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In today’s article, I want to revisit the topic of online shopping. This subject has come up before in this series, but today, I’d like to focus on product descriptions.

It’s often said that “we buy with our eyes.” While this might be true for most consumers, it definitely isn’t the case for a blind person. Today, I’ll give you a peek into my perspective and share how to sell to someone who doesn’t rely on sight when making purchase decisions.

Key Areas to Consider

When I visit an online store to find a particular product, I browse different categories. Sometimes, I discover something interesting along the way, but today, I want to concentrate on product descriptions. Let’s imagine I’m searching for the perfect teddy bear as a gift for someone close. You know, the kind of cuddly bear everyone needs (and not just kids).

When I look at a list of products, and all the bears are labeled something like “Teddy Bear – Toy – 35cm – Soft,” it’s hard for me to tell if I even want to click on any of them. What makes one teddy bear different from another? At this point, nothing stands out. For me, they’re all just “teddy bears,” even though, next to the names, the photos probably show bears in all shapes, colors, and sizes.

Let’s say I click on a bear that catches my attention. What do I learn about this specific teddy bear?

This is where things get tricky. If I’m lucky, I might find out it’s made of high-quality fabric, has a certain color, feels soft, and meets certain safety standards. I might also see details like its size, weight, or where it was made. But what do I really know about the bear? Will it meet my expectations? I’m not sure.

How Should You Describe a Product?

Answering this question isn’t simple. First, consider what someone perceives if they don’t buy with their eyes. Which other senses come into play? Close your eyes for a moment and imagine such a world. Let me guide you by describing a bear:

It’s soft, warm to the touch, and fits comfortably in my hands. The teddy bear has plastic eyes, a plastic nose tip, and a sewn smile with a texture different from the fur. This bear is meant to sit on a shelf and isn’t really suitable as a pillow. It doesn’t have any brand patches or a tail. Still, it’s a gentleman bear, with a neat bow tied around its neck. It’s perfect for hugging, comforting during fall blues, or scaring away bad dreams.

The bear isn’t wearing extra clothes and isn’t holding a heart, flowers, or a honey jar. One ear droops slightly, but I consider that a charm, and he still smiles warmly.

Does this sound like a teddy bear you’d want? Maybe not, because I haven’t mentioned the colors yet. The bear is mostly beige, but the insides of its ears, part of its face, and its belly are a lighter, almost white shade. And let’s not forget—the bear’s bow is red.

I know it’s a long description, but I wanted to paint a picture of the teddy bear with words. It’s not easy, but here are some techniques I used:

  • I described the bear to engage other senses, making it feel like a real, huggable friend.
  • I used emotional language. I didn’t directly say the bear is “top quality”; you can judge that for yourself if you buy it.
  • I mixed facts and feelings. I created a story that feels as warm and soft as the bear itself. When you’re not buying with your eyes, the story might be the most important part.
  • I talked about more than just how the bear looks. I mentioned its pose, its bow, and other features. If it came in a decorative box, I would mention that too. My example bear didn’t have any writing or an outfit, but if it did, those details could help inform my choice.

Where Should You Put All This Information?

Not everything from the description needs to go in the main “Product Description” section visible to everyone. I understand there are limits, like the length of the text. Some details could fit in the image’s alternative text. This way, things obvious to people who can see the image won’t interfere with their experience, while I get useful information that helps me decide.

In Summary

Not all customers buy with their eyes. Some are looking for the kinds of information that aren’t immediately obvious. When describing your products, try crafting a story that makes it appealing for everyone. From the softness of a teddy bear to the elegance of a leather handbag—every product can be presented in countless ways. Limiting yourself to phrases like “top quality” or “personalized for the client” just takes up space that could be used to highlight details your customers would love to read.

I hope I’ve encouraged you to create meaningful descriptions. Yes, it’s an art. But after all, you want to sell the right product or service to your customer, right? So, try experimenting with descriptions. You might be surprised by how it boosts sales, as people love stories. And at the same time, you’re enhancing digital accessibility. For instance, a well-crafted alternative image description provides value to those using assistive technologies. And who said accessibility has to be hard? With a bit of creativity, even the less obvious features can become a competitive edge.

Barbara Filipowska

Barbara Filipowska

Audytor dostępności