Tips for Writing High Converting Web Product Descriptions

Product descriptions are an important aspect of e-commerce web design. A high converting product description is informative and compelling enough to turn visitors into buyers. It has to be visually appealing, and the content should answer all the fundamental questions the visitor could have such as;

  • What is the product for?
  • Who is the product for?
  • What are the features of the product?
  • What is unique about the product?
  • Why purchase the product?

The visitor cannot touch or feel the product. You have to give as much information as possible so they can visualize the product, and decide whether it is worthy to feature in their shopping cart. The following tips will help you write high converting product description.

Understand your buyer

You develop and sell products for a buyer. Take time to know that customer: what makes them curious, what engages them, what makes them buy products and what makes them not buy products. To understand the customer, you will need to research what websites your customers visit, and what they read. You may also need to understand your customers’ goals and dreams. Your tone has to be right. Understanding the buyer will help you draft a buyer-centred product description rather than a product-centred product description.

Focus on the benefits of your product

You have all the features of your product at your fingertips. They are important, but that’s not what a buyer is interested in. The buyer already knows the basic features in that product category. So, overwhelm them with the unique features and benefits of your product. Focus on the problem each feature solves. To do this, list all the features of your product, and describe the benefit of each feature.

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Let’s say you have an e-commerce website in Singapore that sells smartphones, spare your customers the technical jargon of screen resolution and tell them how they will read emails and text without screen glare.

Easy to scan

The modern human being is a very poor reader and loses interest very fast. Most internet users will skim through content without reading each sentence or word. Large blocks of text do not make scanning easy. So break down your content into short paragraphs, and use bullet points for the product features and benefits.

The best web design company in Singapore is not all about web page design, but also offers useful insights on good web product descriptions. An e-commerce website is only fully optimized when it has high converting product descriptions which can be greatly enhanced with high performance SEO services to bring in the traffic by the shovel full.



About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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