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Alexandra Gladchenko
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eCommerce eCommerce Strategy product description

How To Write Product Descriptions For eCommerce

3 min read
Published: November 19, 2019
Updated: February 9, 2023

87% of shoppers do research online before making a final purchase decision. So figures indeed support the fact that consumers read product descriptions and reviews. How to make a customer click that ever so desired “Add to cart” button with the help of product descriptions? How to make them appear automatically on a marketplace itself? Read our article and optimize your eCommerce performance.

Tips For Writing Product Descriptions

The product description is a marketing text, that provides all the necessary info on a product. However, what makes some descriptions eye-catching while others keep boring? An ability to relate to the experience of owning a product and feel that you’ve heard. Having a good product description demands not all that much investment, luckily.

BEFORE writing a powerful product description cover these points: 

  • Define your Buyer Persona.
  • Think of a sort of emotion you want to evoke.
  • Determine how long the product descriptions should be.

WHILE writing product descriptions remember these tips: 

1. Leave no place for uncertain reactions and doubts.

2. Forget that you’re selling for a while. Befriend a customer. Use a warm tone of voice that is worth trusting.

3. Motivate to buy. After all, we are all here to sell. Describe benefits, keeping in mind it is there to persuade.

4. Make a consumer the main character, and the product — a supporting one.

5. When writing a good product description, simultaneously take a side of a reader aka. buyer.

6. Make it easy to read (less effort from a buyer’s side — more chances they’ll keep reading).

7. “Imagine…” how your life will improve. Make a customer visualize and dream of the experience of having/using a product.

8. Neurology tip: use sensory words (check in a paragraph “Selling words for product descriptions”).

9. Don’t just concentrate on meaning: use words to evoke emotions, and associations.

10. Use adjectives that both describe a product and a buyer (ex, “sporty”, and “slim” could describe sports watches as well as their prospective owner).

11. Provide proof from influencers in a niche.

12. Pay attention to product description design.

13. Use video descriptions (product reviews, overviews, and unboxing on youtube videos).

14. Make it fun. Humor is a delightful way to break the ice. Of course, when appropriate.

15. After all, don’t forget to stick to your own style.

Product Descriptions Template by Gepard

How should the anatomy of a product description look like? Here’s our view. Save and put it in usage. Note that it should not be followed in this order. Twist it to fit in your style guides.

1. Product Title.

2. Brand’s Name.

3. Functions. What does the product do?

4. Physical properties and Technical specs (length, weight, color, material, etc.)

5. Solution. How would it solve the customer’s issue?

6. Life improvement. What would it help to achieve?

7. Competitive advantage. How are you distinct in a niche?

8. Product update. How has the product been enhanced since its last version?

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

10. Offer benefits.

11. Making a customer feel good. Does the company give off some % to charity org-s?

12. Call to action.

Product Description Template

Where to Get Product Descriptions

1. Write product descriptions in-house.

2. Use product description copywriting services.

3. Get product descriptions from a CSP (Catalog/Content Service Provider). You can go deeper into a topic in the article What is a CSP? Defining a Content Service Provider.

Use product description writing software (ex, GinnieAdzis). Keep in mind that all automatically generated descriptions should be revised by a human.

Automate Product Descriptions Delivery With Gepard  

If your eCommerce strategy is omnichannel you might have spent tons of time writing text descriptions, taking pictures, and making videos. The team has to adapt all this content to the retailers’ requirements, and, finally, send it on to them.

But, how can you create high-quality content, if most of your time goes on modifying content to the retailers’ templates? That’s why automated product content push becomes a solution to reduce manual work with product information by 75%

If you’re interested in knowing more about why companies like Amazon, GS1, HP, Dell, Rakuten, Elkjop, and Lazada have chosen to work with Gepard, feel free to fill out the contact form here.

How To Automate Import And Export Of Product Descriptions

 

Alexandra Gladchenko
Guest Author
Alexandra has been contributing to Gepard blog, covering a variety of topics  in eCommerce industry.

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