The product description gathers all the information the user needs about the item being viewed. Therefore, it is one of the essential elements of an online store. Through this text, the potential customer will be able to decide whether to make the purchase or not.
Professional product descriptions are, therefore, an essential foundation for any e-commerce content strategy. But what is the definition of a product description?
Below, we answer this question and share the advantages of creating quality product descriptions.
A product is any tangible or intangible good available on the market for any buyer to acquire to satisfy a need or desire.
Tangible products include durable goods such as automobiles, furniture, and computers and non-durable goods such as food and beverages. On the other hand, intangible products comprise service offerings or experiences, such as education, a software program, and streaming services.
A product can even be a hybrid, with tangible and intangible elements. An example might be a kitchen appliance with its mobile app. These products are becoming increasingly common because analog products include digital technology that can reach customers appropriately to give them excellent service.
What Exactly Is The Product Description?
The product description is responsible for explaining what the product is and what it is for. For the description to be considered correctly written, it must have the ability to encourage people to buy.
The products that sell the most have detailed descriptions; the reason is that explaining the product in-depth and how it can help the potential customer increases the likelihood that they will buy it.
In online stores, the product description is used on each product page to provide potential customers with the necessary information and details. Generally, this description is positioned next to an image or video of the product, depending on its type, and is usually separated into different sections to organize the information, which generally includes the following:
- Product details: in this section, you should write more specific information about the product, such as the mode of use or its compatibility, where applicable.
- Frequently asked questions: in this section, you answer possible questions that potential customers would ask to clarify their doubts and motivate them to buy.
- Features: this section explains essential details such as the product’s size, dimensions, and weight so that the customer knows what they are buying.
- Customer reviews: in this section, you can share your customers’ honest and authentic opinions.
Benefits Of Product Descriptions
Descriptions can be handy to increase the SEO of your product pages, help consumers compare product features and benefits with those of your competitors, increase users’ trust in your product and brand, and improve conversion rates by moving people further down the sales funnel.
Next, we will explain in detail the benefits that product descriptions provide.
Increases the confidence of potential customers
Creating detailed product descriptions helps to clear any doubts users may have in their buying decision. It also lets people know that they can trust your product and brand.
Only accurate or complete descriptions can make people distrustful and cause them to make returns because it has been shown that at least half of customers return items in cases of inaccurate descriptions, and more than half of customers who have made returns do not buy from that brand again.
Improve your website’s SEO
Creating product descriptions is beneficial for engaging customers and helps search engines fetch and rank products for relevant keywords. Ranking in search engines is critical within e-commerce because most shoppers search for products they need through Google or Amazon.
Provide detailed information to your customers
Product descriptions are important content for sales because they comply with the content marketing principle of providing valuable and informative information. It would help if you considered that shoppers browsing online only sometimes aim to make a purchase.
According to Episerver’s Reimagining Commerce report, more than 90% of shoppers who visit a brand for the first time only sometimes do so to make an immediate purchase. In some cases, shoppers spend time looking for more information about the products to compare them with those offered by competitors.
Another Shiprocket study establishes vital statistics that demonstrate the relevance of good descriptions. Here are a few of them:
- 98% of shoppers desist from purchasing if the product needs to be completed or corrected.
- 50% of shoppers return the product if it does not match the product description stated in the store.
- 85% of consumers first research the Internet before making a purchase.
- 60% of online shoppers abandon shopping carts if an unexpected additional cost is reflected.
Therefore, if the potential customer finds another website that offers the same service as yours but you have a better description that sets out every detail of the product, the customer will certainly choose to buy from your store.
As a brand, you should have a voice that characterizes you. Avoid copying from your competitors; use their product descriptions as inspiration and create your own that aligns with your brand voice.
If you decide to use a product description template, you should focus on customizing it as much as possible. Don’t use clichés, adjectives, similes, or hackneyed metaphors, as they have lost meaning. Instead, use suggestive and powerful words that will impact the audience.
Focus on highlighting the benefits of the product in the description, avoid placing unnecessary information, and when writing, try to talk to your potential competitors as if you were face-to-face with them. Also, if you need help finding inspiration, you can dedicate yourself to learning about AI copywriting software to master product descriptions fully.
Do you have any questions about product descriptions? Find the answer below!
Frequently Asked Questions
Product descriptions should speak directly and personally to your target audience. The key is to ask and answer as if you were having an intimate conversation with your potential customers. Try to choose words your ideal buyer uses and apply them in your conversation.
The FAQ section sets out potential buyers’ tentative questions about the product. Therefore, these questions and answers help to increase sales because, thanks to this, buyers solve most of their doubts before and after buying the product.
A product is any item or service that is sold on the market to satisfy people’s needs or desires. Products can be physical or virtual. On the one hand, physical products include durable goods such as cars, furniture, and computers; on the other hand, virtual products are not durable, such as food and beverages.
A poor product description does not provide any value to users because it contains typographical errors, grammatical errors, or unnecessary repetitions. An example of a lousy description is: “The only cooking pot you’ll ever need. Satisfaction guaranteed.”