What makes good product descriptions?

Product Information Management

Product descriptions play a crucial role in the world of E-Commerce. In the form of text, they are often the most efficient method of conveying detailed information to potential customers that cannot be adequately conveyed by product images alone. In addition, the product description plays a central role in the Search Engine Optimisation (SEO) of an online store. As a longer text, it offers a significant opportunity to integrate relevant search terms in order to achieve a good ranking for search queries. But what makes a good product description to convince potential customers and promote sales? In this blog article, we show you seven essential features that should be taken into account.

7 characteristics of good product descriptions

The purchase decision is made on your product detail page. This is the place where you present your product descriptions. In addition to an appealing visual presentation, you should pay attention to the following features when writing your text:

1. Clarity and conciseness

A strong start is crucial. Good product descriptions get straight to the point and start with the strongest selling point. This immediately grabs the reader’s attention and increases the chance that the rest of the description will be read. The following applies here: Why should certain information be conveyed at the beginning? If you can’t find a good reason for it, then it’s not the right introductory information.

2. Understandable

Good product descriptions are written in clear and easy-to-understand language that makes even complex information accessible. Avoid jargon and abbreviations that your target audience may not understand and use simple, direct expressions instead. This ensures that all potential customers, regardless of their prior knowledge of the product, can easily grasp and understand the information. Comprehensible language helps to avoid misunderstandings and increase customer confidence in the purchase decision.

3. Completeness and accuracy

Depending on the complexity of the product, product descriptions should be detailed and precise. Complex products require detailed explanations (e.g. in the form of supplementary documents such as assembly instructions etc.) that show exactly what the product does and how it works. It is important that the description is comprehensive enough to provide all relevant information without appearing irrelevant or overloaded.

4. Addressing target groups

Good product texts are tailored directly to the target group. It is essential to avoid the watering can principle and instead choose a specific approach that resonates. Know your customers and speak their language – this increases the relevance of the message and improves customer loyalty.

5. Emphasise benefits

In addition to listing product features, it is important to emphasise the benefits of the product. Customers buy products because of the value they bring them, not just because of the features. Explain clearly how the product can improve the customer’s life or solve a problem. Always keep in mind the famous quote from Harvard marketing professor Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Ergo: Marketing is not about selling products or services, but solutions.

6. Uniqueness of the content

Unique content is not only important from an SEO perspective, but also to stand out from the competition. Avoid copy paste. Instead, your texts should be distinctive and original. Google rewards unique content, which in turn can improve your visibility in search engines.

7. Integration of keywords

Product descriptions should contain keywords that your target group is searching for. This not only improves SEO, but also ensures that the texts are found for relevant search queries. But be careful: the right balance between natural language and the integration of keywords is crucial.

Additional aspects to product descriptions

In addition to the features mentioned above, there are a few additional aspects that you can consider to further emphasise the importance and effectiveness of your product descriptions:

1. Emotional appeal: Integrate emotional elements that not only inform your customers, but also appeal to them emotionally. Stories about the product (storytelling) can deepen the connection between customer and product and awaken the desire to own the product. Of course, emotions always depend on the product in question. It is more appropriate for clothing than for spare parts for lorries.
2. Cross-selling potential: With good product descriptions, you can also offer cross-selling by pointing out complementary products or accessories that could improve the customer experience.
3. Call-to-Action (CTA): Add a clear call to action. A good product description should not only inform the reader, but also encourage them to take an action, be it to buy the product, get more information or leave a review.
4. FAQ integration: Consider integrating frequently asked questions directly into the product description. This can clarify potential uncertainties or questions before they arise for the customer and helps to increase confidence in the purchasing process.
5. Social proof: Include customer reviews and testimonials in your product descriptions. Social proof such as reviews from other customers can increase credibility and positively influence purchasing decisions.
6. Interactive elements: Consider whether interactive elements such as 360-degree views, AR applications, zoom-in functions for images or videos showing the product in action can be integrated. These elements can increase interactivity and engagement on the product page.

By adding these elements to your product descriptions, you can further increase the effectiveness and attractiveness of your product presentation in E-Commerce. Each of these elements not only helps to provide your customers with comprehensive information, but also to create a convincing and comprehensive shopping experience.

OMN: The tool for successful product presentations in E-Commerce