Do you sell on the Internet? Do you want to acquire new customers?
Learn why product descriptions are critical to generating traffic and sales
If you sell on the Internet, product descriptions are one of the key elements for e-commerce success.
Are you selling on the Internet? Read our guide!
Unfortunately, they are often overlooked, making them resemble certain “user manuals” that accompany home appliances, and do not produce on customers the desire that leads to triggering the final action, the buying process.
Instead, accurate descriptions that are not merely descriptive but more engaging and persuasive can lead to increased e-commerce sales, while also improving customer trust.
Google recognizes the quality of descriptions and rewards them, improving your product ranking in searches, showing your products before others, with the not insignificant effect of improving overall brand SEO.
In summary, why you should write accurate and engaging descriptions:
- They arouse the customer’s interest and desire.
- Highlight the advantages and benefits of the product
- They create trust and reliability
- They improve the SEO ranking of products and e-commerce site
By investing time and resources in creating high-quality product descriptions, you can make a significant impact on your e-commerce sales.
It is essential to keep in mind a famous phrase from one of the world’s leading exponents of marketing strategies
“We live in a Customer economy where the Customer is king. This is the result of overcapacity in production. It is Customers, not goods, that are in short supply. Businesses must shift their focus from creating the product to keeping the Customer.“
Philip Kotler
If you sell on the internet, product descriptions are critical
Writing effective product descriptions is important; a product description should not simply be a list of features and dimensions, rather a persuasive narrative that comes to paint a vivid picture.
A well-crafted description succeeds in touching the emotional chords and needs of the customer.
Why can descriptions help you sell products on the Internet?
Along with product images, descriptions are the first thing potential customers see and read, and they play a key role in the purchase decision process.
Imagine the product description as the salesperson in front of the possible customer: the right words, the right narrative, and the answers to needs-these things can make all the difference.
Let’s take a practical example: what if we wanted to sell a deep fryer on the Internet?
With so many competitors and similar models on the net, simply describing the fryer with all its features, however good and innovative they may be, may not be enough to stand out.
Then we can try to engage the possible customer by trying to meet his or her needs:
“Imagine a friend in the kitchen who goes beyond just cooking. Our fryer has superior performance, it is not just a kitchen accessory; it is a chef ready to help you in your cooking experiences.
With its powerful motor, our fryer is your creative partner in the kitchen that will amaze your diners. Transform your culinary experience with a deep fryer that doesn’t just cook, unlock a world of culinary possibilities at your fingertips!”
Of course, this is just an example, but it should give a good idea.
“Marketing is a battle of perceptions not products.“
All Ries
Website sales: Short descriptions and long descriptions
E-commerce sites generally provide two types of descriptions, a short and a long one, which have very different characteristics, and in most cases neither should be underestimated.
The main difference between a short description and a long description lies in the number of lines.
The short description is usually about 700-1,400 characters (including spaces), while the long description has no limit, although it is good not to overdo it, and not to go beyond 7000-10,000 characters.
The right length of descriptions also depends on the type of products: descriptions that are too long may discourage customers, while descriptions that are too short may not provide enough information, or give an impression of superficiality.
Cosmetics or technology products will necessarily have descriptions with different lengths.
Short product description
The short description was created to provide a preview of the product and to attract the attention of the potential customer, and perhaps this is why it is the most important in terms of communication.
Its location, near the main product photo, should help trigger instinctive decision-making processes, those that lead the possible customer to click on the “add to cart” button, usually very close.
The short description should be concise and appealing, and should highlight the product highlights.
“In our factory, we make lipstick. In our advertising, we sell hope.“
Peter Nivio Zarlenga
Long product description
The long description, on the other hand, is located in the second part of the product page, and provides more detailed information about the product itself.
It must include all features and technical specifications as well as benefits to the customer.
It is usually a good idea to supplement the long description with related products, customer reviews, testimonials or other content that can help the customer make a favorable decision about the purchase.
Sell on the internet: how to write product descriptions that work
Product descriptions must engage emotions and/or address the needs of possible customers.
They are the first thing potential customers see and read, where they look for answers to their questions, even if it is just a confirmation, and they play a decisive role in convincing them to buy.
1. Focus on your ideal buyer
The first step in writing a good product description is to know your customer base, understand their motivations and needs.
What is he looking for in a product? What motivates him to buy? Once you have a clear idea of your target audience, you can craft an engaging description that will enable you to sell your products on the Internet.
2. Highlights the benefits of the product
Don’t just list the technical features of the product, focus on the benefits the product can offer.
For example, instead of “our phone has a 5.5-inch display,” you could write “thanks to the large 5.5-inch display, you can watch videos and play games in high definition with our phone.”
To highlight the benefits of your product, you can use strong, persuasive words and phrases. For example, you can use expressions such as “save time,” “make a difference,” or “awaken the senses.”
3. Avoid obvious phrases
Your customers are used to seeing similar descriptions in the products they find in e-commerce, with the effect of making them all look similar.
To stand out from the competition, avoid obvious phrases and try to be original and creative.
4. Justify the use of superlatives
If you use superlatives such as “the best,” “the most innovative,” or “the cheapest,” make sure you have evidence to support your claims.
Basically, you have to explain why your product is better than others.
For example, if you claim that your product is “the best,” you should provide concrete reasons that support this.
You could also, when possible, refer to positive customer reviews or awards received by the product.
5. Leverage readers’ imaginations
Don’t just list product features. Use words to create images in the minds of your possible customers.
For example, instead of saying “our chair is comfortable,” you could say “with our chair you will feel like you are wrapped in a cloud.”
For your product copy, use evocative words and metaphors to make possible customers imagine the product experience.
6. Tell a story
Stories are an effective way to capture readers’ attention and engage them emotionally. Tell a story that illustrates the benefits of your product, and makes the customer feel like they are already part of a community.
For example, you might tell the story of a customer who solved a problem because of your product. Or, you might tell the story of how your product helped make someone’s life better.
7. Use the senses to seduce
Don’t forget your readers’ senses. Use words and images to evoke their senses and make them feel as if they are already experiencing the product.
For example, instead of “our perfume has a floral aroma,” you could write “our perfume will make you feel like you are in a rose garden.”
Use words that evoke images, sounds, smells, tastes and tactile sensations.
“People do not buy products and services, but relationships, stories and magic.”
Seth Godin
Are you selling on the Internet? Mistakes not to make in product descriptions in an e-commerce
Each type of product wants specific shrewdness, but there are some common mistakes that are often found in less well-maintained e-commerce.
If you want to start selling online, you need to consider several factors and not make these mistakes:
1. Lack of information:
- Do not include crucial details such as size, weight, materials, colors, functionality, selling price, etc.
- Omit specific information such as compatibility with other products or instructions for use.
2. Generic descriptions:
- Copy and paste vendor descriptions without customizing them.
- Use generic language that does not reflect the unique characteristics of the product.
3. Poor writing:
- Grammatical or spelling errors.
- Use unclear language with long and complex sentences.
4. Lack of customer focus:
- Focus on the technical features of the product rather than the benefits to the customer.
- Do not use language that reflects the target audience.
5. Mistakes due to haste
- Use the first paragraph of the long description as the short description
- Use the same description for all products, changing only the product name or slightly more.
6 Lack of CTA (Call to Action):
- Do not invite the user to purchase the product or learn more about it.
- Do not include links or buttons to facilitate purchase or request more information.
Online product sales–in conclusion.
In an e-commerce, regardless of whether it is a new project or an established store, using more engaging product descriptions can make a difference with similar products from competitors.
If the possible customer chooses your product, in a list of search results, it is already a first success. Now the elements of the product must envelop the customer’s needs, speak the same language as him, trigger the processes that lead to the conclusion of the buying process.
An e-commerce product description is definitely one of the most important elements, in creating a winning strategy, the basis of a communication process that can mean increased sales.
Sell on the Internet: also read these articles
- Want to open an e-commerce business? Read our 12-point checklist
- Image SEO: our 8-point checklist
- SEO for e-commerce: product page optimization of WooCommerce
- Increasing e-commerce sales: all that glitters is not gold
- WooCommerce vs Shopify with a look at SEO
- WooCommerce Merchant Center: boosts online business
- Facebook for WooCommerce, the Plugin to boost sales
