Creating Associate in Nursing optimized and literate product description page might not command a similar glory as building a microorganism diary post, however that doesn’t mean they’re not even as vital.
They are.
In fact, optimizing your product descriptions will impact shopper behavior and your brand’s on-line presence in an exceedingly variety of sizable ways in which. From higher conversion rates and additional happy customers, to strengthening your brand’s on-line name and making certain your copy is in line with SEO principles, the advantages build the time and energy needed to jot down quality copy well worthwhile.
So, however specifically does one produce one that may convert? we have a tendency to eroded the online to spot 5 corporations that lead the trade with their sturdy product description ways, and analyzed what makes them work.
Read on to find our 5 easy tips – complete with real-life examples – that show however business homeowners like yourself will write that entices additional customers and increase your bottom line.


Many corporations build the error of no matter their audience once writing complete copy. Such carelessness is most evident once observing a company’s product description pages. Copy is usually written with a obscure audience in mind, with the wants of the corporate, instead of those of the client, in center focus.
This isn’t the proper approach to require if you wish to make effective product descriptions that cause larger conversion rates. You instead have to be compelled to write for your client, instead of at them. Doing therefore can build a dramatic and substantial distinction in your client acquisition rates, and after, profit margins.
But, before you dive into writing your descriptions, you wish to pinpoint your audience and World Health Organization you're writing for. As Kissmetrics outlines in their article, ‘7 easy Steps to Writing Product Descriptions That Sell’, the primary step to writing effective ones is to “define your purchaser persona”.
A purchaser persona represents your audience – a.k.a. the cluster of individuals you developed your product for, look for to have interaction and generate loyalty from, and ultimately, purchase your product. so as to try and do therefore, you wish to figure out however your they assume and what makes them tick. within the words of Kissmetrics, “You have to be compelled to grasp your purchaser persona therefore well that you simply grasp specifically what makes her laugh, what makes her shake her head in disbelief, what makes her click purchase, and what makes her hesitate to order.”
Writing copy while not understanding your audience may be a complete shot within the dark, and carries very little probability of success. After all, you can’t expect your target client to be drawn in by your copy if they don’t feel connected to your company on a private level.
ModCloth may be a nice example of a corporation that has perfect the art of writing “customer-centric” instead of “product-centric descriptions.”
“Our copy combines each artistic and descriptive components in a shot to take care of that blithe, aspirational ambiance, whereas still being search-friendly,” ModCloth’s Merchandise Copywriting Manager, name Russo, shared with America at Compose.ly. “The reason ModCloth’s copy is notoriously coltish and fun is as a result of we’re having fun, and that we wish to attach with our brightly good and humourous community with our words.”
Should you see ModCloth’s product descriptions, you’ll notice not solely is their copy fun, it’s additionally purposeful. aboard puns and spirited representational process, area unit sensible details like potential ways in which to wear the merchandise, however the merchandise would build customers feel, and specifics regarding the product’s cloth, shape, color, and fit.
Here area unit some examples from their sweater collection:

    “Living the native style of romance, great eats, and easy sophistication is easy with this sweater in your wardrobe!” (Banned Up to Parisienne Sweater in Houndstooth),
    “Though this cowl-neck sweater offers classic comfort, there’s nothing basic regarding its daring design!” (Open Knit Cowl Sweater with Colorblock Sleeves),
    “This cropped cardigan is actually best in school, due to its cozy knit – with improved cloth to avoid pilling – and V-neck.” (The Dream of the Crop Cardigan in Honey).

One example Russo touts as a powerful illustration of ModCloth’s complete voice is their Icing on the Cape A-Line Dress.