The Role of Description in Ecommerce
In ecommerce, where the customer has no physical contact with our offer, the product description becomes, after the visual material, one of the key elements influencing the purchase decision. It is a unique opportunity to provide the customer with all the important information that can convince them to buy.
The product description in an online shop plays several key roles. First and foremost, it provides the customer with detailed information about the characteristics of the product, its functions, how to use it and also the benefits of buying it. In ecommerce, where competition is fierce, a well-written description can differentiate a product from others, highlighting uniqueness and value to the customer.
Influencing the Decision
The product description has a direct impact on the customer’s purchasing decision. Online customers often make choices based on the information they find in the product description. It is here that the customer usually makes the final decision whether to add the product to the basket. Therefore, the description should be well thought out and structured to answer potential customer questions and concerns. A well-written description not only informs, but also educates and persuades, creating a narrative that allows the customer to imagine the benefits of owning the product.
By reading the description, the customer makes the final purchase decision.
The language we use in descriptions is also a key aspect. It should be adapted to the target group and the industry. For technical products, it may be necessary to use specialised jargon, while for everyday products, simple and understandable language will work better. It is important that the language of the product description is both convincing and credible.
Search Engine Positioning
In addition to influencing customers, the product description also plays an important role in the positioning of products in search engines. Through the use of appropriate SEO (Search Engine Optimisation) techniques, including the integration of relevant keywords, the product description can significantly contribute to improving the visibility of the product in search results. This, in turn, translates into more traffic to the shop’s website and potentially higher sales results.
Optimising a product description for search engines is not only a matter of skilfully weaving in keywords, but also of creating valuable, unique and engaging content that addresses customer requirements. Search engines are becoming increasingly adept at recognising valuable content, so betting on the quality and merit of the description is key.
Rules for Creating Descriptions
Clarity And Conciseness
When creating product descriptions, the key is to strike a balance between providing enough information and keeping the message concise and clear. It is important to remember that customers often review many descriptions in a short space of time, so the description needs to grab attention quickly and easily convey the most important information.
The description must be clear and direct. Avoid using complicated industry jargon that may not be understood by the average customer. Instead, use simple language that easily conveys the essence of the product. For example, instead of writing ‘innovative emulsion formula’, you could write ‘lightweight and easily absorbed formula’.
It is important that the description is condensed and focuses on the most essential features of the product. Long paragraphs and long-winded sentences can discourage customers. Try to present information in a structured way, for example using bullets to highlight key features, benefits or usage.
Credibility And Honesty
The credibility of the product description is as important as its clarity. Customers need to feel that the information they receive is true and reliable.
Never over-promise a product that we may not fulfil. Yes, it is important to highlight its benefits, but do so within reason and truth. For example, if a product is supposed to help moisturise the skin, avoid claims that it “instantly eliminates all skin problems”, as this can lead to customer disappointment and negative reviews.
Also know that reviews from other users are extremely valuable. If possible, include verified reviews and customer feedback in your product description. This shows that other consumers have trusted the product and are happy with it, which increases the credibility of the description.
Show Benefits
When describing a product, it is important not to focus only on the features, but also on the benefits it brings to the user.
It is important that the product description tells the customer how the product can improve their life or solve their problems. For example, instead of writing ‘this cream contains vitamin E’, it is better to say ‘this vitamin E cream will help protect your skin from harmful external factors, leaving it smooth and nourished’.
Don’t forget the emotional aspects of the product. For example, clothing can not only be comfortable and functional, but also make someone feel fashionable and confident. Highlighting these emotional aspects is just as important as presenting the practical benefits.
Creating effective product descriptions requires attention to many aspects – from clarity and conciseness of the message, to credibility and sincerity, to a focus on benefits, both practical and emotional. It is important to remember that any description is not just a dry presentation of a product, but also a sales tool to convince the customer to buy. A well-written description is one that answers customers’ needs and questions, builds trust in the brand and product, and effectively highlights why the product is worth buying. In the next section, we’ll go into the specifics of creating descriptions for different industries to gain an even deeper understanding of how to adapt these principles to specific product categories.
Describe What You Can’t See in the Product Photo
In the world of e-commerce, product images play a key role in capturing customers’ attention. However, what cannot be presented visually must be included in the product description. Good product descriptions complement photos by providing customers with information that cannot be seen at first glance.
For many products, especially technical or specialised ones, technical details are crucial. For example, for electronic equipment, information such as technical specifications, compatibility with other devices, or details of performance and durability are important. The description should clearly communicate this information, highlighting how it translates into the day-to-day use of the product.
For many products, for example cosmetics or tools, it is important that the product description includes instructions on how to use the product or the material it is made of. Good information can not only help you use the product to its full potential, but also highlight its uniqueness and value.
Product Description Supplementary Photos
Take a face cream as an example – a product photo may show the packaging and texture of the product, but it is the description that will provide information about the benefits of use, such as moisturising the skin, reducing the appearance of wrinkles or protecting against harmful external factors. In the case of sportswear, the photo may show the design and colours, but again, it is the description that should inform about breathable materials, moisture-wicking or elasticity that adapts to body movement.
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In the cosmetics industry, pictures of cosmetics can convey their appearance, show ingredients or convey emotions. The description, on the other hand, should focus on the benefits for the skin, how to use it and a precise list of ingredients. It is worth highlighting the effects after use and the application instructions.
Descriptions that complement jewellery photos should focus on the quality of the materials, manufacturing details and design. If the photo does not express this, you can emphasise how the jewellery can complement a particular style or occasion.
In sports clothing and equipment, the description should emphasise functionality, durability of materials and additional features such as weather protection or performance enhancing technologies.
And finally, the most numerous group – fashion. In the case of clothing, in addition to style and cut, it is important to describe the wearing comfort, type of material and care instructions.
The product description is an essential attribute in online sales, allowing the customer to better understand the product and make an informed purchase decision. Good descriptions complement product images, providing information that is not visible in them and highlighting unique features and benefits of use. By keeping these principles in mind, we can create descriptions that not only inform, but also capture customers’ attention and encourage them to buy.
Practical Tips
Understanding the Product
A key element before writing a description is a thorough understanding of the product. This means not only knowing its functions and unique features, but also being aware of how it differs from competing products. It is important that the description focuses on the benefits the product can bring to the customer, rather than focusing solely on its features. Customers are often more responsive to how a product can improve their lives or solve specific problems than to dry technical facts.
Creating an Engaging Description
Creating a compelling description requires language that highlights the product’s benefits to the customer. For example, rather than simply stating that ‘the cream contains vitamin E’, it is better to describe what the experience and benefits of moisturising and protecting the skin can be. It is also a good idea to weave short stories or scenarios of product use into the description, which make it easier for customers to imagine how they can use the product in their daily lives.
Effective SEO
Optimising the product description for search engines (SEO) is extremely important. It is important to find and use keywords that are most relevant to your product and industry, while making sure they are naturally woven into the content. Avoid excessive use of keywords, which can make the text seem unnatural.
Formatting And Presentation
A good product description should be clean and easy to read. The use of bullet points, sub-headings and paragraphs helps organise the text, making it easier for customers to quickly scan and find the most important information. It’s also worth considering using visually appealing elements, such as graphics or icons, which can enhance the appeal of the description.
Opinions And Reviews
If possible, it is a good idea to include positive reviews and customer feedback in the product description. Such reviews build trust and credibility, showing potential customers that the product is valued by other users.
Testing And Optimization
Don’t be afraid to experiment with different versions of the description to see which converts best. This can be done through A/B testing on the product page. In addition, it’s a good idea to be open to customer feedback and suggestions for your product description. Often it is the customers who can provide valuable suggestions on how to improve the description.
The Most Common Mistakes in Product Descriptions
5 Sample Mistakes
Creating product descriptions, while crucial to e-commerce success, can involve some pitfalls and mistakes. Learning about the most common ones will allow you to avoid them and create more effective descriptions.
- One of the most common mistakes is creating descriptions that are too generic and do not provide enough value. Such descriptions do not differentiate the product from the competition and the customer does not receive specific information to help them make a purchase decision.
- Particularly in the case of technical or specialised products, there is a risk of oversaturating the description with too much technical information. While some technical details are important, an over-focus on them can overwhelm the customer and distract them from the main benefits of the product.
- Descriptions that do not address customers’ specific questions and needs are less effective. It is important to understand what problems the product solves and what benefits it brings to the user, and then focus on this in the description.
- Another mistake is to include unrealistic promises in descriptions. This practice can result in a loss of customer trust and negative post-purchase feedback.
- Neglecting SEO aspects in product descriptions is a mistake that can affect a product’s visibility in search engines. It is important to weave in relevant keywords, but do so naturally and in moderation.
Avoid Traps
- Create unique descriptions – to avoid generality, each product description should be unique and tailored to the specifics of the product. It is important to focus on what makes the product different and what specific benefits it will bring to the user.
- Avoid too much technical information – presenting technical information is important, but should be balanced with a clear message of benefits. It is important that technical information is presented in an accessible and understandable way.
- Solve problems – the product description should focus on how the product solves specific problems or meets the customer’s needs. This is a kind of promise. It is important that the description answers the questions: “Why is this product for me?”, “What problems does it solve?”.
- Be honest – it is important tobe honest and realistic in your descriptions. Instead of exaggerated promises, focus on the actual benefits and advantages of the product.
- Optimise for SEO in moderation – key words should be woven into the description naturally, without over-emphasising them. Good SEO is one that is unobtrusive yet effective.
Avoiding these mistakes in creating product descriptions is the key to successful online sales. Every product description should be carefully crafted to convey valuable information, address customer needs, be optimised for SEO and, above all, be honest and credible.
Summary
An effective product description requires a combination of a thorough understanding of the product, the ability to create an engaging and compelling message, SEO optimisation and effective formatting and presentation. By keeping these tips in mind and regularly testing different approaches, you can significantly improve the effectiveness of your product descriptions, which will increase sales and build customer loyalty. In the next chapter, we’ll go into more detail on how to create product descriptions in different industries to further tailor these principles to specific market needs.
Remember that a well-written product description is not only a presentation of product features, but also a sales tool that can significantly impact the success of your online business. Effective product descriptions build trust, inform, persuade and ultimately drive sales.
Good luck creating descriptions that not only inform, but also inspire and persuade 🙌 Let each product story you tell become a memorable story that will attract and engage your customers.
Crafting an engaging product description is as much an art as it is a science. By utilizing compelling narrative techniques, integrating customer-centric benefits, and seamlessly blending in search engine optimization tactics, brands can significantly enhance the allure of their products.
Your product description should not simply list features but illuminate how the product will enrich the customer’s life. It’s about painting a vivid picture that transcends what’s visible in the product photo and taps into the emotions and desires of your audience.
By focusing on the sensory details, the practical utility, and the distinctive qualities that differentiate the item, a product description transforms from mundane to memorable, inviting potential buyers into an experience that’s too enticing to overlook.
