Holiday Series: Compose Descriptions that Sell

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You’ve customized your OpenSky storefront, fine-tuned your promotion settings (and maybe even opted into the CoPilot marketing program!), and have stocked up on inventory for the upcoming holiday season.

But have you applied that same polish to the descriptions attached to each of your products?

Online shoppers only have 2 ways to learn about your products: through the beautiful photos you’ve taken and the informative descriptions you provide. Your customers aren’t in a brick-and-mortar store where they can come up to you and ask their questions, so you will have to anticipate those questions beforehand.

Here are Some Questions to Ask Yourself:

  • What is the product for and how is it used? Some products, like earrings, might be straightforward, but others, like phone chargers, might be a bit more confusing. Make sure that shoppers who have never seen the product will be able to understand how they would use the product and how it will benefit them.
  • What comes with each order? Clearly state what is included with each order, especially if your photos include other items in the background or if you’re offering a buy-1-get-1-free promo.
  • How big is it? List the dimensions of each product so shoppers can be sure products meet their needs. For example, furniture may need to be within a certain size to fit in a shopper’s home. With clothing, it’s helpful to include a size chart with the measurements of every size to ensure customers are happy with their purchases.

Don’t Forget the Details!

Each OpenSky Product Info page offers a section that makes it easy to provide basic information about your products. In the Product Details section you can list facts, like where a product was made, what it weighs, its ingredients or available colors.

On the “Product Info” page, scroll down to the section labeled “Product Details.” Enter the label of the fact under “Detail” and the information under “Description.” Click “Add detail” to add more than one line.

product-details

Finally, Add Some Flair

Descriptions are dull if all they include are facts about the product! Product descriptions are a great place to add in a bit of your shop’s personality. If your products are handmade, talk about the techniques you’ve used. If you source locally, use only organic ingredients or donate a percentage of your sales to charity, include that info, too!

You don’t have to write a novel to help your shoppers feel a personal connection with your products and store, but giving them a little insight will help you stand out.

Some Info Doesn’t Belong

That’s a lot of info that you should include—but there are also things that shouldn’t be in your descriptions! OpenSky product pages have separate areas for shipping costs and your return policy, so there’s no need for that information to go in your product descriptions as well.

Handmade products are the exception. If you handcraft your products on demand after they are ordered, make sure customers are aware that there may be a slight delay before products are shipped.

Refer to this tutorial in the Merchant Help Center for more ideas on how to perfect your product descriptions. You’ll want to be at the top of your selling game before the holidays hit!

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