Optimizing Product Descriptions to Reduce Returns

Optimizing the description of the product you offer can help attract customer attention while reducing consumer return rates

Optimizing your product descriptions is one way to increase sales and also reduce the number of returns caused by inappropriate product descriptions. Product descriptions are also an important part of your potential customer's decision-making process. At least 87% of consumers consider product descriptions to be very important to consider before deciding to buy a product.

The Importance of Optimizing Product Descriptions

To optimize product descriptions, you don't have to be a great copywriter. Effective product descriptions are more about defining your product well and knowing who it's targeted to. With just a little effort and a few practical steps, you can structure or optimize your existing product descriptions. more quickly.

So why is product description so important? Your product descriptions are not only written to describe what you sell on your website but also serve other functions such as helping customers know if the product you are selling is intended for them. In addition to the qualification function, product descriptions also function persuasively where your writing will provide interesting reasons why customers should buy the products you sell. Not only is it beneficial for attracting customers, good product descriptions are also useful for increasing your SEO ranking so that it will appear more easily on search engines.

In other words, your product description can be likened to a virtual assistant that explains all the details about the product. If written well then product descriptions can get more customers to visit your page and increase their purchase amount. Conversely, if the product description is not written properly, it is likely that customers will become lazy to buy because they have to ask you or your team directly and make them wait longer for a reply. Furthermore, a bad product description can be detrimental to your business because in many cases buyers submit returns because the product they receive does not match the description you wrote.

Tips for Optimizing Product Descriptions

Images and videos do help you sell your product but the textual product description is the most important. Consumers need to understand exactly what you offer and why it resonates with your customers.

When writing product descriptions, make sure you convey exactly why the customer wants to buy a product. Consider the solutions offered by the products you sell and also know consumer interests so you can convince them to shop. Here are some tips you can use to optimize your product descriptions.

Deliver it in a Language the Customer Understands

You're not writing product descriptions only for geniuses, so make sure you write product descriptions using simple terms that everyone can understand. Choice of words is sometimes a challenge in itself when writing product descriptions, because it is very important to write it using the right words and not patronizing customers. If you use complicated language, customers will naturally feel lazy to read and choose to leave your site or online store.

Write The Way Customers Prefer

The Harry Potter books did not become popular solely because of the story line but because J. K. Rowling's writing style was able to attract the attention of many people. Harry's world in J.K Rowling's books is actually detailed and complex, but readers can easily understand it. Likewise with the product descriptions that you write. Your visitors must understand what you want to convey through product descriptions. Therefore it is very important to create a description that customers like. Don't be afraid to inject a little humor if needed. Sometimes customers like something fun or funny so they become interested in shopping.

Describe Product Benefits Well

Apart from explaining the product both from a physical perspective, another thing you need to write in the product description is what are the benefits and how the product will be useful in the lives of your customers. You might be able to provide or write down a problem first and then provide a solution to the problem by offering the product you are selling. Make sure your description is written in detail and is able to provide a detailed explanation of benefits for customers.

Focus on Customers

One of the biggest mistakes business owners often make is placing the focus on the product or service rather than on the customer. For more details, you can guess which of the following hypothetical statements looks better

"This premium perfume is created with fragrance and one spray is enough for a long lasting fragrance"

"This premium perfume can keep you fresh all day long without the need to spray it over and over again"

The two statements actually have the same meaning, it's just that the second statement is more aimed at the buyer. Statements that highlight customers will certainly make customers feel more confident about buying your product.

Do not beat around the bush

Focus on effective words and don't just write something without meaningful meaning. Product descriptions that are too wordy can make customers feel bored and ultimately lazy to buy the products you offer. In other words, you don't need to write long product descriptions. Sometimes a page that contains a short description that explains all the features and benefits of the product will be easier to understand and will make customers interested in buying a product. In addition, customers also don't need to waste a lot of time just reading your product description.

List Broader Benefits

To improve your product description, you can also provide concrete examples of how the product works for multiple people unless it's only being used for one problem. For example, if you sell fitness trackers. You can name many examples or benefits of using a fitness tracker and mention that this device is not only for those who want to lose weight. Users of this device may need it to exercise, run or find out how good their sleep is.

In other words, don't just focus on one requirement if you want to sell more products. If you only focus on one key need, you will lose the attention of those looking to address other issues. If you're not sure about all the information you should include in a product description, you can get information from discussion pages or from frequently asked questions by visitors to your online store or business.

Writing good product descriptions will help increase sales and reduce returns. Don't forget to check the entire writing of your product description when you are finished and optimize it by using the SEO checking platform, grammar, selling points and others so that your product appears in search engines. Apart from that, you can also use a special return platform like ReturnKey to optimize your return process so that customers feel more comfortable shopping at your store.

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