How to Use Storytelling to Enhance Your Product Pages

10/01/2018 | Share:

Good product pages don’t just list a product’s features or how big the dimensions are. Good product pages tell the customer a story about the benefits of the item and why they need to buy it from you. In this blog we take a look at how storytelling not only enhances your product descriptions but also increases your conversion rate.

1. Think about your customer’s needs rather than the product

Firstly think about why a customer is looking for your product and the problem the item fixes. By understanding these details, you can start to map out an engaging and informative product description.

Next you should decide on the tone of voice. Is it an item which can be best described in a bright and lively way, or does the product have more serious applications (for example a first aid box) which need to be addressed in a sensitive or expert manner?

Regardless of the product use, don’t be tempted to write the product description in the third party. Instead, craft your content to speak directly to the customer. The reason for this, by adopting a natural tone you are more likely to connect with your target customer and entice them to buy.

2. Describe a scenario for your product

Don’t be afraid to give your products a back story. For example, of course, vases hold flowers, but instead of listing colour options and dimensions, set a scene surrounding the vase. Talk about how the vase brightens any room with or without flowers and what type of feeling it conveys. Let the customer know if the vase will add a modern twist to a lounge or provide a classic touch to a traditional dining room.

You can even talk about how the vase will make a lovely gift for someone special or the place and history of where it was produced.

3. Anticipate any questions your customer may have

Unlike shopping in a physical store, the customer cannot easily ask any questions about the product or your business. Therefore anticipate any issues and include them on the product page. From covering how products are packed to how long delivery takes.

By understanding and answering common questions regarding the product, you will not only provide the potential customer with reassurance about your business but also a good feeling about their purchase.

Plus just in case a customer wants to ask a question you’ve not covered, you can also provide an old-school way to get in touch with you. For example a landline telephone number.

So there you have it, adding storytelling to your product pages is a great way to help your business land with your target audience, can improve conversion rate and will set you apart from your competitors.