify store product descriptions that convert
1) Focus on your target audience
An ideal product description reads as speaking directly to the customer. Everlane, an online clothing retailer based in California, does a great job creating a sense of belonging in its store.
If you notice closely, phrases such as “take your usual size” and “All. Damn. Day” are friendly and relatable! With the right choice of words, Everlane has positioned itself as a friend of its customers. Remarkable, isn’t it?
Before you start writing product descriptions for your Shopify store, identify your customers. Create buyer profiles to make the writing process easier for yourself.
2) Give a solution to reduce customer pain-points
Because that’s why they have come to your Shopify store – to buy a product that eliminates their problems, puts them at ease, and improves the quality of their lives manifold! Are your product descriptions doing that? I hope so!
Dollar Shave Club, a male personal grooming E-commerce store, does a fabulous job making even the most mundane products, such as Casual Hair Clay, seem convincing. I love the use of funky phrases like “sculpt your style like Michelangelo”; they are emotive and nudge the customers to buy the product instantly.
If your state why a customer should compellingly buy a specific product, he will convert. What do you think?
3) Give your storytelling a boost through product descriptions
Please, please avoid the use of words such as “excellent,” “top quality,” and “affordable” in your product descriptions. Your copy should impress your customers, not make them think – “okay, yes, I have read this line before” or “this reads so fake.” Trust me – you don’t want to sound unpersuasive or too desperate.
If you struggle to pick the right words, skip the fancy ones and stick to simpler ones. Son of a Sailor, an online jewelry shop based in Austin, is a pro at storytelling. It carefully picks the most trivial words and weaves a story around the product.
Read the description shared above, and you will instantly want to buy that product. It even shares what inspired the designer to create such a product. Such enthralling storylines strike an emotional chord with the customers. What do you think of this?
4) Define your tone of voice
Product descriptions become a crucial part of the brand communication strategy for any Shopify store. That’s why you can’t act as one of those boring online stores that don’t create glossy content. Give your content a personality. Set a tone of voice. Instill humor.
You are the storyteller. Instead of stating that your customer care team is friendly, choose words that show that your team understands the business and is helpful and approachable.
5) Use bullet points to write Shopify store product descriptions
The attention span of today’s consumers is poor, which is why large blocks of content on the website don’t convert. The report’s length should not scare the customers but compel them to read, analyze the information and make an informed decision.
Take electronic devices, for example. Their product descriptions have a feature list. If they are broken down into bullet points, it becomes easier for the customer to relate to what’s up on the offer.
Please remember to keep the bullet points short and sweet unless the information is paramount, and you can’t do away without being descriptive.
Over to you
While high-quality images make a crucial selling point in the online business, the product descriptions need to tell the consumers why they exactly need the product. If your customers are not impressed with the copy, they won’t convert, and your sales will eventually stagnate or dip.
Therefore, know your audience, know your product, and ensure your content team’s copywriting skills are always on point!