We’re all familiar with the feeling of searching through product ranges only to find a thin and unhelpful description that does nothing to boost the chance of a sale. Regardless of how pretty the image is, how great the website looks or the convenience of a secure payment gateway, there is nothing that hampers a sale quite like that of a weak product description.
The importance of detailed product descriptions is largely underestimated, especially when entrepreneurs believe that their product’s reputation will speak for itself. This notion, however popular, is flawed – online shoppers are more likely to purchase a product when they are sure about its function, fit, purpose, size and colour. Oftentimes, shoppers are more likely to move onto another site if the product information is not supplied, thus discouraging engagement and a return visit to the site. For example, if you’re selling a unique range of upmarket furniture and simply rely on the images to gain attention and encourage sales, you’re in for a rude awakening – shoppers are looking for information that assists them in making a decision. They are looking for information that describes the colour, make, type of material that is used, the measurements, how to clean or care for the product and what type of delivery period they can expect.
It is always important to remember that the idea behind a product description is to sell the product. A description, whether it is a witty paragraph or simply a list of specifications, should make the shopper feel like he or she has no other option but to purchase the item. If you’re wondering about whether or not your products need some refreshing, new descriptions, take a look at the following before you begin:
What Makes a Good Product Description?
A product that speaks to the wants and needs of a customer is the product that is sure to sell. A notable and detailed product description is one that makes use of sensory adjectives and engages with a customer, enlightening him or her with regard to how the product will improve his or her life. An example of a good product description is as follows, an example of a product description from Modcloth.com:
Simple Guidelines on How to Write Product Descriptions:
- Understand the wants and needs of your target audience,
- Explain, in detail, the benefits of the product,
- Make use of sensory verbs and adjectives,
- Maximise readability with short descriptions and bullet points.
If you feel that you need to research your product and take a look at what your competitors have to say, be sure to do so before writing your descriptions. Not only will this give you a good idea about what is expected, it will also assist you in finding a different angle from which to write.
While perusing your product descriptions, be sure to have fun and use your imagination – if your brand is upbeat, use of language that is easy to understand and brings your products to life. If you’re selling products that are niche-specific, be sure to use colloquialisms and jargon that would best speak to that audience. And, while you’re reworking your product descriptions, be sure to double check the following:
- Do you have high-quality, clear images of each product?
- Does your site distract customers from checking out?
- Do you have an online payment service that accommodates secure payments?
If you’re missing the latter, it might be time to contact Pay U for a quick, no-obligation quote on a payment gateway that you can trust!