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Writing killer product pages

Conversion is the end goal of any product pages. The power of your copy is one of the most critical variables in getting buyers to the last stage of the sales funnel.     We know a thing or two about copy that converts because we build high-performing eCommerce solutions for clients. In this chapter, we'll teach you everything you need to know about writing effective product descriptions. 

Write for the people you want to reach.  

 

Highlight your product benefits 

A lot of brands make the mistake of focusing on the features of their products, without explaining how those features will benefit the customer. Adding that extra layer of messaging can go a long way toward persuading a consumer to purchase from your store.  

Use a consistent, friendly tone to make new customers feel at ease.  

It's like a new customer is coming into your store for the first time. Even if they land on the home page or on a product page, the voice should be the same and friendly.     One "voice" doesn't work for every brand. Several of them are edgy, others are funny, and a few are sad. But no matter how you connect with customers, you need to do it in a friendly way and speak in a natural voice, no matter what.  Method's voice is cute and quirky, but it's easy to understand. If you could picture a real person saying these things, you would be able to. The language sounds very natural. Their website and all of their channels have the same tone of voice: method knows how to connect with customers and have the same tone of voice.     Remember that each person who comes into your store is unique. Talk to each person one-on-one, in a voice they can understand. 

Establish a strong emotional bond 

You'll be able to close sales with a consumer if you can establish an emotional connection with them. In order to achieve this, you may either provide uplifting stories about the origins of your products, or provide customers with ways to deal with bad ones.     Goop gets a lot of eye rolls for their dubious wellness claims and pricey items, but their product descriptions are truly exceptional. 

Words that sell 

The terms "you" and "your" have already been mentioned, but there are a few other words that have been proved to increase user engagement and conversions. 

Sensory words 

Our senses of taste, touch, smell, sight, and hearing are stimulated by sensory words. Because customers can't physically feel and experience your things, they are extremely vital when it comes to online buying.     Look at all of the sensory words! 
  • Sweet 
  • Savory 
  • Spicy 
  • Light 
  • Airy 
  • Rich 
  • Delectable 
When reading this description, you'll know if you like chocolate or not. Food companies and sensory words are a match made in heaven, but many other items can profit from them as well. It's possible to find velvety fabrics; fluffy pillows; and holiday-scented candles in the market. It doesn't matter what words you use as long as they appeal to the senses of the customer. 

Words that have the power of persuasion  

Advertising guru David Ogilvy famously compiled a list of the English language's top 20 most compelling words. They included: 
  • Suddenly 
  • Now 
  • Announcing 
  • Introducing 
  • Improvement 
  • Amazing 
  • Sensational 
  • Remarkable 
  • Revolutionary 
  • Startling 
  • Miracle 
  • Magic 
  • Offer 
  • Quick 
  • Easy 
  • Wanted 
  • Challenge 
  • Compare 
  • Bargain 
  • Hurry 
Curiosity, awe, or fear of missing out (FOMO) are just a few of the many emotions that can be evoked by using any of these terms. As opposed to attempting to incorporate all of these precise terms into your text, think about the emotional response you're trying to elicit instead. Remarkable could be better than "magic," but it's not a bad substitute. 

Conclusion 

With the right words, you can turn your product pages into effective sales vehicles. By focusing on who you’re speaking to, how you’re speaking to them, and what you want them to feel, you’ll be able to put together a solid copywriting strategy.     
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