Tactics for powerful product description.

Most modern humans agree that online shopping is amazing. It's just that we think so for different reasons. Customers in the fashion eCommerce realm exist on a spectrum. On one end, you have the consummate style hound for whom local stores will never have enough options. The other extreme is those who detest shopping altogether and want it to take as little time and effort as possible.

The trick to enhancing brand affinity and achieving high conversion rates is to create product descriptions that capture the hearts and wallets of both camps—and everyone in between. If that sounds impossible, consider incorporating these tips for product descriptions that amuse and inform at every turn...

TELL A STORY

Whether your visitor exists in an editorial fantasyland or would rather do their taxes than sit and flip through Vogue, they will appreciate a bit of literary finesse. Create a scene where the item can live happily. Is it a fluttery floral dress? I want to hear about garden parties and picnic dates. A pair of loafers? Let me picture myself traipsing through the streets of London to a business meeting. Give me the opportunity to imagine the lifestyle that goes along with owning this piece.

INCLUDE STYLING TIPS

Styling is everything to the fashion crowd. They look to brands and retailers to inspire the looks they'll get street-style snapped in. Less savvy shoppers would like to buy not only the item, but also a clue as to how to wear it. If you can put the piece in the context of items they may already own (or can click over and add to their cart) they'll be more likely to make a purchase. If it's a particularly versatile piece, mention how it can be dressed up with a special piece of jewelry, go from office to weekend with a change of jacket, or that it looks equally great with sneakers and stilettos.

DIVULGE THE DETAILS

It is important to represent an item accurately up front so that when the package arrives, your customer gets something very close to what they thought they ordered. Dimensions are necessary, of course, but so are details like fabric content, care instructions and stitching methods. Do not assume that the finer points are obvious from product photography. The customer will fill in the blanks on their own, perhaps inaccurately. It's best to spell it out, either in the main description copy or in a separate "details" tab.

TALK ABOUT FIT AND FEEL

The most common complaint about online shopping is that you cannot touch an item before you purchase it. Clothing and accessories are tactile by nature—they ride close to your customer's body. So tell them how the fabric feels. Is it nubby or smooth? How does it drape? Fit tips are particularly useful. Always mention the cut. Is it a European or American fit? Slim or relaxed? Your customer wants to be seduced, not surprised.

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STAY ON BRAND

Product descriptions are necessarily technical, but it is important to remain true to the overall brand voice. Consider the tone of your editorial content and social media missives and create descriptions that complement that style. Look at your brand's design approach and campaign photography and mimic that aesthetic verbally. Are the clothes minimalist? Then don't use flowery adjectives. Is it young and modern? Incorporate slang phrases (don't force it—millennials can tell.)

KEEP IT CONCISE

Though it's important to include all of the elements above, you'll want to make sure you don't use too many words to do it. Use dense, delightful phrases that make the reading rich without slowing down the shopper. Let the products speak for themselves without disrupting the brand experience. Descriptions should be streamlined enough so that the customer knows instantly that they want to purchase the item, whether they've got hundreds of styles to browse or just want to get in and get out.