10 Tips for Writing Compelling Fashion Product Descriptions That Boost Conversions
By Andra Veness - CHARLENE & CO. EDITORIAL TEAM
Craft compelling, SEO-friendly product descriptions for fashion e-commerce. Learn 10 expert tips to boost sales, build trust, and engage your audience.
Compelling product descriptions set one product apart from another. That, and 87% of shoppers believe product information and descriptions are important when making buying decisions. Crafting an engaging, appealing product description highlighting key features for a target audience will significantly boost conversions for fashion e-commerce sites.
Crafting an effective product description means knowing your audience, selling key features, using effective language, and ensuring your words are error-free. Fashion e-commerce brands have lots of competition, so selling products with professionalism and proof of value will build trust with audiences and increase sales.
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Tip #1: Know Your Audience
Every fashion brand has a target audience: teens, families, fashionistas, business professionals, etc. Identify who your customers are to better tailor your content and products to them.
Once you’ve identified your audience, your product descriptions and website copy should reflect their demographic. Tailor your tone and language to resonate with your audience. For example, capitalizing on catchy phrasing and trending aesthetics is perfect for a younger audience, while a more mature audience might appreciate a more professional tone with a timeless feel.
Tip #2: Highlight Key Features and Benefits
A product description should always be unique to that product and explain the benefits of its features. Those benefits could be anything, but ideally, they will mean the most to your intended audience.
Product descriptions show features and benefits that meet your customer’s needs. That may mean that a garment is high quality or high fashion — or both. Consider how those key features will benefit the customer. For example, rather than just mentioning a product has a stretchy waistband, highlight that a stretchy waistband is comfortable for everyday wear.
Tip #3: Use Sensory Language
Engage the customer’s senses with sensory language. Sensory language is a descriptive language that evokes sight, smell, sound, taste, and touch. Especially in an e-commerce marketplace, it is important to help customers imagine what an item is like. What would this item be like if they were holding it in their hands, and what qualities would be most appealing?
For wearable items, describing a product’s feel and look is paramount. Sensory language could describe the feel of a fabric or how it is intended to look, whether oversized, silky, or luxurious. Describe your product to help customers visualize it.
Tip #4: Tell a Story
A story doesn’t have to be long. For example, painting a picture of a girl’s night out would be perfect for a mini dress’s product description. Help your customers envision themselves using a product with the power of storytelling.
But not any story will do. Make the story or scenario relatable to your audience so they can see themselves using it. A girl’s night out might not work for a workwear fashion brand, so keep in mind what situations your customers would find themselves in and incorporate that into the product description.
Tip #5: Use Social Proof
Social proof is perhaps the most valuable aspect of a product description. Customer reviews and influencer collaborations are perfect for building brand reliability. Rather than trusting what a brand says about its products, humans are more likely to trust another customer's experience. Positive customer reviews will seal the deal.
User-generated content is another way to boost product sales. Customers can run across UGC anywhere on social media. Seeing a real customer review a product authentically (and hopefully positively) not only translates to increased site traffic, but it also increases a brand’s credibility.
Tip #6: Be Clear and Concise
When writing product descriptions, avoid complicated jargon, but don’t over-simplify either. The sweet spot is using everyday phrasing and backing up more complex ideas with facts. Also, consider customers won’t spend much time reading a product description, so keep it short.
Since shoppers are looking for reasons to choose a product, offer highlights and positive facts in straightforward language. The clearer and shorter you can make a description while also discussing the benefits of the garment, the better.
Tip#7: Optimize for SEO
Incorporating relevant keywords will optimize for SEO and elevate an e-commerce site in search results. Using SEO keyword software like those offered by Semrush, you can research which keywords are best to use within product descriptions.
Descriptive titles that include keywords or highly searched words will perform better than generic titles. A descriptive title with no more than two keywords and no longer than 60 characters is best. Remember to also optimize meta descriptions for SEO. These short blurbs appear under your title on search pages and describe what your site offers. Including keywords and relevant information in meta descriptions is important.
Tip #8: Incorporate Calls to Action
Guide the customer to action by including clear calls to action. CTAs can include satisfaction guarantees, limited-time deals, or other enthusiastic claims that appeal to customers. Clear and effective CTAs will push a customer to action on an item.
Persuasive language in CTAs looks like active, instructive language. It tells a customer what to do with reasonable phrasing; that could sound like limited time, add to cart, order, explore, or continue shopping. These calls to action might seem simple, but incorporating them within product description pages makes it easy for customers to perform a desired action. After putting the effort into marketing the product, calls to action encourage conversions.
Tip #9: Use High-Quality Images
Consider the difference between listings on ASOS versus Craigslist. Which is more trustworthy to buy from? Compared to a community marketplace like Craigslist, it is no contest that ASOS presents more trustworthy, professional-looking products. You can attribute part of that to the high-quality images they use. Adhering to a high standard for images and presentation is important when building trust with customers.
Customers want to see the product in as much detail as they would in person. High-quality images should feature products from multiple angles and in real-life contexts. Featuring as many angles, movements, and natural scenarios as possible will help customers conceptualize how a product might perform in person.
Tip #10: Proofread and Edit
Unlike in-person shops, e-commerce sites rely entirely on product descriptions and their digital identity. So proofreading and editing website copy and product descriptions is vital to presenting a professional image
Once you’ve checked for spelling and grammatical errors, consider refining your copy too. This process involves improving readability, professionalism, and tone. Refining should also occur after analyzing site performance. Editing website copy according to data-driven decisions allows fashion e-commerce sites to constantly improve.
Conclusion
To write compelling product descriptions, engage your intended audience with sensory language, intriguing storytelling, social proof, and calls to action. With perfected website copy, professional images, and SEO optimization for search performance, you are setting up your e-commerce site for success.
By implementing these 10 product description tips, the best parts of your fashion products will be highlighted to customers. These product descriptions will help your website exude professionalism, captivate visitors, and instill trust, ultimately driving increased conversions.
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