Ecommerce Product Description Best Practices

In ecommerce, product descriptions are a crucial bridge between the product and potential customers. They provide essential product info, item description, product overview, and why customers should buy it. A product description informs potential customers about a product’s benefits to encourage a purchase. Compelling descriptions focus on the target audience’s needs, providing clear reasons to buy. How to write product descriptions that appeal to potential buyers? Following ecommerce product description best practices can significantly boost sales, improve SEOSEOSearch Engine Optimization involves optimizing various website elements to make it more attractive to search engines like Google, Bing, and Yahoo.
More About SEO, and enhance overall customer satisfaction. What to include in the product description? Let’s discuss it in our product description writing guide.

What is a Product Description?

A product description is a short but detailed summary that provides information about a product’s key features, uses, and benefits. Its primary purpose is to educate and persuade potential customers to purchase. A good description highlights a product’s unique selling points (USPs) while addressing the buyer’s potential questions or concerns.

According to Oberlo statistics, over 80% of users conduct online research before purchasing a product. Good product descriptions are essential in ecommerce because they help differentiate your product from competitors and make the shopping experience smoother. An engaging and informative description can reduce return rates, as customers clearly understand what they are purchasing, and it increases conversionConversionA process of turning a website visitor, social media follower, or any other potential customer into an actual paying customer.
More About Conversion rates by reinforcing trust in your brand.

Understanding Your Target Audience

Knowing your audience’s needs, preferences, and pain points allows you to create detailed descriptions that resonate with them on a deeper level. When you tailor your messaging to your brand’s ideal customer, you can address their specific challenges and highlight how your product meets their needs, making it more likely they’ll purchase.

Audience insights should directly inform your product descriptions’ tone, language, and content. For example, if you’re targeting young, tech-savvy shoppers, a conversational tone of voice with casual language might work best. On the other hand, if your brand caters to professionals or luxury customers, a more formal tone of voice emphasizing product quality and exclusivity would be more appropriate for good product description writing.

By aligning the voice tone and language of your descriptions with your audience’s preferences, you not only make your descriptions more engaging but also build trust. Additionally, understanding what your ideal customers value most—whether it’s affordability, sustainability, or cutting-edge features—helps you emphasize the right product benefits in your descriptions, ensuring they appeal to the motivations of your ideal buyer.

The Role of SEO in Product Descriptions

In ecommerce, SEO (Search Engine Optimization) is pivotal in driving organic trafficTrafficThe number of visitors or users who visit a particular website.
More About Traffic to your website, and well-written SEO product descriptions are essential for improving your search rankings. By strategically incorporating relevant keywordsKeywordsA specific word or phrase that encapsulates the essence of a particular topic or theme.
More About Keywords, you can ensure that your products are easily discoverable by customers searching for similar items online.

SEO product descriptions not only boost visibility but also help you connect with potential customers who are actively seeking what your brand offers. This visibility directly translates into increased traffic, better click-through rates, and more sales.

Tips on Keyword Research for Product Descriptions

Keyword research is a crucial first step in creating SEO-friendly product descriptions. How to write product descriptions optimized for SEO? Here are some tips to help you with this process:

• Identify relevant keywords. Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find search terms related to your product. Focus on short and long-tail keywords that align with your product titleTitleA text that appears at the top of a web page or within a section of content.
  More About Title and features.
• Focus on user intentIntentA purpose or goal behind a user’s action on a website.
  More About Intent. Choose keywords that reflect what your ideal customer is searching for. Consider power words like “best [product]” or “buy [product]” to target shoppers who are ready to make a purchase.
• Analyze competitors. Study competitors’ product descriptions to effectively uncover any keywords they use that could also be relevant to your brand.

Incorporating Keywords Naturally

When you write ecommerce product descriptions, integrate keywords naturally to maintain readability. Here’s how you can do it without compromising the flow:

• Make descriptioons scannable. Place keywords in the product title, bullet points, and detailed description sections. This ensures that search engines and customers can quickly identify the core information.
• Avoid keyword stuffing. Overloading a description with keywords can make it unreadable and negatively impact user experience and your SEO ranking. Your efforts will be worth nothing. Instead, aim for a balanced integration of your main keywords and their variations.
• Write simple descriptions that are focused on readability. When you write product info, always focus on delivering a well-written and informative description first. Keywords should enhance the text, not disrupt it. For example, instead of forcing the phrase “good product,” use variations like “well-made product” or “high-quality item” where they fit naturally.

Crafting Compelling and Informative Content

Creating compelling and informative content is essential for engaging potential customers and driving conversions. Good product descriptions provide vital information about your product, capture the customer’s interest, and encourage them to purchase from your brand. Focusing on key elements like features, benefits, storytelling, and clear language allows you to write descriptions that resonate with your ideal customers, build trust with your brand, and enhance the shopping experience. Let’s explore these essential components in more detail.

Product Features vs. Benefits

When you write ecommerce product descriptions, it’s essential to understand the difference between product features and benefits. 

• Features are the factual aspects of a product—like dimensions, materials, or technical specifications. These details are important, but on their own, they don’t necessarily convey the value of the product to the buyer.
• Benefits, conversely, explain how the product improves the customer’s life or solves a problem. Focusing on benefits helps you connect with your audience on a personal level. For instance, instead of stating that a laptop has 16GB of RAM (a feature), write how that feature allows the customer to run multiple applications smoothly (a benefit). Highlighting benefits makes your product descriptions more persuasive and customer-centric, increasing the chances of conversion.

Here is a good product description example for footwear from Camper, which differentiates features and benefits:

Storytelling

Storytelling is a powerful tool for creating an emotional connection between your product and potential customers. By crafting a narrative around how your product fits into the customer’s life, you can turn a simple item description into a memorable experience.

For example, instead of saying, “This jacket is made of waterproof material,” you could write a short story about how the jacket will keep the buyer warm and dry during unexpected rain on their weekend hiking trips. This approach helps potential customers envision themselves using the product, making it more relatable and appealing. Storytelling also helps reinforce your brand identity, allowing you to inject personality and build trust with your audience.

Clear and Concise Language

Using clear, concise language in your product descriptions is critical for ensuring your message is easily understood. Avoid industry jargon or overly technical terms that might confuse or alienate potential customers. You aim to make the description accessible and appealing to many readers.

For example, instead of saying, “This smartphone supports HSDPA networks,” make a simple description like, “This phone provides fast internet speeds, allowing you to browse and stream easily.” A good product description uses straightforward language, highlighting the product’s value while making it easy to scan and comprehend.

Make descriptions scannable. When you write, use bullet points and short paragraphs, which also help improve readability and ensure that key information is easy to find. This is especially important for online shoppers who often skim descriptions for essential details.

Using Persuasive Techniques

Incorporating persuasive techniques into your ecommerce product descriptions can significantly enhance their effectiveness. By leveraging elements such as social proof and urgency and highlighting unique selling points (USPs), you can influence potential buyers and encourage customers to make a purchase.

Social Proof

Social proof is a powerful psychological phenomenon where people look to the actions and opinions of others to guide their decisions. Incorporating reviews, testimonials, and user-generated content into your product descriptions can help build trust and credibility with potential customers. Here are some ways for your brand to effectively integrate social proof:

• Customer Reviews. Highlight positive reviews prominently in your descriptions. You can use excerpts from satisfied customers to showcase the product’s effectiveness and value.
• Testimonials. Include brief testimonials that reflect the experiences of real users. For example, “I’ve never felt more confident with this product — worth every penny!” Statements like this can create a sense of assurance for new customers.
• User-Generated Content: Encourage customers to share photos or videos of themselves using your brand’s offers. This provides authentic visuals and serves as social proof for potential customers.

Booking.com uses this technique perfectly well.

Urgency and Scarcity

Creating a sense of urgency and scarcity can effectively motivate customers to make a purchase from your brand. Techniques like limited-time offers or low-stock warnings can prompt customers to act quickly. Here’s how to implement these strategies:

• Limited-Time Offers. Promote discounts or special deals that are available for a short period. Phrases like “Only available until midnight!” can encourage customers to act fast to avoid missing out.
• Low Stock Warnings. Use phrases like “Only two left in stock!” to create a sense of urgency. This technique taps into the fear of missing out (FOMO) and can prompt customers to complete their purchase before the product sells out.

Highlighting Unique Selling Points (USPs)

Differentiating your product from competitors is essential in a crowded marketplace. Highlighting your product’s unique selling points (USPs) can help you stand out and capture customer interest. Here are some ways to effectively communicate your USPs:

• Emphasize Unique Features: Clearly outline what sets your brand’s deals apart, such as exclusive materials, innovative designs, or patented technologies.
• Solve Specific Problems: Explain how your product addresses a specific need or pain point that competitors may overlook. For instance, if your item offers exceptional durability for outdoor use, emphasize that aspect to attract adventurous customers.
• Brand Story: Share your brand’s story and mission. Customers are increasingly interested in supporting brands that align with their values, so telling your story can make your product more appealing.

Formatting for Readability

Good formatting is crucial for enhancing the readability of your ecommerce product descriptions. Shoppers often skim content to find the information they need quickly. By using easy-to-scan formats, incorporating visuals, and highlighting key information, you can ensure you write captivating descriptions that convey important details efficiently.

Importance of Easy-to-Scan Formats

Utilizing bullet points, short paragraphs, and headers can significantly improve the overall readability of your product descriptions. Here are some key formatting strategies to consider.

Bullet Points help break down information into digestible chunks, allowing customers to quickly grasp key features and benefits. For example, instead of a lengthy paragraph, present product details like this:

• Made from high-quality materials
• Water-resistant design
• Available in multiple colors

Keep your paragraphs brief—ideally, no more than two to three sentences. This prevents overwhelming customers and encourages them to continue reading.

Make headers descriptive to organize your content and guide readers through your description. This structure helps customers easily locate the information they’re interested in, such as features, benefits, or usage instructions.

Use of Visuals

Incorporating visuals into your product descriptions can significantly enhance the shopping experience. Images, videos, and infographics can complement your text and give customers a clearer understanding of the product. Here’s how:

• High-Quality Images: Use multiple images showing different angles, features, and product uses. This helps customers visualize the item and increases confidence in their purchase decision.
• Videos: A short video demonstrating the product in action can be highly effective. It provides a dynamic view of the product’s work, enhancing engagement and interest.
• Infographics: These can convey complex information quickly and clearly, such as comparisons with similar products or detailed feature breakdowns.

Apple is one of the best examples of a brand that masterfully uses visuals in product descriptions.

Highlighting Key Information

Emphasizing critical information within your product overview is essential for capturing the reader’s attention. Consider the following techniques to write the best description that motivates customers to make a purchase:

• Bolding Key Features or Benefits: Bold text highlights important points and makes them stand out. For example, “Water-resistant technology ensures you stay dry during unexpected weather.”
• Callout Boxes: Callout boxes or sidebars to draw attention to promotions, warranties, or customer testimonials. These elements can convey urgency and value without cluttering the main description.

Compliance and Legal Considerations

When crafting ecommerce product descriptions, you must ensure that your claims are accurate and compliant with relevant ads standards. Adhering to legal requirements protects your brand from potential liabilities, and fosters trust with your customers.

All claims in your product descriptions should be factual and verifiable. Avoid exaggerations or misleading statements about the product’s features or benefits. For example, if you claim that a product is “the best” or “the fastest,” ensure you can substantiate those claims with evidence.

Familiarize yourself with your industry and location’s advertising standards and regulations. Regulatory bodies, like the Federal Trade Commission (FTC) in the United States, provide guidelines on truthful advertising practices that you should adhere to.

These laws vary by region but generally require brands to provide accurate information to customers. Misleading descriptions can lead to legal actions, fines, or damage to your brand reputation.

Mind the following ecommerce product description best practices to make a good product description that aligns with legal requirements:

1. Safety Information. Certain products, especially those that could pose risks (such as electronics, toys, or health-related items), require specific safety information in their descriptions. Always write warnings or safety instructions when necessary, ensuring customers are fully informed before purchasing.
2. Warranties and Guarantees. If your product has a warranty or satisfaction guarantee, clearly outline these terms in the description. Transparency regarding return policies, warranties, and guarantees builds trust and helps set customer expectations.
3. Disclosure of Ingredients or Materials: Listing ingredients or materials in product descriptions is often legally required for products like cosmetics, food, or supplements. Ensure this information is readily available to customers.
4. Compliance with AccessibilityAccessibilityThe practice of designing and developing websites that can be easily accessed and used by individuals with disabilities.
   More About Accessibility Standards. Ensure your short descriptions are accessible to all customers, including those with disabilities. This may involve providing alt text for images or making the text easy to read and navigate.

Testing and Continuous Improvement

The landscape of ecommerce is constantly evolving, making it crucial for brands to engage in ongoing testing and refinement of their product descriptions. By employing strategies such as A/B testingA/B TestingA method used to optimize websites and improve user experiences by comparing two or more variations of a web page to determine which one performs better.
More About A/B Testing and analyzing key performancePerformanceRefers to how fast a website or web application loads and responds to user interactions.
More About Performance metrics, you can make data-driven decisions that enhance the effectiveness of your content.

A/B testing involves comparing two or more versions of a product description to determine which performs better. This method allows you to:

• Experiment with Different Formats: Test variations in the structure, such as bullet points versus paragraph format or different lengths, to see what resonates more with your audience.
• Evaluate Language and Tone: Try different tones of voice, such as formal versus casual or persuasive versus informative. This can help you find the most effective way to communicate with your ideal customers.
• Assess Calls to Action (CTAs). Different CTAs can significantly impact conversion rates. Experiment with power words, placement, and urgency to discover what drives the most engagement.

Once you’ve implemented A/B tests, it’s essential to monitor relevant metrics to gauge the effectiveness of your product descriptions:

• Conversion Rates: This metric indicates the percentage of visitors who complete a desired action (e.g., purchasing). A higher conversion rate often reflects effective product descriptions that resonate with your audience.
• Bounce Rates. High bounce rates may suggest that visitors need help finding the information or that the descriptions need to engage. Analyze which descriptions lead to higher bounce rates and adjust accordingly.
• Engagement Metrics. Look at metrics like time on the page and scroll depth to understand how customers interact with your content. These insights can help identify which descriptions are good and which need improvement.

Continuous improvement is key to maintaining effective product descriptions. Utilize the insights gained from A/B testing and monitoring metrics to iterate and refine your content. This approach can involve:

• Updating Descriptions Regularly. Revise product descriptions regularly based on performance data, customer feedback, and market trends to keep your content fresh and relevant.
• Gathering Customer Feedback. Actively seek feedback from customers regarding product descriptions. Understanding their perspectives can provide valuable insights for improvement.
• Staying Informed About Industry Trends: Monitor emerging trends and best practices in ecommerce to ensure your product descriptions remain competitive.

Conclusion

Good product descriptions are critical for driving sales, enhancing SEO, and improving customer satisfaction. You can write descriptions that resonate with your ideal customers by understanding your target audience, incorporating SEO strategies, crafting compelling content, utilizing persuasive techniques, and ensuring compliance.

Additionally, embracing testing and continuous improvement allows you to refine your descriptions based on real data, ensuring they evolve alongside market demands and customer preferences. Implementing ecommerce product description best practices can significantly enhance your ecommerce performance and foster long-term customer loyalty. 

You can count on us whenever you need expert help with your ecommerce brand. At IT Monks, we will bot only make an outstanding web store design and optimize your website for an impressive performance but also write a compelling copy that outperforms your competitors in SERPs. Contact us to discuss your project in detail.