How to Write eCommerce Fashion Product Descriptions That Sell

New to ecommerce? Product descriptions can make or break your business – here’s how to nail the perfect copy every time

You've successfully attracted the right customers to your page, and now it's critical: does your product description resonate with your audience and convince them to add your product to their cart?

If potential customers are hesitating before clicking "purchase," your product description serves as your final opportunity to narrate the story of your garment, vividly portray its advantages, and ultimately persuade them to make the buy.

You are already familiar with the fundamentals of fashion marketing: leveraging relevant keywords, SEO, and longtail keywords are essential factors in driving purchases. Now, let's explore how these concepts translate into effective writing..

Why Product Descriptions Matter

Marketers tend to love the visual aspect of their work. Strong product images do the heavy lifting of attracting customers to your website, but the right copy that compliments it is what finishes the job and converts.

How do we know??Nielson Norman Group recently conducted an ecommerce study?and found that 20% of unsuccessful purchases are due to poor product descriptions that fail to provide relevant details about the item.

In order to prevent your potential customers from looking elsewhere, you need to look and think beyond a simple technical attribute description of your products.

Essential Ingredients For Crafting Killer Product Descriptions

In the fashion e-commerce industry, you’ll need to think quality over quantity. Verbose paragraphs aren’t the solution, and may even do more harm than good. Instead, focus on these three ingredients:

• Features: briefly describe the type of garment. Sure, the customers know they’re jeans, but are they high rise? Dark wash? Answer factual questions the customer will have based on the photo. ?
• Benefits: share why this garment, over others, is exactly what they’re looking for. Is it slimming? Is it stain resistant? Made from quality material?

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• Function: include why a customer would choose to wear this. Is it good for exercise, work or parties? Paint a quick picture of why it’s worth owning.

Work With Keywords

Customers often kick off online shopping on a search engine like Google, Bing etc., so the words they use to search (aka search queries or keywords) need to be in your product description. Put yourself in your customers shoes: what relevant keywords would they Google to find your products?

The benefits are two-fold: SEO optimization helps them find you, but they also need those keywords loud and clear in the product description to feel confident they’ve landed on the correct page or product they are searching for.

The more relevant your description is to your customer’s Google search,?the better your search engine optimization will be.

Embrace Your Brand Identity

Engaging in a dialogue with your customer creates familiarity that’ll make them feel confident in their purchase. Product descriptions are your chance to further expand that familiarity.

Do they prioritize style, function or quality? Knowing why people purchase your products is important, but writing copy that mirrors their taste is even better.

Product descriptions with strong storytelling enable you to tap into your customers’ motivations urging them to make that conversion.

As your fashion ecommerce business expands, your grasp of your customers' behavior—how they discover you and what drives their purchases—will grow. Armed with these product description tips, you can consistently win them over.

Conclusion

Crafting compelling descriptions can be creatively and economically challenging. This where Okkular’s Gen AI solutions can identify key product attributes and generates product description with the perfect mix of all the essential ingredients.

Interested in levelling up your online fashion retail business with machine learning technology? Are you a fashion retailer who owns your own brand or sell to marketplaces? Let’s connect! Request a demo today or visit our website to discover solutions that can help transform your business online.