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Product descriptions are one of the only ways customers get the chance to interact with a product before they decide to buy. That means your product descriptions need to be up to the job…
Taking this into account, spelling out briefly, effectively and persuasively the reasons to buy the items and services you have on offer are paramount. If you could do with a hand in tightening up your product descriptions for your eCommerce store.
Here’s some advice to get you started:
First, make sure that whatever you write has the key benefits for your customers foremost. Don’t just cut and paste the product specifications from somewhere else. Use descriptions that communicate exactly what problems the item solves for the customer, and why its indispensable. It’s a good idea to consider SEO too by placing keywords strategically, but don’t focus so much on appealing to the search bots that the language doesn’t sound natural for your real human customers. Pay attention to spelling and grammar. Poor spelling is not going to engender trust in your business or Magento eCommerce store. And be consistent throughout.
If you can link to reviews of the product, so much the better as this provides a peer to peer opinion of the item’s worth. Remember that reviews which are partly negative help to demonstrate a balanced view, and so could work more in your favour than endless unconvincingly glowing reports that seem too good to be true
Include a call to action to encourage active rather than passive engagement. This could be in the form of a direct invitation to purchase, or perhaps a link to view related products. Showing a wider range is good, as customers like to feel that they are making a choice from a number of options and so weighed up their purchase sensibly. But don’t make the range of options so wide they get overwhelmed and lose interest.
So in summary, don’t underestimate the value of a decent product description. Educate your customers respectfully, and they are more likely to buy and come back for more.