In the context of e-commerce, where there is no physical contact with the product, the product description plays a decisive role in the sales process. Buyers rely entirely on photos and written descriptions to get all the necessary information and make an informed purchase decision. This means that a product description must serve a multi-functional role, similar to that of a skilled salesperson in a physical store. If the description is poor or insufficient, it is equivalent to lacking a competent sales assistant, which inevitably leads to lost sales.

Thus, product descriptions are not merely informational texts but critically important sales tools that must be as persuasive and informative as a human expert.

Mistake #1: Duplication and Lack of Originality

One of the most common mistakes made by e-commerce owners, especially in conditions of limited resources, is relying on manufacturer descriptions or copying content from other sources. This leads to significant content duplication.

The consequences for search engine optimization (SEO) are critical. Search engines like Google aim to index and display pages with unique information, actively avoiding ranking pages with duplicate content. Duplicate content negatively affects a site’s overall ranking because Google cannot determine which page is “original,” making it harder to rank any similar pages. This results in reduced organic traffic, as search engines are reluctant to rank pages containing content copied from other sources, including other pages on the same website.

There may also be “keyword cannibalization,” when multiple subpages of the same domain appear for the same keyword query, causing unstable search positions. Search bots may fail to display the desired link in search results or refuse to index duplicate pages altogether, especially on large e-commerce sites. Although direct “penalties” or complete site demotion for duplicate content are rare and usually apply only in cases of intentional scraping, the overall effectiveness of site optimization drops significantly. It’s also worth noting that duplicate content can negatively impact website loading speed.

Beyond SEO issues, duplicate content signals a fundamental lack of effort and originality on the part of the business. If a company does not invest time in creating unique descriptions, it raises doubts about its commitment to product quality, customer service, and overall brand integrity. This directly undermines customer trust and brand authority, making market differentiation harder. Moreover, it prevents the brand from establishing a unique and authentic voice, which is essential for building emotional connections with the target audience.

Mistake #2: Focusing on Features Instead of Customer Benefits

A common mistake in product descriptions is simply listing technical specifications without explaining their value to the buyer. Such an approach fails to create the necessary impulse to purchase. Customers are generally more interested in what the product will do for them personally, rather than in its abstract features.

Potential customers visit a product page to understand the benefits it can bring them, how it can meet their needs, and solve their existing problems. When descriptions are limited to a feature list, they leave a critical gap in the “problem-solution” narrative that resonates deeply with buyers. People naturally seek solutions to their challenges, not just products. A description that fails to explain how a specific feature solves a particular pain point forces the customer to make these connections on their own, often leading to lost interest, confusion, or a perception that the product is irrelevant to their needs.

For effective sales, a description must reveal the specific benefits the buyer will gain, answering the key question: “What’s in it for the customer?”

Examples of transforming features into benefits:

• Instead of stating that a smartphone has a 20:9 aspect ratio, add that it offers a “cinematic screen that makes watching videos, movies, and series maximally comfortable.”
  
• Instead of “the handle has a non-slip coating and applied technology,” say “the tool won’t slip out of your hand during use,” emphasizing practical value.
  
• For cosmetics, focus on the result the buyer will achieve (e.g., “your hair will become luxurious and shiny”), not just the current “poor hair condition.” This should be supported by a concise, clear description of the product’s components and their effects.
  

The PMHS formula (Problem – Hope – Mechanism – Solution/Call to Action) is an effective tool for structuring text: customer pain → hope → problem resolution → call to action. While it can be overused (as in some cosmetics examples), the core idea of starting with the “customer’s pain” and offering a solution is very effective.

To support claims, share real examples and reviews, as well as before-and-after photos. Another useful skill is turning drawbacks into advantages. For example, if a product is lower in quality than competitors, you can focus on its price-to-value ratio, reframing weaknesses into purchase arguments.

Shifting from a simple feature list to clearly formulated benefits requires a deep understanding of the customer’s needs, desires, and hidden problems. This is an empathetic approach to content creation. Instead of describing what the product is, the description focuses intensely on who the customer is and, most importantly, how the product tangibly improves their life. This human-centered perspective creates a much stronger emotional connection and makes the product more relevant, desirable, and ultimately indispensable to the potential buyer.

Mistake #3: Poor Readability and Lack of Structure

One of the critical mistakes in creating product descriptions is poor, unattractive layout, which turns the content into a continuous block of text without headings, lists, or paragraphs. Such text appears “boring” and “flat.” Most internet users do not read text in full, they scan it, catching key points and the most noticeable blocks. Given the constant decline in attention spans, content should be as easy to process as possible.

The consequences of this “wall of text” are significant: users quickly leave the page if the text is difficult to read or visually unappealing. This worsens behavioral metrics, increases bounce rates, and reduces conversions. If the page looks unattractive or is hard to navigate, users will most likely go to competitors.

A “wall of text” places a significant cognitive load on the reader. Users must spend mental effort just to parse the information, not to mention assessing its relevance or value. This internal friction directly leads to frustration, loss of interest, and ultimately, page abandonment. In contrast, effective formatting greatly reduces this cognitive load, making information easier to digest and allowing readers to quickly find and absorb the most important details, thereby significantly increasing engagement and the likelihood of conversion.

To ensure maximum readability and retain user attention, formatting elements should be actively applied.

Key formatting elements:

• Use headings and subheadings to divide content into logical sections that attract attention and make scanning easier.
  
• Use bullet points or numbered lists for concise facts and to highlight key points. This allows readers to quickly skim and locate needed information.
  
• Break text into short, concise, and focused paragraphs to make reading less tiring.
  
• Use bold or italic text to emphasize important phrases, key benefits, or calls to action.
  
• Ensure there is enough white space (“air”) between content blocks to improve visual perception and avoid a “wall of text.”
  
• Choose a clear font size and style that match the brand’s voice and ensure comfortable reading.
  

General requirements for texts: Descriptions should be simple, well-structured, and free from spelling or grammatical errors. Specialized tools like Glavred, Orfogramka, or Text.ru can be used for proofreading. It is important to present the most essential information, highlighting key points in bold. To improve readability, replace complex sentences and niche terms with simpler, more understandable words. Instead of vague statements, use concrete details, this greatly increases credibility and trust in the information.

When a product description is well-formatted and easy to scan, it not only improves readability but also subtly conveys professionalism, thoroughness, and attention to detail. This actively builds trust with potential customers. The implicit message is that if a business takes care to present information clearly, concisely, and aesthetically, it likely maintains the same high standards for product quality and customer experience. Conversely, a poorly formatted or visually unappealing description often signals carelessness or indifference, which can seriously damage trust and discourage purchases.

Mistake #4: Low-Quality or Missing Visuals

The absence of product images or the use of low-quality visuals is one of the most serious mistakes in e-commerce. Uninformative images that do not show the product from all angles or perspectives create a major barrier for buyers. Since customers cannot physically inspect the product, they fully rely on visuals as a primary source of information.

Images play a crucial role in purchase decisions; potential buyers assess the product’s appearance and form opinions about its quality and suitability before deciding whether to buy. Poor or missing images not only fail to increase purchase intent but may actively deter customers, making them disregard your product altogether. Low-quality visuals significantly reduce trust in both the seller and the product itself. Additionally, video reviews that are too long can decrease viewer retention and engagement, failing to achieve their intended purpose.

Mistake #5: Ignoring the Target Audience and Lacking Emotional Connection

Another major mistake in product descriptions is the absence of a clearly defined target audience and a consistent brand voice. This results in text that fails to trigger the desired buying impulse. A description that tries to appeal to everyone resonates with no one because it does not address the specific needs and interests of potential buyers.

The consequences of this neglect are far-reaching. Lack of personalization and monotonous, dry communication ignoring customer comments and messages, creates a negative impression of service. This leads to the inability to form an emotional connection with the target audience, which is critical for successful product promotion. Trust and loyalty are lost because customers do not feel understood or addressed personally by the brand. Moreover, psychological barriers, such as fear of making the wrong choice, are amplified if the description fails to provide sufficient information or address buyer concerns.

When a product description lacks a clear target audience and a consistent brand voice, it inevitably creates a “relevance gap.” Customers cannot picture themselves using the product or emotionally connecting with the brand’s values and personality. This lack of personal, empathetic connection means the description remains purely transactional and generic, failing to leverage the powerful emotional drivers of purchase that often outweigh purely rational considerations. Without relevance, the product becomes just another item in a massive online catalog, easy to overlook.

How to overcome this:
A comprehensive approach is required, including personalization, storytelling, and emotional marketing.

A Comprehensive Approach to Optimizing Product Descriptions

Product descriptions are not static, they require regular review and updates based on ongoing performance analysis, market trends, and changing consumer needs. Descriptions should be reviewed at least every six months to ensure they remain relevant and effective.

Measuring performance through key performance indicators (KPIs) is essential for determining whether your descriptions achieve their main goal, convincing the buyer to make a purchase. Continuous monitoring and optimization will not only help avoid common mistakes, but also steadily improve your content strategy, which is a key part of sustainable e-commerce growth.