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What problems it can solve, or how it benefits consumers.

Overall, effective product descriptions inform users: 9 Tips to Write Product Descriptions That Sell Considering that more than 1.8 billion consumers now shop online, that makes product descriptions paramount to your marketing strategy. Instead, they must rely on product descriptions for information that an image or headline simply can’t convey. Of course, with ecommerce, customers can no longer hold a product, packaged or not, in their hands. Consider the item packaging traditionally seen in brick-and-mortar stores-it functions in much the same way product descriptions do by informing customers what a specific product is all about. Are product descriptions really necessary?Įven before the rise of ecommerce, product descriptions mattered. These critical pieces of content educate customers, answer their questions, and convince them that your product is worth spending money on. In this way, you can think of them as your 24-hour, 7-days a week sales team. Put simply, product descriptions communicate to customers the value of your product.

It’s thanks to product descriptions that even the most absurd items can gain a following and rack up ecommerce sales-like the ostrich pillow, which raised more than $130,000 on Kickstarter. What is a product description?Īs their namesake suggests, product descriptions are the informative snippets of text that explain to users what exactly your product is and does. As a result, these potential buyers shop elsewhere instead-which can translate into hundreds, even thousands, of lost sales over time.įortunately, by understanding the role product descriptions play in your marketing, you can learn how to write a better, more effective description to sway customers. Yet too often, product descriptions don’t provide what potential customers need: the critical details that help buyers make their purchase decisions. After all, according to a report by the ecommerce platform Salsify, 87% of consumers rate the product description as extremely or very important in their buying decision. Multiple elements factor into a customer’s buying decision, and the product description is no doubt among the most critical. What was it that compelled you to click “buy”? Perhaps it was the product photos, a few raving customer testimonials, or maybe it was because of the product description. Think about your most recent online purchase.