How can the right product descriptions increase sales?
Good product descriptions are crucial to the success of products on Skroutz, as they help consumers instantly understand the features and benefits of the products they are considering.
According to a recent analysis of nearly 200,000 high-volume products (SKUs), adding descriptions led to significant improvements in key metrics such as product page views, Add-to-Cart rate, Marketplace sales, and Marketplace GMV.
To understand the magnitude of the impact, we compared the performance of these SKUs before and after adding descriptions, as well as with other products in the same categories over the same period. The results are impressive:
🎯 Products with rich descriptions saw an overall 5x increase in sales and 25x increase in turnover, compared to other products in their categories.
General Guidelines for Product Description by Partners
The description of the product sent by the store must be clear, accurate and detailed, including only information relating to the specific product and its characteristics. The aim is to provide the consumer with the information necessary to make an informed purchase decision.
🚫 Avoid the following in the description:
- Promotional language: such as "The best product on the market!" "The best product in the market!" or "Unique offer!"
- "Best deal! References to prices, discounts, giveaways, links (URLs), warranty terms, or comparisons to other products
- Exaggerated or unverified statements: claims that cannot be substantiated
✅ Building & Content Guidelines:
- Use clear, understandable language with short sentences
- Describe technical specifications such as dimensions, weight, materials, power, etc
- Highlight the benefits for the user: how the product solves a need or makes everyday life easier
💬 Product descriptions submitted by stores may be edited or modified by the Skroutz content team to ensure the quality, consistency and coherence of the material on the platform.
📈 The more complete, targeted and well-written your descriptions are, the more likely they are to attract the attention and trust of consumers.
Structure & Formatting
A. Introduction (1-2 sentences)
Provide a brief overview of the product, stating its main advantage or purpose.
Example:
"XYZ Wireless Headphones offer high-quality sound with advanced noise cancellation, ideal for travel and work."
B. Key features (3-5 points or short paragraphs)
Use the description to highlight the most important features of the product. Each feature should be accompanied by a corresponding benefit to the user.
Example:
"These headphones offer noise cancellation, isolating external sounds for an optimal listening experience, while thanks to the long battery life you can enjoy up to 30 hours of continuous use without interruption. In addition, universal compatibility with iOS, Android and Windows devices makes them an ideal choice for every user, regardless of the platform they use."
C. Technical Specifications
Provide details such as dimensions, weight, materials and power supply.
Example:
- Weight: 250g
- Battery life: Up to 30 hours
- Charging Time: 2 hours (via USB-C)
D. Focus on the benefits
Go beyond simply listing product features. Explain how the product improves the customer’s life.
- What problems does it solve?
- What needs does it fulfill?
E. Use clear and concise language
- Avoid overly technical jargon
- Use short paragraphs
- Ensure the text is easy to read
F. Benefits combined with technical features
Product: Portable Bluetooth speaker
Benefit: "Enjoy your favorite music with rich and clear sound, wherever you are."
Technical Feature: "Features two 10W speakers and Bluetooth 5.0 technology."
Connecting Statement:
"Thanks to its dual 10W speakers, it delivers powerful and crystal-clear sound. Additionally, with Bluetooth 5.0, you get a stable connection with your phone up to 15 meters away."
Text Formatting Instructions
- Keep sentences short and direct
- Avoid capital letters (for example, "BETTER QUALITY!") and excessive punctuation (for example, "!!!")
- Do not use HTML tags, as Skroutz does not support them
Bad Content Practices
- False claims or exaggerated benefits
- Personal opinions, ratings or reviews (e.g. "Customers love it!")
- Comparisons to competitors (e.g. "Better than Brand X!")
- Unproven health claims (e.g. "It cures insomnia!")
- Overly technical language - keep it simple and understandable
- Do not hide negative aspects or limitations of the product, as transparency builds customer trust
Example of Product Description per Category:
💻 Tech
Mobile Phones
|
Smartphone XYZ - 6.5" Screen, 128GB, Triple AI Camera |
Specifications: Display: 6.5" Full HD+. Processor: Octa-core 2.2GHz. RAM: 6GB Storage: 128GB (expandable up to 1TB) Battery: 5000mAh with 25W fast charging Weight: 185g |
TVs
|
Smart TV 4K UHD ABC 55" - Dolby Vision, HDR10+ & Android TV The ABC 55” TV offers 4K UHD resolution with HDR10+ and Dolby Vision for a clear picture, realistic colors and a cinematic experience. With Android TV you have easy access to apps like YouTube, Netflix and Prime Video, while the Google Assistant allows voice control for movies and smart devices. The slim design completes the device with a sleek and modern style that fits into any space. |
Specifications: Screen Size: 55 " |
Wireless Headphones
Wireless Headphones
|
XYZ - Noise Cancellation, Bluetooth 5.0, 30 battery life Enjoy clear sound with the XYZ wireless headphones, which offer superior noise cancellation, up to 30 hours of battery life, and quick charge for 5 hours of use in just 10 minutes. With a lightweight design, comfortable ear cushions, and compatibility with smartphones, tablets, and laptops, they are ideal for any occasion. |
Specifications: Connectivity Type:Bluetooth 5.0. |
🛍️ Fashion, Beauty & Health
Women's SummerLine Dress - Midi, Airy, Floral Design
|
The SummerLine dress combines comfort and style with its modern floral pattern. The airy line and light viscose fabric offer a cool feel, ideal for summer days, while the V-neckline highlights the neck and gives elegance. Ideal for casual but also more formal looks. |
Specifications: Length: midi (below the knee) |
Men's ClassicFit Polo - 100% Cotton, Dark Blue
|
The classic polo combines timeless style with comfort for any occasion. Made from breathable piqué fabric, with a regular fit and quality stitching for durability, it fits from casual to smart-casual attire. The discreet logo on the chest completes the elegant look. |
Specifications: Composition: 100% cotton |
Kids Hoodie
|
Soft French terry knit. Elastic hem. Dropped shoulders, long sleeves with cuffs. Straight and relaxed fit. Fits below the hip. Kangaroo pocket. Logo on the front. |
Specifications: Composition: 77% cotton 23% polyester |
GlowSerum Face Serum – Vitamin C & Hyaluronic Acid
|
GlowSerum boosts skin's radiance, combining antioxidant protection with hydration. Contains Vitamin C (10%) to combat dullness and unevenness, as well as hyaluronic acid for deep hydration and smoothing fine lines. The light gel texture absorbs quickly without weighing it down, it is ideal for daily use before moisturizing and dermatologically tested, suitable for all skin types. |
Specifications: Content: 30ml |
🧸 Kids-Babys
BabyMove 3-in-1 Stroller – With Carrycot, Car Seat & Stroller
|
The BabyMove stroller system offers flexibility and safety from birth to baby's first steps. It features 3-in-1 functionality with carrycot, car seat and stroller, a foldable aluminum frame for easy transport, large wheels with suspension for stable walking on any terrain, a UV50+ sunshade for sun protection and is certified for safety according to EN1888 and ECE R44/04 standards. |
Specifications: Frame Weight: 9kg |
Wooden Baby Walker with Cubes – 2 in 1 Educational Toy
|
The 2-in-1 toy combines a walker and an educational set with wooden cubes, ideal for the first steps and the development of skills through play. Made of beech wood with rounded edges, it is completely safe, promotes mobility and coordination, has an adjustable handle to grow with the child and does not contain toxic colors or dyes. |
Specifications: Material: Natural wood |
🏡 Home & Garden
RelaxWood Folding Garden Chair – Wooden with Cushion & Adjustable Back
|
The RelaxWood chair offers comfort and natural aesthetics, ideal for relaxing on a terrace, balcony or garden. It features a 5-position adjustable backrest, weather-resistant FSC beech wood construction, a removable 5cm cushion, it is foldable for easy storage and the sturdy construction can withstand up to 120kg. |
Specifications: Material: Beech Wood |
🏃Sports & Outdoors
EcoMat Pro Yoga Mat – Non-Slip, 6mm, With Carrying Bag
|
The EcoMat Pro mat offers stability and comfort in every exercise, ideal for yoga, pilates and stretching. It has a thickness of 6mm for joint support, a non-slip surface, is made of ecological TPE, is lightweight and portable with a carrying case and is suitable for all users, from beginners to advanced. |
Specifications: Material: TPE (Thermoplastic Elastomer) |
PowerStretch Pro Resistance Band – Medium, 1.2m, With Handles
|
The Medium resistance band is ideal for strength training, physical therapy and exercises at home or in the gym. It features soft handles for a comfortable grip, is portable and lightweight for use anywhere, versatile for arms, legs, back and abs and durable for frequent use. |
Specifications: Length: 1.2 meters |