Creating a product card description for an online store: A complete guide

How to describe a product so that it sells itself? This question plagues many online store owners. Successful descriptions are not just dry characteristics, but a whole story into which the reader is immersed from the first word. Today you will learn how to create a product card description that will make the buyer click the "Add to Cart" button. Each line of this description is associated with meaning and value, creating a complete picture of the product and its features. Interesting? Then go ahead to increasing sales!

Glossary

• 🛒 Online store: Platform for selling goods and services via the Internet.
• ✏️ Product card description: Text information providing information about the product, its characteristics and benefits.
• 📌 Product characteristics: Basic properties and technical parameters describing the functionality of the product.
• 🌟 Product advantages: Unique and positive qualities that make the product attractive to the buyer.
• 🆔 Unique properties: Features of the product that distinguish it from competitors.
• 📏 Description length: Recommended amount of text that includes all the necessary information about the product.
• 🔑 Keywords: Words and phrases that buyers can use to search for a product online.
• 📚 Useful information: Additional information that may be interesting and useful to the buyer.
• ⚠️ Frequent errors: Typical shortcomings made when writing product descriptions.
• 📄 Copied descriptions: Texts borrowed without changes from other sources, which negatively affects the uniqueness of the page.
• 🔀 One description for similar products: Using identical text for several products, which reduces their uniqueness.
• 🛑 Abundance of keywords: Too frequent use of keywords, making it difficult to read the text and perceive the information.
• ✒️ In-house writing: An approach in which the description is written directly by the store owner or his employees.
• 👨💼 Ordering descriptions to a copywriter: Hiring a professional writer to create unique and high-quality texts.
• 💡 Helpful Tips: Tips and best practices for writing compelling product descriptions.
• 🔍 SEO (Search Engine Optimization): Optimizing texts to increase their visibility in search engines.

How to properly design product cards: experience and tips

I often encountered problems with the design of product cards, and I want to share my experience to help you avoid common mistakes and increase the conversion of your online store.

🤔 Why the description does not guarantee success

When I first started doing online shopping, I paid a lot of attention to writing great descriptions. However, I quickly realized that a description alone was not enough. Description is just one of the components that influence sales. It is also important to format the product card correctly. Here's why:

📸 Great photos: We live in a visual world. If the product photo is unclear or boring, customers will pass by. I recommend always using high-quality photographs from several angles
📽️ Video in the product card: A video tells about the product better than several photos. Nowadays, video content is an integral part of internet marketing. According to statistics, this increases conversion several times.
💲 Correct pricing: The price must be competitive and reasonable. Post promotions and discounts to attract attention.
🔧 Detailed Specs: I always include all important technical data. This helps customers make informed choices.
🛒 Customer reviews: In my experience, customer reviews play a huge role. Their absence can scare off many clients. Learn more about how to collect customer reviews here.

💼 Case Studies

I once worked with an online store that sold electronics. We created detailed descriptions, but sales were low. After analysis, it was discovered that the photos were out of date and the prices were not competitive. We've updated photos, lowered prices, and added customer reviews. As a result, sales increased by 40%.

📊 Useful and harmful practices

Other strategies may be suitable for your projects, but my experience shows that these are the principles that work in practice.

Thus, designing a product card is a complex process that requires attention to every detail. I am sure that by following these tips you will be able to increase the attractiveness of your products and increase their sales.

Correct description of the product card

Every time, working working on a product card for an online store, I am faced with the importance of creating a high-quality description. In this section, I will tell you what an effective product description should be, based on my experience and knowledge.

Product description length

The optimal amount of text for product card descriptions is 400-800 characters. In practice, I have seen that this is really important. If the text is shorter, it will not be able to reflect all the essential data. Long descriptions, over 800 characters, as a rule, are difficult to read and tire the reader’s attention, unless, of course, we are talking about specific products, such as medicines or complex equipment. I always strive for balance, taking into account the characteristics of the product and the target audience.

🎯 Recommendations:

• ➕ Optimal text length (400-800 characters)
• ➖ Excess text most types of products
• ➕ Focus on key characteristics

Who needs uniqueness

Product description must be unique. At one time I tried different programs for checking uniqueness, and based on my experience, sufficient uniqueness is 80-90%. This avoids copying competitors' content and improves site ranking. As a copywriter, I know that 100% uniqueness for small descriptions is almost impossible to achieve without losing logic and meaning.

🎯 Recommendations:

• ➕ Strive for 80-90% uniqueness
• ➖ Don’t strive for 100% uniqueness for small texts
• ➕ Use proven programs for checking uniqueness

Keywords in the description

Keywords are an important element in product descriptions. I always include mid- and low-frequency keywords to maximize my chances of ranking at the top of search results. For example, for a Bosch MFW2500W meat grinder, I would recommend using queries like “buy Bosch MFW2500W with inexpensive delivery”, and not just “buy a meat grinder”.

🎯 Recommendations:

• ➕ Use mid- and low-frequency keywords
• ➖ Do not overload the text with high-frequency queries
• ➕ Be specific, as in the example “buy Bosch MFW2500W with inexpensive delivery”

Useful information

One of the main rules is that descriptions must contain useful information that goes beyond just the characteristics of the product. I always try to add details that will help the user, be it the feeling of using a mobile phone or tips on caring for fabric products. This significantly increases user trust and loyalty.

🎯 Recommendations:

• ➕ Add specificity without duplicating characteristics
• ➖ Avoid unnecessary generalities
• ➕ Describe real-life experience using the product

When I work on the description of a product card, I always remember: it is important not only to inform, but also to involve the user. I hope that my recommendations will be useful to you too.

Basic mistakes when writing descriptions of product cards for online stores

Incorrect copying of descriptions from the Internet

I want to share my bitter experience of repeating a well-known mistake - copying product descriptions from the Internet. My online store did well in the early days, but search engines soon began to crack down on this approach. The site began to fall out of search results, and traffic was rapidly declining.

From my experience, I can confidently say that copying other people's texts does not bring any benefits at all results. Sites with copied content are rarely indexed and do not receive high rankings in search results. Even if you manage to get indexed, your pages will rank far below those who first posted the content.

So, at the stage of thinking about the strategy, I came to the conclusion: no longer copy product descriptions from the Internet! Now I advise you to create unique content for each product card. This will take time and effort, but will ensure high conversions and a positive impact on SEO.

I strongly advise: write unique descriptions of products, this will make your long-term work easier.

Helpful:

• ✨ Unique texts for each product
• ✨ Development of a creative approach

Don't do:

• ❌ Copying other people's descriptions
• ❌ Complete lack of uniqueness

One description for several products

I am once again convinced of the importance of an individual approach when I see how many online stores make the following mistake - the same type of descriptions for similar products. Personally, I encountered this problem when I noticed that my descriptions, which were duplicated for similar products, were almost never indexed.

Search engines perceive such pages as duplicates and often leave only one of them in the index. As a result, many pages simply “disappear” from the search results. It became clear to me that the descriptions of such products need to be differentiated as much as possible.

I strongly recommend that you write detailed, unique descriptions for each product card, even if they are very similar. Use different accents, highlight unique features, and you will see a significant effect in rankings.

I'm convinced that best practices include unique descriptions for each product, because it helps to avoid problems with duplicate pages.

Helpful:

• 🌟 Unique descriptions for similar products
• 🌟 Taking into account unique characteristics

Don't do:

• ❌ Copy descriptions for similar products
• ❌ Create duplicate pages

Keyword overload

Another mistake that has hindered my progress for a long time is the excessive use of keywords in product descriptions. At the beginning of my practice, I was sure that the more keywords, the better. But in reality, this led to my texts being marked as spam, which negatively impacted my search rankings.

The algorithms of search engines such as Bing and Google are constantly improving and can easily identify spam text. I've learned that too many key phrases do more harm than good.

So now I suggest approaching this issue consciously and using keywords sparingly. It’s better to create high-quality, informative text that will be useful to real users instead of an abundance of keywords.

I insist: moderation in the use of keywords is the key to successful SEO.

Helpful:

• 🔍 Moderate use of keywords
• 🔍 Switching to informative texts

Don't do:

• ❌ Oversaturation of text with keywords
• ❌ Ignoring the quality of content

Texts that are too long

I've also had experience writing product descriptions that are too long, thinking that more information is better. However, the end result was disappointing: such descriptions were awkward to read and the pages looked ugly. Search engines also did not ignore such texts and lowered their positions.

With this in mind, I recommend that you write texts that are of moderate length and are structured to be easy to read and understand. Structure the information so that it is useful and interesting for the user, focusing on key points.

An example of this is the description for a new product, where a detailed description can be really useful. In such cases, you need to write only as much as is necessary for complete understanding.

I strongly recommend: to keep a balance in the length of descriptions. This will help you avoid unnecessary problems.

Helpful:

• 📐 Structured and moderate-length texts
• 📐 Simplifying the perception of information

Don't do:

• ❌ Creating long unfinished texts
• ❌ Ignoring structure and readability

For better perception and ranking of product card descriptions on the Internet The store should avoid common mistakes by relying on personal experience, proven techniques and careful attention to detail.

Where can I get unique descriptions of product cards

I often I was faced with the question of where to get unique descriptions of product cards for an online store. Experience with similar tasks has taught me that there are several effective approaches, each with its own advantages and disadvantages.

Writing your own descriptions

When we started working on improving product cards in our online store, we first decided to try writing texts ourselves. This method, as it turned out, has considerable advantages.

Advantages:

• 🔍 We have a deep understanding of the product: each element can be studied in detail, which allows you to convey the real sensations and experience of using the product.
• 🛠 We can test products ourselves, which provides more accurate information to consumers.
• 📘 We know all the strengths and weaknesses of products, which helps to provide objective information.

Disadvantages:

• 👥 For large volumes of goods ( thousand or more) additional personnel are required, which increases the costs of wages and workplace organization.
• ✍️ Not all employees can express thoughts clearly and understandably on paper, which requires searching for suitable candidates and their subsequent training.
• ⌛ The process of finding and training a new employee takes a lot of time.

I remember when I personally wrote product descriptions, I had to spend many hours researching and testing each product. But this allowed us to create truly valuable and unique content for the cards. However, if the assortment is quite large, this approach becomes labor-intensive and costly.

Tip: If you have a small assortment and want to ensure maximum accuracy and completeness descriptions, write the texts yourself or entrust this to trusted employees.

Ordering descriptions from a copywriter

In some projects I used the services of professional copywriters for writing descriptions. This method also turned out to be very useful.

Benefits:

• 📝 Copywriters know how to write and format descriptions correctly.
• 🌐 Large selection of specialists on different freelance exchanges.
• 💲 Minimal time and money costs: you can find a suitable candidate in a short time.

Disadvantages:

• 📦 The copywriter may not have experience with your specific product, which may affect the quality of the description.
• 💼 Experienced copywriters can be expensive, while less experienced copywriters may deliver poor quality copy.
• 🚨 Risk of encountering a scammer and losing time and money.

From my own experience, I am convinced that a copywriter is convenient for those who want to quickly get high-quality texts for a large assortment. For example, when opening a toy store, the need for descriptions of a large number of products was urgently needed, and we successfully dealt with this by attracting copywriters.

Tip: Use the services of a copywriter for products that do not require special knowledge, such such as clothing, toys, or everyday goods.

These examples show that there are suitable solutions for every situation. I hope that my recommendations will help you make the right choice and create attractive and informative product cards for your online store.

Company Hisense is a world leader in the production of a wide range of household appliances and electronics, including televisions, refrigerators, washing machines cars and air conditioners. Founded in 1969, Hisense has earned the trust of millions of consumers around the world over the years through its high quality products and innovative solutions.

Main goals and objectives

Hisense strives to become a leader in the online consumer electronics market by providing customers with the most useful information about their products. The main tasks are as follows:

• ✅ Create informative and attractive descriptions of product cards.
• ✅ Increase conversion rate thanks to quality texts.
• ✅ Uniqueness of descriptions to stand out among competitors.
• ✅ Optimization of texts for SEO to improve visibility in search engines.

Main problem

With the increasing number of competitors in the household appliances market, establishing and maintaining leadership requires great attention to detail. One of the key tasks is to ensure that product descriptions on the website are unique and attractive so that they attract the attention of customers and encourage them to buy.

Characteristics and interests of the target audience

Hisense is aimed at wide range of consumers:

• 💻 Tech-savvy users who value the latest developments and features .
• 💰 Budget shoppers looking for the best value for money.
• 🏠 Housewives and families who value reliability and durability.

The target audience wants to see detailed and honest product descriptions, including real reviews and recommendations. It is also important for them to know technical characteristics and unique properties of the product.

Key points to attract clients

• ⭐ High quality and reliability of goods.
• 🔍 technical innovations and new features.
• 📊 Specific results and benefits of using Hisense products.

Specific results of the project

As part of the project to improve product descriptions for the online store, there was the following was carried out:

💼 Hisense entered into an agreement with a professional team of copywriters. During the period of cooperation:

• 📈 Increase in conversion by an average of 20%.
• 🔄 Reduced product returns by 15% due to more accurate product presentation.
• 🌐 Improved rankings in search engines by 10% for main keywords.

These indicators prove that a high-quality product description in an online store has a direct impact on sales success.

Frequently asked questions on the topic: Creating a product card description for an online store - Complete Guide

Thank you for reading and for becoming more experienced 📚😊

You have connected master's degree in marketing! 🧠 Apply all the details discussed in the article, from headings to unique advantages of product, and your online store will be transformed . When you implement these tips, your business will prosper. Be sure to leave a comment below to share your thoughts and successes. 🚀

Vladimir Kosygin , independent expert, "Elbuz"
"Words are tools , and my mission is to breathe life into the automation of an online store. Welcome to the world of my texts, where every line fills the business with meaning and efficiency."