Improving your Product Descriptions

by Sara Tams of sarah + abraham

I’ve been looking more closely at my Google Analytics recently and wondering how I can convert more of my website traffic into customers.

I have a few ideas about ways to make my product options less confusing and some ideas about product photography. But when it comes to improving my product descriptions, I was at a loss until I spoke with Amanda Avutu of Lucky Guppy Marketing.

I asked her for advice on writing great product descriptions, and here’s what she told me…

First, she explained that a great picture and basic specs (materials used, dimensions, price, etc.) are important, but they aren’t enough.  You should also come up with a creative product name that encapsulates the spirit of the product, and then mix in a dash of enchantment.

Basically, you need to give the customer a story to replay in her mind, one in which the product fits into her idealized notion of who she wants to be.

Amanda told me, “There are pretty much two reasons why people buy things – to help them do something or become someone. If your customer wants to come across as a sexy uber professional mom, give her the sense that those earrings will make her look like she actually took a shower and put on makeup; or that the cloth sandwich bags show she’s uncompromising when it comes to the environment, style and convenience; or that this tote bag can schlepp diapers and bottles with as much panache as expense reports and a laptop.”

So, to recap, when writing product descriptions, the three things to keep in mind are:

a) provide all of the necessary specs

b) give your product a creative name

c) tell a story in which the customer can imagine herself playing a starring role

As easy as A, B, C!

6 comments

  1. Thanks so much for all these articles, they are being a great help. I always like to write very short little stories to go with the storybook like art that I draw. I always hope this brings a little magic to them. I will go back and check that they include the customer, both the adult and child!
    Catherine x

  2. Indre says:

    If all were that simple. Yoox.com has basically nothing can be called a proper product description, though their sales are high.
    For my items I try to be creative and describe even the smallest detail of my items, but like you say, the traffic does not convert into customers.
    I think that there’s much more to think of than just title and description. Too bad I don’t know that it is 🙁

  3. Tammy says:

    I’d pick the first one. No, wait! I’d pick the tree with the initials. On second thougt… I like the thistles (I think they’re thistles) anyway let’s just say I’d be happy, Happy, HAPPY with any of them ~ they’re all beautiful!

  4. Amanda Avutu says:

    Psst, Tammy, I’m with you on the thistles. . .but it’s the post above this one where your praise and preferences really count. Good luck!

    Thanks, Danette. Hey, my brain is your brain. Your copy ain’t too shabby, by the way!

    Catherine, I have absolutely no doubt that your customers treasure the stories you include with your art.

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