Shopping online in a Magento store is very different from buying from a physical store. While customers can see the products being sold, they cannot touch, try, or hear them.
So, what is the solution to enhance the customer’s buying experience? Use titles, words, benefits, images and videos, and other elements of the product description correctly to convey all those feelings, make them trust your product, and influence them to buy it.
You can boost the sales of your Magento store this way: by using the product description features in the best possible way.
That said, now is the time to discuss how to write a perfect product description for a Magento product in order to increase sales and revenue. The following are the tips and tricks!
Table of Contents
I. Optimize Magento product descriptions
Think about it: what is the first phase or step to bring a sale to an eCommerce store? The answer is bringing the customers to the product page. Right?
Indirectly, it means optimizing your product page as per the search engine optimization guidelines so it can rank at the top of the search engine result pages (SERPs).
For your information, to attract about 39.8% of your targeted customers, you should rank on SERPs at top position. Or at least on positions 2, 3, or 4 to get about 18.7%, 10.2%, or 7.2% of the potential customers. (Source)
So, how to optimize your product page? Simply put, write SEO-friendly product descriptions.
To write SEO-optimized product descriptions, always start with doing thorough keyword research to find queries or keywords your potential customers are searching for on the internet. These keywords should be relevant to your niche and listed products.
The tools you can use for this purpose are:
For example, if your store sells “yoga mat”, use a tool (like Semrush is used in the picture attached below), enter your keyword, and get a list of relevant keywords like this:
TIP: Choose keywords with higher search volume but lesser keyword difficulty/competition. If you want to target a specific customer segment, long-tail keywords (phrases with three or more words) are particularly useful.
Once you find the right, low-competitive keywords, use them naturally in your product description when writing it. Mentioning again, use them naturally with no stuffing.
NOTE: Not only embed the keywords you find into the product description but also into:
- product URL
- product title
- meta tags
- H1 tag
A good product description should be detailed, engaging, and informative. It should include a title, description body, tags, meta title, and meta description.
II. Keep it clear, concise, and kkimmable
Suppose you have two pieces of text that tell exactly the same thing. One consists of 500 words, while the other has 200 hundred. Which one will you pick to read?
Let us guess! It’s the short one with fewer words, right? Well, it is not only you but all the readers.
In fact, according to a report by Potent, 13% of the conversion rate for B2B businesses depends on the readability score of the website. And content with better readability rewards more conversions. (Source)
Therefore, when writing Magento product descriptions, avoid technical jargon and/or industry-specific terms that may confuse customers. Use simple, everyday language that most of your target audience can understand.
However, if you can’t stop yourself from writing descriptions in easy-to-read language, you should learn from an AI product description generator.
Generate descriptions for your products. See how this tool writes skimmable text for you. Try to implement the same words, terms, and structure to keep it simple for the readers.
In addition to the readability, use bullet points to highlight key features and benefits and make the description skimmable. This makes your product descriptions easier to scan and digest.
III. Play with the general human psychological
“It’s not what you sell that matters as much as how you sell it!” This quote by Brian Halligan, CEO and co-founder of HubSpot, perfectly represents how human psychology works.
So, DO NOT forget to use the basic psychological techniques to influence your customers to make a purchase.
There are two ways to do so through the product description:
- Create an emotional connection
- Bring in some power words
First, use storytelling to make your product descriptions more engaging and relatable.
Try to create a story around your product. Discuss how you designed and developed it, who this is for, and how it can solve different problems. This can arouse emotions and create a deeper connection between the product and the customer.
Secondly, use some power words within the descriptions. For example, words like “exclusive”, “guaranteed”, “proven”, “limited edition”, “affordable”, etc. These words can make descriptions more compelling and motivate customers to purchase.
Another way to do this is to use descriptive language to feel more luxurious, trustworthy, and different than other brands or products. For example:
| Basic | Descriptive |
| This laptop is fast and efficient. | Experience lightning-fast performance with every click. |
| This is a comfortable shirt. | Feel the soft, breathable fabric against your skin. |
Lastly, remind the visitors to make a purchase with strong calls to action. For example, “Buy Now”, “Add to Cart”, “Get Limited Offer”, etc., are such words.
IV. Add some social proofs
Remember, trust is like the air we breathe—when it’s present, nobody really notices; when it’s absent, everybody notices. So, you must make your customers trust you to make a sale.
What is the best way to make customers trust you via product description?
There are two ways to do so:
- Include customer reviews
- Shadow ratings and awards
Display customer reviews and ratings, as they significantly influence customers’ trust in you and shape their purchasing decisions. Try to highlight positive feedback and testimonials that reinforce the value of your product.
Potential buyers often trust the experiences of others, especially those that mention specific features or benefits they’re interested in.
In addition, if your product has received any industry recognitions, awards, or certifications, display them without thinking much. Like customer reviews, this adds credibility and can reassure customers of the product’s quality and reliability.
Conclusion
In a Magento store, product descriptions can be used to increase sales. The first step is to optimize them for SEO with relevant keywords. This makes your product relevant to customers’ queries and ranks it higher on search engines. Keep descriptions clear, concise, and easy to skim via simple language and bullet points.
Use psychological techniques like storytelling to create an emotional connection and include powerful words like “exclusive” or “limited edition”. Lastly, add social proof such as customer reviews, ratings, and awards to build trust.
