There are all sorts of tips and hints to get consumers to the front page of your e-commerce store. Businesses use viral marketing, affiliates, social media and various other promotions to get a consumer to their websites, hoping an eager shopper will browse through with their┬ádebit card at the ready. But how does one convince this consumer to click the “Add to cart” button once they’ve found an interesting product?

The answer is in the text. A well-crafted product description increases online payments and tells consumers they’ve found what they’re looking for.

Define the buyer
Everything in a product description should speak to the business’s target audience. Kissmetrics suggested companies go beyond demographics and analytic data to get into the minds of their shoppers. What websites do their audience members like to browse? Would a randomly selected person be more likely to prefer news articles or personal blogs? What are their goals in life, and how will your product help them achieve those goals?

With a better understanding of their target shoppers, businesses can create truly appealing product descriptions. Marketers get an idea as to what details to highlight and whether the tone they use should be casual, informative, authoritative or any combination of the three.

Speak in the shopper’s own language
Likewise, having a defined shopper in mind directs what sort of words and phrases to write. Members of a corporate IT department shopping for computers will swiftly navigate through several columns of technical specs, while a first-time dad simply wants a working baby monitor with as few buttons as possible. The same product description won’t work as well for both audiences. Still, it’s best in general to avoid an excess of technical terminology and focus on being pleasant and approachable.

Humor, when used well, is an effective tool for engaging consumers. Corporate-speak is necessary on occasion, but a light-hearted joke every once in a while keeps the viewer’s attention focused. At the same time, businesses should make all attempts to avoid talking down to their consumers. There’s a healthy balance between providing enough information without overwhelming a person and providing so little the product description is ultimately useless.

Make the text easy to scan
Most people don’t read every single word on a webpage. Internet users are accustomed to scanning through sites for what they want, and they’ll quickly abandon a page if they don’t find the information they’re looking for within a few seconds. As such, online retailers should be sure to use a clear visual hierarchy to dictate important data points. They can capture users with distinctive header sizes and colors, then list vital information with brief bullet points below. Larger fonts make text easier to read, Kissmetrics noted, and white space prevents the screen from getting too crowded.

Provide details and tips
Consumers want to know why your product is better than your competitors. This is where individual details and technical specifications come in to play. Instead of leaving these details just as they are, however, description writers should translate them into a list of benefits. This makes technical details more appealing and helps consumers understand how the product helps them. Businesses can have a little fun in this area, breaking away from the list of fine points, injecting humor into the conversation and providing tips for using the product.

Give examples
Of course, nothing convinces a shopper like seeing its real-world application. Thumbnails, video, testimonials and reviews are proof the item in question solves a particular issue or makes the customer feel better.

It’s important to note there will always be someone outside of even the most well-defined target audience who wants your item to suit their purpose. As such, businesses should make sure the examples they provide encompass a large number of potential uses, Practical Ecommerce said.

Remember SEO
Search engines are a powerful tool in bringing consumers directly to a product’s description. Businesses can increase their search engine results page ranking┬áby using keywords in the site’s title, headlines and subheads, body text, image descriptions and alt tags. These keywords also indicate the product’s intended purpose, but they must be spread effectively throughout the page. Overuse makes the text appear mechanical.

A compelling product description leads more shoppers to make electronic payments with online retailers. Businesses should craft their words with care to keep consumers engaged and willing to buy.

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