Write a clear item description

The item description offers space to explain an item. Thanks to the description, a customer gets a better idea of what they can expect and will be more likely to make a purchase. You can either functionally explain the specifications here, or narratively explain what an item can be used for. Clear content, such as a good description, leads to a lower return rate and higher conversion.

To keep the description clear, you can use HTML formatting. The HTML that bol supports includes:

• Headings (called ‘Header 3’ in the seller account)
• Bold text: text
• Normal text
• A list, either numbered or with bullet points

All other HTML codes mentioned in texts are not supported and will be rejected by the system. These will not be shown in the item description.

• Headings, bold text, or lists have a proven positive effect on conversion. Therefore, take enough time to equip your descriptions with these elements, so customers may convert better.

• Do not use too many words that are entirely in capital letters.
• Make sure words from your title also appear in your description.
• Try to avoid promotional statements, also related to holidays or your item. Such as “advantage”, “Father’s Day”, “cheap”, or “free”.
• Do not mention website URLs or personal data, such as email addresses.

On this page you can find tips and tricks per product category.

Keep in mind who you are writing for. Do new customers know the words you use? Try to explain any jargon as clearly as possible. And what is the age of your target audience? A text for people over 50 is very different from a text for teenagers. Additionally, you can address Dutch and Belgian customers in different ways.