Create product descriptions that really sell

1. Why are product descriptions important?
2. Checklist: What needs to be included in a product description?
3. Writing a product description: Turning a product description into a customer magnet
4. PIM systems help in creating product descriptions
5. Shop systems and webshop software offer extensive options for product descriptions
6. Conclusion: Ready for really good product descriptions? 

They were around before and they are still around today - the product description. Especially for products that you sell through your online shop, a product description is important, as you cannot explain your offer to your customers in a personal conversation. Ok, so simply typing a few details into the computer, publishing them, and the product description is done. You could do that, but you shouldn't. Because having a good product description in your shop has probably never been as important as it is today. Why is that so?

There is an abundance of information available on the internet at any given moment - and of course, this includes on your websites and online shops. You can fascinate your shop visitors with information about your products at any time - but you can also disappoint them. That's why we want to talk about what a product description is, what information customers expect from them and how a really good product description is constructed.

To have this information always at hand, there is also a checklist for setting up product descriptions that really sell. In addition, you'll receive tips on how Product Information Management Systems and Shop Systems or Web Shop Systems can make your work around your digital product descriptions easier.

Why are product descriptions important?

As the name suggests, the product description describes a product. But it has an even more important task: a professional product description helps potential buyers convert into buyers. This seemingly insignificant piece of information is so important and creating it is an art in itself. Customers often come to your online shop with the intention of getting information. With a good product description, you can specifically direct their attention to the benefits of your products and encourage them to make a purchase.

Good product descriptions generate sales

Before potential customers buy your products and thus become customers, they need to be convinced by the description of your products and services. A good product description shows the customers why they need the exact product they are looking at.

So if you manage to create a desire for your product among your shop visitors by describing it in detail, this will have a positive impact on your conversions. A well-thought-out and elaborated product description can not only increase sales, but also achieve lower return rates, as customers know exactly what they are ordering.

This reduces the likelihood that the items do not fit the needs of those who ordered them. This, in turn, has a positive impact on your customers' purchasing experience. They are likely to order again in your shop in the future because they know they can trust you and your brand. Therefore, product descriptions contribute not only to customer acquisition but also to customer loyalty.

Checklist: What needs to be included in a product description?

Now you already know that a good product description can be a real customer magnet. Surely you are itching to start and you want to type the first lines into your computer. But what information should this text definitely include and what are examples of good implementations?

• Pay attention to the length: As a rule, you can plan a volume of 100 to 200 words for a product description. Of course, this always depends on the product you want to present. Unique and explanatory products require more detailed descriptions than simple and already known products.
• Provide good content: The visitors of your online shop are initially interested in information about your products. Therefore, you must convince them with your content. Describe the basic features of the product, such as materials, dimensions, colors, and contents.
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  ⁠If your products are available in different variations, you should also make this clear in your product description to avoid confusing your customers. Describe to your prospects which problem your product solves. Nobody buys a product just like that, even if many believe it. For us humans, products function as problem solvers. So it's advisable to go into the different applications of the item and what special aspects to consider.
• The search engine is reading along: SEO is King! The one who best prepares their own product descriptions for search engines like Google and Co. wins the race for the front rankings. This automatically increases the chance that your potential customers will find their way to your website and be inspired by your products. Therefore, make sure that you use the keywords relevant to your product or corresponding synonyms in the product text and in the headlines. But please don't overdo it. The text should be easily readable not only for Google, but also for your prospective customers.
• Comply with legal requirements: For hazardous goods such as flammable products, the legally required warnings must not be missing in your product description.

Writing a product description: Turning a product description into a customer magnet

Creating a product description isn't too difficult. Not too long, not too short, SEO-optimized and details about your products. But if you want to write a really good product description that increases your conversions, you can take into account a few points in addition to the previously mentioned general tips.

• Convey emotions: Even though it feels like our head never buys alone. The gut feeling has a major influence on your buyers' purchase decision. You can support this by conveying emotions with the product description. Describe how your target group feels when using the object. This could be clothing that gives the wearers a good feeling or reviews from convinced users. These details create trust among your prospects and demonstrate that you really know what you're selling.

The pony puffin not only lifts the ponytail but also the mood of its users to a new level. This suggests that customers will feel significantly more comfortable with the product than without it.

• Awaken desires in your customers: A product is not just a product. It can mean so much more to your customers. It can make the everyday life of its users more beautiful, easier, or funnier. People buy not only an object but also what it stands for. Thus, the new favorite dress with a professional product description can become a symbol for the long-awaited holiday feeling. Try to identify and awaken these desires with your texts.
• Choose the right tonality: In personal conversation as well as when formulating your product descriptions it applies: The tone makes the music. Be aware of the target group you are writing for and how they communicate. Loose and funny, technically professional, or confidential - anything goes, as long as it fits your product and target group.
• Make comparisons: You can create descriptions for your product pages that contain all important facts and highlight the unique selling point of your product very clearly for people who are familiar with the subject matter. However, it can happen that the prospects can't do much with technical facts, for instance, because they do not come from the same industry as you. A good product description distinguishes itself from a normal description by comparing different products with each other and putting their facts into proportion. This allows consumers to make better conclusions about the quality of your products and make decisions easier since laypersons can see your USP too.
• Answer questions even before they arise: Each of us has probably experienced it: Great product, great images - you could actually click the "Buy" button. If it weren't for this one thing that isn't quite clear to you. A look at the shop's FAQs could help us as buyers. But if you have to leave the product page for this, it means an increased effort, which heightens the risk that the prospects will bounce. So before you create your product descriptions, ask yourself the question "What is important for our customers? What problems do they have and which questions absolutely need to be answered?" Incorporate these results directly into the description - your prospects will thank you and build trust in your brand because you have understood what's important to them.

A good example of product description is the cleaning brand everdrop. In addition to the actual product details, the brand also provides answers to questions about shipping and customer satisfaction directly on the product site. This way, uncertain buyers can be more easily convinced, as they know that they will get their money back in case the product does not live up to their expectations.

• It's all about the structure: The most beautiful phrases and the greatest product features are of no use to you if they are strung together without sense and understanding and confuse the readers. Your product site will benefit from this checklist for structuring your product description:
  • Title/Headline with the product's designation
  • Short teaser that describes the most relevant advantages
  • Relevant product information/Hard facts (a list is recommended here)
  • You can describe the USP and soft facts in smaller blocks of flowing text.
  • Use paragraphs to introduce new topic areas
  • For longer product descriptions, subheadings simplify readability
  • Highlight important aspects through bold fonts or icons from the product description.
  • Liven up the product page with images and videos
  • Refer to other pages: If you answer questions about shipping or return policies in another location on your website, refer your prospects through a link to this location. This way, they save the annoying search.
  • Finish your product description with a strong call to action.

Bitterliebe provides a good example for product descriptions: Major facts are emphasized through icons and fonts in different colors and a larger font size and therefore immediately grab the viewer's attention. Paragraphs loosen up the product description.

• Mention the price: Only through the price can your customers evaluate whether the purchase of the product is an option for them. In combination with the utility communicated emotionally by you in the product description, potential users can estimate whether the cost-benefit ratio is right for them.
• Show how users apply your product: In addition to your written product description, other formats can also support you on the Customer Journey. You can explain the product details and the application additionally in a short video. Especially for applications that are difficult to understand in written form, your customers will appreciate this demonstration. The moving images also stay in the memory of your potential buyers longer than a mere text and can be shared on various social media platforms.

In this video on the product page of Ponypuffin, the model shows how users can create a voluminous ponytail with the help of this little helper. This helps to reduce the fear of contact with the product.

• Also, communicate the disadvantages: What? A product description is supposed to sell your product and not point out possible weak points. On the one hand, yes, on the other hand, no. Of course, a good product description describes your product as well as possible and conveys a positive image to the readers. But if you know that the product has minor flaws, which will sooner or later become apparent to your users, it is only fair for you to communicate this beforehand in a transparent manner. You can achieve this with the right formulations without losing face. You convey even more credibility and trustworthiness for your brand to your fans.

PIM systems help in creating product descriptions

Now you know how to create sales-promoting product descriptions. However, creating these takes a little time. If you can't focus solely on this because you are dealing with many other topics related to your company, Product Information Management Systems, short PIM, can make this job easier for you. There are a number of tools that can manage, structure, translate or even enhance your product information. So in tools like Pimcore, Akeneo or Salsify you can generate and translate your product descriptions. These PIM systems save you valuable time when writing and translating for things like English product texts.

More PIM Software:

• Syndigo
• Contentserv
• Plytix
• Contentserv

Shop systems and webshop software offer extensive options for product descriptions

To present your professionally created and detailed product descriptions in the best possible way to your buyers, shop systems and webshop software offer you extensive options. Depending on the chosen software, different layouts and functions for your webshop are available. Shop systems like Shopware and WooCommerce but also web shop software like Shopify can simplify the creation and maintenance of your product description for you. Various plug-ins allow you to offer your shop visitors an informative and trouble-free customer journey, at the end of which they hold your products in their hands.

More Shop Systems:

• STRATO SmartWebshop
• Sana Commerce
• novomind iSHOP
• OXID
• Ecwid von Lightspeed
• commercetools

Conclusion: Ready for really good product descriptions? 

Now can't you wait to finally create really good product descriptions? Nothing stands in your way anymore, because now you know that a product description can best support your sales. To do this, you aim when creating to address the emotions of your buyers and awaken desire for your products.

In addition to the technical details, a good product description makes the unique selling point clear by setting your item in comparison to competitive products and answering potential questions already during reading. A structured layout, which includes pictures or videos, helps you to provide your readers with all important information and thus facilitate their decision for your product.

With the help of PIM systems and shop systems, you can also make the maintenance of your product page contents easier and take your customers on a journey into your product world. This way, you quickly create product descriptions that sell your products.