It isn’t easy to write a product description that helps sales. There are several factors that make this text one of the main elements on e-commerce, and one of the most under looked ones. Factors like type of product, target audience, SEO optimization and others, make having a good product description a less than intuitive task. In this article we will talk about the most important aspects of a description that will allow you to implement them in a quick, structured and effective way.
The name of the product is the first information that a potential customer receives when finding your product. On one hand, it’s your cover letter for the client. On the other hand, it’s one of the most important attributes for search engines when deciding if your product will be included or not within the first hits of an online search. To simplify what type of name you should choose, we will define 2 description types according to whether your product is common or unique. Let’s start with the first one. If your product belongs in a category that can be bought in many different online stores such as clothing, shoes, make-up, etc, the only way to distinguish it from the rest is to create names as original as possible. Names that identify the product and the brand you wish to show, something that sticks but, at the same, won’t make people doubt the attributes of the product. Examples of these types of names are everywhere. Nasty Gal for example, uses unique and bold names for each garment. A beautiful crocheted white dress becomes something entirely different if we call it “Nasty Gal Sentimental Lady Crochet Lace Dress”. If this is your type of product, use creative names to stand out from the competition.
In the same way, if your product is unique and hard to find in online stores and you want to compete for the SEO using generic terms, use a more descriptive product name focused on its attributes without using proper nouns or creative adjectives. While this won’t guarantee it will be among the first hits of search engines, it will make it easy to identify the product we’re talking about. If these are unique products, the distinguishing factor is not in the name but in the unique value offered to the client.
The description can’t be too long or too short. Don’t write it using the product highlights you think are important, but what will convince the client to keep reading. Make them click to know more or simply save the product. Appeal to emotions and the reason why this product is the right one for them. The length of the description depends on the client’s characteristics. It depends on who this person is that’s interested in what you’re offering. If we talk about elderly-oriented products, we can’t make short descriptions as these people take their time to know more and they like more information. On the contrary, if we talk about youth-oriented products, don’t be too extensive, use a direct language in tune with your audience and hook them emotionally. However, there isn’t a magic number of words to use. But in our experience, anything between 90-120 words is an acceptable number for a description that will express what you really need to say about the product.
In order to create correct descriptions it is very useful to identify all of the sections that are important for convincing the client that your product is the right one. They aren’t just randomly written words, they must follow a logical order we will explain next. Explain the product and its unique value proposal (what makes it different, what needs it fulfills). Don’t be extensive, get to the point. Speak of its technical specifications, explain its functionalities in detail. Avoid writing sentences excessively praising what you do, not everyone will believe you and some will see it as something negative. Describe a situation in which the product would be used, so there’s an emotional connection with the customer. Explain why your product is the right one. Use a “call to action” when appropriate, inciting the client to take an action: buy, save, know more, etc. This is the final push they need. All these sections can be arranged in the order of your choosing. Some of them make more sense at the beginning (product explanation) and others at the end (call to action). The rest can be placed wherever you wish as long as it’s coherent and the story keeps being understandable.
If you answer these 5 questions in any way, you’ll have a better chance of your description making a sale:
- What are the most important attributes of your product?
- What makes your product unique?
- What are its advantages and disadvantages?
- What is your product used for?
- Why should this product be bought?
If you have similar products, don’t have the same descriptions for all of them. Not only will it be perceived as a lack of professionalism that your clients could potentially see, but Google and other search engines will know and they will lower your ranking in the search results. Every product is unique, try to show that by making every description unique.