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The Short Description
The short description is the short description of your product that typically appears at the top of the product page.
Next to the title, this short description is the first thing a consumer skims over when they land on the page. So, a good practice is to place the most impactful benefits and persuasive copy here
The Long Description
The long description is the space to leverage everything you know about your target audience, using persuasive copy to pull them in and make a strong emotional and psychological connection.
Despite the name, it doesn’t necessarily have to be long. Your product description only needs to be as long as it takes to sell your audience.
The Features and Benefits
Most customers aren’t interested in the general specifications and the mundane features of a product. Customers want to know how those features are going to benefit them and what they’ll get out of using the product.
Every product has features, and every feature has a benefit that details the reason a customer should buy it, or how they’ll benefit from using it.
Why Better Product Descriptions Are Worth the Effort
While shopping, consumers process a lot of information. It’s an emotional, physical, and psychological experience.
With online shopping, the physical aspect is removed because consumers can’t hold the product in their hands to examine it. They’re left to rely on visual cues and the information you provide to help make a purchase decision.
Price is only one part of the purchase decision, and it takes more than just a collection of product features and specs to satisfy the customer’s need for info.
A great product description clearly states the value and benefits of the product, tells a story, and presents the product as something more – a solution.
Organic Search The majority of customers start their search for a product using search engines like Google. Well-written, optimized product descriptions are more likely to appear in those organic searches, resulting in a higher volume of targeted and ready-to-convert traffic.
Internal Search By writing more robust product descriptions, you increase the chances that the product will show up in internal searches using a variety of different terms. Spend some time testing your search functionality using keywords like “learning toys for kids” rather than a specific product name.
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