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Regardless of how big or small your eCommerce business is, product description is the key. A well-written product description can attract potential customers. The description of a product can influence the purchase decision of a customer. Additionally, your store's visibility, SEO, and conversion rates can all be enhanced by effective product descriptions, which can ultimately help improve conversion rates and sales.

A/B tests and power words, if used correctly, will make a huge difference between a potential buyer that visits your website and someone who visits the site of a competitor that sells the same product.

There is no doubt that product descriptions are important to businesses, marketers, and copywriters, but how do you create the best product descriptions to reach your targeted market? Let's understand:

What is a Product or Service Description?

Describing a product or service is just the beginning. Descriptions of products and services are much more than the details about the product/service. For it to be successful, it requires creativity on the part of the seller. The four main components include:

1. Product and Service Features

2. Product and Service Benefits

3. What to Include in Descriptions

4. The Value of Product and Service Descriptions

There are three things that go into describing a product or a service: making the customer feel engaged, demonstrating what the product can do for them, and convincing them to buy it. By selecting the most important benefits and features, the writer will be able to accomplish this.

1. Product and Service Features

Product features describe its basic characteristics. The statement is based on facts. A feature typically includes a measurement like an object's size, weight, or height. As well as other descriptors, it also includes information such as color, organic origin, mileage metric, a list of other information, etc. It is not as important as benefits when it comes to features, but features can be helpful in providing consumers with information to make decisions.

In order to write a compelling description, it's essential that you decide what to include; these factors differentiate you from competitors. The next step is to determine what features your target market is most interested in. Your potential customers will be able to identify the features they value when you explain the quality and ability of the product or service.

2. Product and Service Benefits 

A product or service's benefits explain why potential customers should buy it. Benefits, on the other hand, show consumers why they need the product instead of features.

Drink coolers, for instance, can keep beverages cold for a long time, making it convenient for consumers to consume beverages as cold as they like. It could be a good idea to focus on the durability of your shoes so that you won't have to replace them often.

Benefits can connect emotionally with potential buyers, showing how the product or service can make a difference in their lives. Explain how the product or service solves a customer's problem when writing about benefits.

A product and service description is incomplete without features. Potential customers will, however, be able to envision it in their lives since they can purchase it if it has features.

Now when writing a description, what should you consider when determining which benefits to include? Consider the features that the target consumer might appreciate and the problem they will likely be able to solve. The importance of benefits is especially strong when a product is inherently complex or unrecognizable. Clearly stating benefits helps make the product or service easier to understand if a potential customer is unlikely to know right away how it can benefit them.

3. What to Include in Descriptions 

Most product and service descriptions include the following: