by Kiana Mason
A big key to your success in eCommerce is writing online product listings that make even the most skeptical consumers make a purchase. Listings need to showcase the benefits of your products, talk about the features, and compel people to buy.
But writing listings isn’t always easy. Many eCommerce merchants make the same mistake over and over again, falling into a pattern of writing listings that ignore what consumers are looking for. It’s time to turn your eCommerce sales around and write vivid, standout listings that make buyers feel their life won’t be the same if they click past your product.
Focus on What Buyers Think
Marketing research shows that buyer behavior plays a huge role in when, why, and what people buy. Use this shopping behavior to your advantage by connecting with consumers and understanding how to write listings that speak to the psychology of sales.
Make a Personal Connection
What is it that drives your customers to make a purchase? It’s not just seeing your product and deciding they need it. The feeling and mood that your product evokes in a consumer is what motivates them to buy. People are more likely to buy when they feel an emotion. This can include positive feelings that make them feel good about themselves or it can be a discontented emotion. The fear of missing out (FOMO) strategy is a successful one – consumers don’t want to miss out on a great deal.
Consumers Want Brands They Can Trust
Buyers want to know that your product is one they can trust and that your brand is one they can rely on. One of the ways to build this type of authority is by including product information that’s accurate and can be verified by facts. Testimonials from other customers also help to build trust – when new customers have proof that your product is being used by others, they feel more confident in buying as well.
Talk About Buyer Concerns
Combined with the emotions behind making a purchase, consumers also buy products that solve a problem or a concern. Now they just need to know that your product is the right one for them. List both features and benefits in your listings, focusing more on the advantages to consumers when they buy your product.
Tips to Writer Killer Listings
With so many eCommerce listings to browse through whether you’re listing on Amazon, Shopify, or your own website, consumers can quickly become bored and frustrated. After a while one product looks just like another. This is your opportunity to make your listing stand out from all the others. Here’s how.
Write headlines that spark interest. Your headlines need to quickly and concisely convey to buyers exactly what you’re selling. While this may seem obvious, listing headlines are where many eCommerce merchants go flat. Great titles need to do three things:
- Give a great first impression of your product and brand.
- Be about 40 to 80 characters and avoid using ‘fluff’ words that don’t add value.
- Written with words that are clear and persuasive.
Write product descriptions that are high converting. Just as important as headlines are your product descriptions. This is where you can tell and sell your products to consumers. Your description needs to strengthen buyer confidence in your product – list features but also focus on the benefits. What will your product do for a buyer? Paint a picture where they can see themselves holding and using your product.
Write unique, vivid descriptions. Use words in your listings that are vivid and expressive. This is where adjectives can come in handy. Instead of talking about how nice and affordable your product is, describe it as luxurious and cost-effective.
Design, Font, and Text
You can spend hours writing your product listings, only to post them with a design that’s difficult for consumers to read online. Unlike brick and mortar shopping, consumers are relying on the efficiency of your listing to guide them in making decisions. Make sure buyers can easily read your listings:
- If possible when posting, change the font size – headlines should be at least 16 to 20 point font size, so they boldly stand out.
- Stay on brand – your eCommerce brand is one of your biggest assets.
- Be professional. Avoid using too much color or font that’s difficult to read.
- Use visuals that leave no doubt. Consumers what to see exactly what your product looks like.
Getting your eCommerce business noticed starts with amazing listings that call out to new customers and give them all the information they need to make the decision to buy your products. By focusing on consumer psychology, descriptions that sell, and postings that consumers can easily read, you’ll quickly notice an increase in your online sales. See the full visual from ForSaleByOwner to recap the online listing tips you’ve learned above.