While ecommerce is blooming throughout the world and effecting every industry, one aspect that companies sometimes have trouble with early on is the creation of effective product descriptions which both appeal to customers while also maximising their visibility for search engines.
To get a little insight into this process, HotProducts.io sat down with Mohit Kukreja, CEO and Founder of Hotshp.com, an online service which provides back office services to ecommerce store owners in order to help them optimise their visibility and help with their appeal.
Q: In your experience, what are the ideal elements which make a good converting product description?
Mohit Kukreja (MK): A good product description to me is the one that focuses mainly on the ideal buyer and is written to catch their attention and motivate them to purchase. It should be easy to read and should list out product benefits.
Q: How long should a product description be? Do you find setting a limit to the description to be beneficial?
MK: There are no hard and fast rules – it depends on the type of product that you are selling. If what you are selling is a simple white t-shirt then a short description can of course work. But with something more specific like an electronic hardware part you will probably want to add a lot more details.
Q: Are there any current store examples of a great product description you would recommend?
MK: Pottery Barn does a great job
Q: Is there any standard product description format that one should follow? Or easy steps to remember when you are creating effective product descriptions?
MK: What’s best is to write short, consumable sentences. Go into the use cases of the product and make it sound as exciting as you can.
Q: What do you think are the hardest products to write descriptions for?
MK: Highly technical products can be difficult – those descriptions usually need to come from manufacturers due to the technical nature of the product.
Q: What are the most common mistakes a store should avoid when they are putting together their product descriptions? And what do you think are the best ways to avoid them?
MK: The worst thing to do is have no description at all. Almost as bad is just using non-unique manufacturer descriptions – that can be penalized by search engines unless you make changes.
Q: How did HotShp came about and how does the service works?
MK: I have an interest in servicing ecommerce merchants with good software products, and saw that there was a need for stores to create good product descriptions, but no easy place for them to get it. Their only options were to hire ad hoc copywriters on Fiverr etc. We are basically setting out to create a marketplace between store owners and writers.
Q: What was it that made you venture into Ecommerce?
MK: I’d been creating software for SMBs for a while now, and I developed an interest in creating something for ecommerce merchants over the last year or so.
Q: If you could change one thing about the Ecommerce industry, what would it be and why?
MK: I’m working on trying to change the back office software for stores. I want it to be easy for companies to manage their entire business in one application.
Q: If you could go back in time to when you started your business, is there any advice you would give to your younger self?
MK: Spend more time looking at product-market fit before you invest time building a product. You don’t want to waste time working on something which may not end up being used.
Q: What is the one hot/viral product which you think you would love to get your hands on and why?
MK: Hmm.. have not given this a lot of thought, but this amphibious shoe keeps popping up on my feed and that retargeting is working on me – still hasn’t quite converted me though.
Q: What are your thoughts on the future of Ecommerce?
MK: Ecommerce is already a larger than retail in most of the non-perishable consumer industries. I don’t see any reason why it shouldn’t continue to grow.
Q: And your thoughts specifically on the future of HotShp?
MK: This is the first application that I have written to solve a pain point for the average ecommerce merchant. I plan to continue finding and solving more. Shopify has done a great job creating a place for merchants to have an online storefront, but most businesses still have a huge need for software for back office needs.
Customers are looking for rich and detailed product descriptions, that will convince them to buy your product. That content can be difficult to write and often requires an experienced content team. Save time and money by quickly populating your store catalogue with Hotshp.com. No need to hire in house or external content writers.
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