Have you ever walked into a shop with aisles upon aisles of label-less products, not a single employee there to help you, and everything glued down so you couldn’t pick it up?
We didn’t think so.
But that’s kind of what shopping online with poorly written or empty product page listings feels like to potential customers.
If shoppers don’t understand what your products do and how they can help them, you’re intentionally making it harder for yourself to sell them anything.
To help you with this, we’ve crafted a few tips on how to write compelling product listings.
How to write compelling product listings
Tip #1 – Spend time on your product title
What’s the very first thing you notice when you’re browsing an eCommerce store?
That’s right, the picture.
And what’s next?
The product title.
This is the very first element people will read and it needs to tell a succinct story that describes what the product is.
Think “Blue Watch” vs “Men’s 30m Water Resistant Oystersteel Watch – Blue.”
The latter tells your potential customer:
- It’s designed for men
- It’s water-resistant
- It’s made from high-quality steel
- And that it’s blue.
Put yourself in your customers’ shoes, wouldn’t that make you more interested in learning more about it?
Tip #2 – Include benefit-driven bullet points
Not everyone will have the time or interest to read the fine print of your product.
And for those people, you’ll want to give them just enough information to feel like they’ve done their due diligence.
To write compelling product listings be sure to include a bullet point summary of the product
Bullet points that highlight the benefits of your product’s most important features are a great way to do this.
Continuing with our watch example:
- Waterproof design means you can keep it on while you shower
- Never worry about scratches thanks it’s tough Oystersteel
- Eye-catching Sapphire Blue detail will make you the center of conversation
While writing bullet points, make sure to use keywords people will likely use to find you on search engines.
Tip #3 – Tell a story
The easiest way to convey your product’s message is through a story.
Include storytelling in your product description while you’re addressing the customer’s pain points and frustrations and you’re much more likely to keep their attention.
Tell them how your blue water-resistant watch will make their lives better.
- Who’s this watch for? Who isn’t it for?
- How will my customer feel when using it?
- What will my customer miss out on if they don’t buy this watch right now?
Your aim is to help the reader imagine what their life will be like once they own it so that they can’t imagine their life without it.
Make them the hero of the story and paint a vivid picture for them so they don’t try to convince themselves out of it.
For example:
“Be the person everyone wants to talk to at a party when your watch pokes out from underneath your jacket and they can’t help but wonder what you do for a living.”
I’ll buy two!
Tip #4 – Include tecnical attributes
This part usually comes after the product’s description and is read by folks who read every detail before making a purchase.
Your technical description should be as extensive as you can make it while still keeping details relevant.
For example, it makes perfect sense to include details like the size of a screen, charging cable, and physical dimensions.
This is also a perfect place to include more SEO-related keywords to increase the likelihood your product listing will appear on Google search results.
Think about how this section can answer some FAQs to help guide your thinking.
But remember to keep it short and easy to read.
Most people who visit this section already know what they’re searching for and just need to confirm for themselves that they are buying exactly what they need.
Tip #5 – Continue optimizing your listing
After finishing your compelling product listing, open your calendar and add a note to check analytics in about a month.
A good product page should have an add-to-cart rate of about 7% and a conversion rate of about 2.5-3%.
If you’re bringing in the right audience to your website and still not hitting those numbers, that might be a sign that your product listing still needs some work.
Getting better images may help, but in our experience, it’s usually the words of your page that will make the biggest difference after price.
Make changes you think will help but be sure to give it enough time to gather statistically significant data. You don’t need to do it every month but consider scheduling it for at least once a quarter.
Conclusion
It’s not always about the product itself.
Products that sell well aren’t necessarily the best ones, but the most compelling ones.
Want to know the best part about that?
Words are free.
No need to make changes to your actual products, just the words you use to describe them.
Implementing these tips can make a huge difference in your conversion rate so be sure to include them whether you’re running an eCommerce shop or selling on Amazon.
The more compelling your product listings are, the better chance you’ll have at making a sale.
And the time may come when running an eCommerce business isn’t want you to want to spend the rest of your life doing.
If that ever happens, there are hundreds of people looking to purchase established eCommerce companies for top dollar.
If you want to learn more about what selling your eCommerce business could look like for you, contact us for a free, non-binding call.
At AEPIC Partners, we manage the A to Z of selling your eCommerce business and getting you what it’s worth.
