Of course, pictures of products are essential for products pages (flypages) in an online shop. But relying completely on this feature would be irrational: every nice and convincing picture must be accompanied by a persuasive product description. We are going to explore some tips that will help you to improve product descriptions.
Features and benefits of the products described in comprehensible language
Surely you’ve been in a situation when a salesman rattles off numerous specifications and product characteristics you do not understand or even do not care about, and so you just move back away from that shop. Do not repeat this mistake in your own online shop. Certainly, specifications and features might be included on a flypage, but you need to focus on the benefits from the customers’ point of view. Use simple adjectives (good, powerful, beautiful, safe, etc.) and understandable nouns to describe the product. Try to exclude slang and borrowings while describing the goods.
Proofreading: check spelling and stylistics
It is really unpleasant, at least, to receive an e-mail from a customer, pointing you to mistakes in the item’s description on your site. Probability of receiving such e-mails is 
pretty low and there are really few of those who are meticulous enough to e-mail you regarding the misspelling. However, the mistakes will be noticed by many visitors and this will certainly spoil the impression. Altogether with the spoilt impression the level of credibility will decrease. It is not difficult at all to check the spelling before publishing the content; the majority of browsers do this automatically. To check the stylistics you can ask a person who has never seen the product description template before to read it before putting it on the site. If something in a product description example is unclear to that person – rewrite the description.
Customers’ feedback
Allow customers writing product descriptions for you. Customers’ reviews are excellent and 
powerful selling tool, and product description at the same time. Many users consider product descriptions insufficient and so, trust more to those who have already made the purchase and are able to give the independent goods’ evaluation. Moreover, you can find out more about the products from the customers’ feedbacks and use this information to increase the sales.
Educating while selling
You can count on high trust level of your customers in case your online shop is proved to be a good source of professional information about the goods that are sold. Try adding the paragraphs of educational character while writing product descriptions. Besides the guaranteed “selling effect” this kind of information will positively influence the conversion rate: users will find the information by means of search engines, get onto the landing pages, and buy what is advertised, of course if they meant to make a purchase.
Describe the products with enticing and image oriented words
Try to write the product description that is able to create a picture in customers’ imagination. In other words, try to turn the imagination of your prospective customers on. If you sell something eatable than product description is supposed to cause slobbering; if you sell consumer electronics than its description should help understanding how easier and comfortable may one’s life be if buying your goods.
It’s not good when it’s too much
Make your products descriptions brief and laconic. Keep in mind that you run the online shop not a library and your visitor are not supposed or plan to read a lot. If you feel like you need to provide more information use a JavaScript enabled “Read more” link.
Do you have any ideas for improving product descriptions? Put them in your comments and share your experience.
The source: 6 Tips for Improving Your Product Descriptions
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