With brick-and-mortar stores, shopping isn't as easy as having a customer walk into a store, selecting a product, and walk out again. Customers pick up items, look at them for a while, and carry them around the store before ultimately deciding whether or not to purchase them. They try clothes on in the dressing room and even unbox items in the store so that they can get a good look at them. None of these options are available to customers purchasing items from your Shopify store. The lack of familiarity with products may be a key reason 85% of consumers still prefer shopping at physical stores versus online. Despite the convenience of online shopping, physical shopping still has advantages that customers care about. One of the ways to combat this problem is by optimizing your product descriptions. In this guide, we'll help you discover the keys to creating an amazing Shopify product description that will help sell your products.
Well before you craft the first sentence of your product description, you need to have amazing product images lined up to support your content. Your product images are the first impression customers have of your products, so they need to be amazing. It can be a good idea to have a professional take your product images since they're so important to your E-commerce business success. Whether or not you can have a professional take your photographs, keep in mind these points for high-quality product images:
While it can seem redundant to have so many product images, studies show that having more product images leads to more sales on your site.
Your product descriptions should evoke emotion and understanding for your customers. It's important to describe products using as many of the senses as possible to duplicate the sensation of exploring a product in-store. Often, product descriptions fall short of expectations because they focus only on how a product looks (or, in the case of food, how it tastes). Other sensations, like how a product feels in your hands or the sound it makes or the smell of the material, can be evocative for your customers. Consider the difference between these two potential product descriptions for a brown belt:
You can see how incorporating more senses into the product description drew out emotions and made a description of a simple brown belt feel like an experience.
When your customers read your product descriptions, you want them to immediately visualize themselves with the product. Fostering an emotional connection with your customers is one of the best ways to get them to make a purchase. To help customers visualize using a product, draw on storytelling techniques. Place your customers in the moment. For example, consider these two descriptions of a baby carrier. Both descriptions draw on the same senses and highlight the same features, but one uses storytelling elements.
Which product are you more likely to purchase? Storytelling elevates your product descriptions, bringing them from blasé to amazing while highlighting the same key points.
One of the biggest flaws you can make on your E-commerce website is not taking time to carefully craft product images and descriptions that will sell your products. You want shoppers to feel the same level of confidence with their online purchase that they would have felt in the store. To do this, it's important to use descriptive imagery that will catch their attention. As a bonus, these long-form product descriptions are also apt to catch the attention of search engines, helping your products rank higher in search engines than they would have before. All of this can lead to increased customer loyalty. For more ways to get the most out of your Shopify store, contact us today.
According to Forbes, "ecommerce continues to grow by 19 percent each year," which is far greater than offline retail. As of 2019, ecommerce is a $3.46...