‘Fine feathers make fine birds’ – an adage that seems to hold true to e-commerce and product description.

A product described incorrectly does not build trust, seems to be sloppy and gives rise to suspicions regarding issues such as lack of proper operation or no delivery after payment.

Every consumer will draw their own conclusions that will put the vendor at a disadvantage. How to describe the product properly, then?

Topic exhausted? Describe the product precisely

The preparation of product description seems an easy task. And it is. However, if we want to sell a product that is sold in 20 other stores, it is not worth copying the descriptions. If such is the case, we take up quite a ‘pleasant’ challenge of preparing the new descriptions, descriptions that are unique. Plus the description must include all necessary information, served nicely. What does it mean? The name itself and a photo are not enough. A nice, but too laconic a description will not do either. The product has its features, it is efficient (how efficient exactly?), perhaps it has a surround sound system, a wine can have a flavour of plum, it probably has an appellation as well, a food processor has certain programmes etc. Omit that data and you can be sure that no one will buy your product.

But everyone knows what do we use a bowl for! Yes, indeed. But firstly, such a bowl may be handcrafted and secondly, even if a bowl is a simple one, but there is no description, we can be judged as unprofessional and uncommitted (as a result, brand image deteriorates).

The simpler, the better

The description should not be complicated. It must be concise and to the point. The principle of simplicity refers to length as well. It means that you should follow the principle of ‘the shorter and simpler, the better.’ Product description is not literature (neither popular or high) nor a place for ‘beating around the bush’. It is crucial not to overuse specialised terminology or technical phrases. If it cannot be avoided, it is recommended to explain what a given product attribute means.

Fill the description with key phrases

At this moment it is crucial to say hello to analytics. Every product is characterised by certain properties – an LCD television set has a certain diagonal screen size, a jam is mad of strawberries, headphones can be wireless and a rack is made of an MDF board or wood (what kind of wood?). The product does not have just one key phrase, it can have more. In order to check it, it is recommended to examine the product search history by means of a key word planner or other tools (answerthepublic or neilpatel.com/ubersuggest). A product without keywords becomes poorer and it will have a hard time to achieving good results in the search engine.

Name the product decently

This is important. No one looks for the raspberry spread or a turquoise dress. Name the products just like the users would call them most often. Everything can be checked in the planner. This is the only way to increase the chances of the store offer to be found on the Internet. It is worth testing various solutions. There are a lot of sales channels and a given product can be searched for differently depending on the channel.

There are a lot of e-store owners who believe that there is no point bothering about description. Who reads it, anyway: nobody will even look at it. Description is the equivalent of a smart product display on a shelf in a traditional store. If the shelf is dirty and arranged carelessly, no one will come back to such a store or even go inside.