There’s more to Product Descriptions than just the Features

Before making a purchase many customers, with the exception of some impulse shoppers, will seek out as much product information as they can in advance. The product description should list the primary features in the product, but also outline specific benefits to prospects and how the product or service can result in becoming the solution to actual issues the customer is or will be encountering in the near future. One method of providing this is to include testimonials from past customers and/or encouraging existing users to submit a product review to a third party that is accessible to the public.

Pictures and videos of the item in use are important inclusions when describing a product. Multiple angles should be included under different lighting conditions and of high enough quality to show details, but also compressed to a reasonable size so that the image is visible to the customer sooner rather than later. If the size of the images are large, but the computer and internet connection attempting to display them are at minimum specifications the client might choose to not wait and therefore a potential sale will likely be lost.

In addition, information about the product should mention the specific attributes that makes it stand out against competitive products. Determining this is as simple as reviewing the product descriptions of similar products from other vendors and noting what details they are and aren’t including. Including information where others do not can lead to a competitive advantage. The creator should always make themselves available to answer questions from the potential customer. Be sure to include relevant contact information in the profile and indicate how the creator or support representatives may be contact both when they are online and when they are offline.