Best practices for product page descriptions?

4 replies
I have an ecommerce website and have around 500 products that I need to write (or re-write) descriptions for. The normal format I'm using is:

Opening paragraph - 120-150 words

Features: Usually 5-8 bulleted features

Specifications: At least 5 (size, weight, material, etc)

Package includes: Whatever is included in the package

In this era, how important is copywriting on the product page itself? Is it better to use AI tools to simply re-word descriptions taken from the suppliers? Or is it still worth it to re-write the description by hand?

I always struggle to determine how much time to spend on each product description. I want to be in compliance with the requirements of various platforms, especially Google Merchant Center who seem to be the most strict. But I also want to maximize conversions and be totally free of plagiarism.

Can AI tools really create product descriptions as well as a decent human copywriter?

Looking for any tips or tricks for effective product descriptions on an ecommerce site.

Thanks!
#descriptions #page #practices #product
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  • Profile picture of the author Speedtest Go
    Dear Jrodefeld!
    Highlight product features. You should have the advantages and disadvantages in the description of the product compared to similar products so that customers can easily compare.
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  • Profile picture of the author Ekele
    Hey Jrodefeld

    You wanna know few best practice for an e-commerce product page?

    Now I know you know these I'm about to say.... Of course every product page copywriter should.
    But hey, my advice is in the last line.
    And... I'll still give these anyway;

    - try the best within you to entice your customers with the benefits of your products.

    - write like a human [so here I'll advice an AI can never take this place]

    - appeal to your customers imagination

    - seduce them with sensory words.

    AI never gets all these right. It only does what you want it to do - re-word.
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  • Profile picture of the author savidge4
    I sell a lot of physical products. Be it eBay or Etsy or Amazon or Facebook etc. Over the many years I have sold products there is something I have learned... "Benefits" do NOT sell physical products. Buy this wool sweater because it keeps you warm - is NOT going to sell the sweater.

    The sweater is made of Modina wool, its size medium, mid weight in thickness - perfect for fall or spring, its red with white striping on the sleeves, hand wash

    Those are the DETAILS that sell items.

    Think of your description as a safe guard from returns. The size runs a bit large / small the actual physical dimensions of the item and NOT the box ( who cares about the box or its weight - thats just silly )

    You want to answer any and every question a person might ask - because way more than not - the people will simply not ask - and will buy from someone that does answer the question they may have.

    A great example of this happens to be Facebook... people WILL ask questions about an item... what size, what color exactly, FaceBook is SOCIAL, and the communication back and forth is far more fluid than the other selling platforms.

    Here are a few examples of what an ideal eBay listing might look like:

    https://www.warriorforum.com/warrior...l#post11713439

    https://www.warriorforum.com/warrior...l#post11497271

    If the end user has clicked on product page - your not having to sell them anything - the item is already as good as sold. It just so happens that MOST product pages are better at telling the potential buyer "dont buy from me" than "hey, here is all of the detailed information you need to know you are getting the right thing... buy me now"

    In general, Amazon and eBay listings are terrible at the "details" of an item - Facebook in general is REAL bad... and your listing just stands out above the rest if you list all of the "Details" of an item and do less fluff and stuff copywriting - trying to sell the item

    Look ata Nike Product page: ( https://www.nike.com/t/dunk-high-ret...TCk/DD1399-500 ) not an ounce of Benefits... even the "description" is heavy on details.

    With physical products DETAILS sell - the Benefit part is already done and over with when someone is on a product page...they want it... they just need to be re-assured its the right size and color etc
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  • Originally Posted by jrodefeld View Post

    I have an ecommerce website and have around 500 products that I need to write (or re-write) descriptions for. The normal format I'm using is:

    Opening paragraph - 120-150 words

    Features: Usually 5-8 bulleted features

    Specifications: At least 5 (size, weight, material, etc)

    Package includes: Whatever is included in the package

    In this era, how important is copywriting on the product page itself? Is it better to use AI tools to simply re-word descriptions taken from the suppliers? Or is it still worth it to re-write the description by hand?

    I always struggle to determine how much time to spend on each product description. I want to be in compliance with the requirements of various platforms, especially Google Merchant Center who seem to be the most strict. But I also want to maximize conversions and be totally free of plagiarism.

    Can AI tools really create product descriptions as well as a decent human copywriter?

    Looking for any tips or tricks for effective product descriptions on an ecommerce site.

    Thanks!
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