12 min to read

The Art of Crafting the Perfect Product Description for Your Online Store

Product Description - A mini supermarket car with a shopping white bag.

The Perfect Product Description.

Images and videos are attention grabbers, but words can persuade and convince your audience that your products are the real deal.

In the e-commerce area, many stores spend too much time crafting product descriptions that could engage better with their audience. Is it better to give a long explanation, just the basics, and brag about their high quality?

Creating a great product description is something that, while many may think that it could be superficial or irrelevant, it is something that takes some technique to master, and with it, you can be sure that your sales will increase.

Let's find out the art behind great product descriptions in this article.

Know your Audience as a Friend or a Character

Ladies and gentlemen, this is a marketing 101 rule for literally every strategy. Nonetheless, it is key to point it out again in this aspect of product description. And why, you may ask?

As descriptions go hand and hand with communication between the brand and the customer, we have to know how we should communicate with them, and also, know them in a more deeply level so we know what they want and need in advance.

It is not the same to target first-year-old moms and teenage moms; both have different necessities and problems to solve. 

To understand them more meaningfully, we can create buyer personas, which is practically creating some sort of avatars with the characteristics of your ideal customers. For example:

  • A 30-year-old first child mom.
  • She has always been creative and wants to stimulate their child's imagination with didactic toys.

In this case, we almost know this 30-year-old woman on a level and know that we should talk with her with a warm and joyful voice.

On the other hand:

  • 45-year-old mom with teen children
  • She wants to take some "time off" from their children and relax with her husband on vacations. Nonetheless, she doesn't want to leave kids alone and, instead, wants a vacation option that allows teenagers to have fun safely while parents can have private time.

As you create these characters, you get a better understanding of who your customers are and how you should set your tone with them.

Describe the Pain Points your Product Solves with Storytelling

A description full of benefits and features is plain and boring. Most customers know you would never dare to say something "wrong" about your products, and whenever they see the same "this is the best product ever" description, they get a little bit skeptical about your product.

Instead, storytelling can help you create more engaging descriptions by connecting with them with some narrative. This narrative is not about creating a novel, it is more about getting customers into your product experience through words.

To do this, you will take inspiration from those pain points your audience has and then craft your description around it. For example:

30-Year-Old Mom:

As a baby, everything is new, everything is exciting! Expand your child's view of  the world with "didactic toy's brand" and let their imagination grow with them.

Ultimately, people do not necessarily buy for the best product but more for the one that connects with them emotionally. The idea is to get into your audience's experience and then give them a taste of their lives once they prove your product's experience.

Add Values and Benefits

After destroying the benefits and features descriptions, we now recommend it. Is this illogical? No, follow us on this.

You see, once you have created a good story with which buyers have already immersed themselves in your brand's narrative, it is here at this moment where you can take out the features card.

However, don't leave it alone on the features. Connect each of them with a benefit, and the feature will solve that emotional part.

This is very similar to what happens with cell phones that have increasingly better cameras. You could reasonably talk about the image quality, the megapixels, and the number of lenses it includes, but what does this mean for the common denominator in your audience? Pure talk, nothing that really convinces them.

On the other hand, if you connect that feature to a benefit, you give it that emotional hook that it really needs for the customer to want to buy.

So, instead of saying the number of pixels, write emotional messages like "capture every wonderful moment of your trip" or "save great memories with a selfie."

And be careful because this also has another twist.

Returning to the topic of cell phones, we know that a part of this audience cares about the number of pixels and all the other technical features. By knowing your audience well, you won't leave them aside; instead, you can balance the scales. Talk about those cool features, but keep connecting them with a benefit.

Create Scannable Descriptions

Despite all the great effort you may be putting into your description, there is one overwhelming reality that tends to apply to almost all human beings: We never read the entire description; we usually scan it.

Now, we're not talking about scanning it like a QR Code; it's more of a type of scanning in which people go directly to the points that are important to them.

Even when reading this article, you have likely jumped from one point to another, depending on which subtitle you are going to be interested in. This disordered reading style is not new to TikTok culture, which seems unable to concentrate on a single article for 5 minutes. In fact, it is something that was born with internet culture.

So, first, we must focus on creating easily scannable structures. For that, you use bullet points that explain each subpart of your product description.

As recommended by the N N Nielsen Norman Group in its article "How People Read Online?", it is best to leave the descriptions a little longer and the features and benefits are a good fit for lists, while benefits and highlights can fit into a short paragraph.

SEO your Product Descriptions

I SEO, you SEO, he SEOs and we all SEO.

Since we are talking about writing content, it is no wonder why Search Engine Optimization appeared in the equation, as obviously, this strategy is a must to sell online.

So, the first thing to focus on is keyword research.

For this, it is important to study which keywords are around the products you sell and check out for what is the best option for you to rank.

Highly competitive keywords may be a tough challenge for starter online stores, so you might get a higher chance by going to a less competitive one.

Once you get your set of keywords, create a page for each and update them as trends go by.

Now, when writing descriptions with keywords, be careful. Don't put them everywhere because you want to please the almighty algorithm. You write for people, not the algorithms, so make something engaging and easy to understand. Now, if you have trouble crafting an SEO strategy, we recommend you read this article on mistakes you could be making as a copywriter.

Product Description SEO

Product Description SEO

Convince with Testimonials

Within the world of online stores, testimonials or reviews cannot be missing when optimizing your product descriptions.

Before even considering you as an ideal store, all buyers will do their homework to see what people say about you. You can believe us when we tell you that they can go to any corner to check if your products' quality is as you say, or you are just hiding the reality.

In this case, we recommend making the customer journey a little shorter by placing testimonials of the quality of your product within these descriptions. From positive reviews on the platform where you sell to comments made on Google reviews, all of these are a perfect complement to make your description a little more attractive.

Test your Copies with Ads

If you are already a business that has ads circulating, it is good that you grab snippets of the most effective ones to place them within your descriptions. The data that the ads provide you clearly reflects what your audience is connecting, so it is good that you take note of your results with PPC to see how you can adapt it to your e-commerce pages.

Proofread and Cut the Excess

The writing process is usually hectic. Some writers go all-in with writing, let their mind write down all the ideas that come at several miles per hour, and then finish their masterpieces. However, others are more structured and first make a template to define the headline, the development, the benefits part, the final hook, and the call to action.

Both are effective. However, giving it a second reading is always good, with your brain a little rested. You see, at the moment, your central creation is something that you are too fond of. You just created it and put a lot of effort into it, so it may be challenging to evaluate it objectively.

This is where it is recommended that you give it a short break so that your brain can get out of that "creative state," and then it can move on to a more pragmatic one.

Initially, when you proofread, the first thing that may jump out at you are any grammar or structure errors. Once all this is resolved, you are still NOT ready. Wait, you're going to get to that perfect description.

When you have corrected all the grammar and structure, we now recommend reading it aloud. A good copy sounds like music; it is catchy and goes straight to the point, but if when reading, you perceive that you have some "false notes," or extra words to be more exact, that is where you begin to eliminate those excesses that instead of adorning and enhance the message, they hinder it and make it look blurry.

Ultimately, a description must fulfill its function of explaining what and what the product is for and giving reasons to buy it. A thesis is unnecessary for this, and if one is needed to sell it, then you probably do not have the idea of your product well synthesized. So, once your product description is read effectively, you will know you have the right pitch to start selling more.

Final Thoughts.

Selling online is a very profitable business model for any entrepreneur who wants to start making a living room. However, if we criticize factors as important as the product description, it does not matter that you have the highest quality or innovative product; people will only buy it if they have empathized with you.

Words and speeches help us convey our ideas and, therefore, sell them more effectively. If you follow these tips we have just given you, you will be on your way to creating copies so persuasive that no client will fall in love with your brand. If you want to further enhance your e-commerce, at Codedesign, we have expertise in platforms like Amazon, and we have managed to help our clients increase their sales exponentially. If you want a digital marketing strategy designed for your niche and adjusted to your needs as a business, contact our team of professionals.

FAQs - Frequently Asked Questions 

How can I understand my target audience better when writing product descriptions?

To grasp your target audience more effectively, engage in thorough market research and data analysis. Leveraging tools like Google Analytics and social media insights can provide a wealth of information about your audience's demographics, interests, and behavior. Conduct surveys and focus groups to gather direct feedback. Codedesign has excelled in this area by utilizing advanced data analytics to dissect audience characteristics for clients like Majorica and Barceló, ensuring product descriptions resonate well with their specific market segments. Tailoring your language, tone, and message to meet the expectations and needs of your audience based on this data can significantly enhance the effectiveness of your product descriptions.

Can storytelling really make a difference in product descriptions?

Absolutely, storytelling can dramatically transform the impact of product descriptions. By weaving a narrative around the product, you invite the customer into a story where they can visualize themselves using and benefiting from the product. This approach turns mundane features into compelling benefits. For instance, a travel agency like Barceló, a client of Codedesign, might describe a holiday package not just in terms of its features (e.g., 7 nights, 5-star hotel, beachfront) but by telling a story of rejuvenation, adventure, and discovery. Storytelling evokes emotions and creates a personal connection, making the product more memorable and desirable.

What's the balance between highlighting features and benefits in a product description?

Finding the right balance between features and benefits in a product description is crucial. While features are important to inform the customer about the product's specific attributes, benefits connect on a more emotional level by showing how those features solve problems or improve lives. A successful strategy is to first list the feature and then immediately explain its benefit. For example, for a high-tech fitness tracker, mentioning its long battery life (feature) can be directly followed by emphasizing how the user won't need to worry about daily charging, keeping their focus on achieving their fitness goals (benefit). This method ensures that the technical specifications are grounded in real-world value, making it a strategy Codedesign employs to enhance engagement for clients across various industries.

How should I format my product descriptions for easy scanning?

Product descriptions should be formatted to cater to online readers' scanning habits. Use short paragraphs, bullet points, and bold headings to break up text and highlight key features and benefits. Including high-quality images or videos can also help convey your message more effectively. For an enhanced user experience, consider incorporating interactive elements such as 360-degree product views or augmented reality features. Such strategies have been employed by Codedesign for clients like Barceló, where visually engaging and easily scannable content significantly improved online engagement and conversion rates.

What role does SEO play in product descriptions, and how can I optimize mine?

SEO plays a pivotal role in making your product descriptions visible to potential customers. To optimize your product descriptions for SEO, conduct keyword research to identify the terms and phrases your target audience uses when searching for products like yours. Integrate these keywords naturally into your product titles, descriptions, and meta descriptions. However, avoid keyword stuffing, as it can harm your SEO efforts. Additionally, optimize images with descriptive, keyword-rich file names and alt tags. Codedesign's approach for clients like Majorica incorporates these tactics, leading to improved search engine rankings and visibility for their products.

How can I incorporate customer testimonials into my product descriptions?

Incorporating customer testimonials into your product descriptions can significantly enhance credibility and persuade potential buyers. Select testimonials that highlight specific aspects of the product that align with your key selling points. You can integrate these directly into the product description or have a dedicated section for reviews and ratings near the description. For an impactful presentation, consider using video testimonials or creating a visual showcase of customer feedback. Codedesign has effectively utilized customer testimonials for brands like Barceló, where showcasing real customer experiences has boosted confidence in their offerings and increased conversions.

Is testing product description copies with ads an effective strategy?

Testing product description copies with ads is an effective strategy to identify what resonates best with your target audience. By creating variations of your product descriptions and using them in targeted ad campaigns, you can analyze which version performs better in terms of click-through rates, engagement, and conversions. This data-driven approach allows for optimizing product descriptions based on actual customer response. Codedesign frequently employs this method for clients, leveraging the power of A/B testing and programmatic media to fine-tune marketing messages and maximize the impact of online content.

What's the best approach to proofreading and editing product descriptions?

The best approach to proofreading and editing product descriptions involves multiple stages. Initially, conduct a thorough review for grammar, spelling, and punctuation errors. Next, ensure the text aligns with your brand voice and messaging. It's also crucial to verify that all factual information, such as specifications and prices, is accurate. Getting feedback from others, especially those who represent your target audience, can provide valuable insights into how your descriptions might be perceived. Finally, consider using tools like Grammarly or Hemingway for an additional layer of scrutiny. Codedesign adopts a rigorous editing process for its clients to ensure clarity, accuracy, and engagement in all communications.

How do I make my product descriptions compelling without overselling?

To craft compelling product descriptions without overselling, focus on being honest and transparent about your product's capabilities and benefits. Use a conversational tone that speaks directly to your audience's needs and desires without exaggerating the product's features. Highlight how the product solves a problem or enhances the user's life in a realistic manner. Incorporating storytelling and real-life applications can also make the description more relatable and engaging. Codedesign emphasizes authenticity and relevance in its content strategies for clients, ensuring that product descriptions remain persuasive yet genuine.

Can you provide examples of effective product descriptions for different types of products?

Certainly, effective product descriptions vary across different types of products, but they share a common goal of engaging the reader and convincing them of the product's value. For a tech gadget like a smartwatch, an effective description might highlight its sleek design, cutting-edge features like heart rate monitoring and GPS tracking, and how it seamlessly integrates into the user's lifestyle for fitness and connectivity. For a skincare product, the description could focus on its natural ingredients, the benefits of each component for skin health, and real user testimonials about its effectiveness in improving skin quality. And for a travel package, painting a picture of the destination's allure, the unique experiences included, and the comfort and convenience of the travel arrangements can make the offer irresistible. These examples align with Codedesign's approach of tailoring descriptions to highlight the distinct advantages and emotional appeal of products across various sectors, including electronics, beauty, and travel.

About Bruno Gavino

Bruno Gavino is the CEO and partner of Codedesign, a digital marketing agency with a strong international presence. Based in Lisbon, Portugal, with offices in Boston, Singapore, and Manchester (UK) Codedesign has been recognized as one of the top interactive agencies and eCommerce agencies. Awarded Top B2B Company in Europe and Top B2C company in retail, Codedesign aims to foster personal relationships with clients and create a positive work environment for its team.  

He emphasizes the need for digital agencies to focus on data optimization and performance to meet the increasingly results-driven demands of clients. His experience in digital marketing, combined with a unique background that includes engineering and data, contributes to his effective and multifaceted leadership style.

Follow Bruno Gavino on Linkedin

Add comment