DE / EN

BUSINESS NEWS

JENS BERGERMANN

A strong first impression is everything – for both your customers and search engines. Optimal product descriptions are the key to success: more visibility, better rankings, and ultimately higher sales. 

How can better product descriptions and text lead to more sales success on marketplaces? Optimized product descriptions boost sales success by using clear product titles with relevant keywords, presenting benefits in easy-to-read bullet points, and offering both short and long text options. Multi-language support and relevant attribute details also reach a broader audience, while SEO keywords increase visibility in search engines and marketplace algorithms.

In this article, you will learn step by step how to create successful product texts that boost your visibility on digital marketplaces and sustainably increase the success of your offerings.

Why are high-quality product descriptions crucial for success on marketplaces?

Consumers are increasingly making their purchase decisions online, which makes high-quality product descriptions crucial. They are often the first point of contact between a product and potential buyers and can play a decisive role in whether an item ends up in the cart. An optimal product description not only provides information but also evokes emotions and trust – both are crucial factors for the final purchase decision.

What role does the quality of product texts play in conversion?

Well-written product texts are far more than just a collection of facts – they are the key to gaining your customers' trust and positively influencing their purchase decisions. Here are some important aspects that contribute to this:

• Building trust: Clear and precise texts help build trust with your customers. When you answer their questions directly and honestly, they feel more confident and are more likely to purchase your product.

• Proper tone: The way you address your target audience is crucial. Use a language that matches the needs and values of your customers – this makes the difference between a click and an abandonment.

• Factual accuracy and clarity: Customers want to know exactly what they can expect. Unclear or inaccurate information can lead to doubts and destroy trust. Clear, precise, and honest information minimizes concerns and creates transparency.

• Emotional appeal: While facts are important, emotions often make the difference. By addressing your customers' desires or needs, you increase the chances that they will choose your product.

Why is consistent product data essential?

Consistent and accurate product data is not only significant for customers, but also for the algorithms of the marketplaces on which you sell. The correct categorization of your products on these platforms, such as Galaxus or Manor, largely depends on how well your information is structured and whether all the details are correct. Some benefits of consistent product data include:

• Improved visibility: Marketplace algorithms favor precise and complete product information. This helps position your product correctly in search results, leading to higher visibility.

• Stronger brand image: Consistent product data conveys the impression that your business is professional and reliable, which strengthens trust in your brand.

• Positive customer reviews: When all the essential information is clear and accurate, customers know exactly what to expect, which reduces the likelihood of negative reviews.

• Reduced returns: When customers know exactly what they are purchasing, the chances of the product not meeting their expectations are lower. This can help reduce returns.

By providing consistent product data, you not only create a transparent shopping experience for your customers but also improve the long-term performance of your marketplace business.

How to Stand Out from the Competition with the Right Structure 

A well-structured text helps engage the target audience, answer their questions, and boost conversions. The structure of a product description should be clear, concise, and audience-focused to guide the customer and provide them with exactly the information they need. It’s important that the structure and text itself align with the target audience and the product to achieve the desired effect. This can primarily be achieved by:

Bullet Points: The Key Product Benefits at a Glance

Bullet points are an excellent way to quickly and clearly present the key product benefits. They offer the customer a clear overview and help them focus on the relevant information.

• Optimal Length: Instead of wading through long texts, the reader gets the essential information at a glance. Bullet points should be brief and to the point – ideally between 3 and 7 points. Too many points can overwhelm the reader, while too few may exclude important benefits.

• Clarity: Bullet points summarize the main benefits concisely, allowing the customer to quickly understand what the product offers.

• Action-oriented Statements: Frame the bullet points in a way that encourages the customer to take action – e.g., “Increase your efficiency” or “Experience unmatched comfort.”

• Customer Benefit Focus: The bullet points should clearly convey how the product improves the customer’s daily life. Focus on the features that provide real value.

Bullet points are particularly effective for quickly communicating the key selling points, so the customer immediately understands what sets the product apart.

Short Text vs. Long Text – How to Choose the Right Length?

The choice between short and long text largely depends on the product, the target audience, and the need for information. Both formats have their advantages and should be used strategically.

• Short Text: Perfect for products where customers already have a basic understanding and just need a quick overview of the key details. Short texts should be crafted to spark the customer’s interest and curiosity. A clear, compelling benefit should be highlighted to encourage the customer to click or purchase. For example, short text is perfect for products like clothing or accessories, where the visual experience and quick decisions are often prioritized.

• Long Text: Ideal for products that require more in-depth information to support customers in making a well-informed purchasing decision. For example, for complex or technically demanding products where the customer wants more details about functionality or specifications. Long texts provide space for explanations, feature details, and application instructions. They are also beneficial for products available in multiple variations or sizes.

Both formats – short text and long text – should definitely be optimized for SEO and conversions. Use relevant keywords and clear calls-to-action. The short text should capture interest and curiosity, while the long text provides more profound information that convinces the customer of the quality and value of your product.

Swiss Marketplaces – Multilingualism as a Competitive Advantage

Switzerland is a true linguistic mosaic – with four official languages (German, French, Italian, and Romansh) and various regional dialects. Customers prefer to shop in their native language, which is why optimal product texts for Switzerland should always be multilingual. Multilingualism is a clear competitive advantage that helps you build customer trust and significantly increase your reach.

In addition to the official languages, dialect also plays an important role in Switzerland. Terms like “shopping cart” can vary regionally. Considering these differences in your product texts for Swiss marketplaces helps avoid misunderstandings and directly address your customers. To accurately capture the regional nuances and linguistic specifics, it’s recommended to have the texts written by a Swiss native familiar with the linguistic particularities.

SURS as a Distribution Partner for Swiss Marketplaces like Galaxus knows the specific requirements of the market and helps you strategically position your products. With years of experience, SURS knows exactly how to best reach your target audience. For more insights and valuable tips, take a look at our Guide to Selling Products in Switzerland.

SEO-Optimization of Product Titles and Descriptions 

A well-thought-out SEO-optimization ensures that your products on marketplaces like Amazon, eBay, and Galaxus do not get lost in the crowd. Each of these platforms uses its own search algorithms to determine when and how products are displayed. Additionally, Google and other search engines should not be overlooked, as they significantly contribute to the discoverability of your products. An effective SEO strategy helps increase your visibility and your chances of attracting potential customers, ultimately maximizing your conversions.

How to Create SEO-Optimized Product Titles?

To create an SEO-optimized product title, it’s important to strike a balance between readability and keyword density. The title should be understandable for the customer while also being relevant to search algorithms.

• Main Keyword: Place the primary keyword right at the beginning of the title.

• Secondary Keywords: Incorporate related keywords or synonymous terms within the title to boost discoverability.

• Readability: The title should not be overly long or crammed with keywords. It should convey the key information at a glance.

An example of a well-optimized product title is “Bluetooth Headphones for Sports – Waterproof, Wireless Headphones with Noise Cancelling.” It is clear, concise, and structured, making the essential information immediately visible. In contrast, a title like “Bluetooth Headphones, Sports Headphones, Wireless Headphones, Noise Cancelling, Waterproof, for Jogging and Fitness” is cluttered. The unnecessary repetition of terms reduces readability and weakens the clarity of the product features.

What Belongs in an SEO-Optimized Product Description?

A well-structured product description for Swiss marketplaces is essential to convince both search engines and your customers. The description should be clear and informative and include all relevant details:

• Introduction: Start with a brief, concise summary of the product.

• Product Features: List the key features and benefits to increase relevance.

• Usage Examples: Describe how and for what the product is used.

• Call to Action: End the description with a prompt that encourages the customer to make a purchase.

To make your product description SEO-optimized, naturally integrate relevant primary and secondary keywords. A good strategy is to use semantic variations of your keywords to cover a broader search spectrum. For example, using “wireless” as a variation of “cordless” can appeal to both search engines and potential customers. Avoid unnecessary or unnatural keyword insertion. Steer clear of including information that doesn't influence purchasing decisions, exaggerations, or false representations of your product in an optimized description.

Checklist: What Belongs in an Optimized Product Description?

The following tips for product descriptions on Swiss marketplaces can help you create content that appeals to both search engines and your customers:

Relevant Attributes and Their Impact on Search Results

Relevant attributes are specific features of a product that are used in product titles or descriptions to optimize search results for both customers and search engines. These attributes, such as color, size, or material, help categorize products more accurately and make it easier for customers to find the right item. Typical attributes include:

• Color (e.g., “black”, “blue”)

• Size (e.g., “M”, “L”, “35”)

• Material (e.g., “leather”, “cotton”)

• Brand (e.g., “Nike”, “Samsung”)

• Model number (e.g., “XY123”)

• Intended use (e.g., “for kids”, “on the go”)

Relevant attributes are crucial for search engine optimization (SEO). They enable search engines to accurately index your products and match them to relevant search queries. The more complete and precise these details are in your product descriptions, the better your product will rank in search results. For example, if a customer searches for a “black leather jacket size L” and your product title only includes “leather jacket”, your product might not appear because important attributes are missing. The article “Digitec Galaxus: From a Good to a Perfect Product Listing” offers valuable insights on how to further optimize your product texts for Galaxus.

Incomplete or missing attributes can lead to your products not appearing correctly in search results, ultimately resulting in missed sales opportunities. For instance, if the size is not specified, as in the example, potential buyers might overlook your product, even though it matches their needs perfectly.

If you feel overwhelmed by the variety of requirements, such as multilingual support and the correct attribute selection, consider seeking assistance. A distribution partner like SURS ensures that every product on Swiss marketplaces is equipped with precise and complete attributes. A “black, waterproof backpack 40 liters” is clearly and accurately described, so the customer knows exactly what to expect and your product is highly likely to end up in the cart.

Additional Strategies to Optimize Product Texts

In addition to optimizing product titles and descriptions, there are other strategies to make your product texts on Galaxus and Manor even more effective. These include:

• Integration of product images: High-quality images attract customer interest and build trust. Here’s an article that shows you how to create optimal product images.

• Integration of product videos: Videos provide an additional way to showcase your products from different angles and demonstrate their features.

Moreover, analytics tools like Google Analytics or specific marketplace analytics can help you understand customer behavior better and continuously optimize your texts. Tools like SEMrush or Ahrefs assist in finding relevant keywords and monitoring the performance of your product texts.

Conclusion: Achieve More Sales with Optimized Product Texts

Optimized product descriptions are key to success on marketplaces—they ensure that your products are not only found, but also gain customer trust and trigger the crucial buying impulse. By using precise keywords, clear attributes, and a well-structured format, your visibility increases while providing customers with exactly what they’re looking for.

This is where SURS comes into play: SURS as a distributor for Swiss marketplaces understands the specific requirements of Swiss marketplaces like Galaxus and Manor and knows exactly what texts resonate with Swiss customers. You can rely on their expertise to ensure your products are presented with the right wording, leading to successful sales.

FAQs

How do I find the right keywords for my product descriptions?

Use keyword research tools like Google Keyword Planner or Ubersuggest to discover relevant terms. Pay attention to search volume, competitiveness, and specific phrases your target audience uses. Also, consider long-tail keywords for more specific searches.

Are there specific requirements for text on certain marketplaces?

Yes, each marketplace has its own requirements regarding character count, structure, and language. For example, Amazon requires precise titles and clear bullet points, while Galaxus and Manor emphasize specific attributes and detailed information to improve discoverability.

What tools can help me create product descriptions?

Tools like SEMrush, Ahrefs, and Hemingway Editor assist with keyword research, text optimization, and readability. Google Trends also helps analyze current search queries to keep your content relevant and engaging.

Surs AG - Warehouse
Alte Buchserstrasse 10
8108 Dällikon
Switzerland

Surs AG - Billing
Alte Buchserstrasse 8
8108 Dällikon
Switzerland

©Surs AG 2025, Design by Surs

AT WORK