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17个经典案例教你提升转化率的产品描述要如何写

来源:雨果网作者:栏目:攻略发表于:2018-09-11 10:52:56 阅读数:

实际上,只要用对了办法,即使是最普通的产品(例如一件白T、一个背包)、最枯燥的listing也会变得富有灵魂,让你的潜在买家的listing阅读之旅不再无趣。本文专为有这方面困扰的卖家总结了一些技巧,教你撰写生动的产品描述。以下是一些范例,教你如何以不同的方式看待普通产品,写出吸引人的产品描述:

  1、考虑“产品解决了什么问题?”
 
  例一:L型书桌产品描述:“If you have space limitations, the compact ‘L’ desk is a great alternative(如果你的房间空间有限,那么L型桌子能非常好的解决你的空间问题)”。
 
  例二:勃朗宁折刀:“We are always looking for knives with unusual locks, especially those that seem to offer a better way of releasing the lock. This knife from Browning fits that bill(我们一直在寻找带有独特刀锁的折刀,特别是刀刃可以更顺利开合的,而这款勃朗宁折刀真好满足了这一需求)”。
 
  这两款产品直接向买家揭示了它能解决的问题,有需要的买家一目了然。没有意识到自己有这方面需要的买家,也可能会恍然大悟自己也有这些需求,就顺便购买了。
 
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  2、考虑“这个产品有什么人在用?”
 
  例一:麦克风描述:“Singers absolutely love the sound of this mic! Speakers love the depth and clarity it gives their voice!(歌手们、演讲者们都会爱上这个麦克风发出的声音,深沉而清晰)。”
 
  例二:坚果描述:“Nut lovers and tin collectors rejoice. We’ve packed a Great Pumpkin design tin with 6 smaller tins of honey roast peanuts, pistachios, spicy peanuts, cashews, fancy mixed nuts and smoked almonds(坚果爱好者和罐头收集者们可以嗨起来了。我们准备了一个很棒的南瓜型罐头,里面放了6个小罐子,分别放了烤花生、开心果、花生、腰果、混合坚果和熏杏仁)”。
 
  这个描述直接面向产品的目标受众做出呼唤,很有感召力。
 
  3、从产品的历史或成分入手
 
  例一:服装描述:“Thirty years ago, we introduced a warm, double-layer shirt inspired by the ones north-woods log drivers wore to stay warm through long, damp days working on the river (30年前,我们推出了一款温暖的双层衬衫,衬衫的灵感,来自北方森林原木司机工作时为了抵御漫长潮湿天气穿的那种保暖衬衫)”。
 
  例二:雨伞描述:“Originally developed by an awning manufacturer, the heavy-duty 6-oz. cotton also resists wind and will repel the moisture of a light drizzle(这款产品是一个雨篷制造商开发的,采用了6盎司的棉花,放风又防雨)”。
 
  描述从产品的成分或历史入手,向买家传递出卖家对于产品品质的认真态度。
 
  4、产品是如何升级的?
 
  例一:“This year, our wind-tunnel tested Slice Aero frame is 50 grams lighter than last year(今年经过优化,我们的Slice Aero框经风动测试,比之前轻了50克)” 。
 
  例二:“Before now, it was very expensive to print full-color, professional-quality album inserts in quantities less than 300. Those days are over. Now you can get beautiful album inserts that won’t break your budget!(过去全彩印专业品质的相册价格非常贵,但现在你可以得到非常漂亮的相簿,价格绝对不会超过你的预算)”。
 
  告知消费者你对产品优化做出的努力,让他们感受到产品确实在变好。
 
  5、与大众文化挂钩
 
  例:“Seven just became your lucky number. Don’t believe in luck? You will after you get your hands on this sensational snack collection [It has seven ingredients.](7会成为你的幸运数字。这款小吃有7种成分,得到它会给你带来好远)”。
 
  6、从产品的季节性或使用场合入手
 
  例一:“You’ll find yourself reaching for them any time the weather turns chilly(你会发现只要天气变冷,你就会不自觉的需要它)”。
 
  例二:斜纹棉布裤:“When the weather calls for shorts but the occasion doesn’t, these lightweight chinos are an ideal alternative(天气转热但你想去的场合又不适合穿短裤怎么办?这款轻薄的斜纹棉布裤是你理想的选择)。”
 
  例三:“Perfect for rewarding a team for a job well done or top performers for contributing the most to the company’s annual profits(如果你的团队在这一年度表现很棒,那么买这款产品奖励你的团队成员再合适不过了)”。
 
  7、产品不可超越的点
 
  例:“The look of real wood without the maintenance, thanks to a durable scratch- and stain-resistant laminate finish (归功于产品所采用的叠层加工工艺,人们能再欣赏产品实木外观的同时,无需担心日常的划痕或污渍问题)”。
 
  8、从产品的感官入手
 
  例:“These pants may look like wool, but they’re actually made of ultra-soft cotton for itch-free comfort all season long(这条裤子看起来像羊毛的,但实际上是用超柔软的棉花制成,能给你带了一整个冬季的舒适感,并且你还可以免受羊毛带来的瘙痒)”。
 
  9、产品意想不到的组合
 
  例:“Combines elegance with the durability, versatility and functionality needed by today’s office(产品将优雅的风格与现代办公室所需要的耐用性、通用性和功能性结合在了一起,外观和实际需要都得到了满足)”。
 
  10、产品可能呼唤起的情感
 
  例:“The rich bison leather of our finest hands ewns will remind you of the classic hunting lodges of the past, as will the timeless comfort of their hand-stitched construction(我们的产品是用野牛皮手工缝制的,野牛皮的质感让人不禁联想到丛林的狩猎时光,细致手工缝制针脚将给你带来永恒的舒适感)”。
 
  11、与品牌联盟
 
  例一:“We’ve worked with Smith Optics to create a pair of polarized sunglasses with the best features for outdoor sports at a terrific price(我们与Smith Optics公司合作,共同为户外运动爱好者们打造了一幅功能非常强大的偏光太阳镜,而且价格非常优惠)”。
 
  例二:“We worked with traditional European shoemakers to design high-quality clogs that provide natural, lasting comfort – at a great price(我们与欧洲的传统制鞋商合作,设计出高质量的厚底木屐,为消费者提供自然、持久的舒适感,而且鞋子价格非常美丽)”。
 
  12、介绍产品使用方式的多样性
 
  例一:“You can even leave the center pole at home and simply hang the center peak of the tent from a limb for a lightweight spike camp(你甚至可以把帐篷中心的柱子放在家里,在野外的时候直接把帐篷挂在树枝上,就可以搭建你的小天地了)”。
 
  例二: “The durable style of Ambience allows you to start small and add pieces as your office changes(良好且持久的风格允许你随着办公室的变化,慢慢添置新物件)”。
 
  13、陈列多个产品值得购买的理由
 
  例一:“This is so universally useful that you will want one in your desk drawer, one for your hunting gear and of course one in the tool drawer in your kitchen(你在很多地方都会用得到它,你会想书桌抽屉里、狩猎工具袋里、厨房工具抽屉里都放一个)”。
 
  例二:“Our gift certificates can dissolve your holiday shopping dilemmas in a moment, since they’re good for any of our pampering services for women or men. Buy ten at a time and we’ll even give you a 5% discount off the total dollar value(我们的礼券可以在瞬间解决你的假日购物难题,因为我们的礼券适用于所有用户,您每购买10样产品,还能得到5%的折扣)”。
 
  14、使用指南
 
  例一:“Just unroll this portable multipurpose blanket anywhere your adventures take you (不论你到哪里,只要展开这款便携式多功能毛毯就可以使用了)”。
 
  例二:“A simple tap illuminates the clock for night viewing(只要轻敲一下,就能打开时钟的夜视模式)”。
 
  15、产品名的相关故事
 
  例一:“It’s called Simplicity for a reason — simple to order, simple to assemble and simple to expand as your needs grow (它之所以叫做‘Simplicity’是因为这款产品从订购到组装、扩展都非常简单)”。
 
  例二:“The name [Comfort Mocs] says it all — we’re sure you’ll agree just as soon as you slip on a pair(产品之所以叫做‘Comfort Mocs’,相信只要你穿上它就能理解了)”。
 
  16、透露产品的弱点
 
  例一:“Not as reliable as the Professional Premium, but has a good frequency response. Good for voice and limited music duplication(虽然无法与专业设备相提并论,但也拥有非常优良的频率响应,非常适合录音)”。
 
  17、为什么产品价格这么“美丽”
 
  例一:“Because this set is made in B?ker’s factory in Argentina which is experiencing a terrible economic situation, the price is extremely good(这款设备是在位于阿根廷的工厂生产的,那边经济形势严峻,因而价格良好)”。
 
  例二:“Our Friday lunchtime special massage costs just $20 because the massage therapists in that time slot are students in their final 100 hours of training(我们周五午餐时间的按摩费用只需20美元,因为在那个时间段的按摩师是学生)”。
 
  文末贴士:在你的为产品描述增添活力的过程中,不要忘记购物者也需要相关的细节,如产品规格等信息。
 
  
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