Customizing product descriptions to your audience improves ecommerce conversion rates

Michael Marchese
April 9, 2019
Target product descriptions towards the reader

Customizing product descriptions to your audience improves ecommerce conversion rates

Michael Marchese
April 9, 2019

The buyer personas or Voice Profiles used to create long form pieces of content are extremely relevant when it comes to product descriptions. If product descriptions are used to sell the product – the sales pitch will be more effective if it speaks directly to the person reading it. Product descriptions should be helpful and provide the reader with an idea of what the product is, how the the product will be used, and why they should pull the trigger – purchase it!

Product descriptions should matter to my audience

Product descriptions are short so each word matters. After each sentence, ask yourself:

  • Does this matter to the reader?
  • Does this resonate with my buyer?
  • Does this explain how the product will directly benefit the buyer?

Using language to keep your audience in mind with a product description

Language can be adjusted based on the readers knowledge level, demographic details, intended use, and pain points. The person who will be buying jet skis online is different from the person who will buy a new car seat online. When it comes to writing towards the correct knowledge level – remove any jargon or words that are not familiar to your wider audience as jargon doesn’t make the product description helpful to the reader. Jargon can actually just confuses the reader!

Cosmetics Example

Someone purchasing cosmetics online is a sophisticated cosmetics user. A makeup beginner would go into the store to receive a lesson and recommendations from a professional. A sophisticated cosmetics buyer on the other hand, would be willing to take the risk and purchase makeup products online. Perhaps the buyer already knows the brand or has tried similar products in the past. The language should reflect the knowledge level of the audience while providing enough detail to help them determine whether or not they should make the purchase.

  • Example of a product description not targeted towards the audience: This eye shadow is mauve with a hint of silver sparkles. This eye shadow is perfect when used with eye liner and mascara. The shadow container is about the size of a quarter.
  • Example of a product description targeted towards the audience: This eye shadow is a brown mauve with a hint of silver sparkles to make your eyes pop. The shadow has a creamy consistency with a great deal of pigment to ensure the color lasts all day long. The shadow can be applied wet or dry. Easy application with a fluffy eye shadow brush or with the finger. Recommended to use with our long lasting eye shadow primer. The shadow will brighten up your eye lid and is a great asset to your overall smokey eye shadow look.

Questions to consider when writing a product description

  • How will my audience use the product?
  • When will my audience use this product?
  • How big is the product?
  • What questions does my audience ask about the product?
  • How familiar is my audience with these types of products?
  • What are the deciding factors for my audience when purchasing this product?
  • Why should someone pick this product over others in the market place?
  • Are there any product installation details that the user should be aware of?

Use descriptive language to show not tell

Words are more powerful when they can be backed up. Instead of making claims, explain it.

Luggage Product Description Example

Instead of just saying, “lifetime warranty”, say something like, “the strong luggage is guaranteed to last for all your travels to come – even the muddy outdoor camping trip!”
Keep in mind who your audience is when using descriptive language. Specific and unique adjectives won’t appeal to a younger audience who is buying lip balm. Abbreviations and slang won’t work well for senior citizens. Product descriptions shouldn’t be wordy, but they also shouldn’t leave the reader with more questions.

Focus on your buyer and SEO

SEO is important but you cannot write your product description for the search engine. You have to write product descriptions with your audience in mind. Incorporating long tail SEO keywords is helpful, especially for the title, however, your product descriptions should read well and be helpful. If your product descriptions are over optimized for SEO, it could hurt your conversion rates.
For help creating a voice that ensures your product descriptions are targeted, contact Tempesta Media.

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