A good product description should provide as much detail as possible about the characteristics and indications for use of the items sold. The goal is for the customer not to have any doubts and to feel comfortable and attracted as if they were in a physical store.
Here’s how to do it in practice:
1. Start with a good headline
Titles are one of the first pieces of information shoppers find when they search for your product in search engines or on your website. The more attractive, the greater the chance of arousing interest.
The product description cannot be generic or too exaggerated. Balance is achieved when the features that attract the most attention to the item are provided. For example, you have a home decor store and all your products are described by name and color only.
2. Use SEO techniques in descriptions
The description improves when they are optimized with SEO techniques, a set of strategies that positions websites on the first pages of search engines, for example, Google.
To start doing this, identify the keywords most relevant to your business and explore them in your texts. They can find in some tools like Google Keyword Planner.
3. Describe the main product information
The consumer cannot be left with any basic doubts about the characteristics of the product, because all relevant information must be detailed.
Some items that deserve attention are: dimensions, raw material, resources, functions, applications, benefits, and differentials.
That way, even without physical contact, the buyer has an exact and faithful notion of the item, feeling safe and reliable to receive exactly what he read in the descriptions.
4. Highlight the product’s advantages and differentials
As obvious as the use is, you need to encourage consumer desire for the item. One way to do this is by giving suggestions for use and exploring the benefits and differentials that can be used on a daily basis.
For example, you sell t-shirts. Identify a unique attribute that no other brand offers or highlight features that show how the pieces can improve a customer’s life or fix a pain they feel.
5. Adopt a language corresponding to your brand
The language needs to be objective, clear, and in line with the brand’s tone of voice. For example, if you are an audience that buys medical equipment, you may need to use a more serious and technical tone.
If it is the sale of fashion products for young people, the language will be more relaxed, with popular expressions.
6. Use sensory words
As the consumer cannot touch, smell or taste the product, you need to describe all possible sensations to bring him closer to the merchandise.
One way to do this is to describe the sensations that can be provoked.
For example, if it is a towel, some adjectives can be used. Including silky, soft, velvety, and comfortable. If it’s a food, the description might be in terms of taste, such as sweet, light, and mild.
7. Explore quality videos and images
Visual aids are essential for the buyer to have a more complete view of the product. Therefore, use high-quality photos that can be enlarged by the zoom feature, with different angles.
Remember that images must also be optimized for SEO.
Videos are a way of showing details, showing how it works, and the accessories that come with the product. They complement everything that is described and visible, exemplifying the use and being one more strategy to stimulate the desire to buy.
8. Encourage dynamic reading
Having complete and detailed descriptions don’t mean huge, confusing, and messy texts. You need to make reading easy, fast, and fluid. To do this, think about the formatting and language used.
This job of highlighting the most relevant information is known as text scanning. In this context. Some of the techniques that can be used are shorter paragraphs, topics divided by intertitles, and bolding in the most important parts.
9. Insert table of measurements and available colors
For clothing and furniture products, detailed measurements and available colors are indispensable.
After all, only with this information, the consumer will be able to understand if the specifications meet what they need or want.
For example, it’s no use just putting the size “P”, “M” or “L” and a photo with color. It is necessary to insert a table with the measurements of each part of the body and the clear information of the color that will send so that there is no confusion.
10. Insert testimonials and product reviews
Reviews and testimonials are decisive in the purchase process for 52.5% of consumers, according to Opinion Box, after all, they prove whether the product is really worth it.
So, don’t forget to insert the comments option in your e-commerce and remind consumers after their purchase to leave their impressions.