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It is difficult to say exactly what percentage of buyers make their final decision based on the product description. According to Econsultancy, at least 87% will definitely read it. Of these, 20% will read it in detail and completely, and the remaining 80% will simply scan it for key features (NNGroup study).
According to the Baymard Institute, 18% will abandon a purchase if they do not find the necessary details in the text. Therefore, information on how to create selling product descriptions will be extremely useful for all online store owners.
But we will start the article with some background information – what functions does a description have and how to turn it into a powerful marketing tool.
Influence on the buyer and the sales process
The description gives the client a complete picture of the product, including its characteristics, dimensions, materials, care methods, etc. That is, what we cannot display in the photo.
For example, without an explanatory text, it will be difficult for a potential buyer to understand what melodies and books smell like.
Or, in general, to understand what we are offering him and why it is needed. Therefore, the main rule of how to best describe a selling product is to understand the questions of your potential client and answer them.
( What are they selling us in this photo? We only found out from on page seo service the description: this is a bracelet for fixing various small items on the hand during repair work )
In addition, the description of the product on Etsy (and not only) allows you to highlight the unique features of the product, helping the buyer better understand how it differs from other, similar items.
A well-written text will help: generate interest and encourage action, form a brand image (the so-called tone of voice), increase loyalty, provoke an emotional purchase, i.e. directly and indirectly influence conversion.
How to Properly Describe a Product for Sale
In our opinion, the ideal formula for a selling description looks like this:
1. A title that clearly displays WHAT we sell + reflects some features. For example: “Handmade genuine leather bag. Unisex. Laser engraving.”
2. A block of characteristics : dimensions, materials, composition, number of units, etc.
3. Available options: color options, models, sizes, possibility to order a custom/personalized item.
4. Advantages/benefits:
How does this product differ qualitatively from those offered by competitors?
Why does it cost so much and what is the rationale behind it?
Will my product look exactly as it does in the picture? Often the camera distorts the color rendering - be sure to indicate this.
What is included in the purchase? Possibly gifts, bonuses, coupons for the next order.
How long will the product last?
Is there a warranty for this product?
Do you have any quality certificates or other documents?
5. Other important data that answers your potential client’s main questions:
Do you offer a discount if I buy multiple items?
What care instructions does this product require?
What are the features of the manufacturing process (if it is handmade)?
What kind of support do you provide after purchase?
Is this item suitable for a specific use/event?
6. Description of shipping, packaging and return policy
Shipping speed and cost are no less important factors in the decision-making process for many than price.
Gifts are also often purchased (especially on platforms like Etsy). The presence/absence of appropriate packaging can help close the deal or encourage the customer to go to competitors.
Also remember that one of the key objections is the client's fear of making a mistake in choosing. Therefore, it is imperative to close it through the return conditions.
7. Call to action. Usually, in descriptions on Etsy, it is rarely used; on the platform, this function is performed by buttons - after reading the necessary information, the reader knows what to do: either contact the seller (if there are any questions) or add the item to the cart (if everything is fine).
However, it would not be superfluous to call for a specific action: order now to get a discount / subscribe to our store / ask questions to place an individual order.
We hope we have fully covered the topic of how to best describe a product. But if you doubt that you are ready to create sales texts yourself and would like to entrust this task to professionals, then our digital department will be happy to help.
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發表於 2024-11-9 16:32:16