Just like high-quality images, product descriptions play a decisive role in selling items online. However, merchants seem to underestimate the importance of this section in their items’ online profile or lack the time to write informative and appealing copy. Many times, product descriptions are incomplete, boring or non-existent. Instead of using the manufacturer’s description (provided you have one), we will give you helpful tips how to write your own original copy and inform you of the five crucial elements every good product description should include.
Appropriate language. Make sure that the terminology you’re using suits the audience you’re trying to reach and is relevant to describe the item you’re trying to sell. Include keywords you would use when searching for the product in question. Choose your wording carefully and avoid abbreviations. Don’t use slang terms, unless it’s relevant for the product you’re offering and your target group understands them.
Think like your customer. Imagine you would like to buy a small coffee table. What would you ask a seller if you had no information on it? You would probably ask for the price, the dimensions, the condition, the color, shipping terms and return policy. Provide as many details as possible and try to answer any potential question you can think of in your product description.
Promote your product. Emphasize positive features and benefits of the item. Why should a potential customer buy your product? Does it have a higher quality or a better price? Is it hand-made? Convince your readers that your product is the one they need. Describe your coffee table as if there was no image of it. Your description of the product should be persuasive enough to sell it.
Formatting matters. Structure your product description logically. Don’t start with shipping terms before you describe the item. Write coherent paragraphs and use bullet points to state product features. Try to include relevant information but avoid lengthy copy and if you notice that your text is rather long, break it up into smaller units. Most visitors will skip a wall of text without any recognizable structure.
Image, not imagination. Add at least one photo to your product description. Besides the headline, this is the first thing a potential customer will see and can lead to a click on your item. Therefore, upload a high-quality picture and make sure it’s not blurry, too dark or cut off. A photo can be more convincing than plain text since the customer doesn’t have to rely on the accuracy of your description only. The more pictures, the more likely you’ll make a sale.
We hope these tips will help you to make your product descriptions stand out and boost your sales. Bonus tip: With the Appath, you can easily manage your entire ecommerce business, inventory, orders, shipping, customer care – you name it. Appath has the best solution for all your needs!