Amazon sellers need to know these 7 product description writing tips to sell well in 2019!

As an Amazon seller, you may have completed the most difficult step - opening a store and listing your products, and attracting potential buyers to view the product detail page. Now all you have to do is convince them to click "Add to Cart" to buy.

One of the most important factors in convincing buyers to buy from you is effective product description. According to a study, 20% of shopping cart abandonment is caused by missing product information or unclear information.

In your product description, you need to explain what your product is and why it’s worth buying, and include detailed information about the product’s features and benefits. The best product descriptions focus on and resonate with the buyer. You need to highlight the benefits of your product to the buyer, rather than just listing the features. In other words, you need to sell the experience, not the product itself.

Since product description is so important, what skills are needed to write a good product description?

1. Understand your target audience

Before writing a product description, sellers need to understand the buyers, where they are from, their gender, and other information. Sellers should also check the buyers' reviews of the products to see what they think of you and your products, which can be viewed through YouTube and other social media platforms.

Here’s the product description Innocent created for the Seriously Strawberry smoothie, which highlights three clear characteristics of the drink and makes the product description resonate with the target audience:

2. Think from the buyer’s perspective

Sellers can put themselves in the buyer’s shoes, browse products the way a buyer would, and ask themselves questions like:

What do you like/dislike?

How does it compare to other listings?

Why should you buy or not buy this product?

3. Conduct keyword research

Keywords are a great way to help buyers find your products. To optimize your product descriptions, sellers can understand the keywords used for ranking. You should only use relevant keywords, and they should be added to the listing, such as the title and product features.

To find keywords, you need to think from the perspective of your customers and what keywords they would use to search for your products. In addition, you can use tools such as Google Keyword Planner or Amazon Keyword Autocomplete to help you with keyword research:

4. Product description language should have your style

You may have seen the phrase “excellent product quality” included in many e-commerce product descriptions. It’s great, but it’s overused and doesn’t really bother potential buyers, just like you wouldn’t say “average product quality” because it’s a bit redundant in a buyer’s mind. There are certain words you can use to help increase sales and turn visitors into buyers, including: you,

Marks & Spencer successfully used sensory keywords related to taste and sound to vividly describe its product, making its Belgian chocolate mousse mouth-watering:

5. Focus on product features and benefits

Clearly describe any technical features of the product and the benefits they can provide. Detailed product information adds credibility and helps sell the product.

Take a look at the product description written by Amazon, which highlights the features and benefits of the new Kindle Paperwhite. With phrases like "unsurpassed resolution" and "next-generation reading experience", it's tempting to upgrade your Kindle device!

6. Storytelling

Storytelling isn’t just a popular marketing buzzword; it’s also a great way to increase conversion rates on your product pages.

According to one study, consumers are 5% more likely to choose a bottle of wine that comes with a winemaker’s story over one with standard tasting notes. Interestingly, they are also willing to pay 6% more for such a bottle of wine.

The product description for Laithwaites wines tells a fascinating story:

If your product description includes a little story, it will help convince customers to make a purchase. When telling your product’s story, ask yourself:

Who made the product?

What motivates them to make the product?

What obstacles did you encounter along the way?

7. Use social proof

According to a study by BrightLocal, 85% of consumers trust online reviews and personal recommendations, and 97%

% of consumers check online reviews for local businesses. Buyers are attracted to products that are popular and have a lot of positive reviews.

Amazon Product Listing Optimization Guide

Whether you are a novice or an experienced seller, optimizing your product descriptions can help reduce costs and increase conversion rates.

Optimizing your Amazon product listing can convert visitors into customers. Buyers will buy from sellers they trust, and a good product description can help strengthen their confidence in making a purchase.

Amazon product listings are made up of three elements: title, features, and product description.

Your title should grab people’s attention and entice them to click through. Remember: your title is for people, not search engines, so don’t just stuff keywords. Instead, focus on adding one or two popular keywords. And don’t use all caps in your title. Anker’s Bluetooth Headphones title is a great example:

In addition, please use five bullet points to explain the main features and benefits of the product. It should be detailed and not exceed 200 characters. In addition, make sure to allocate 5 points to show why the product is awesome and better than the competition, as shown in the example below from Anker:

Finally, there is the product description. Remember that the goal of a product description is to explain what the product does and why the buyer should buy it. While not everyone will read the product description, some buyers will. Therefore, sellers can:

·Think from the buyer’s perspective;

Consider using emotionally powerful, sentimental words to tell a story about your product and convince buyers why they need it.

Include keywords and format them for easy reading;

Do not include the seller’s name, website URL, or company information.

Finally, let’s take this example of an Anker product description, which is very well written and also includes the use of high-quality product images:

(Text/ Fang Xiaoling)