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How To Write Product Descriptions On Shopify
Last modified: November 3, 2023
Product descriptions are an important part of selling online, whether on Shopify or elsewhere. They set expectations for the customer and they help with SEO to improve your website rank on Google and other search engines. A great product description is also a good way to improve your website’s conversion rate.
Here are some tips to writing product descriptions that will sell.
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Product Description Writing
1. Sell Benefits
One of the biggest mistakes that business owners make is to sell the features of products. This is really not the best practice, customers want to know how using your product will help them and be useful to their lives.
Therefore, don’t say that a product has innovative technology that reduces processing speed. Tell the customer instead it will offer a better experience through less time waiting for the process to complete.
2. Sell From The Customers Point Of View
You might think that the product is great, but why will the customer? You need to sell the products from the point of view of the customer. What are they looking for and write in terms of ‘you’ and ‘your’ not ‘our’ or ‘we’.
This style creates empathy for your customers and makes you more personal and can help you to build trust.
3. Keep Paragraphs Short
Online reading is very challenging when there are huge blocks of content. Therefore, keep paragraphs to only about three sentences. Product descriptions should also be limited to about 4 or 5 paragraphs at most.
4. Use Keywords
You should use a few keywords within your content to try to rank your products on Google. Think about how your customers search for your products and use that as a keyword including it two or three times within the description. You should also have a heading that includes the keyword.
5. Don’t Use Too Much Branding
Don’t over stuff your products’ branding within the description. Brands don’t matter if you can build trust with audiences through reviews and good product descriptions. Branding makes product descriptions too long and disrupts the flow of your content.
Check your content for errors and mistakes. When there are spelling and grammar mistakes it can really reduce the conversion rate of your product descriptions. If you’re unsure about the spelling and grammar on your website, it’s best if you get a professional to check over your work. This can be expensive, but the benefits can make it worthwhile.
Enhancing Shopify Product Descriptions
Know Your Buyer
Start with who will buy your product. What do they need? How much detail do they want? For tech, keep it short and to the point. For lifestyle items, add more story and feeling.
Focus on Selling Points
Choose 4-6 key features that set your product apart. Highlight these in your description. They should show why your product beats others.
Structure for Success
How you lay out info matters. Use bullet points for specs, a paragraph for benefits, and drop-downs for extra details. Match this to your audience’s reading style.
Writing and Optimizing Product Description
First Drafts to Final Words
Write your first draft without aiming for perfection. Then, refine it. Keep mobile users in mind – short, clear, and easy to read on small screens.
Adhere to the 4 Cs
Your description should be clear, concise, compelling, and credible. Cut the fluff, stick to facts, and make sure it speaks to the buyer’s needs.
Revise for Impact
Use power words to evoke emotion and action. Replace vague adjectives with vivid, concrete language. Make sure key points stand out at first glance.
Conclusion: How To Write Product Descriptions On Shopify
Don’t let your product descriptions let you down. Write your descriptions using the tips above for success.
How do you align product descriptions with your brand voice?
Ensure consistency in tone and language across all product descriptions to reinforce your brand identity. Tailor the style to appeal to your target audience, whether it’s professional and authoritative or friendly and casual.
What’s the best way to handle technical details in product descriptions?
Provide a concise overview for non-technical users and offer a link for in-depth details, ensuring a balanced approach that caters to all without overwhelming.
How can A/B testing improve product descriptions on Shopify?
A/B testing allows you to compare different versions of a product description to see which performs better. Use data-driven insights to refine your copy, focusing on conversion rates and customer engagement metrics.