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How to prepare product descriptions in online store?

by | 30 April 2021 | Content marketing, eCommerce marketing | 0 comments

Product descriptions in the online store are one of the most important elements on the website. They are the main factor taken into account when making a purchasing decision. Product descriptions also have a significant impact on online store conversion. If you’re wondering how you can increase your sales through product descriptions – you’ve come to the right place. I will share with you some practical tips that will make the texts on your website more interesting, much more engaging and, importantly, sell them.

 

Descriptions of products in the online store – the art word wizardry.

 

What exactly are product descriptions in an online store? It is nothing else than the content located on the product card, whose task is to explain to the customer what the product is. So you should find here a reliable description of the product, its advantages, functions and encouragement to purchase.

While the first part of the description usually does not cause major problems, the last one is quite problematic. It is very difficult to encourage the user to buy in a natural but not direct way.

Effective product descriptions are based on certain tactics – these are usually: building urgency, proving social proof and call to action. Remember – a properly edited product description can increase organic traffic to your site, and in turn, the number of purchases made.

 

How to create product descriptions in an online store to sell?

 

Thorough research

 

First of all – it is important to do thorough research before writing. It is also extremely important to be aware of who our customers are – you need to know who you want to address your words to. Knowing your audience will help you adjust the language and manner of speaking. Using similar phrases and expressions will make your store seem more credible to a potential customer. Adapting the description to the user’s needs will help build a relationship with them and encourage greater involvement.

 

Emotional needs of recipients

 

“People don’t buy products, they buy emotions.” product descriptions prove that this suggestion is extremely accurate. It is important to indicate in the description not only the function of the product, but also the problem it solves – both emotional and more practical issues are important here. By pointing out to visitors an existing problem, you also create an urgent purchase need in them.

 

Product descriptions in the online store optimised for SEO

 

Product descriptions in an online store must be attractive not only to the user, but also to Google robots. So take care of their optimization, in accordance with SEO principles. It is important that the product description includes appropriately selected keywords, placed in the text in a natural way. It is worth being aware that search engines pick up keywords from product descriptions.

Don’t forget about titles, meta data, and alternative texts. These are the items that are displayed to users in search results. Therefore, they have a direct impact on the click-through rate.

 

Avoid clichés

 

It is important to avoid clichés and generalities in product descriptions. Common phrases will certainly not encourage you to buy, and may even scare you away. Instead, use strong phrases and specific expressions. Focus on the details.

 

Word painting – the art of creating product descriptions in an online store

 

In your product descriptions, you should use words to convey the experience of the product. Of course, it is worth placing photos, videos, tables or charts on the product card, but this is what you want to paint the picture with. How to do it? Use pictorial terms that will appeal to the human senses. Don’t be afraid of comparisons.

 

Storytelling – building authenticity

 

It is increasingly said that Storytelling is the future. Product descriptions should, of course, be specific and contain full product information. However, it is worth enriching them with at least a one-sentence or two-sentence insertion, which will help to inspire trust in the user and increase commitment.

 

Technical issues

 

Also pay attention to technical issues – product descriptions should be displayed properly on both desktops and in the mobile version.

 

Jak tworzyć opisy produktowe w sklepie internetowym?

 

How to create product descriptions – step by step?

 

Let’s take care of the quality of the content

 

It is one thing to give up non-descriptive clichés, grammatical correctness is another. Even the most colourful description will be lost in the eyes of the user if it contains spelling and stylistic errors. Unfortunately, this type of situation still occurs – even in the case of large, well-known brands. I am aware that in the case of an extensive range or large groups of products from one family, it is not difficult to make a mistake, but if you want to ensure a positive customer shopping experience, you need to be thorough.

The human brain is structured in such a way as to correctly read words by visual associations, it is also influenced by the fact that we do not spell, but read words as a whole – it means that it is enough for the first and last letters of a word to be correct, the rest may have incorrect sequence – even if the recipient decodes the word correctly, disgust remains. To avoid this type of mishap, it’s worth verifying product descriptions before publishing – if you do not have enough resources in the form of content creators or time, use dedicated online proofreaders. Also, remember to always read the text you have created – in the writing process, we are often not aware of the mistakes we make.

 

Write as you would like to be written

 

When starting to create a product description, think about what convinces you as a consumer. It sounds trivial, but it has a huge meaning. Use the language of benefits instead of dry information, presenting the feature of the product, at the same time presenting the benefit that the buyer will achieve from it. Personalise – feel into the client’s situation, think about their needs and expectations. Do you run a shop with accessories for children and young mothers? When describing a product such as a horn or a baby swaddle, emphasise that it will ensure safety for the toddler – that is, what new parents pay the most attention to. Also emphasise the features of the material from which the product is made. Bamboo fabric? Muslin? Information that these types of materials are antiallergic and do not absorb toxic substances from the environment will certainly be approved by parents who want to ensure the comfort and health of their child.

 

Match the form of product descriptions to the type of product

 

I mentioned above about adapting the language to the recipient. Equally crucial is adapting the style and form to the specifics of the product described. While the description of fashion accessories or decorative articles should contain information relating to the visual aspects of the product, the description of electronic equipment, the lion’s share of which relates to the colour or shape of the device, will not be as valuable to the recipient as a description that includes purely technical information about the product.

 

Emphasise strengths

 

In this case, it is not only about presenting the advantages of the product, such as: efficient, durable, resistant to damage, etc., but also about using recommendations – e.g. celebrities, if your brand cooperates with them. Is the product described by you certified? Also mention it – a reader who is aware that the goods they are interested in meets certain standards and guidelines necessary to provide them with a certificate, will be more willing and faster to make a purchase decision. It is similar in the case of products awarded with the consumer’s laurel or other decoration which confirms the quality / effectiveness of a given product. However, remember not to limit yourself to providing dry information that the average recipient may not understand – for example, if you offer class I medical devices and in the description you mention that they meet the UNI ENV 12718 standards, explain what they refer to.

 

Be transparent

 

As in the case of creating an article, also in the case of product or category descriptions, the clarity of the text is extremely important. Avoid text blocks that tire the reader at first glance. Do not forget about the H2 headings and bullets, which will make product descriptions more attractive, and at the same time they will be easier for recipients to assimilate. Construct simple, short sentences, and try to avoid ambiguous expressions and polysyllabic words – even if you think that the word play is brilliant and understandable, for some people it may be unclear – using “high-flown” expressions not only will not make the reader will be delighted with the eloquence of the brand, but it can also have a counterproductive effect – a potential customer may opt out of the offer, assuming that this is not the place for him. The exception is technical language, addressed to specialists in a given field.

 

Summary

 

Creating product descriptions that are valuable to users may seem problematic on the surface. However, I strongly believe that thanks to the above tips, the content posted on your website will be so attractive and engaging for a potential customer that it will significantly increase sales in your online store. An example of the created product description in the napnell store can be found here

Grzegorz Sękowski
Grzegorz Sękowski

eCommerce Manager at Paul Rich – multimillion jewellery premium watch brand. Shopify & Shopify PLUS consultant, blogger and ex-founder of napnell.pl

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