How to Improving Product Description on Your Online Shop?

May 14, 2019

When wanting to sell something, especially online, one might live under the impression that it is extremely easy. Just one uploaded photo, a humble title, the most succinct description, and possibly some contact information, depending on the site. Of course, this is not enough and the market is full of people selling similar products. Obviously, every merchant wants to make some profit, therefore selling a product for less money than the initially desired price and even less than the competitors is not an option.

People sometimes buy products based on the area where they live, considering whether they have to pick up the package. If they have to take it from the seller’s home, that would imply that the buyer must choose a seller from their town. If the seller is from far away, the taxes for transport also play a major role, especially because taxes from one country or even continent to another are huge. But regardless of this aspect, the only remaining secret is to make the product more appealing.

Why You Need a Good Product Description?

As we mentioned above, the simplicity of product presentation does not follow the premise that “the simpler the better”, but “necessity meets details”. The title of the product has to be not only relevant, but also detailed enough for the item to be easily found online. For instance, selling a computer implies having hardware information specified in the title. Selling a fragrance requires having not only the name, but also the brand, because names can repeat themselves, and if it is a perfume or eau de toilette. Same with a painting – the dimensions and products used should be added next to the official title.

Also, do not forget about photos. They are not mandatory, but not everyone is willing to buy a product if they do not know how it actually looks like. Another important aspect is, in the cases when a stock image or official poster is used, to verify whether there are differences. Some customers ignore the descriptions and titles and follow only the image, ending up with receiving something else entirely. So, if the color, batch, collection or dimensions differ, use the right image or you will have to refund and deal with bad reviews.

But what would be left for the actual description? Many other important details! For a computer, those would be the components and accessories, the year it was produced or its age if it is resold. A perfume can have its ingredients presented, while a painting could have a short description of its meaning. If you have trouble in deciding what to write in the description, try to put yourself in the client’s shoes. What would you want to know if you were checking out that product? Also, if you get reviews or questions, you could add your answer or some aspects you missed in the original description.

6 Ways to Improve Product Description

However, if you still have your doubts on how to present your merchandise, here are six ways of convincing a potential customer that your product is the most suitable to fulfill their needs.

1. Use a comprehensible language

There is no point in using an overly pompous vocabulary. The language used must suit the product. Therefore, using terms from informatics and technology, when selling a gadget, is actually understandable. However, every merchant must consider that anyone could buy that product. The idea is to balance the specific language with the one for masses. A good piece of advice would be having different paragraphs. In one, point aspects in a specific language, while in the other speak to the masses. It is not complicated to divide the same information in different styles.

Again, put yourself in the client’s shoes. If you were not an expert, what information you would have wanted to know about? Focus on the important elements! Some want to know the color, dimensions and material, not the entire history of the company and how the product was made.

2. Seduce the target audience

You know how sometimes you end up purchasing a very expensive monthly pass you did not really need or products for your shoes and glasses, despite already having plenty of them and not using them? This is what your description should do – seduce readers. Think of how writing works in the case of most writers. They gave the audience what the audience longed for. Some want mystery with plenty of descriptions and cliffhangers, some want cheesy romance with happy endings, some want misery and tragic endings, some just want a vacuum cleaner. Try to guess what your potential customers might like to read.

Instead of writing bullet succinct lists, try to make a short (very short) story. Now, whether you want to create a fan fiction expanded universe and write how those headphones and computers were rescued from the Death Star from Star Wars or how the perfume was stolen from the goddess Aphrodite by Prometheus, it is up to you. Nevertheless, you can also simply expose a simple narration by combining what the product does with what people could use it for. Also, adding some jokes and puns is more likely to please the reader. Just mention how your ex scratched your car and while you will not get them back, joke is on them because this new amazing pen covers any scratch.

3. Mention the benefits

The question everyone asks when buying something is “why do I need this?” The description of the product must contain actual explanations on why it is worthy of being bought – what it does and why one might need it. You need to make people understand that your product is the best for them and purchasing it will make their lives much better. For example, brands selling dog food keep in mind that dog owners love their pets, but also have lots of troubles with them. Out of all the dog food products on the market, theirs is the one that makes the pet stay fit, give it energy, make its fur shinier and less likely to fall out and make a mess.

This highlighting of the benefits can be made either in the general, catchy presentation mentioned in No. 2 or separately, to put a bigger emphasis on it. There is also the option of mentioning twice, in case the readers missed the aspects from the initial story. Therefore, you can add it on the photos or just make a separate list, which you can update in case there are questions or the reviews complain about something and you want to avoid further complaints.

4. Make it all about them

People are narcissists by nature. Of course, they want to make everything about themselves, especially when wasting their hard earned money on something and when having the opportunity to choose. Also, being the ones to presumably benefit from the product’s trumps, they need to know how good it is for them. Just make them relate to the hypothetical target audience, if they are not part of it.

The first thing to convince people and make everything about them is to avoid using the third person or an abstract pronoun by using directly “you”. You are discussing directly with your potential customer, all focus is on them, and so there is no need to mention a third party, unless it is something related to them. “Every dog will run faster and will shed less hair if it eats this dog food” does not have the same impact as “YOUR dog will run faster and will shed less hair if it eats this dog food YOU will buy for it”.

5. Avoid vagueness

People get bored when they have to read too much, even the most reading addicts. Getting too many useless details (especially written in a difficult language as mentioned at No. 1) makes visitors lose their focus and patience, preferring to close the tab and look for something with a more succinct and catchy description. You can add important information and toy with it, transforming it into an interesting catchy story with some puns in it, without getting too boring.

Also, be straightforward! People need to be convinced and you want to sell your product. There is no room for “but’s” and “might’s”. Think about a hair straightener or dryer. No one would be impressed with “this product might straighten or dry your hair, but only you use it for 5 to 10 minutes”. People want to see that the seller is convinced of his product’s amazingness. “This product will straighten or dry your hair in 5 to 10 minutes and you will look amazing at the end”.

6. Give genuine examples

Just as you can try to avoid vagueness, think of accurate examples of instances in which the merchandise can actually be used. People have reasons why they searched for that specific product. If from all the merchandise online they picked your website or your product, then you might as well persuade them to stay and buy it. Even if they ended up visiting your website by accident, there is no reason why they should not eventually acquire something.

If you want to buy an electric razor, you do not want to see “this electric razor can shave facial hair, but it does not actually do anything”. Think of how the marketing for smartphones is like. Anyone can buy a classic phone with buttons and no other options except sending messages, but why would they not buy a smartphone. One that a. takes high quality photos, b. can type text messages on its own at a vocal command, c. functions 50 times faster than the previous version, d. runs the most amazing games, and e has plenty of accessories included in the price and many other great features.

Conclusion

eCommerce is booming, so you need to keep up with all the eCommerce trends to stay in the game. It is estimated that by 2021 eCommerce will reach $4.5 trillion globally. So, in order to get traffic and generate sales, you need to constantly improve your website. Working on the description of products is a good start!

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