How to write product descriptions for e-shop

What should a good caption look like?

Eshoppers often think that the more ornate, original and creative the caption, the better. In this case, however, too much creativity can be rather detrimental. Why? Customers don't come to an e-shop expecting to read something nice. They are basically only interested in one thing - to buy, and to buy as quickly as possible.

If the customer is not familiar with the text, doesn't understand it or can't find what really interests them, they will be discouraged from buying. Therefore, the main task of the description is to convey the factual information about the product to the customer as effectively as possible and to facilitate the purchase.The informational value and clarity of the label is more important than creativity.

5 tips on how to write a good product description

You can usually write a good product description on your own without a professional copywriter - because you know the most about your products and customers. Just follow a few simple rules.

1. Be specific

The label should convey relevant information about the product to the customer as accurately and objectively as possible. After reading the label, the customer should have a clear idea of what they are getting into when they buy the product.

If an important feature is not mentioned, the customer will have to seek information from competitors. Or they will buy the product but not be satisfied with it because it did not meet their expectations. And they won't buy from your e-shop again.

Here are some examples of what to include in product descriptions:

• Sports jacket - what weather and activities it is designed for, whether it is waterproof
• Cosmetics - what is the composition and scent, how is it applied?
• Coffee - how it is roasted, where it comes from, whether it is suitable for espresso or filter coffee

2. Put yourself in the customer's shoes

Try to look at the product through the eyes of someone who is encountering it for the first time. Is there anything a layman might not know about the product? What might confuse the customer? Will he or she need to buy any additional equipment to go with it? Provide the customer with as much information as possible to banish their doubts.

3. Write simply and clearly

As mentioned, the customer doesn't particularly care how creative you are. They just want to buy quickly (and well). Flowery language full of metaphors and adjectives doesn't lend itself to product descriptions. Write in a way that even a primary school student can understand - concise, clear and understandable.

Also beware of industry slang and terminology that most people outside your field will not understand. Explain technical terms and foreign words so that even a layman can understand them.

4. Think about clarity

Customers usually "scan" the text of products with their eyes, looking for information that is relevant to them. So try to structure the text to make it as easy as possible for them - customers should be able to navigate the text quickly and find what they are looking for.

Ideally, put the main features and benefits of the product in bullet points right at the beginning of the description. Use subheadings, bold font and shorter paragraphs in the text.

5. Follow a uniform structure

Create a label template to use for all products in the same category. This way, the customer will know exactly where to look for the information - for example, when comparing the features of two similar products.

For example, the structure of the label could look like this:

1. Product name
2. Key features in bullet points
3. Detailed description of each feature
4. Technical parameters, product composition, etc.

If you offer one product in several variants (e.g. in different colours), you do not need to create an original label for each one. This would rather confuse the customer. You only need to change the parameter in the description.

Want help with the labels?

Write to info@pobo.cz