How to write an e-commerce product description that drives sales?

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According to data shared by OneSpace, up to 98% of consumers admitted that a lack of product descriptions is the main factor in their decision to leave a sales page. So how do you create product descriptions that encourage people to buy your product and, in the process, positively impact SEO?

A product description is a marketing text that – as if replacing a conversation with a salesperson – should present the value of a particular product as fully as possible. In e-commerce, this is crucial. This model not only provides customers with detailed information about the product’s features, but also shows what benefits are associated with its ownership. Bad product descriptions significantly reduce the chance of a sale, just like… a rude salesperson. The best ones, on the other hand, help to change the opinion of even the most skeptical consumers.

Product description for e-commerce – index:
Why is product description important?
How does Google rank content?
What to avoid when describing products in an online store?
Why is product description important?
Online shopping eliminates the opportunity to talk to the salesperson and see the bosnia and herzegovina whatsapp number database physically. In short, you can't touch it and see it with your own eyes to see what it offers. You can only rely on visual clues and information contained in the description to make your decision.

But it takes more than a crude set of technicalities copied from a manufacturer’s website to convince consumers to buy. A great product description clearly states the product’s value and benefits, tells a story, and presents the product as a solution to specific problems.

However, the consequence of poorly prepared product descriptions is not only low sales, but also – as the authors of the Shotfarm report point out :

decrease in brand trust (80%)
increase in the number of returns (40%)
However, the sales aspect of e-commerce product descriptions is only one side of the coin. Content is also of great importance to Google, which takes it into account when ranking search results. And the higher you rank in the search engine, the greater the chance of sales, as most customers start their search for a product on Google.

How does Google rank content?
Google, but also any other search engine, crawls thousands of websites for certain keyword phrases. To help users find content that best answers their queries, algorithms evaluate the uniqueness, originality and relevance of the content. To rank at the top of Google search results, an SEO-friendly description is therefore absolutely essential.

What is an SEO friendly description?
It used to be different, but today the rules governing SEO content preparation are clear – you need to write in a way that makes life easier for users. Descriptions should meet their needs in terms of both content and form. Writing for search engines is no longer useful and can decrease readability and user engagement.

So where to start?
Copywriting professionals recommend first defining the people who are most likely to be interested in buying, so that the description contains exactly the information they need, and in addition:

be clear,
use naturally placed keywords,
ensure clarity using lists and distinctions,
generate unique content.
A product description should be factual, but provide the information needed to make a decision.

An example of a good product description, source: www.onzie.com
product_description_onzie_website
So how do you create product descriptions for your online store?
There is no universal recipe, as descriptions of products, the purchase of which has an aspirational dimension (for example, fashion products, cosmetics or interior design) will look different, technical products (for example, software), the task of which is to solve a specific problem, and even different basic goods (describing, for example, a lamp does not need to force poetry).