A product description should include the main features, dimensions, materials, different functions, and the product’s advantages to facilitate a task. It should include all relevant information about why the product is practical and innovative and has added value to the consumer’s life.
What Is A Well-Written Product Description?
A well-written product description is a marketing text created for each type of eCommerce platform in a persuasive, professional, or funny tone (depending on the product) that contains detailed and relevant information about a product to answer any consumer questions they may have about it.
These facilitate product categorization and explain from the list of technical features, composition, functions, and especially the buyer’s problems it solves. It can arouse the reader’s emotions and motivate him to buy.
According to OECD, Detailed product descriptions are frequently rated in the top three influential factors (along with price and ratings/reviews).
Read on, and find out what it is!
What Is the Primary Purpose Of The Product Description?
The product description aims to inform, describe and convey to create a positive impression of the item in potential buyers. It offers all the relevant product information, technical data, attributes, and functions, through texts, images, and videos that reveal its quality and effectiveness so that the consumer does not hesitate to buy it.
As you can see, the objective of the description is not only to promote the product but, more importantly, to generate a relationship of trust in the interested buyer to encourage them to buy. It also helps with product categorization.
Let’s see the details that a well-designed description should have.
What Information Should Product Descriptions Include?
The description should include attractive information in text, images, and video, explaining directly to whom the product is intended (man, woman, children, athletes, etc.) and primary data about its dimensions, features, advantages, functions, and price. In addition, it should inform in a fun and easy way how, when (daily, monthly, seasonally, etc.), and where (inside or outside the house) the consumer can use the product; it should also indicate why it has a higher quality and utility than the competition.
After browsing several sites and looking at hundreds of examples of product descriptions, I can tell you that these often contain:
- Unique features
- Weight
- Dimensions
- Composition
- Technical Specifications
- Product Features
- Type of production (handmade, industrial)
- Place of manufacture
- Advantages of the product
- Price
- Payment options
- Delivery options
- Image
- Video
Pro tip:
Images convey the message better and arouse emotions in the viewer; a good description includes professional, colorful, and high-quality images, and close-ups, showing the possible uses of the product.
Other elements also characterize a well-written product description and that should be included in its creation, here I mention them one by one:
- Short and direct: communicate the technical details and the unique advantages of the product; a very long description bores the reader and makes him lose interest.
- Complete: it must answer the consumer’s doubts and explain the actual usefulness of the product and how the product solves a problem or satisfies a specific need.
- Easy to read: the content must be correctly organized, with lists and bullets, short paragraphs, highlighting the most relevant words in bold.
- Friendly and natural tone: it should use the brand’s voice, generate trust and transmit sensations to the reader.
CNBC data shows shoppers return between 15% and 40% of online products.
As you can see, product descriptions should avoid useless or filler information; every word should have a purpose. Avoid vague or contradictory messages or complex sentences that are impossible to understand.
Product Descriptions Template And Example
To get you started creating a well-written, attractive, and above all, helpful product description; I show you a template with the necessary details that can serve as a model to get you started and a practical example.
My product description template:
Product title: make sure to incorporate your primary keyword.
Short description: Write the product’s benefits to improve the customer’s life in two or three lines.
Bulleted list: Detail the most relevant product features, technical specifications (sizes, colors, materials, etc.), functions, and benefits. Try to explain each in two or three lines:
CTA: Culminate with a call to action that invites you to buy.
While creating content for your descriptions, remember your target audience (age, gender, occupation) so that you speak to them in a familiar tone, and don’t forget your brand image and how you want to show it.
Now let’s look at an example using this model; let’s say we have an eCommerce that sells running shoes:
Women’s running shoes
Comfortable, cushioned, and ergonomic running shoes that fit perfectly to the woman’s foot, with non-slip soles, lightweight composition, and a mesh to keep the area cool in every step.
Key Features:
- Synthetic fabric
- Flexible synthetic sole
- Cotton laces
- Made in USA
Available colors: red, black, white, grey, blue, navy blue.
Available sizes: 6, 6.5. 7, 7.5, 8, 8.5.
Advantages:
- Lightweight: The mesh upper of the women’s tennis shoes has good breathability and flexibility, which gives the foot more freedom and comfort.
- Comfortable: The removable and soft insole supports the arches of the feet and does not put too much pressure on the feet.
- Non-slip: The soft sole is made of durable EVA material, providing the wearer with sufficient cushioning between the feet and the surface.
Uses:
They are perfect for:
- walking,
- running,
- training,
- nursing,
- athletics,
- sports,
- jogging,
- gym,
- tennis,
- cycling,
- hiking,
- school,
- office,
- and casual wear.
They match:
- jeans,
- leggings,
- skirts,
- shorts,
- dresses,
- etc.
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Final Thoughts
Good product descriptions are one of the essential elements of online stores. In the best case, they will be able to replace the advice and will succeed in informing customers, catching their attention, and encouraging them to buy.
The content of a product description can be very diverse, but it should always be adapted to the product, the store, and the target audience.
Frequently Asked Questions
A well-written product description includes all the relevant information about a product to inform its benefits and usefulness to the buyer to arouse their emotions, generate confidence and motivate them to buy.
What Is the Best Product Description Template?
It depends on each product. A template fits only some products, brands, or eCommerce; you should try different templates, combining the best of each, to get a final version consistent with the brand’s tone.
Your eCommerce product descriptions should have a minimum of 300 words and a maximum of 600 words. The precise amount will vary depending on the online store’s niche, the competition, the audience, and the products you sell.
