According to one of the rules of e-commerce, a well-made picture is a must when you want to sell a product.
Although it’s mostly true, even the best image won’t convince thousands of online customers to put the item in their carts. Sure, a photo can help grab their attention, but it’s a detailed information about the product that will bring them to a final purchase decision. And that’s where the product description comes in.
If created in the right way, the description will encourage the customer to make a purchase by providing all the necessary information in a clear and simple manner. Make sure to follow the principles below, and you will learn how to create better descriptive texts for all the items offered in your store.
1. Clarity of content
Nothing puts off of a potential client like an illegible website. Lack of formatting and a wall of text without paragraphs can make it difficult to read even the most interesting piece of information. This, in turn, makes the person who reads it unwilling to continue. That’s why we should apply the results of eye-tracking research, carried out for companies engaged in building functional and well-organized websites, when creating product descriptions.
This research shows that Internet users have a positive response to content featuring the following characteristics:
Using these tips will help you create descriptions that are easy on the eye. But what about the content?
2. Simple language
An online store is a place visited by people of different backgrounds and experience. If you want each of them to develop an interest in your offer, you should write your descriptions using a simple language without any unnecessary additions.
Keep in mind that potential customers aren’t looking for high-brow literature in your store – they are here to make a purchase. And the simpler the language used in the descriptions, the greater the chance that each visitor will easily understand the content they are provided.
This also applies to the use of specialist words and phrases, especially when selling, e.g., products based on modern technologies, which not everyone is necessarily familiar with. It’s a good idea to provide an explanation of all the mysterious names in the description, or create a separate glossary that would allow the visitors to learn the definitions as they go.
3. USP – Unique Selling Proposition
USP, or Unique Selling Proposition, is a feature of the product that distinguishes it among the competition; every product has it. If the manufacturer fails to provide it in its promotional materials, it’s your job to find this characteristic and highlight it in the description.
It can be an innovative technology, interesting functionality, overhauled design, used material, or even the fact that the product is promoted by a popular celebrity.
4. Meeting the customers’ needs
When creating product descriptions, we should take into account the features that matter in practical terms. Numbers or bullet points indicating the main characteristics look good on a limited surface of a box; a description created for a website gives us a wider array of options. It must be vivid, use examples (all the better if they are based on real-life experience), infographics, and video materials. It should show the customer that ordering this particular product will solve a specific problem in their life.
When selling a cleaning product, your description should emphasize the way it efficiently removes specific types of stains. In the case of home equipment, you should focus on the technologies providing the best sound and image quality. If clothes are what you offer, highlight the fact that they go well with outfits for different occasions.
Writing good descriptions is worth your while
Carefully crafted descriptions for online stores are a long-term investment. While being a source of knowledge on the items offered in your store, they also have a great impact on the positioning of the store in search engines. Ensuring their high quality is a great way of stimulating more sales.