Write a clear product description

Provide a clear description of the item

The product description is meant to explain more about an item. Thanks to the description, a customer will get a better idea what to expect and will be more likely to make a purchase. How you choose to describe an item is up to you. You can either provide a functional explanation of the specifications or use storytelling to describe the item. Clear content such as a good description ensures a higher conversion and lower return rate.

To keep the description clear, you can use HTML layout. This is the HTML that bol supports:

• Headings (called ‘Header 3’ in the seller account)
• Bold text: text
• Normal text
• An enumeration, either of numbers or dots

All other HTML codes mentioned in texts are not supported and rejected in the system. They are not shown in the product description.

Proven to be effective

Some tips for optimising your description:

• Headings, bold text or bullet points have a proven positive effect on conversion. Therefore, take ample time to add these elements to your descriptions.
• Don’t use too many words that are fully capitalised.
• Allow words from your title to recur in your description as well.
• Try to avoid stunt/promotional statements, also related to holidays or your item. For example: ‘voordeel’ (advantage), ‘vaderdag’ (Father’s Day), ‘goedkoop’ (cheap) or ‘gratis’ (free).
• Do not mention website URLs or personal data, such as e-mail addresses.

Find more tips and tricks per product group.

Keep your target audience in mind

Who are you writing for? Keep them in mind. Do new customers know the words you use? Try to explain any jargon as well. And what is the age of your target audience? A text for people over 50 is very different from one for teenagers. In addition, you may address Dutch and Belgian customers differently.