Writing convincing product descriptions: How to achieve significantly more sales!

What is a product description?

A product description (product description) refers to

• on the one hand, the area of a product page (also product detail page) in which the so-called product features (characteristics and properties) and the benefits (advantages and advantages) of products are described by means of text, but also with images and product videos.
• On the other hand, the product text in this area is also referred to as the product description.

Product descriptions are generally found in online shops and on larger sales platforms (Amazon, Zalando, Ebay, etc.). They serve to inform potential customers and should encourage them to make a purchase. The task of product descriptions is therefore to convert potential customers into paying customers.

How do visitors to your shop become buyers?

The goal of every online shop, and therefore every single product page, is conversion. Conversion is when the status of a person changes, for example when visitors to your shop (technically known as users) become customers by purchasing a product.

Successful shops are therefore characterised by a high conversion rate. But how do you get your users to buy something? By convincing them of the product in question with an appealing product description!

Just like a salesperson in a bricks-and-mortar shop, you can convince potential customers of your products primarily through an appealing presentation. Although you don't have a salesroom on the Internet, you do have an online shop and the respective product detail page with the corresponding product or article descriptions, which you can customise according to your personal ideas.

You present your products in the shop on individual product pages with the respective item descriptions.

These product pages are among the most important pages in your shop. The individual product descriptions play a special role here, because nobody likes to buy a pig in a poke. Potential customers will only make a purchase if they know what the product is, what features it has and what the product benefits are.

That's why the right product description is essential for your success!

What characterises a good product description?

First things first: product descriptions should encourage and motivate, but not manipulate. They should help buyers to convince themselves of an item or product and consequently decide in favour of a purchase.

Even if the term product description suggests otherwise: Simply describing a product will not be enough. So don't be fooled by the name!

The competition in e-commerce (electronic commerce) is fierce - and it is growing by the day.

Here is a graphic that impressively demonstrates this fact.

Image source

You can and must stand out from the competition with a good product description.

I have summarised the three most important characteristics of a successful product description in list form. EVERY product text should have these characteristics:

• A good product text contains all relevant information about the product in question
• At the same time, it also provides potential customers with good reasons why they should buy this or that product. What makes the product stand out from similar products? What is the Unique Selling Point (USP)?
• Any questions that might frequently arise are also answered in the product description if possible. This also includes size specifications, variations and availability. Are accessories required, such as batteries, or can the product be used independently?

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Basics: You should consider these aspects before writing a product description

Before you start writing, I would like to tell you three important basics.

1. How long should a sales text be?

A perfect product description should be between 200 and 300 words long. However, this is only a guideline. Depending on the product, 100 words may be enough or 500 words may not be enough.

Tip: Take a look at your competitors' product descriptions.

2. What role does SEO (search engine optimisation) play?

The best sales text is useless if it is not read. And it will only be read if it can be found on the Internet. That's why search engine optimisation should play a role when creating your text.

Relevant keywords in the headline and in the product text can make a big difference. BUT: Use these keywords consciously and sensibly! Google now recognises keyword stuffing (a so-called black hat SEO method) very well! Much more important is an easy-to-read, convincing text.

This is where working with a professional to check your text for the relevant keywords and revise it accordingly can really pay off.

3. Can I use the manufacturer's product description?

Affiliate marketers or online shop operators who sell third-party products often ask themselves whether they can use the manufacturer's product description. I strongly advise against this. Not only might you be violating copyright law, but you really aren't doing your shop any good. Google loves unique content, i.e. unique texts. It recognises copy & paste and will rank your site accordingly low.

Potential customers also recognise such copied texts quite quickly. Why should a user decide in favour of your shop if they have already read the exact same text umpteen times? Why should they buy from you if you haven't even bothered to write your own text? Therefore: Hands off!

Now that we have clarified the most important basics, it's time to get down to business. The copywriting can begin.

How to create a successful product text

Pay attention to the right structure

Even a short product description should be clearly structured. This will help users find their way around quickly - and you'll make a positive, professional impression right from the start. And you certainly know the tried and tested saying: "First impressions count!"

This is particularly true in the field of e-commerce. Visitors decide within just a few seconds whether to leave a page or continue reading. And once they have decided against your shop, they will not return so quickly.

I therefore recommend that you divide your content into three sections

• Headline
  The headline should contain the name or product description. You can also include the colour and dimensions of the product here.

• Teaser
  What is it about and what makes the product so special? This is where you arouse the user's interest.

• Product information
  Now comes the actual product description. You provide all relevant information and features, preferably with descriptive adjectives. At the end, you can include a product data sheet with a few brief facts and figures. Delivery details should be clearly visible and stand out. These delivery details include price, availability and the expected delivery time.
  
  Emphasise clarity and conciseness. The headline should be short and concise, the teaser should whet the appetite for more. For longer product descriptions, I recommend using subheadings.
  
  These subheadings make the text easier to read and the user can find their way around more quickly. Mentioning the product benefits in list form or with bullet points makes the product description clear and saves time.

Put yourself in your customers' shoes

Tonality and language play an important role in conversion. With the right approach, you can arouse the interest of potential customers and gain their trust. The article descriptions should meet users exactly where they are. Show that you know their problems and wishes.

When creating the text, think carefully about the target group you want to address. Who are the potential buyers? How old is your target group, what are their living conditions? What information is therefore particularly important? Would you prefer to address users as their first name or as their first name? Do you strike a casual tone or do you prefer to write factually?

The target group is often determined by the product or product portfolio.

Emphasise a suitable layout!

Good copywriting and a target-oriented layout go hand in hand, and not just for product descriptions. After all, the best text with the strongest product benefits and the most beautiful subheadings is useless if it is not beautifully presented. This is particularly true in the e-commerce sector, as customers naturally want to see the product they are interested in.

Every product description should therefore include at least one image, preferably several. Video content is also becoming increasingly important on the internet. Think about whether it makes sense to show your products "in action". But be careful: overly amateurish videos can also put potential customers off!

At the same time, as a shop owner, you should also think about how you present the text. Information is good, but users don't want to be overloaded. Therefore, avoid text deserts and make sure that the visitor is served the most important information in a clear and appealing way.

If this information about the product still takes up a lot of space, you can also display only part of the text and include a "Read more" field. This is particularly useful if you have several products on one page.

If you pay attention to these points, nothing should stand in the way of a successful product description.

To make sure nothing goes wrong, I have 5 helpful tips for you at the end.

5 tips for better conversion rates on your product page

Should I write my product texts myself?

In principle, writing a product description is not rocket science. However, creating a SUCCESSFUL product text can be a tricky business.

In principle, you have two options:

1. You can write the text for your product description yourself
2. You can entrust the creation to qualified hands, such as those of an agency or a text broker. You can also find many freelancers online who offer their services via social media or their own websites.

If you want your products or product descriptions to be found in search engines, you should have your SEO texts written by a specialised agency.

You have to decide for yourself whether a copywriter or an agency is worthwhile. Of course, it depends on how easy it is for you to write texts. However, the investment can really pay off, as you will also achieve more sales with a good text.

The decision is primarily determined by three factors:

• How big is the potential target group you want to address?
• How strong is the competition?
• How high is your budget and how many sales have you calculated?

Conclusion: What else is there to say about product descriptions?

The right presentation of your products is the basis for successful conversion. And such a presentation stands and falls with the product description. As a shop owner, you can apply the above-mentioned basics and tips without hesitation.

The most important aspect is that potential customers (target group!) feel addressed and picked up by you. They want to know WHAT they should buy and WHY they should buy it. That's what the product page and the item description are for.

I hope I was able to help you with my little guide and wish you all the best with the implementation!

If you have any questions about product descriptions or need professional support with their implementation, just get in touch. Send an email to This email address is being protected from spambots. You need JavaScript enabled to view it. call us on +43 1 353 2 353 or send us your enquiry using our contact form.