How to Successfully Write Product Descriptions for Your Online Shop

09.09.2016, 3m


Writing good texts (e.g. product descriptions) for your online shop is just as important as having qualitative product pictures or having a technically flawless website; it is part of a positive online shopping experience and contributes to the credibility of your online store. In this article, we will give you some tips to help you create qualitative product description texts, in order to successfully present your products and increase your conversion rate.

Convincing texts replace salespeople

Texts in an online shop replace direct oral communication that the customer would experience in a brick-and-mortar shop: Is the seller reputable? Does he have a sense of humour? Is he competent? Does he spark your enthusiasm? Is he convinced of his own products? This information determines whether or not a visitor becomes a customer.

A shop (offline or online) first has to show its expertise and authenticity to the visitor before selling any goods. Texts on the homepage, on buttons or next to the products replace the consultation and/or sales pitch. This is why it is important to have appealing, unique and informative texts on your website and not impersonal copied texts. Customer orientation: What is the target group looking for?

Typical questions

When writing your products descriptions, ask yourself the following questions:

  • Casual or formal language: How do I address my customers (also in e-mails and on the phone)?

  • Who is my typical customer?

  • Why are they interested in the product?

  • What do they expect from the product?

  • What additional information can I offer them to improve their customer experience?

Once you have answered these questions, the first thing to do is to gather as much information about the product as possible. For this, you can look at what your competition and the supplier/manufacturer of the product have written about the products. Yet not all product information is of direct relevance for the customer. It has to be filtered and categorised. Try to differentiate what is highly relevant and what is less relevant from the customer’s point of view. This is one of the basic requirements for a good product description.

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What language to use?

As shop operators often speak their own language (i.e. technical terms and brand names), it is important to make sure that you use terms that the customer is familiar with. Good product descriptions address customers in “their” language. Just what this language and tonality should look like for a particular shop depends on its main targeted customer. A tattoo accessory shop, for example, will not have the same tonality as a bridal wear shop.

What makes a product text good or bad?

The product description should not merely consist of a list of information. A good product description is made up of at least two sections: a section that appeals emotionally to the customer, which can even spark the enthusiasm of “product novices”, and a section that contains detailed information from which the “product experts” can quickly deduce the characteristics that are important for them.

Emotion & information

The section that appeals emotionally to the customer requires the most effort. In almost all cases, the customer is not only buying a product, they're also buying a story, an additional value that is greater than the product itself. In the informative section, which should illustrate the key features of the product, such as a list of all relevant product details, any questions that customers might have should be anticipated and answered.

Ideally, only a minimum amount of text should accompany the photo of the product: the section that appeals emotionally to the customer should be one or two sentences long and the product’s key features can be presented in the form of a list. All other details can be shown in a “Details” tab or further down on the page.

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