‘Impulsive shopping’ isn’t a thing anymore. It’s just ‘impressive product description’ that drive purchases these days. An amazingly designed website, enticing high resolution photos with crisp and attractive product description is the perfect formula to persuade your customer to complete the purchase. Product description can be sassy, simple, funny or even direct.  You can use a story that is more relatable and strikes a chord with the users. It is your best shot at telling your customers why you are the best and why they should use your ecommerce services.

Leading market surveyors Salsify reported that over 87% of the online shoppers place a high value on ecommerce product descriptions as important factors for making a purchase decision. In fact, quality product description plays a crucial role in the success of ecommerce business and yet is highly underestimated. Here are top four ways to improve your product descriptions:

Write product descriptions with target audience in mind

Depending on the age group, demography, lifestyle and other parameters of your target audience, create product content that convey apt descriptions, and appeal to their tastes and preferences. Decide on the tone and style of your product description, then ensure it is consistent across all the products on all the product pages.

Optimize your product description with keywords and images

Start with optimizing your product content to return most results for relevant keyword research. It helps to be more specific if you want your product to appear in maximum number of search results. For instance, instead of using ‘blue formal shirt’, try specifying the fabric, the fit and any other special features your customers seek. Similarly, with images, use professional custom photography to include high resolution photos of your product in its element, or at use.

Give assurance to your customers that they’re making the right choice

When it comes to winning customer loyalty, nothing beats the assurance that they are buying the right thing. Present your product description in easy-to-skim bullet points and highlight USP of the product, for instance durability, longevity, eco-friendliness, etc. This will catch the attention of your customers and quickly guide them to the product they’re looking for, thanks to your amazing product description.

Conclusion

About 50% of the online shoppers returned the products they bought because the goods did not match the descriptions. That is the power of product description.