So, you have a pretty amazing product — it fits into your online niche and the marketing strategy seems great, but what will turn someone who’s just browsing into becoming a buyer?
Yes, sales have been satisfactory, but you need to boost them. Everyone wants to get to the next level.
You may have some impressive images, descriptions, and prices at the right points. Yet, you cannot seem to attract the number of sales you want from your target market.
As an eCommerce store owner, you don’t have the advantage of word-of-mouth explanations. Not like a walk-in business.
There, the seller can explain all of the products’ advantages, point them out, and even give a demo.
All you have is the power of your words. And, if used in the right way, one of the most effective marketing tactics there is.
Maybe all you need to do is tweak one little thing: your product description.
With just a few strategic tweaks, your words can be magical — spinning webs (the good kind) around those who read them.
With the proper tools in hand, you can keep your clients fixated on your website for hours.
We can offer the best advice. With it, you’ll be able to launch an amazing marketing campaign, like those of the pros at eCommerceFuel.
The time to start is now.
Many shoppers are attracted by images (think Instagram) and price, but if the description doesn’t fit into what they had in mind, they’ll soon lose interest.
Product descriptions are essential to customers’ perceptions, and these perceptions are often very hard to change.
First impressions count even more in the eCommerce arena — with a single click, you can lose a customer.
eCommerceFuel is a meeting point of industry leaders who have succeeded in creating captivating product descriptions through strategic planning.
As you create your own marketing campaign, this community is a great place to seek advice and learn from like-minded individuals — be sure to contact us.
Now, here are the basic characteristics that a good product description should contain:
You’ll need to engage your customers with your descriptions to entice them to buy the product — this is what we call a “strategic marketing plan.”
A well-written product description plays a significant role in any strategic marketing plan.
The product description should be included in the business marketing program and should become part of your overall objectives and marketing tactics.
Here are five tips for making your product descriptions stand out and help your marketing objectives succeed.
Defining your audience is part of a marketing strategy that’s necessary before you start writing your product descriptions.
Keep the below questions in mind as you create them:
A great strategic marketing example is The Salty Lady. They really understand their audience, and this is instantly clear in their product descriptions.
Their strategic marketing is targeting people who want to sleep better and who believe in a holistic way of living. Their audience wants to alleviate headaches and anxiety caused by everyday electronic products.
The Salty Lady has done their research, developed a marketing strategy and included features that matter to their buyer’s persona.
This means you have to put your product benefits front and center.
Here’s how you can do that, and gain a competitive advantage in your marketing.
Many business owners think their product features are the best in the market.
Even though product features are key to the description, the buyer wants to know what the product can do for them.
You may have the latest, high-quality features, but most customers won’t really care about those details.
Customers think of what the product will do for them. So, you need to describe what the product does rather than what it is.
Be it providing convenience, style, or a handy accessory, the purchase has to have a purpose.
The individual characteristics don’t matter as much as the value they can provide the buyer.
Customers buy products for their benefits, so a good description finds the right balance between both.
In this next marketing strategy example, the product description may be a bit lengthy, but the business combines benefits and features perfectly.
It details how the product — glycolic acid cleaner — is an effective exfoliator, and how it removes impurities, oil, and leftover make-up.
These are the top things their target market wants to hear, and the benefits cannot be discounted by anyone.
A web-usability study found that only 16% of people will read your content word-for-word. In contrast, 79% scan over the page.
You’ve spent time and money creating content, so you’ll need to target that 79%. They’re looking for specific information in the shortest amount of time.
Your product descriptions should:
People are more likely to buy a product if friends or family recommend it in person or through social media. This is fairly simple when shopping in person, but is trickier online.
The International Journal of Information Management states that online product recommendation (OPR) improves customers’ shopping experience.
In addition, it helps foster long-term relationships.
When consumers don’t know what to buy, they’re more likely to choose a product based on the number of positive reviews.
A recent study shows that people read an average of ten reviews — whether on your page or through social media — before considering buying from an online shop. It also states that 73% only pay attention to reviews written within the last month.
Plan your product descriptions and marketing to allow buyers to leave reviews, which will then influence future buyers.
A popular place buyers look to for reviews is Amazon, and eCommerceFuel offers some strategic tips in this podcast about how to get reviews there.
Let’s look at the review page below to see what features to include in your product description.
eCommerceFuel is the place to be when looking for guidance, support, and resources — there, you’ll have the opportunity to interact with over 1000 industry leaders.
From live events to podcasts and insightful content, our community aims to make ‘magic happen’ by helping you grow your business and build meaningful relationships through effective strategic marketing.
eCommerceFuel members agree on the marketing tactics they learn from our community. Albie is just one of them:
Create your strategic marketing plan today.
Photo by Rawpixels