8 Most Common Mistakes When Creating Product Descriptions

28.03.2024

8 Most Common Mistakes When Creating Product Descriptions

A well-written product description can be key to attracting new customers and maximizing sales. However, there are some things that many e-tailers struggle with or forget. That's why we've put together a ranking of the 8 most common mistakes. Do you make them too?

1. Insufficiently informative

The label should contain all the important information about the product, including its functions, materials, dimensions and, if applicable, instructions on how to use it. Don't forget to include clear and easy-to-follow information about shipping and returning the product.

The following widgets, for example, will help you structure your page well

2. Unnecessarily technical language

Using complex technical language can turn away or confuse potential customers who are not experts. Try to write the description in simpler language to make it easy to understand. This will also reduce the number of confusing emails.

3. Missing customer benefits

The label should clearly highlight the benefits of the product and how it can improve the customer's life. However, it is also recommended to list the disadvantages. For example, a section on what the product can't do. You need to communicate clearly with the customer about what they can or cannot expect from the product.

Example of advantages and disadvantages of Lululemon leggings

4. Missing keywords for SEO

Product descriptions are also important for search engine optimization (SEO). You can use SEO tools such as Google Keyword Planner to identify relevant keywords. These keywords actually help increase your product's visibility, so take advantage of it!

5. Inaccurate or misleading information

It is important to write the product description truthfully. Do not use too many grand promises or exaggerated features, as you want to avoid disappointing the customer with the product. Be honest with the customer and tell them exactly what they can expect from the product. Also make sure that all information is always up-to-date.

6. Insufficient visualization

Photographs are key to customers' perception of a product and often the first thing that catches their eye. So make sure that there are as many photos of the product as possible. And ideally also show the product in action. With tools, it's good to see how to use them properly. For clothes , how it looks on the body...

Example of attractive visuals on the e-shop zdraviezkopanic.sk

7. Lack of social emphasis

Today, customers are increasingly motivated to buy from companies that promote certain social values. Of course, you need to consider what kind of products you offer and who your clientele is. Do they care about organic production, about the Czech origin of the product? Would they like to support a family business? Don't be shy to say something about yourself at the end, a lot of customers want to know who they are buying from.

8. Failure to test

Insufficient testing of product descriptions can lead to ineffective communication with potential customers. Therefore, we recommend that you regularly A/B test different versions of product descriptions and analyze which ones work best.