Good Product Descriptions Are The Key To E-Commerce Success
If bad product descriptions produce poor results, what do good ones do?
When people buy from you online they don’t have the luxury of physically holding and examining your products. They won’t be approached by a friendly sales assistant who will proceed to tell them what’s good about the product and answer any questions they may have about it. What they do have is the product descriptions you provide them with, so make sure these are absolutely stellar.
Don’t just describe your products, sell them
In research conducted by the Nielsen Group, 20% of failed purchases, “could be attributed to incomplete or unclear product information.” The researchers go on to say that, “leaving shoppers’ questions unanswered can derail a sale or even worse, make shoppers abandon not just the purchase, but the site as well.”
So if bad product descriptions produce poor results, what do good ones do? They:
- Explain the main benefits (as well as the features) of your products
- Illustrate why the product is better than others offered elsewhere
- Enable the visitor to assess how well suited the product is to their specific needs
- Positively reflect on your company and its services as a whole
- Reinforce your brand through correct tone of voice and positioning statements
A short anatomy of an effective product description
A good product description doesn’t just go for the hard sell. Instead it shows the potential customer what is good about the product and why they should buy it. It is succinct but it conveys a lot of information. Most importantly, it explains the key benefits to the customer, rather than simply reeling off features and specifications.
Exceptional product descriptions are at the heart of all successful e-commerce sites. Therefore it’s worth investing in the services of a professional copywriter to ensure that your product descriptions are working hard.
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