Back to Blog
Written by
Alexandra Gladchenko
Content Marketing Manager at Gepard
CONTENTS

How To Write Product Descriptions For eCommerce

3 min read
November 19, 2019

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, providing 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’re 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 trust.

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, associations.

10. Use adjectives that both describe a product and a buyer (ex, “sporty”, “slim” could describe sports watches as well as its 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, colour, 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, 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, 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

 

Written by Alexandra Gladchenko
Content Marketing Manager at Gepard

You May Also Like

Top Enterprise eCommerce Platforms And Trends
6 min read
eCommerce Strategy

Enterprise eCommerce Platforms: Trends for 2022

Enterprise eCommerce platforms are the software solutions to manage your large online business and its complex activities. Read about the top 5 eCommerce trends 2022 in this article.

Read more
How To Integrate With Shopify
6 min read
eCommerce Strategy

Shopify Connector: Seamless eCommerce Integrations For Your Business

Read about Shopify connector, how it works, and how this automation tool can benefit your business.

Read more
What Product Content Drives eCommerce Sales
9 min read
eCommerce Strategy

Expert Roundup: What Kind Of Product Content Drives eCommerce Sales In 2020

15 experts give a piece of advice on how to drive sales using the right product content in 2020.

Read more
How to Use Technologies To Build B2B Strategy
5 min read
eCommerce Strategy

How B2B Companies Leverage Technology To Accelerate Sales In B2B

B2B distributor and supplier challenges: how to leverage proper B2B ecommerce software to easily make it your strong point and win B2B tenders.

Read more
How Product Content Can Reduce eCommerce Returns
5 min read
eCommerce Strategy

How To Reduce eCommerce Returns With Rich Product Content

Learn about efficient ways to minimize product returns through product content optimization.

Read more
How To Implement a Successful D2C Business Model
10 min read
eCommerce Strategy

D2C Business Model: Learn From Top Performing Businesses

Learn about the D2C business model and its benefits in eCommerce, successful D2C strategies and popular direct to consumer trends.

Read more
How To Implement D2C Business Strategy
8 min read
eCommerce Strategy

D2C Strategy For eCommerce: Best Practices Of Direct-To-Consumer Marketing

Read about D2C strategy in eCommerce, its benefits and learn from the best D2C marketing cases in various industries.

Read more
Gepard Achievements 2019
4 min read
Insights / Trends

Gepard Achievements 2019: In A Flow With Latest eCommerce Trends

Gepard Product Content Syndication team outlines company's updates and setting goals for 2020, following and setting the latest eCommerce trends.

Read more
Important Features of B2B Store
4 min read
Insights / Trends

11 Features B2B eCommerce Store Should Have

Major features of B2B eCommerce Shops to provide a personalized buyers experience.

Read more
Surprising Facts About eCommerce
3 min read
eCommerce Strategy

5 eCommerce Facts To Leave You Open-Mouthed

Read these five interesting eCommerce facts that will leave you open-mouthed.

Read more
Top Enterprise eCommerce Platforms And Trends
6 min read
eCommerce Strategy

Enterprise eCommerce Platforms: Trends for 2022

Enterprise eCommerce platforms are the software solutions to manage your large online business and its complex activities. Read about the top 5 eCommerce trends 2022 in this article.

Read more
How To Integrate With Shopify
6 min read
eCommerce Strategy

Shopify Connector: Seamless eCommerce Integrations For Your Business

Read about Shopify connector, how it works, and how this automation tool can benefit your business.

Read more
What Product Content Drives eCommerce Sales
9 min read
eCommerce Strategy

Expert Roundup: What Kind Of Product Content Drives eCommerce Sales In 2020

15 experts give a piece of advice on how to drive sales using the right product content in 2020.

Read more
How to Use Technologies To Build B2B Strategy
5 min read
eCommerce Strategy

How B2B Companies Leverage Technology To Accelerate Sales In B2B

B2B distributor and supplier challenges: how to leverage proper B2B ecommerce software to easily make it your strong point and win B2B tenders.

Read more
How Product Content Can Reduce eCommerce Returns
5 min read
eCommerce Strategy

How To Reduce eCommerce Returns With Rich Product Content

Learn about efficient ways to minimize product returns through product content optimization.

Read more
How To Implement a Successful D2C Business Model
10 min read
eCommerce Strategy

D2C Business Model: Learn From Top Performing Businesses

Learn about the D2C business model and its benefits in eCommerce, successful D2C strategies and popular direct to consumer trends.

Read more
How To Implement D2C Business Strategy
8 min read
eCommerce Strategy

D2C Strategy For eCommerce: Best Practices Of Direct-To-Consumer Marketing

Read about D2C strategy in eCommerce, its benefits and learn from the best D2C marketing cases in various industries.

Read more
Gepard Achievements 2019
4 min read
Insights / Trends

Gepard Achievements 2019: In A Flow With Latest eCommerce Trends

Gepard Product Content Syndication team outlines company's updates and setting goals for 2020, following and setting the latest eCommerce trends.

Read more
Important Features of B2B Store
4 min read
Insights / Trends

11 Features B2B eCommerce Store Should Have

Major features of B2B eCommerce Shops to provide a personalized buyers experience.

Read more
Surprising Facts About eCommerce
3 min read
eCommerce Strategy

5 eCommerce Facts To Leave You Open-Mouthed

Read these five interesting eCommerce facts that will leave you open-mouthed.

Read more

Let’s Get In Touch

Need to contact us? Just use this form

Gepard Privacy Policy
Success