Can AI Write Fashion Product Descriptions That Delight and Sell?

James
May 15, 2024
5 min read

Do you recall how it felt to be a child, lost in the wonder of shopping with your mother? The touch, sight, and smell of a department store was a playground of new experiences. Today, the shopping experience has shifted online. The evolution of e-commerce has left a void for the sensory experience that once was. To bridge that gap, the onus falls upon product descriptions to recreate the tactile shopping experience. An enticing clothing description can make a world of difference in online shopping by allowing the customer to visualize the feel and fit of that pleated chiffon maxi skirt.

Challenges and Changes Faced by Apparel and Bag Sellers in Product Descriptions

Some sellers may wonder if it's possible to copy and paste descriptions from the manufacturer's website. The answer is a resounding NO! You want your website to be an authority in your niche, and unique and well-written content is the best way to achieve that.

Descriptions from the manufacturer or even those from seemingly unprofessional brands often have the following issues: ineffective selling points (such as guarantees), complex and difficult to understand expressions, lack of emphasis on features and benefits, and not addressing buyer's major concerns.

Well AI can help you do better. In today's digital world, AI-generated product descriptions are increasingly becoming the norm for e-commerce websites. This innovative approach uses AI technology to create written content, saving valuable time and resources. More importantly, product descriptions generated by professional AI content generators have been shown to increase conversion rates by up to 60% compared to human-written descriptions.

You might argue, "ChatGPT? I've tried it, but the product descriptions generated by ChatGPT weren't significantly different from those I wrote."

That's because AI-generated product descriptions often face challenges such as a lack of personalization and creativity. Despite their ability to analyze vast amounts of data and identify patterns, AI algorithms might struggle to capture a product's unique qualities or convey a brand's unique voice and tone. This is where professional e-commerce content generators like Kua.ai come in to address these issues.

AI-Generated vs Human-Written Descriptions

AI is a tool that increases the efficiency of product description creation, but how does a product description generated by AI bring in more sales than those written by humans?

We've conducted numerous experiments with our clients across various categories. The answer is yes, AI-generated listings can bring more sales, but it's not as straightforward as using casual prompts in ChatGPT.

We compared the performance of Amazon listings created using different methods by running A/B tests on Amazon for selected categories: clothing & fashion, office products, home & kitchen, and pet supplies.

What we compared: Listings created by three different methods:

● Skilled human writers

● Well-structured AI listing generation tool by Kua.ai

● Prompts from FlowGPT and used in ChatGPT plus

We normalized the results, so skilled writers' performances are always 100%, and the performance of other types are benchmarked against this 100% by human writers.

The results show that AI can perform better, but only if it follows best practices.

● Casual prompts (C) perform roughly at the same level compared to skilled human writers (A): 1:1.09

● Rigorous AI performs (B) better than skilled human (A): 1.59:1

The Best Practice of Using AI to Generate Product Description

Now that we know the difference in conversion rates between well-structured AI generation tools and common AI generation tools, what makes an AI generation tool well-structured and e-commerce professional?

● Factual: For instance, product descriptions should include information and knowledge that aligns with the product.

● Emphasize benefits over features: The content should focus on the audience's experience rather than merely listing product features.

● On-brand: The content must adhere to the brand's guidelines, including its brand voice.

● Incorporate trending keywords and hashtags: This ensures that there is strong demand for the content.

● Comply with platform rules and characteristics

We've found that the inputs to the AI models are also very important. Garbage in, garbage out. Therefore, Kua.ai designs the product to make the inputs easier and more insightful.

● Selling points based on consumer insights: This is probably the most important input of all. It relates to the key buying factors of shoppers and how to convey your selling points in a vivid way.

● Product information: The basics required to create a product description using the FAB (features, advantages, and benefits) model.

● Keywords for SEO

Let Kua.ai write product descriptions for you

Ever wished a product description would just write itself? With Kua.ai—the AI content generator designed for ecommerce copywriting—it will. Create product descriptions in seconds and get your products in front of shoppers faster than ever.

What Should Good Fashion Product Descriptions Look Like?

Inputs to the AI models, such as selling points based on consumer insights, product information, and value proposition are crucial. Here are the characteristics that good fashion product descriptions should have and you can emphasize these aspects when editing inputs to the AI models.

● Enticing Clothing Descriptions Evoke Emotion: Yes, we all need clothes to cover our bodies. But the choice of what we wear lies in how we feel while wearing it. When you’re selling clothes, what you’re really selling is emotion. Think about what your customer struggles with. Tug on that emotion and remind them how your products will improve their lives.

● Reach out and Touch Someone: In online retail, fashion and clothing descriptions have to do the job our fingers normally do. So much of the shopping experience is based on touch. Paint a picture for your customers.

● Give Style Tips: Help your customer envision your product in her wardrobe by providing some styling tips. The more versatile your piece, the more value for your customer.

Examples of Successful Implementation of AI-Generated Product Descriptions in E-commerce Websites

The product description of the ladies' sweater in the following example is clearly copied and pasted from the manufacturer's website. The main drawbacks are:

1.The description focuses on the product details rather than the product highlights. “Womens sweaters features: Long-sleeve,Crewneck,Cable knit,Women's cute plaid heart pattern pullover sweaters.”

2.Inappropriate expressions. “Occasion: Front ribbed knit sweater, Perfect to match with your leggings for jeans and looks very pretty can be dress up or down.”

3.Correct but useless nonsense. “Comfy knit sweaters Size fit Small to XX-Large.the plaid heart detail is very simple and cute! fit for valentines day or Birthday.” When buyers see similar paragraphs, they think, "Yeah, yeah, of course. That's what everyone says."

Kua.ai's professional generation tool is specifically designed based on product description best practices. Couple with the input of sufficient information, such as recommended style, product highlights and advantages, generates the following more meaningful product description.

• Soft and Lightweight: Made from 100% Acrylic/Polyster, this sweater is as soft and lightweight as a cloud, providing ultimate comfort.

• Adorable Heart Pattern: The cute heart-shaped knitted pattern adds a playful and youthful touch to your outfit, making you look trendy and younger.

• Versatile Styling: Perfect for creating a casual look when paired with jeans or for a romantic date night when worn with a French-style long skirt.

• Medium Thickness for Warmth: The sweater is knitted with a medium thickness that provides warmth without adding bulk, keeping you cozy and stylish during colder days.

• Perfect Fit: Designed with a crewneck and long sleeves, this sweater offers a comfortable and flattering fit for all body types.

The product description of the ladies' sandals in the following example includes sections that the audience cares more about, such as "an innovative cushioning system anatomically sculpted to meet every contour of your foot for a premium fit and all-day comfort experience", but the details could be better.

Using Kua.ai's professional generation tool, which is designed based on the best practices of product description, generates the following results.

• Versatile and Stylish: The perfect choice when you're in a hurry and unsure of what shoes to wear.

• Convenient Sling Strap: Easy on and off, simply lift your foot and slide the strap.

• All-Day Comfort: Contour+ technology with innovative cushioning system for a premium fit. Enjoy the same level of comfort from morning to night, even after a long day of walking.

• Elegant and Professional: Perfect for the office or any formal occasion with a 2 1/4 inch heel, adding a polished and confident touch to your look.

• Eco-Friendly Packaging: The shoe box is made from 80% recycled paper and 20% soy-based ink, making it an environmentally conscious choice. Stay stylish while reducing your carbon footprint.

The structure of the men's pajama pants product description in the following example is quite chaotic, such as mentioning cotton poplin twice, which is too long and meaningless even from a keyword perspective. The product details are just a simple stack of selling points, and the description of the usage scenarios and the pain points that users care about are too general and vague.

Kua.ai's professional generation tool adjusted the structure of this product description, building the scene and feelings for the buyer when wearing them, supplemented by clear and concise product features, making the product description more focused on FAB (features, advantages, and benefits).

• Comfortable Straight-Fit: Designed with a straight-leg style that provides a comfortable fit, whether you have a muscular or slender physique.

• Adjustable Waistband: Low-rise design with a wide elastic waistband and adjustable drawstring for a customizable and comfortable fit that won't dig into your stomach.

• Breathable Cotton Poplin: Made with cotton poplin fabric that offers a refreshing and breathable feel, even in high temperatures of up to 85 degrees Fahrenheit.

• Convenient Button Fly: Easy and quick to open with just a second, thanks to the button fly closure.

• Spacious Side Pockets: With two large side pockets, these pants provide ample space to conveniently store your iPhone while you move around at home.

Let Kua.ai write product descriptions for you

Ever wished a product description would just write itself? With Kua.ai—the AI content generator designed for ecommerce copywriting—it will. Create product descriptions in seconds and get your products in front of shoppers faster than ever.

Join 200,000+ Sellers Growing with Kua.ai

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