How accurate was the product description

Как подтвердить заказ на АлиЭкспресс

Каждый добросовестный покупатель должен обзавестись привычкой без излишнего замедления подтверждать полученный заказ, чтобы продавец получил деньги. Однако есть пара нюансов, которые следует учитывать при подтверждении заказа на АлиЭкспресс.

После того как вы разобрались с тем как покупать на АлиЭкспресс и как платить на АлиЭкспресс, совершили заказ, оплатили его, а продавец выслал посылку и сообщил вам номер для трекинга, заказ принимает статус Goods Awaiting Acceptance, что переводится как «Ожидание подтверждения получения товара». Справа от товара при этом появится кнопка Confirm Order Received «Подтвердить получение заказа».

Ни в коем случае не нажимайте эту кнопку до того момента как не получите товар на руки и не проверите его качество или работоспособность, в противном случае вы с вероятностью 99,9% не сможете вернуть деньги при наличии в товаре брака.

Если визуально с товаром всё хорошо, то можете смело подтверждать получение. Кстати, если товар – это какое-либо устройство, то потратьте один-два дня на его тестирование, чтобы выявить возможные скрытые недостатки, и лишь потом подтверждайте заказ.

После нажатия кнопки Confirm Order Received, вам будет предложено оставить отзыв о товаре и продавце. Обязательно сделайте это, так как подобная информация поможет другим покупателям определиться с выбором товара или продавца.

Рассмотрим подробнее элементы диалога для отзыва:

Отзыв пишется на английском языке, поэтому, если знаний недостаточно, вы можете воспользоваться любым онлайн-переводчиком, написать свой отзыв, перевести его на английский язык и скопировать в поле ввода текста отзыва.

На этом процедура подтверждения заказа на АлиЭкспресс выполнена.

Если товар пришёл ненадлежащего качества, то вам следует узнать как открыть спор на АлиЭкспресс, о чём мы поговорим в следующей статье нашего цикла.

Все вопросы, просьба оставлять на форуме, а не в комментариях к статье, так как на форуме шанс получить ответ существенно выше!

How to Write Product Descriptions That Sell

Small business owners might not be able to afford copywriters to create product descriptions, but it also means you shouldn’t settle for bland copy for your store. You can write them yourself, even if you primarily communicate with emojis.

Let’s find out what makes a great copy, why you need to speak your customer’s language, and most importantly, how do you write a product description for growing sales?

Why Is a Product Description Important?

First off, what is a product description example? Here’s how it usually looks:

A product description by Pioneer chairs

A product description is copy on a product page that explains why someone should buy this product. It describes an item and provides customers with all the necessary information.

When shopping online, people can’t hold or test a product. Their decision to make a purchase in many ways depends on product page content. However, it’s not enough to upload a photo of the product, state its name and price, and say a few descriptive words. When you have similar items being sold in two different shops, it’s the one with a product description that will convert readers into customers.

A weak product description will scare away even impulse buyers, not to mention picky shoppers. But if you know how to describe your product, you increase the chance of attracting your target customers that will fall in love with your store.

What Is a Good Product Description?

You’re ready to blow away shoppers with irresistible copy, but what do you write in a product description to do that? Think about what effect you want it to have on your store visitors.

What is an effective description? It is the one that:

A product description by RoseBYANDER

How Do You Write a Product Description?

Now that you understand the importance of product copy, we can finally answer one of the most common questions among online sellers — how do you write a catchy product description? No matter what your skill level is, our tips will help you connect with shoppers.

Depending on how many items you sell online, writing product descriptions could be a process. But the effort and investment will all be worth it when you see sales coming in.

Start with the basics

Regardless of how great your customer service is, most shoppers will not bother contacting a shop when they have a question about a product. So, think ahead and include all the basic details that buyers might look for.

For example, if you sell apparel, how do you write a clothing product description? Start with the basics that you can find on the tags:

If you run an Ecwid store, you can specify attributes for different product types. This way you can segment products and standardize their description. For example, if you sell clothes, you can have a product type “Apparel” with attributes like brand, material, or season.

Mention technical product specifications only when necessary, such as for gadgets or appliances. Otherwise, all that information might overwhelm shoppers. Additionally, use generally accepted terms or jargon that your consumers would recognize. “Batteries not included” is simple and more understandable than “Portable electricity source not supplied with the product.”

Describe product benefits

You as a seller know the ins and outs of your product. And to you it’s obvious how every feature can improve the lives of your customers and why it makes your product the best on the market.

As for shoppers, they see your store for the first time and often all they want to know is what’s in it for them. They don’t have time to decipher specs you listed in a product description. That’s why it’s important to explain the benefits of your item.

Compare these sentences. Which are more comprehensible from a customer’s point of view?

Think which features of your product make it attractive to your target audience and then describe the advantage of each feature. What problems does your product solve? How can it change customers’ routine? How will it help them?

Keep in mind your target audience when explaining product benefits. What influences your customers’ decision to make a purchase? For example, if you sell boots for travellers, it makes more sense to emphasize the fit and comfort of your product rather than its appearance.

The Nose Warmer Company explains how customers can benefit from their product in cold weather

Be smart with keywords

You want your copy to be appealing not only to customers but to search engines too. So, how do you write SEO friendly product descriptions?

An important SEO rule when you build an online store is to use long tail keywords in item descriptions. Instead of writing “RC toy car,” the phrase “RC red toy Mini Cooper” will get hits from more serious buyers. They are the ones who are in the latter stages of their search and already know the specific product they are looking for in the market. This is also great if you have a niche shop.

However, go easy when sprinkling your text with tons of keywords. Make sure that they flow well with the rest of the copy. Don’t force the keywords too much so that the writing sounds stilted.

Don’t forget about a page title and a meta description, snippets of text that describe a page’s content:

They help to tell search engines what a web page is about. Make sure your meta descriptions contain the same keywords as your product descriptions.

Ecwid generates page title and meta description automatically, based on the product names and descriptions you’ve entered. But you can also do that manually to make sure they contain accurate information and relevant keywords.

Show a bit of personality

When you sell online, it’s easy to come across as cold and impersonal. After all, a customer is interacting with a computer instead of real human beings.

Remind consumers that there’s a person on the other side of the screen by dropping a few hints of personality here and there. Talk about the expert care you put in creating the product, your inspiration for your brand, or what you did to make your buyer happy.

Product descriptions of Unearth Women mention the company mission

When it makes sense for your brand, use pronouns (we, our, us), which is more engaging than taking on a neutral voice.

This is a good strategy for Facebook sites that customers have easier access to. They would respond better if you are open and friendly.

Tell a story about your product

It’s easy to just say that the pair of shoes you are selling is “nice” and of “good quality.” That’s not entirely convincing to the shopper. You’d have to prove the quality that you are writing about. So, mention its genuine Italian leather” and “18K buckle.”

Furthermore, write beautiful copy that appeals to the senses. This is especially important in when buyers base their shopping cart decisions solely on the elements found in your virtual store, and not on what they can actually see or hold.

The store owner of Nicobella shares her story to comment on the cards subject

Effective copywriting is about telling a story. That’s the secret of advertising. Try thinking of a TV commercial for a cereal brand. It’s never just about the cereal. You’re also introduced to a loving parent getting their children ready for school in the morning. What’s your product’s story? It doesn’t have to be a literary masterpiece, but it should have a human touch. The consumer isn’t buying good Italian leather shoes. Rather, they’ll purchase it for the appealing heritage, lifestyle or memory it represents.

To tell a story about your product, answer these questions:

Share customers’ stories too — chances are, they’ve found an uncommon or innovative way to use your product!

Speak the same language as your audience

Imagine your ideal buyer. How do they talk? Try to mimic that voice, otherwise, the customer might not listen. Take on a style or tone that’s relatable to them.

Leah Da Gloria speaks the same language as her fashionista customers

If you sell quirky novelty items, then inject humor and fun into your descriptions.

Unironically talking about a gag gift as if it were a priceless piece of art might make customers suspicious. Likewise, expensive luxury jewelry should be described with an air of elegance and grace if you want shoppers to take your store seriously.

Also, remember to state details that would be important to your consumer. When you know that the majority of your customer base is vegans, then don’t withhold the information that you use vegan materials for your products. Include features and benefits that address your buyer’s unique concerns.

Address your customers’ pain points

How do you use a description? Mainly to show customers why they need to buy your product and not a competitors item. That’s why your product description should anticipate customers’ needs and problems. To ensure that, keep in mind who your customers are and what they want from your product.

You can also anticipate customers’ questions about shipping or payment as Beckley Candle does

For example, if you sell eyeshadows, you may target professional makeup artists or amateurs. Artists would be interested in products suitable for complex and creative makeups. You can tell them that your products are waterproof, and have a huge variety of colors.

As for amateurs, they want something that’s affordable and not too tricky to use. Explain that your products blend easily, have convenient packaging, and provide a nice substitute for expensive professional makeup.

You can ask your loyal customers why they choose your store over competitors. It’ll help you to highlight the most common pain points and focus on them in your product descriptions.

Avoid cliches and empty phrases

How do you write an attractive product description? Get rid of words like “excellent”, “high quality”, “the best on the market”. Yes, your product might be all those things. However, such words appear too often and lose their value to a customer.

To get rid of overused phrases, try to be more specific. Ask yourself, what do you mean by saying “high quality product”? Does it have a longer warranty period compared to your competitors? To a customer, “lifetime warranty” sounds more compelling than “high quality.”

For example, instead of saying: “We offer advanced products”, you can say: “Our products comply with the latest EU safety regulations.”

Halcyon Fit Wear focuses on product characteristics

If you use superlatives like “the most popular” or “the best”, you need to provide a proof for that. For instance, “Our online course has a rating on Trustpilot” (don’t forget to add a link). Otherwise, it’s better to avoid superlatives and focus on benefits.

Add reviews to illustrate product benefits

Social proof is a valuable asset for product descriptions, as it can prove that you’re not the only person who finds this item worth spending money on.

Use customer reviews to appeal to your target audience. If possible, add reviews that mention common pain points and state how your product helped to solve them. For example: “This stain remover took out old grass and blackberry stains! I’m definitely going to buy more.”

If you run an Ecwid store, you can use the HelpfulCrowd app to display customer reviews and ratings on the product pages. Shoppers will be able to add their own reviews too.

Ultimate 5 Squad displays customer reviews on product pages with HelpfulCrowd

Use different types of content

Text isn’t the only type of content that helps describe a product. Use tables, icons, graphics, or videos to showcase your product and make it easier for a customer to navigate and consume your content.

Tonlesap.Shop adds size guide tables to product descriptions

For example, instead of writing “You can pay with PayPal for this product”, you can use a PayPal logo. Or, if you received any awards for your product, add the awards badges to your product description.

Think of the value you add by including a product video. According to Brightcove, 85% of shoppers between the ages of purchased a product or service after viewing a video. This type of content helps to address customer’s doubts and questions: why is this product great? How does it differ from others? How do I use it?

You can use videos to show your product in use, highlight its advantages over competitors, share customer testimonials, or tell more about your brand.

Check out Ecwid Help Center to learn how to add video to product descriptions.

Playtronica adds videos to each product page

Don’t be afraid to show emotion

Content that brings out emotions grabs our attention even if we’re not that interested in it in the first place. It applies to any type of content, be it a movie trailer or a product description, and that can be your secret weapon.

There are several ways to add an emotional component to your copy. For example, you can tell a joke or an unexpected fact, trigger happy memories, or associate your product with something pleasant. Ask yourself:

Say, you sell video editing courses and your target audience is millennials. After you list the course’s benefits, you can write something like: “With this course, you’ll be able to create a video just as easily as your teenage nephew makes those TikToks”.

Fun product copy by Kissed By A Bee

Create for the mobile user

Take all the tips above and tailor them into a mobile user. People will usually not bother reading lengthy descriptions, especially if they’re viewing your site from a smartphone or tablet.

A short and sweet product description by Pip The Beach Cat

Your message can easily be missed when a buyer scrolls through huge blocks of text. A vivid and engaging copy can be whittled down to 75 words without losing the intended effect.

If you prefer to write longer detailed product descriptions, make sure you format them for easier reading.

Use formatting for easier understanding

If you run an Ecwid store, you can easily customize formatting of product descriptions. This also gives your page an overall professional look.

Change the font types, colors and sizes to make your product description easier to read and scan. Emphasize headings and highlight information that you don’t want customers to miss. Add breaks between lines to avoid a cluttered layout. Bullet points are a great way to organize information, but use them sparingly. Thirty bullet points with long, complete sentences is essentially a paragraph.

Hey It’s Oh So Pretty uses emojis, lists, and paragraphs to format their product descriptions

Review and edit your copy

Proofread what you have written before publishing it for the world to see. Think of every typo and error as a lost customer. Show the high level of attention to detail that your business values.

It’s always best to get someone else to take a look at your work, especially if you’re not very confident with your editing skills. Even the best of us might fail to catch a misspelled word or two.

Let’s Review: How to Write Product Descriptions That Sell

So, how do you write a good description? Let’s recap for better understanding:

Now that you’re ready… Just start writing. We understand that this might be easier said than done for most people. So just keep in mind that your goal is to just share what you know about the product, and there’s no other person who can do that better than you.

How to Write Effective Product Descriptions That Drive Sales

Emma Miller

In the grand scheme of conversion rate optimization, product description seems to be a small part of the website for many e-commerce stores, so many brands just brush it aside. But for companies that get it right, writing an attractive and effective product description is a great way to spread brand personality where most people don’t expect it.

Therefore, it’s important to have a good product description in your online stores just like having great graphics or a technically perfect website for your brand. Not only does it help to provide a positive customer experience, but also improve the credibility of your store. Besides these, it can promote your online store to rank higher in the search result of the search engines and improve the conversion rate of site visitors.

Quick look at the post:

A product description is a marketing copy that illustrates and explains the benefits of a product. In other words, it provides all the information and details about your products on your e-commerce site.

Source: Sephora

These product details can be one sentence, a short paragraph, or a bullet point list. They can be serious, funny, or quirky. They can be located next to or below the product title and product image.

The product descriptions should be fast to read and focus on selling points to lure the consumers to add the products to the shopping cart.

Source: Sephora

The product description is one of the parts of the product list that can deliver the information about what the product is and what it does to customers. If the product description is written in a way that encourages site visitors to buy it, then it’s well written.

Have you ever noticed that the products that sell best are those with detailed product descriptions? That’s because a detailed product description can thoroughly explain the product functions and how it helps potential customers.

If the product description successfully explains the product and how it can benefit the life of the customers, then they are likely to buy it.

A Basic Product Description Template

What should the anatomy of the product description look like? Please note that this order should not be strictly followed. Modify it to fit your style.

1. Product title.

2. Brand name.

3. Functions. What does the product do?

4. Physical metrics (length, weight, color, material, etc.).

5. Features & Solutions. How will it solve customer problems?

6. CA (Competitive advantage). What’s your distinctive niche?

7. Benefits & Life improvement. What will it help achieve?

8. Product updates. How has the product improved since the last version?

9. When, why, and how does the customer use the product?

10. CTA (Call-to-action).

There is no doubt that product description is an important weapon for the success of e-commerce stores. If you do a good job of conducting compelling and creative product descriptions for your online store, you’ll be able to grab buyers’ attention and make a lot of sales.

Build Trust with Shoppers

What actually happens when shoppers read your product description, look at a product picture, and are completely satisfied? They come to believe that the product is the best. People make buying decisions based on trust. They will make a purchase when they trust the brand and product description. To this extent, product descriptions must not be deceptive.

Source: Watsons

People know it when you’re lying. Product descriptions must be truthful, but contain persuasive words that appeal to the customer. You need to ensure that your product descriptions are clear, accurate, and honest enough so as to build trust in a shopper’s purchasing decisions.

Professional Online Store

Everyone wants to do business with great and professional businesses. If you want to become a best seller for your product, then you must have better and creative product descriptions. When shoppers click on your online store link and log on to your website, they want to see that you know what you’re doing.

Web design should be professional and product images stand out. More importantly, you must provide high-quality, grammatically free product descriptions to convince consumers that you are elegant and professional. With a good product description, potential customers will know what you’re good at.

Enhance Competitiveness

If you are selling the same products that other retailers/wholesalers are selling online, you better have the best product description. You need great graphics and compelling descriptions to make your product stand out from the crowd.

Nutrition Facts Source: Coca-Cola® Zero Sugar

Some people simply use the manufacturer’s product description. Well, that doesn’t work because buyers of your particular product may have unique reasons and concerns for buying that product. You must write a new product description that is customized to meet their unique needs.

Improve Site SEO

Each product description must have a unique keyword that buyers can use when searching online. You need to write each product description using relevant keywords. This helps improve your e-commerce SEO (search engine optimization). Each product description should be ranked with at least one relevant keyword.

Detailed product descriptions also help Google get the full picture of the products on your site. It not only notifies shoppers but also helps Google rank your products when shoppers make search queries in the search bar.

Source: Target

While you shouldn’t stuff a product description with so many keywords that don’t correspond the reality, you should make sure that each product description has the right keywords to rank high on Google.

Imagine that all products in your online store are optimized for great product descriptions using relevant keywords? This will help a lot with the organic search traffic to your online store.

It is important that your product description includes honest and transparent information. Saying your product is of the highest quality is not going to entice people to like your product when you have countless complaints about its quality.

Well-crafted product descriptions do more than simply describe your product features that customers can get from a glimpse. If done well, your descriptions can convey your unique voice, excite people, and improve conversion rate.

Know Your Target Audience

The first thing to write a product description is to get to know your target audience. You want to be able to define the features that potential consumers will be most interested in.

This starts with understanding your buyer persona, which is a segmentation of the characteristics of the potential customer. Your buyer role will help you understand which features are most valuable to your customers.

Keep the following questions in mind when writing product descriptions:

▪ How did this person get to your page?

▪ What are his or her usual interests?

▪ Why would this person be particularly interested in your Shopify store?

▪ How will the shopper describe the product to his/her friend?

▪ What are the characteristics or benefits that this person is most interested in?

By keeping these issues in mind when writing product copies, you will be better able to write product descriptions for sale.

Knowing your audience is important to create a good product description. If you haven’t already created the buyer persona, you really should. When it comes to product descriptions, it helps you understand what’s really important to them.

Source: Sennheiser

For example, if you sell high-end professional headphones, your target audience may not be the same as the people who buy fashion designer headphones. This will definitely affect how you write your product copy. If you work in a niche market, you already know how important it is to focus on your core audience and «speak their language.»

Focus on Features & Benefits

One of the most common marketing tips is to focus on benefits rather than features when describing the products you sell. The person who made this suggestion made a good point. It’s really more effective to tell shoppers how certain features of the product will benefit them, rather than just give them a long list of features or functions.

But that doesn’t mean you should completely ignore functionality when describing a product. After all, your customers still need to know what the product does. Your product description should strike the right balance between features and benefits. They should describe your project and clearly show its specifications while clarifying the deeper benefits each feature brings.

Source: La Mer

As a business owner, it is understandable that you are happy to share all the qualities of your products. You want to show that your product has the best features and the most unique specifications.

A good product description should focus on the features and benefits of the product. Obviously, the features are clear-cut, while the benefits will require more creativity and knowledge of the target audience.

However, buyers are not necessarily interested in the mundane features of the product. Instead, they want to know how it benefits them. A product feature is a factual statement about a product that provides technical information.

Product benefits, on the other hand, describe how the product improves the life of the buyer. But both features and benefits allow for creative writing. Be sure to use positive adjectives to highlight them.

Make It Easy to Scan

In general, an extremely long product description is not required. In most cases, you need to make product descriptions shorter and easier to read. Bullet points can really help solve this problem.

People have short attention spans and only read about some of the content on the page. Therefore, your product description needs to capture that coveted content in an effective way.

Source: Puma

You can achieve this by making your descriptions really easy to go through. The buyer is able to find exactly what he or she is looking for and won’t waste time sifting through other information.

Here are some things that can help shoppers scan your copy easily:

Short paragraphs: Walls of text make your copy look long, which is often annoying. You need to keep paragraphs short (that is, 4 lines or less) and concise.

Title: People on mobile phones or computers tend to scan product descriptions to find information relevant to them. Help them do this by using headings that divide your content into sections.

Bullet points: Lists and bullet points make the text easier to read, especially when you communicate product specifications and features.

Make your product description easy to navigate by including bullet points, short paragraphs of only a few sentences each, lots of white space, and fonts of varying sizes. Keep in mind that sometimes your users will skip the rest of the description and just skim the main points. Therefore, it’s important to highlight the unique and outstanding features and benefits.

Leverage on Social Proof

You probably already use social proof such as reviews and ratings on your e-commerce sites. But have you considered using these reviews to make your product description more attractive? Look through all your positive and negative reviews, and use them to directly address the fears and unexpected benefits of product descriptions.

Source: Louis Vuitton

Social proof is key when it comes to improving conversion optimization. Here, we are talking about writing transformable product descriptions, so social proof must be added.

This may include:

▪ Product reviews on your website, Google, or in the marketplace.

▪ Shout-outs on social media.

▪ Video reviews on YouTube or social media.

When you add such social proof, you provide honest comments about how people perceive your product. This has a psychological impact on the visitor at the moment he or she wants to make a purchase decision.

Don’t underestimate the importance of social proof (ratings and reviews, customer photos and endorsements) in product descriptions. Social proof is critical to conducting compelling descriptions, so this is why you should incorporate them into your product pages whenever possible.

Buyers are more likely to buy your product when their expectations and requirements are met. Keep this in mind as you use the above tips to write more compelling, transformable product descriptions.

Think, design and write your product description for the potential target market. Then optimize them for search, and there’s nothing stopping you from attracting, persuading, and turning more visitors into your customers.

How to Write a Product Description: The Ultimate Beginner’s Guide

The eCommerce industry has been thriving over the last couple of years.

Well, there are many factors that help them make decisions, and product descriptions are one of them. It enables you, as a seller, to get more attention, more customers, and drive more sales by helping them understand why this product is useful for them.

In this article, we’ll give you a step-by-step guide on how to write high-converting product descriptions and talk in-depth about the factors that will guarantee you success.

What Is a Product Description and Why Is It Important?

A product description is one of the forms of marketing copy used to describe your product and explain why it’s worth purchasing.

Understanding how to write a good product description will help you boost your sales and enhance the customer experience by making your eCommerce site look professional. You should make sure to give them the information they need.

A good product description can be a significant factor for your potential customers to purchase your product. It is important to take your time and think about how would you like to approach this stage.

There are several benefits that well-crafted product descriptions can bring to your online business:

Product description helps you stand out from the competition. Taking time to craft your own product description not only helps you stand out from the competition but also increases the engagement rate on your page. It can play a major role in the decision-making process for your customers to purchase a product.
If you write product descriptions that convince your potential buyers that they need your product, you have a higher chance of selling it. Product description increases your SEO rankings. Researching relevant keywords and effectively using them in your product description will help you make your product page more visible for your audience in the online search. Organic SEO-generated traffic is six times more likely to convert than paid search ads. Product description increases your chances of selling a product. Instead of just giving the technical insights of your product, you get a chance to describe the use case and tell a story to stress why people need to buy your product.
Ecommerce marketing heavily relies on storytelling. Tell your potential customers how this particular product will benefit them and improve their everyday lives. Understand their problems and offer solutions.

Steps to Write Product Descriptions That Sell

There are several things to keep in mind when writing a product description for your eCommerce site.

All these components can play a significant role in making a sale. According to eMarketer research, the most influential factors for buyers to purchase a product are product images and descriptions.

Here’s the step-by-step guide from us that will effectively help your online business grow.

1. Focus On Your Ideal Customer Avatar

They are representations of your ideal customers based on research and data. Try to break down their habits and characteristics. This will guide you through their thinking process and help you understand their problems.

The goal is to define the features that would be the most interesting for your target audience to read about. Think about why they visit your website, what they want, how they like to be spoken to, and exactly what would excite them the most about your product.

Good product descriptions directly address your customer’s needs and desires. Remember to ask and answer questions as if you’re having a chat with them about this product.

2. Highlight Benefits Over Features

After defining and understanding how to talk to your audience, it is important to realize which benefits and features you highlight when writing product descriptions.

Usually, business owners are very excited about sharing every quality and feature of their products. However, buyers are not always interested in all the product features, and they would rather know how this particular product can benefit them.

In order to successfully show benefits, instead of highlighting product features, you should take a couple of steps:

Define your features. Think about which features would be the most attractive to your audience. Think about why it matters – list down what problems your product solves for your target audience. Come up with various use cases where you can offer a solution. Redefine the message and highlight your customer benefits. Now you have everything you need to transform these features into benefits.

3. Use Storytelling Techniques

One of the best ways to showcase your product in the description and highlight all the benefits is to create a story and give an emotional punch. It might be particularly special to your audience if you add more character to your item.

Try to answer these questions while crafting your story:

Including these stories will catch the reader’s attention and help you stand out.

4. Use Natural Language

Compelling product descriptions should sound like a real conversation that you would have with your best friend. Your potential customers should enjoy reading it, and it should not sound like a computer-generated piece of text.

At the same time, you should follow your brand’s voice and tone. This is something that represents your brand’s unique perspective. You should be consistent with it and make sure you follow it in all of your product descriptions.

The goal is to connect with your audience as much as possible. You should concentrate on bringing the personality aspect to your product. This is what can make your product unique and help you stand out from the competition. Try to understand what words capture your customer’s dream lifestyle.

Using natural language in your product description is one of the most effective ways to help your customers connect with your brand. This builds excellent customer loyalty and leads to effective results.

5. Make It Short and Sweet

Generally, product descriptions should be easy to read through.

Don’t overthink writing it, and remember that buyers usually read about 16% of the whole page. So the description of your product should efficiently deliver the most important information. One of the best ways to achieve that is to make your descriptions scannable.

Use short descriptions to engage with the potential buyer. Put quick bullet points to cover the essential information that your customer might be interested in. Short paragraphs should just be made up of a few sentences each. That way, more people will read the whole description.

6. Include a Social Proof

If your customers are unsure about what product to purchase, they will most likely look for suggestions from other people. In that case, they buy products with the highest number of positive reviews and testimonials.

Including customer reviews on your product page and displaying a rating system will help your potential buyers quickly get information about your product.

Another common practice is to add an image of one of your customers and a positive review as a quote. That will make your business more relatable for your audience. Social media also plays a significant role in getting instant feedback about your product. Integrate social media feed on your product page with content that shows people using it.

Let your customers talk to you and share their product reviews with you. Most buyers want to buy popular products. You can highlight the customer favorites products on your eCommerce website, which increases your chances of getting more sales.

7. Optimize With Search Engines

When you’re writing product descriptions for your online store, you should keep in mind to optimize the content for search engines.

Search engine optimization (SEO) is one of the most effective ways to reach a wider audience and attract new customers to your product page. The goal is to put yourself higher on the organic search rankings and appear on your customer’s search results.

SEO can play a massive role in having a higher conversion rate. It all starts with keywords. These are the terms that buyers might type when they are looking for a particular product.

After you have good keywords for your product description, you should think about strategic keyword placement. Make sure you use the keyword at least once in these parts of a description:

Following these steps will help you get more effective results and get more visitors to buy your products.

8. Use Good Product Images

Choosing good images can be an essential part of presenting your product to the audience. In fact, most of the customers think that image is more important than the product description itself.

So, alongside writing product descriptions, you should also concentrate on including a quality image on the page as well. This will help your target audience understand the key features and product details directly from the presented visuals.

There are several things to keep in mind when taking pictures for your product page.

Quality of a picture
The best option is to hire a professional photographer if your budget allows that. You can also do it yourself with a high-quality phone camera. Take the lightning into consideration when taking pictures. For example, smooth white background helps your product stand out. Zoom
Generally, buyers want to interact with your products as much as their screen allows them to do so. This means that you must have large high-resolution pictures with an option to zoom in. Different Angles
Another great way to showcase the product with your images is to provide multiple angles and viewpoints in the set of pictures on your product page. You should give them an idea of how they can use the product. Also, take different pictures if a product comes in multiple colors. Consistency
It is important to make sure that every picture goes well together and they create a smooth browsing experience when people view them in the gallery. Images should be the same in size, shape, and general aesthetics as much as possible.

9. Set Goals and KPIs

Before you begin writing your product description, it is helpful to have set goals and Key performance indicators (KPIs). This is an effective way for you to test if your descriptions are working or not.

You have to decide which set of metrics will track your performance. Having goals and KPIs in place will help you understand the parts you need to update for your next product description. This will help you make sure it performs well.

The most common KPIs are:

KPIs help you measure your results accurately and understand if your business is progressing towards the goal. It is a very effective way to track your performance.

Product Description Template

Now that you know what steps you need to take for creating a good product description for your online store, let’s test this knowledge and put it into practice.

There is no one-size-fits-all approach to crafting a product description. Therefore, you can’t find one product description template that guarantees you a successful performance. However, there are a few guidelines that can help you get started.

Firstly, try answering these questions:

Who is your ideal customer?
If you want to sell your product successfully, you should know who you are selling to. Try to understand who is the perfect persona and think about their needs in daily life. What problems are you solving for them?
After knowing your audience’s pain points, think about the problems your product will solve in their daily lives. What are the basic features of your product?
Write down all the functionality, materials, dimensions, and other features that your product has. Why is this product special?
Jot down all the unique benefits of your product. Think about why this is a better solution than what your competitors are offering.

After researching and gathering this information, follow these steps to write your product description.

Write a headline. Keep it simple and try to come up with a title that grabs your target audience’s attention. Create a paragraph. This is the main copy where you sell your product. Think about the benefits and features that your product has to offer. Include bullet points. Add technical details and make it more clear to read. It is crucial to make it scannable for your audience that doesn’t want to spend too much time reading it. Add testimonials. Ask for feedback from your already existing customers and publish them on your website or social media.

Now you are ready to list the product on your online store!

How to Write Epic Product Descriptions That Sell

However, most entrepreneurs make a common mistake when writing product descriptions: including information that simply describes their item. This results in lower conversions as people are unable to understand the unique value proposition of a product or how it offers a solution to a frustrating problem.

In this article, you’ll learn how to write product descriptions that sell and find a product description writer, learn from product description examples, and we’ll introduce an easy-to follow product description template.

What Is A Product Description?

A product description is the copy that describes the features and benefits of a product to a customer. The goal of the product description is to provide the customer with enough information to compel them to want to buy the product immediately.

To master product description writing, you need to learn how to write persuasive copy for your products. Plus, you need to answer every question a customer may have, such as:

Your brief description needs to answer these questions in a way that is easy to read.

What Is The Best Product Description Template?

It depends. Like every other aspect of your website, product descriptions may or may not be needed. It needs to be split tested. Each website has a different layout, personality, and style which may require a different product description template.

Some stores may convert best with only bullet point descriptions. Others may need a long paragraph, or a mix of bullet points and a paragraph. And some websites may convert best with no copy at all. You can use A/B split tests tools like Google Optimize to determine what format works best for you.

There are several factors as to why the product descriptions didn’t convert well. It’s possible they weren’t written correctly for the audience, they were placed in a less visible area, or were written in the wrong format. However, when it comes to your specific store, testing whether or not you should have product descriptions, in the first place, can help you better understand how to optimize future product pages.

Benefits of Writing Product Descriptions

Product descriptions can also educate your customer on the product. The product description offers supplemental product information that the picture can’t do on its own. For example, you likely wouldn’t buy a laptop by looking at the picture alone. As a shopper, you’d want to read about the laptop’s specifications and features. This also applies to fashion — some people may be allergic to certain fabrics and need to know the material of the clothing you sell on your store. By providing customers with key product information, you prevent a build up of customer service inquiries. It also helps customers know if that specific product is right for them, which can help lower return rates.

A product description can also be used to make a customer laugh to enhance the bond between your brand and customer. It can also assure customers that your product will solve their biggest pain point or enhance their life in some way.

Picking the Right Words for Your Product Description

Poor word choices include:

Ultimately, the words are poor choices if they aren’t accurate. Calling your product revolutionary when it’s not isn’t going to make your brand stand out.

How to Write a Good Product Description: Things to Keep in Mind

It’s important that your product overview includes honest and transparent information. Saying a product is free when it really isn’t is deceptive. Saying your product is of the highest quality when you have countless complaints about the product quality isn’t going to trick people into liking your product.

For example, if several people notice that the material is thinner than expected, you can mention that in your copy without drastically impacting sales. It gives your customers an honest expectation of the product before they receive it. Your customers may even prefer thinner fabrics on summer days.

Being honest doesn’t mean writing all of your products flaws but highlighting its strengths. Is the design what’s selling the product? Put an emphasis on the look of the product when describing it.

You’ll also want to bring your customer into the product description using words like you. Help your customers envision themselves using your product. Make them part of your product’s story.

Keeping it casual can also help your product description stand out. You’re not writing a thesis, but an enticing description to bring your product and your customer together. Use contractions in your writing like you’re, you’d, who’d, etc.

How to Write Product Descriptions That Sell

1. Write your own

Avoid using the manufacturer’s product descriptions. By writing your own copy, you avoid being penalized by Google for duplicate or thin content. Plus, you improve your chances of writing a product description that converts your customer.

2. Make it scannable

Your product description should be easy to read. Having two sentences describing the product with several bullet points allows customers to receive the information quickly so they can purchase immediately. If you sell laptops, you’ll want to turn the specs into bullet points for an easy read.

3. Know Your Audience

If you sell fun products like ugly christmas sweaters or food shaped jewelry you could inject humor into it. Your copy should be playful and light as customers buying those types of products would likely appreciate an entertaining product description. However, humor doesn’t work on all dropshipping niches. For example, you wouldn’t want to inject humor into a product description about life jackets, coffins, or other sensitive issues.

4. Optimize Your Product Descriptions

The easiest way to optimize your product summary is to use a tool like Plug in SEO on your store. You’ll want to use keywords that are relevant to your product. For example, if you sell makeup brushes, you’ll want to be specific such as ‘unicorn makeup brush’ or ‘mermaid makeup brush.’

5. Tell a Story

Use your product description to tell a story. It could be the story of why your customer needs this product to solve their problem. Or a story of the product’s benefits. Or just an entertaining story about the product that draws your customer in.

6. Split Test It

7. Spell Check Your Work

Read over your product descriptions to ensure there are no typos. You can use tools like Grammarly to avoid spelling mistakes.

8. Offer All The Details

Make sure that customers have the information they need to make a purchase. For example, if dropshipping apparel, care information and size charts can help customers before and after their purchase. If you sell tablets, you’ll want to ensure you list all the specs. If you dropship jewelry, you’ll want to include information such as ‘nickel free’, as some may have allergies to certain materials.

Product Description Examples

1. ModCloth

ModCloth is a great product description example to learn from. The product description is short and sweet with only two sentences. The product details include scannable bullet points. The first sentence of the product description compliments the customer by mentioning their ‘glimmering charisma.’ However, the customer compliment is tied into the ‘glorious glimmering’ of the bolero. The second sentence compliments the customer again in relation to the product. Pay close attention to the language used in the copy. Words like ‘delighted,’ ‘delicate,’ ‘magnificence,’ ‘radiance,’ ‘gloriously’, and ‘glimmers’ are used to capture attention while being positive descriptors.

2. Tipsy Elves

Tipsy Elves is an excellent product description example of showcasing the product benefits. Their short and sweet two sentence description mentions that this jumpsuit is perfect for ‘lazy days on the couch, USA events, and hitting the slopes.’ For those looking for an outfit for the 4th of July, their problem is solved as it mentions that this outfit is ideal for it. Notice how the first word in the copy is ‘freedom’, which is a positive word and is often associated with American pride products. Their product details aren’t very scannable. However, they mention the benefits for some of their features such as mentioning that the material is thinner for ‘year round wear.’

3. Chubbies

Chubbies is a great product description example for creativity. The shorts shown in the picture above are called ‘The Mojitos’ likely due to its minty green color. Their opening description runs with the mojito theme though their product picture fails to show a mojito which would likely blend pretty nicely. They mention benefits with their product features such as ‘keep you oh-so comfortable.’

4. Naked Wines

Naked Wines keep their product description scannable with three bulleted points. Their bullet points creatively use check marks which helps customers make a positive association with the wine. The writing style is casual with phrases like ‘who’da thought it…’ They also build brand trust by mentioning that ‘91% of you would happily buy it again!’ Pay close attention to the language used to describe the wine such as ‘ripe’, ‘peppery undertones’, ‘lashings of oak’, ‘scrumptious’, and ‘silky finish.’

Product Description Template

There are countless methods on how to write product descriptions. If you’re ever stuck on a format you can follow this simple product description template while writing your copy.

3-Step Product Description Template

For example, if you’re selling unicorn brushes you might try this product description example:

Like this unicorn brush, you’re one of a kind. These brushes are made with synthetic bristles for an easy clean. Pair this set with our mermaid brushes for a complete set of unique makeup brushes.

If you’re selling a dress, you might follow this product description example :

Nothing will flatter your curves better than this bootylicious evening dress. Made of a stretchy spandex, this dress will hug your body on all the right spots while highlighting your silhouette. With a simple pair of black pumps, you’ll complete your look to help you look flawless.

How to Find a Product Description Writer

Struggling to figure out how to write product descriptions that sell? If English isn’t your first language, you might want to hire a product description writer.

Summary: How to Write a Product Description That Engages and Delights Customers

Mastering your product descriptions will require creativity and testing. Don’t be afraid to test our product description template to help you improve your format. Writing product descriptions that sell takes a bit of experimentation but with some patience you could end up in this article one day as a product description example.

In summary, here are the steps involved in writing a great product description:

Do you have any tips on writing product descriptions? Do you A/B test your descriptions? Let us know in the comments below.

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