An eBay listing that stands out, engages customers, and converts sales is important, but templates are merely your starting point. To really increase eBay sales, your listing needs a killer description, and we’ve gathered 3 examples of winning eBay description templates to show you exactly how it’s done.
The importance of an eBay description template
Your eBay description is where you provide shoppers with more information about a listing they’ve clicked on, but it has far more potential than simply detailing a product’s top features.
Your description is an unmissable opportunity to:
1) Increase sales
eBay is a competitive platform, meaning that you must make an effort to make your products irresistible. The product description is your sales pitch for your product, any complementary products, and your brand – an opportunity to market all three.
2) Enhance SEO
The words and images you use in your description also go one step further in making your listings stand out, by increasing your SEO efforts and enhancing your position in eBay’s search results.
3) Increase customer feedback
While a picture can tell a thousand words, it can also create unrealistic expectations that result in a “product not as described” negative rating. The description enables you to provide detailed product information to ensure that shoppers receive the item they expect.
4) Assist with disputes or claims
In the case of an unhappy customer, your description can also assist with any disputes or claims, by evidencing the information presented to the customer at the time.
5) Enhance the customer journey
Finally, a winning eBay description enhances the customer experience by creating a professional look, providing easy access to policies, and making the journey to the “buy” button as seamless as possible.
An eBay description template encapsulates all of these positives, helping you to create consistent eBay descriptions that sell more products time and time again.
The components of a winning eBay description template
So what does a winning eBay description template look like? Before we jump into three real-life examples of successful descriptions, let’s consider the essential components first.
There are eight key ingredients of a successful eBay description. These are…
The best eBay descriptions are branded consistently with your template, eBay store and, if possible, your own eCommerce store. By using a professional logo, having high-quality images and adopting a brand color scheme and typeface, you immediately create a sense of trust and familiarity with customers.
Next, your eBay description must be easy to read and follow. While short and longtail keywords are important (we’ll come onto that), it’s essential that your description is easy and engaging to read, otherwise shoppers will simply click back to the search results.
To achieve ultimate readability, use clear language, short paragraphs, lists, and a simple layout that follows an ‘essential > additional > least important’ information structure.
Ideally, you want to gain initial interest by enabling customers to detract all essential information from skim reading, and then convert that interest into a sale by providing more detailed information further down.
One of the top sales techniques used in retail is talking about benefits or problems solved, rather than features. A common example of this is “selling the hole, rather than the drill”. Shoppers on eBay are looking for items to solve a particular problem, whether that’s a poor complexion, sub-quality photographs, or a screaming toddler.
Therefore, your description should describe and show how your product quickly solves the problem it was designed for.
The brain processes images 60,000 times fast than text, making images an essential component of your eBay description. High-quality images should be used throughout your product description to supplement the image gallery and provide context to your words.
For example, you can include images showing the product in use, multiple designs, different angles, and even size comparisons or charts; any images that help the reader to better understand and desire the product.
eBay scans the text of your entire listing to help return products relevant to a user’s search terms – making your description essential for your eBay SEO. Use your description to naturally (remember what we said about readability) insert short and longtail keywords relevant to your product.
To learn more about eBay SEO, check out these six eBay SEO tips to get more sales.
There are a number of ways that psychology can raise conversions, and when it comes to your eBay description, encouraging trust is a big one. By, using your description to target the subconscious’ need for risk aversion, you can convince shoppers that you’re a trusted eBay seller to buy from and gain a conversion.
You can achieve this by including customer quotes, product guarantees, and even reference to relevant industry or medical research.
While your policies may not be the most interesting thing to read, they’re vital information for many sellers. Include details on your shipping, return, and privacy policies towards the end of your description. Even better, use a tab-system to reduce the amount of space taken up and to improve the overall design and readability of your listing.
Finally, who said that your eBay description must reference just one of your products? If you’ve captured a shopper’s attention until the end of the listing, then why not use this as an opportunity to cross and upsell different items.
Not only is this a simple way to increase average basket size, but you can also help the customer to easily complete their shopping journey in one stop.
3 examples of winning eBay description templates
To really understand how these components work in practice, let’s examine three examples of successful eBay description templates.
This digital radio eBay description does the perfect job in making the customer feel like they’re on the seller’s own website. From the logo and search bar at the top to the crisp and simple layout of the description, this listing is both engaging and enticing.
The description quickly identifies the benefits of the product (clear sound and a beautiful design) before jumping into a quickly scannable list of features and details. Trust is encouraged through the use of the words “official eBay store” and the professional images displayed.
The store’s policies are stored in expandable tabs at the bottom, enhancing the clear design while also providing essential information for those who want it. Finally, the images show the product from multiple angles and in different uses, to demonstrate design and size.
This item description for an Acer Chromebook is another excellent example of a winning eBay description template. Again, the listing feels highly professional and official through the use of strong branding and images.
The description immediately sells the benefits of the product, using the words “powerful rockstar”, “stylish”, “incredibly fast”, and “amazing battery life”. The description then goes on to list the highlights of the product, followed by tabbed information on the spec and images.
Keywords are used throughout the description, alongside indicators of trust, including a free shipping badge, 90-day warranty, and Acer recertified badge. Finally, the description ends with a clear and brief display of the seller’s policies.
This Brazilian blowout oil eBay description demonstrates how you can cross-sell items without coming across as pushy, perfectly. The listing has been consistently branded with the seller’s colors and logos, and gives a website-feel through the use of the sidebar menu.
The written description immediately identifies the benefits of smoothing, reconstructing, and improving hair health, before listing the key features of the product. For the more conscientious of shoppers, the full list of ingredients is displayed at the bottom. This description also includes details on product use, ensuring that buyers are fully informed before purchasing.
The right-hand sidebar is also used to subtly display the seller’s other items, alongside links for more information.
But don’t forget…
Your eBay description is only one factor of many for increasing sales and enhancing customer lifetime value. Other factors essential for eBay success include competitive products, Fast ‘N Free shipping, reliable eBay fulfillment, and outstanding customer service.