Great product descriptions are often a key to closing deals with visitors to your eCommerce landing pages. However, a lot of busy eSellers neglect to invest the necessary time and energy to research what works and to create powerful pages accordingly.
The following is an overview of some of the most effective strategies and tips to help you improve your product descriptions to convert more visitors into customers.
Know the Audience
In a consultative personal selling approach, sales reps know that before they start offering up the benefits of a solution, they need a deep understanding of the prospect’s needs. This understanding sets the stage for a well-presented message that aligns benefits and value with the particular buyer’s problems.
The same logic applies in eSelling; before crafting product descriptions, build buyer personas based on your marketing data. A buyer persona is a very detailed, individual narrative that defines the prototypical customer you expect to reach with the solution and message. Include personal traits, as well as lifestyle behaviors, in crafting your in-depth persona profile.
Sell Benefits, Not Features
People do not buy a product because of the list of technical specifications or features it possesses. It is true that they like to know these things. However, people buy solutions to problems based on an identification of the ideal mixture of benefits that apply to their situation.
With your persona in mind, build a creative product description that identifies common problems that the product addresses or lifestyle voids that it fills. Connect core features to benefits by explaining what the typical buyer should expect to gain. In evaluating options, comparing the mix of benefits to price carries a lot of weight in the product that is eventually purchased.
Provide Proof for Claims
If you make a strong claim or offer a superlative to describe the value of a product, a prospect is likely to question the merits of the claim. Any time you expect this reaction to your product message, offer some type of proof to back up what you say.
Product testimonials and customer reviews are common, effective ways to support the overall mix of benefits on a product page, as well as to reinforce specific items. You can also offer video demonstrations, data, and reports that validate the claim you make. Well-supported brand adjectives contribute a lot to conversions.
Include Stories
Even with benefits, it is sometimes difficult for a reader to fully comprehend how a product fits into a lifestyle. Telling stories about how customers have used the product in the past can bring the message to life. For a safety product, for instance, you could share how a particular customer has or could escape danger with the solution. In combination with testimonials, stories help the buyer imagine owning the solution.
Conclusions
These are some of the most effective ways that eSellers can ramp up the power of product landing pages. Apply these strategies to your pages and track your conversion efficiency to see what types of gains you experience from them!