By Anthony Ferry, PriceSpider
They say a rose by any other name is just as sweet — but is it really? When it comes to product descriptions, the answer is “no.” Words matter, and especially in crowded online retail marketplaces, product descriptions can make or break a sale. Oftentimes, the success of a brand or product line depends on how you and your seller network describe and categorize it.
To expand on this, we explore some of the core issues relative to the true importance of product descriptions below:
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Why is it important to have a product description?
- A product description should represent a clear window into your offerings — it is an opportunity to guide the consumer through the well-written, easy-to-understand benefits of your product and ensure they understand what truly sets it apart from the pack.
- It provides retailers with the correct language for selling your products and gives them keywords and tags to appropriately categorize your products in their brick-and-mortar stores or online.
What are the top qualities to look for in a “good” product description?
- Represents your brand: Your brand is your identity. What would it say if it had a mouth?
- Shows your product benefits: Highlight benefits from the customer’s point of view and use specific metrics if possible.
- Makes sense across all channels: Easy to understand/remember from retailer and consumer point of view.
- Includes images and video: Provide an option that helps your audience easily digest what it is you’re selling.
- Relays all of the important 411: Providing as much information as possible helps set expectations and reduces returns.
What psychological impact does a product description leave?
It’s Advertising 101: language affects decisions. The more a consumer connects, on a personal level, with the product or service, the more likely it is to be purchased. Phrases like “ready right out of the box” or “increased value” speak to the buyer’s financial concerns and show practicality.
Remember, your retailers are potential consumers too. If they can understand and appreciate your concept, the easier it will translate to the end user.
How can an SEO strategy help your descriptions?
Having SEO keywords will help consumers find you while searching online or within a retailer’s web site. Perform keyword research using free tools like Google Keyword Planner and SEMrush, and evaluate how you’re ranking for your target keywords with the SERPS free keyword rank checker.
How can a “bad” product description hurt your brand?
Without clear, concise and engaging descriptions, retailers will have a harder time placing you in the most optimal of spaces (online and in stores), and connecting you to the end user. If your description is vague or incomplete, you’re leaving too much up to the retailer and shopper to misinterpret.
As a result, you can expect negative feedback and product returns.
Finally, how can you evaluate whether your description is good or bad?
Ultimately, the key to creating a good product description is to understand your audience. If you don’t speak their language, you won’t connect. In order to stay consistent and familiar, start with the general tone and overall messaging of your brand and go from there. Maximize your SEO and make sure all your channels and sellers are aligned on what your product is, what it does, whom it’s for, and where it should be shelved/categorized. The more cohesive your network is as a unit, the stronger your brand will be and the more you will sell!
Anthony Ferry is CEO and Co-Founder of PriceSpider, a retail technology company specializing in products and solutions that provide invaluable insight into consumer purchasing behavior.
