When does a product description sell – and when doesn’t it...?

Alongside product images, product descriptions are one of the most important decision-making factors for customers in online retail. But why is so little effort often invested in this purchase-deciding content?

In bricks-and-mortar stores, shoppers can view the product from all sides, touch it directly and ask a salesperson about its benefits. If they buy online, they have to rely on a meaningful image or video and obtain the benefits and emotional arguments for buying from a meaningful article text.

High-quality and descriptive photo and video presentations are now part of the standard repertoire even for private sellers. This makes it all the more surprising that only the technical descriptions are usually used for the all-important product texts.

There are legal framework conditions for product descriptions that must be adhered to. However, this information is only the absolute minimum and plays no part in the important emotional appeal to the interested customer.

But what should be included in a product description that is intended to inspire and sell?

Integrating the potential customer's wealth of experience

Your future buyer has very specific ideas about what your product can do for them, what benefits it should have and what wishes it should fulfil. Include the previous experience that your customer is most likely to have if they are interested in your product. Share their expectations and wishes!

Always be specific, never general!

Phrases such as "great", "a lot" and "everything" have no place in a product description. In case of doubt, your customer knows exactly what the product can and cannot do.

Example: If you don't write that they can master all situations with the new action cam, but that you are targeting scuba divers, surfers and stand-up paddlers who want to have their hands free and still be able to record HD footage of their leisure activities. Then the kite surfer can also identify with it, as you have addressed a specific challenge.

The text length for search engines, the text content for the buyer

Address the main benefit in the short descriptions. In the long text, a concise introduction should pick up on the unique selling point and link it to the other benefits. Pay attention to a reader-friendly structure with subheadings that introduce the following arguments or pose a question that is derived from the typical experiences of the target group. The individual block of text should be no longer than 3 to 5 lines so as not to put the reader off.

Be figurative, use adjectives that reinforce the potential buyer's ideas. Also mention additional items to further fill up the shopping basket. It is important that the customer never has the feeling that you have concealed necessary additional items.

A concrete example

As a concrete example, I would like to show you a before and after comparison:

Original item description:

• Highest quality and stability thanks to metal gear head and consistent use of ball/needle bearings.
• Powerful 250 watt high-performance motor designed for continuous use.
• Electronic speed control.
• Optimum handling thanks to soft grip zone.

Improved article description:

The sturdy gear head made of XXX steel and the consistent use of ball and needle bearings allow you to use the multitool for demanding tasks that were previously reserved for much more expensive industrial machines.

Have you got a lot planned? No problem, the multitool is specially designed for continuous use and will do its job from morning to night without a grumble. The powerful 250 watt motor always gives you exactly the power you need via the electronic speed setting.

Even if you work up a sweat, the ergonomically optimised soft-grip zones ensure that you always have a firm grip on the multitool.

In the next blog article, you will find more tips for creating convincing and selling category descriptions and you will also find another illustrative before-and-after example from practice.