Your ecommerce store is all set up. You’re investing in targeted leads. That investment is paying off, and people are coming to your website. They need exactly what you’re selling. But for some reason, few of them click ADD TO CART.
This is a frustrating situation. But it’s also a situation that you can quickly resolve, by taking a hard look at your product descriptions.
The customer journey
To start, let’s look at the customer journey. A customer sees an ad for the product you sell. They click the ad. They find the product they think they want on your website, so they go to read more. They find . . . a bulleted list, with a few features. Or they might even find a list of benefits. Their eyes glaze over. They lose interest. They move on.
They moved on because this approach just told them about a product. It didn’t truly connect with them and inspire them to buy.
What’s the Story?
Telling a story in your product descriptions makes all the difference. It tips the balance from “informing” a customer about a product and convincing them to buy it. It puts them at the centre of the product, and gets them to imagine themselves using it.
It’s the difference between reading a brochure about a car, and taking that car for a test drive.
Here’s an example. Let’s say your ecommerce site is selling a pair of scissors. It’s nothing fancy – just day-to-day scissors you might have around your house. Here’s one approach you could use in your product description:
Option A
- Heavy gauge stainless steel blades
- Strong, durable edge.
- Corrosion-resistant
- Moulded grip handle
It gives you information, but it doesn’t exactly inspire.
Now let’s try another approach, where we tell more of a story about these scissors:
Option B
Picture this. You’ve just received your latest online shopping purchase. It’s in a plastic container. You can’t wait to use it.
But you can’t open it. You dig at it, poke at it, try to get your fingernails somewhere, anywhere. Nothing.
You need a pair of scissors. Nothing fancy. Just a regular pair of scissors to open packages, cut string and wrap presents.
That’s where we come in. These scissors are the work horse you need to get into those Fort Knox style plastic packages. They’re what you need when you’re wrapping presents and you need to cut some ribbon. They’re by your side when you’re cutting paper. Why are you cutting paper? Who knows – that’s your business.
Point is, these scissors won’t let you down. They’ve got heavy gauge stainless steel, a strong, durable edge and a moulded-grip handle for comfort. They’re just what you need, when you need them.
What’s the difference?
The second version actually lists fewer benefits than the first one – but it tells a story. It brings a relatable problem to your mind, then shows how these scissors solve that problem. Now, you’re not just thinking about the features and benefits of scissors. You’re thinking about a problem you have, and how these scissors can solve it.
Better ecommerce product descriptions
Make this change to your product description copy, and I bet your conversions start to go up. Because you’re not just listing features anymore – you’re telling people a real story. One they can connect with. And when people connect, they buy.