28 April, 2018

10 ways to improve your product descriptions  

As a seller, one of the greatest assets you have when selling online is your product description. This is what the customer will use when ultimately deciding whether or not they want to buy an item.

It’s essentially the link between product and customer which becomes even more important when they can’t physically interact with it. A seller needs to maximise their product descriptions by answering the fundamental question of: “Why you? and why now?”

Why are product descriptions important?

Bad product descriptions are contributing to the cost of returns from online purchases which, in 2016, amounted to £20bn.

With increases in the number of purchases being made online (2016 seeing an 18% jump to £133bn), it’s become vital to optimise your product descriptions.

What makes a good product description?

A good product description will inform the buyer about what they need to know before they buy a product and should stand out from other alternatives.

By avoiding these common mistakes, you’ll be able to write better descriptions and thus, be able to increase the probability of converting customers.

Mistakes to avoid in Product Descriptions

Here are 10 mistakes to avoid when writing product descriptions:

1) Information Overload

Information overload can lose the interest of customers. This is where the product description contains excessive amounts of information which reduces customer engagement because there is simply too much information to read.

There are steps you can take to optimise product descriptions such as normal sized font and shorter sentences.

2) Spelling and Grammar Errors

These errors can make your product look unprofessional which will affect its credibility in the eyes of the buyer.

There are tools which can be used to ensure that the information within your product descriptions is easy to read and error-free.

3) Long paragraphs

Long paragraphs which are not broken up by spacing can also turn away customers as your product description becomes too hard to read and/or follow. By breaking up text, it can help to improve the buyer’s experience as it’s easy to follow, informative and engaging.

4) Copying manufacturer’s description

This is where you use the description from the manufacturer. Not only can this make your product look derivative, it can harm its visibility. By writing your own description, you can add your own dynamic which can help make it stand out as your brand will be able to shine through your product description.

5) Unrealistic claims

Making unrealistic claims can affect the credibility of your product and your business as a whole. Ensure that all your claims are backed up with valid proof. For example, if you're selling vehicle then you can include documents which show its service history etc. This helps to reassure the customer that they are buying something which is genuine.

6) Not knowing your buyer

When you do not know your buyer, it’s vital to have them in mind when you're creating your product description. To get an idea of the type of customer you want to attract, you can create a buyer persona.

A buyer persona will help you to envision your customer and it can allow you to write more relevant and compelling descriptions.

7) Lack of authenticity

If you’re selling high-end or luxury products, such as diamonds, it’s beneficial to have a certificate from an authority who can confirm the quality of the item. This can be used as proof of what you’re saying. If you include it in your product image, then it can strengthen the overall presentation of the product and make it look authentic.

8) Focus on features and benefits

When selling items, if you focus solely on the product’s features and not the benefits then you’re not telling the consumer how the product will improve an aspect of their life or ease a pain point they have.

If you focus on the benefits as well as the features then the customer can get a clearer understanding of how the item will fulfil a need they have.

9) Not engaging with their emotions

By not engaging with the emotions of auction bidders, it will be difficult to spark unknown feelings inside of them. If they bid on your lot, then what will it give them?

10) Unnecessary small text

Don’t reduce the size of the font to get more content in when you’re faced with a character limit. It will seriously affect the readability of your copy. Presenting text which is correctly sized and well-presented can act as an agent in capturing the attention of a buyer.

Final Words

The purpose of this article is to give you ways to improve your lot descriptions and increase the level of engagement bidders have with your products. By writing product descriptions which avoid the aforementioned mistakes, it can provide a new experience for your bidders which can lead to them choosing to bid on your product, now.

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How to write a Good Product Description - William George & Co
How to write a Good Product Description - William George & Co
How to write a Good Product Description - William George & Co
How to write a Good Product Description - William George & Co
How to write a Good Product Description - William George & Co