Product Descriptions That Don't Suck (And Actually Convert!)

Most product descriptions are about as exciting as watching paint dry. They're often stuffed with jargon, devoid of personality, and completely miss the mark when it comes to actually selling the product. Your product pages, and more importantly your revenue, deserve better!

Good product information is the foundation of e-commerce success. It’s what separates the “add to cart” clicks from the dreaded back-button bounce. Good PIM practices are essential for SEO, helping your product pages climb the search result rankings (on Google, Amazon, Bol.com, and more).

This isn't about just adding some words on a page. It's about crafting compelling narratives that resonate with your customers, highlight the real value of your products, and ultimately, increase those conversion rates. We'll show you how, with examples, and share some of our own expertise.

What Makes a Product Description Actually Good?

Think of a product description as a concise, persuasive salesperson living on your website. It needs to be compelling, and packed with enough information to convince a potential customer that this product is the answer to their problems (or at least their immediate needs).

It's not only about listing specifications (though those are important). It's about painting a picture, creating an emotional connection, and making the customer feel something. It's the difference between "This jacket is made of Gore-Tex" and "This jacket will keep you warm and dry, even when you're caught in that unexpected downpour during your hike."

The goal? To make customers visualize themselves using and loving your product.

How to Write Product Descriptions that Convert

Remember that time you ordered that "perfect fit" jacket online, only to discover it was two sizes too small? Yeah, that's the kind of frustration we're trying to avoid, and highlights why a strategic approach to product descriptions is needed. It's not rocket science, but it does take more than just listing features.

Here's the WISEPIM breakdown:

1. Know Your Audience
2. Features Tell, Benefits Sell
3. Paint a Picture
4. Weave in a Tale
5. Keywords are Key
6. Clarity is King
7. Format for Readability
8. Showcase Your Brand Personality
9. Test, Tweak, Repeat

1. Know Your Audience

Before you write, you need to get inside the head of your ideal customer. Are you selling to busy parents? Tech-savvy professionals? Outdoor enthusiasts?

Understanding your audience helps you answer these crucial questions:

• What problems does your product solve for them?
• What are their desired outcomes? (Warm feet? A faster checkout process?)
• How and where will they use the product?
• What might make them hesitate to buy?
• What language and tone resonate with them? (Formal? Casual?)

Do your research! Talk to your customers, browse relevant forums, and analyze product reviews (yours and your competitors'). The more you know, the better you can tailor your descriptions.

2. Features Tell, Benefits Sell

Yes, your product has amazing features. But customers care more about what those features do for them. Instead of just stating a product attribute and feature, transform these into benefits.

Consider a simple example: a set of knives being sold on bol.com or Amazon.

Instead of: "This knife set features high-carbon stainless steel blades."

Try: "These knives stay razor-sharp, even after slicing through mountains of vegetables (because who has time for constant sharpening?). You'll be chopping like a professional chef in no time!"

See the difference? The first is a feature. The second is a benefit (and hints at a story – the busy person who wants to cook delicious meals without spending hours on prep).

WISEPIM helps you manage all those product attributes and features, making it easy to translate them into compelling benefits. Think of it as your secret weapon for crafting customer-focused copy.

3. Paint a Picture

Engage the senses! Help your customers imagine themselves using your product. Use sensory words (taste, smell, touch, sight, sound) and vivid language to create a mini-experience in their minds.

Instead of: "This sweater is soft."

Try: "Wrap yourself in the cloud-like softness of this cashmere sweater. It's like a warm hug on a chilly day – you'll never want to take it off!"

We've moved beyond a simple statement of fact to something that evokes emotion and imagery.

4. Weave in a Tale

Storytelling is powerful. Even a short anecdote can make your product description more engaging and memorable. Consider including:

• The inspiration behind the product's design.
• A challenge the development team overcame.
• How the product reflects your brand's values.

Take Rothy's for example, they are commited to sustainablity. Instead of stating the shoes are substainable, tell the customer "11 plastic bottles were used to knit this pair of shoes,". Adding social proof makes the story more impactful.

5. Keywords are Key

SEO is crucial, but keyword stuffing is a major turn-off (for both search engines and people). Do your keyword research (think "warm winter jacket," not just "jacket"), and incorporate those keywords naturally.

Focus on long-tail keywords – those longer, more specific phrases that indicate higher purchase intent. Think "women's waterproof leather hiking jacket size 10" instead of just "hiking jacket."

WISEPIM's AI-powered features help identify relevant keywords and seamlessly integrate them into your product information, ensuring descriptions are both compelling and search-engine friendly.

6. Clarity is King

Avoid jargon and overly technical language (unless your target audience loves jargon). Keep your sentences short and direct. Use active voice.

Passive:"The coffee is brewed by the machine."

Active:"The machine brews delicious coffee."

The active voice is more engaging.

7. Format for Readability

Break up your text with:

• Short paragraphs: Easier on the eyes.
• Bolded text: Highlight key benefits.
• Bullet points: Perfect for listing features or specifications.
• Accordion menus: Hide less-critical information (like shipping details) to keep the page clean.

Make it easy for customers to skim and find what they need.

8. Showcase Your Brand Personality

Your brand voice is what sets you apart.

Are you playful and quirky? Sophisticated and elegant? Down-to-earth and practical? Let that personality shine through in your product descriptions. WISEPIM allows you to define and maintain your brand voice across all your product information, ensuring consistency and a memorable customer experience.

9. Test, Tweak, Repeat

What sounds perfect to you might not resonate with your audience.

That's why monitoring and optimization are essential. Track key metrics like:

• Traffic to your product pages
• Keyword rankings
• Click-through rates (CTR)
• Conversion rates (page view to add-to-cart)

Use tools like Google Analytics and Google Search Console. If something isn't working, tweak your descriptions and test again.

WISEPIM's built-in analytics and optimization features make this process easy. It can even suggest improvements and automate changes, saving you time and improving your results.

A Few More Example Transformations

Let's take some examples and give them the WISEPIM treatment:

Original (Adidas): "Timeless icon of street style...stays true to its legacy with its tasteful, low-profile design, soft leather upper, suede overlays, and gum sole."

WISEPIM-ified: "The Samba: Still turning heads after all these years. We've kept the classic low-profile design, but updated it with buttery-soft leather and suede overlays that feel as good as they look. The gum sole provides that iconic grip and timeless style. It is perfect for the streets or just relaxing." (Notice the slightly more playful tone and emphasis on feeling.)

Original (Coca-Cola): "...evokes feelings of joy, togetherness, and refreshment."

WISEPIM-ified (for a specific product, like a limited-edition holiday bottle): "Crack open a bottle of holiday cheer! This limited-edition Coca-Cola is more than just a drink; it reminds you of cozy nights by the fire, the laughter of family and friends, and the magic of the season. Share the joy!" (We've created a specific scenario and added a call to action.)

The WISEPIM Advantage

Writing excellent product descriptions takes time and effort. But with WISEPIM, you streamline the process, ensure consistency, and leverage the power of AI to create compelling copy.

From managing your product data to generating optimized descriptions and monitoring performance, WISEPIM is the all-in-one solution for e-commerce businesses. Ready for descriptions that convert?

Ready to get rid of those boring product descriptions and start seeing real results? Try out our PIM system today and see how WISEPIM can transform your e-commerce business!