On an eCommerce site, well-written product descriptions play a crucial role, as they are the ones that can lead customers to the upper stages of the sales funnel.
When we refer to product descriptions, we mean informative product descriptions with their key benefits. They are included in product pages, i.e. landing pages, where a product is displayed to website visitors by including: name, image, product description and a <add to cart> button.
In this context, we should be concerned about the conversion rate, i.e. the percentage of users who proceed to a purchase, in relation to the total visits to your site. The product page mentioned above is the one that determines whether potential customers will buy from your e-shop or abandon it.
Therefore, it is important to pay due attention to product descriptions that will influence customers, as they are more likely to trust for their purchases a store that provides valid information about an item. This does not mean, of course, that this information will simply describe the product. In order to achieve high conversions, product descriptions should highlight the unique value of the product and how it relates to pain points.
Here are some ways in which a product description can help increase:
- It highlights the benefits: A product description should highlight the benefits it offers and explain how it can meet the customer’s needs. By highlighting the features of your product, you can make it stand out in the eyes of your potential customers and thus convince them to buy it.
- It builds trust and credibility: A detailed and accurate product description can help build trust and credibility with potential customers. When they feel confident that they understand what they are buying, they are more likely to trust your brand and go ahead with a purchase.
- Provide important details: A product description should provide important details (e.g. dimensions, materials used, etc.). This information helps customers decide if the product is right for them, which reduces the likelihood of returns/negative reviews.
- Improves SEO: A well-written product description can improve your search engine rankings by including relevant keywords and phrases. This can make it easier for potential customers to find your product when they search online.
- Increases conversion rates: By providing potential customers with the information they need before they make a purchase, a proper product description can increase your conversion rates and ultimately lead to more sales.
Conclusion
Product description is an essential part of marketing strategy and one of the most important tools for selling products. It gives customers an idea of what they are going to buy, so it is important that it contains all the necessary information.
Writing good product descriptions can be a difficult task, but as long as you put in the necessary effort to ensure that your online store’s product pages are presented properly and structured, you can attract more customers and improve your sales results.
SoftOne‘s B2B eCommerce platform SHOPRANOS, allows the possibility of inserting additional content to each product, such as images and descriptions (with titles), complementary to the main description of the item, in the language of the user’s choice. This helps to better organize and inform potential customers about the products, which naturally contributes to better brand promotion.