If you’re running an online store on Shopify, writing product descriptions is essential to your business. A masterfully crafted product description can mean the difference between closing the sale and… well, not.
We studied the top-performing stores on Shopify so you don’t have to.
We’ll share the top three things we learned about writing product descriptions from them.
Then, we’ll let you in on a secret that’ll have you breezing past the competition.
Know Your Audience
Before writing that product description, you need to understand your target audience. Who is your ideal customer, and what do they want to know about your product? What problems does your product solve for them?
Tell a Story With Your Product Descriptions
You want to engage with your audience in a way that keeps them on your product page. So, while there’s a place for facts and figures, your product description should be a compelling narrative that keeps your audience hooked.
Explain why your product matters and how it can enhance their lives. Share the story of its creation or the problem it solves. By all means, use high-quality images that show your product in use. You want them to connect emotionally and have your product stuck in their heads and hearts.
Format your Product Descriptions
For the best impact on Shopify, you want to make sure your product descriptions are easy to read, so pay attention to things like font, spacing and formatting, using bullets where necessary and bolding main points so it’s all easy to scan before reading in detail.
It’s okay to edit your page once it’s up. Test frequently, keep what works and be ready to change what doesn’t.
Now, this is all great advice.
If you want even better conversions…
If you want a product page that converts like crazy, you need to take things one step further.
Shopify Product Descriptions the Frictionless Way
There’s a group of shoppers I’ve become obsessed with. And it’s taken me over a decade to figure out a system that gets them to buy. Many of the regular marketing tricks don’t work.
We’re talking about visitors leaning in with interest.
They’re intrigued but haven’t heard enough to complete that order. The thing is, they’re LOOKING for more information. They do something most visitors don’t: read all your copy, watch all your videos, read your reviews. If you want massive improvements in conversion rates, this is who you want to hyperfocus on.
Thankfully, we’ve developed a 3 step process just for them, and that’s the wild card that’ll get you ridiculous conversion rates.
Step 1: Map out High-Visibility Locations
We place subtle CTAs in high-visibility locations on your Shopify product page. Here’s an example for a hypothetical client. We’ve attached red arrows so it’s easy to spot where we’d place the CTAs.
Step 2: Build the Sales Pitch
What happens when they click one of our CTAs? First, the rest of them disappear. Then, they’ll get a popup with our sales pitch that’s been custom-built to convert.
To build this pitch, we have a solid formula that’s based on the 9 Truths About Online Shoppers.
We really think about your audience and go deeper than you might on your regular page. What do we need to tell them to convince them to buy?
What anxieties do we need to address? For example,
— Are they worried about price, quality, and delivery, or is it just their first time shopping for this kind of product online?
— Have they been disappointed by similar products in the space? Or is it just that old habits die hard, and they need that extra nudge?
Step 3: Find the Winning Pitch
Our 9 truths formula allows you to build many sales pitches. But we don’t know which is the best, so…
To see the 3 steps in action, check out this article.
This concept isn’t a theoretical framework. It’s the base formula for all our conversion work for clients. This marketing framework can be used to boost sales for sports products. To sell skincare products. Pet products. Consumer electronics. Athletic gear. Back pain solutions. Food items.
It can even be used to improve your overall conversion rates.
Want to try it out for yourself? Drop me a comment, and I’ll show you how.