The art of ecommerce product descriptions: Dos and don’ts

In the vast, ever-expanding world of ecommerce, it’s the smallest details that often make the most significant difference. One such detail is the product description. It can make or break the buying decision of a potential customer, boost or bust your SEO ranking, and create an everlasting impression of your brand.

An ecommerce product description is a marketing copy that explains what a product is and why it’s worth purchasing. The purpose of a product description is to supply customers with important information about the product’s features and benefits, convincing them it fulfills their needs.

Product descriptions play a crucial role in your online business. Not only do they help customers make informed decisions, but they also influence your search engine ranking. When crafted effectively, product descriptions can drive more traffic to your site, increase conversions, and elevate your brand.

Now let’s dive into the dos of writing compelling copy that engages customers and drives sales.

Before you start writing, it’s crucial to have a deep understanding of your target audience. What are their pain points? What motivates them to buy?

By knowing your customers inside out, you can tailor your product descriptions to address their specific needs and desires. Having a full grasp of your audience’s language, their interests, and what they value allows you to craft descriptions that resonate with them. Speak their language and answer their queries before they even ask.

We can’t begin to tell you how many times people leave an ecommerce without buying simply because there was not enough product information. Say you want to buy a hat, but the description doesn’t specify the fabric or the care recommendations.

Customers want to know exactly what they are buying, so provide them with all the necessary information. Include dimensions, materials, care instructions, and any other relevant specifications.

The technical features of your products are super important not only in terms of guaranteeing the buyer is well-informed but also because they are an excellent opportunity to include your relevant keywords.

Technical features are incredibly important, but your product descriptions shouldn’t end with them.

Highlighting the benefits of your products is also essential and helps customers understand how they solve their problems or improve their lives.

Make sure to paint a picture of the positive impact your products will have on customers’ lives.

Your product descriptions should emphasize what sets your product apart from the competition.

Identify the unique selling points and showcase them in a compelling way. Whether it’s an innovative feature, exceptional quality, or exclusive design, make it clear why your products are worth buying.

We know emotions drive sales more than any other factor. Your product descriptions should be more than just a list of features and specifications. Instead, they should tell a story, evoke emotions, and connect with your target audience.

By understanding the psychology of your customers and leveraging persuasive language, you can create descriptions that captivate and convince.

Engage their senses by using descriptive and sensory language. Instead of simply saying “soft fabric,” you could say “luxuriously soft fabric that feels like a gentle caress against your skin.”

Furthermore, put your products in real-life situations and use the power of storytelling to engage with your customers on a deeper level. Paint a vivid picture of the experience they’ll have when using your product. For instance, instead of simply saying “a light fabric that keeps you cool”, you can say “every thread is a promise of relief from the heat – a light fabric for those sun-drenched afternoons when everything feels too heavy”.

Encourage customers to take action by creating a sense of urgency. Limited-time offers, exclusive deals, and scarcity tactics like “only 3 left in stock” can motivate customers to make a purchase sooner rather than later.

If available, incorporate customer testimonials, reviews, and ratings to build trust and credibility.

When potential customers see that others have had a positive experience with your product, they are more likely to feel confident in their decision to buy.

Visuals play a pivotal role in product descriptions. Include high-quality images and videos to help customers visualize the product, increasing their likelihood of making a purchase.

Ensure your images offer a zoom functionality or other means for close-up viewing of the products. This aspect is particularly critical for items like jewellery, clothing, and shoes, where customers need to observe the texture, size, and other attributes as clearly and realistically as possible.

When writing your product descriptions, consider search engine optimization (SEO) techniques.

Leverage keyword research to find terms your target audience is searching for. Implement these keywords in your product descriptions, meta descriptions, and title tags.

However, ensure the copy still reads naturally and adds value to your customer.

Unless your target audience consists of industry experts, avoid using jargon and technical terms that may confuse or alienate potential customers.

While it’s important to highlight product features, be mindful of using language that is accessible to a wider audience.

Simplify complex concepts and focus on explaining how the features benefit the customer in practical terms.

While it’s essential to highlight the benefits of your product, be careful not to overhype or make unrealistic claims.

Customers appreciate honesty and transparency, so it’s important to set realistic expectations.

Large blocks of text can be overwhelming and deter readers from engaging with your content.

Break up your product description into short, digestible paragraphs. Make them easy to read by using bullet points, headers, and white space effectively.

Avoid using generic descriptions that fail to differentiate your product from others.

Take the time to craft unique and compelling content that showcases the personality and qualities of your brand.

Stand out from the competition with descriptions that are as distinctive as your product and focus on what makes it truly special. Each product is unique, and its description should reflect that.

Poor grammar and spelling mistakes can diminish your credibility and make customers question the quality of your products.

Don’t let that happen and proofread your product descriptions carefully to ensure they are free from grammatical errors and typos. You can also run them through AI such as ChatGPT or Bard and ask them to proofread.

Remember that investing in quality writing will pay off in the long run.

While price is an essential factor for customers, focusing solely on it may create a perception of low quality.

Instead of fixating on price, highlight the value and benefits your products offer. Show customers why your product is worth its price tag.

With more and more customers shopping on their phones, your product descriptions need to be mobile-friendly. Ensure they are concise and the formatting works well on smaller screens.

Keywords are crucial for SEO, but overstuffing your product descriptions with them can have negative effects. It can lead to poor readability and may even result in search engine penalties.