Statistics suggest that accurate and well-written product descriptions can increase conversion rates by up to 78%.
Product descriptions are the primary information source for customers interested in certain products. Therefore, they can be the reason users decide to buy the product or abandon the website. Needless to say, it drastically impacts conversion rates.
This article will explore the importance of product descriptions in boosting your store’s conversion rates and sales.
What are product descriptions, and why do they matter?
A product description is a written description of a product. It usually includes user-relevant information such as the product’s features, benefits, dimensions, and use cases.
For instance, Amazon usually includes a few product descriptions in a single landing page - a short one (summarized) and a long one (naming all benefits, providing images or videos).
It helps customers make informed decisions about whether to purchase a product. Therefore, a well-written product description can convince a potential customer that the product is right for them and increase the likelihood of a purchase.
Why are product descriptions so crucial for a successful ecommerce business?
They encourage users to purchase.
Product descriptions can make or break a business. They must answer all users’ questions so they can know what they are buying.
Well-written product information not only boosts conversion rates but also reduces the number of returns or complaints.
They build trust with users.
Informative product descriptions improve users’ trust in your business and reassure the shopper that the product meets their needs and expectations.
Hence, you can establish customer trust and strengthen loyalty. It can then lead to repeat purchases and positive reviews.
They improve site search accuracy.
Product descriptions play a critical role in improving ecommerce search accuracy. AI-driven site search crawls the whole website to return search query-matching products.
If your site search has well-written, product-specific descriptions, it can significantly improve the accuracy of your site search.
Including more product-relevant keywords (the way users name the products) can make a difference in how often (and accurately) a product appears in search results.
How to compile converting product descriptions? 5 tips.
Know your audience: Understanding your target audience is crucial in creating product descriptions that resonate with them. Consider their needs, interests, and precise wording when writing product descriptions. For instance, you may use different words for UK-based and US-based audiences.
Be descriptive: Use descriptive language that paints a clear picture of the product. Consider using sensory language that engages customers’ senses and helps them imagine what it would be like to use the product. Always highlight the most critical information (dimensions, size, material, etc.)
Highlight benefits: Focus on the product benefits rather than just its features. Customers want to know what’s in it for them, and highlighting benefits can help persuade them to purchase.
Keep it concise: While it’s essential to provide enough information, it’s also important to keep the description concise. Customers may not read a lengthy description, so focus on the most critical details. If you want to add longer product descriptions, follow an Amazon case and separate them - write a summary next to the product, and add a longer version below.
Use keywords: As previously mentioned, using the right keywords can improve search accuracy. Use relevant keywords that customers are likely to use when searching for a product. Do not forget to include commonly used synonyms.
LupaSearch - your site search partner in growing your ecommerce sales
Although you can always hire top-class copywriters to write creative, engaging, and sales-driving product descriptions, you do not have to.
LupaSearch - an AI-driven site search - can help you with all site search-related processes for an effective ecommerce business. We provide businesses with highly accurate site search that gets to the core of your shoppers’ search intents.
Recently, we also added a new service to deliver an all-encompassing solution to your business. To facilitate business processes for you, we write AI-generated product descriptions (reviewed by our top-class copywriters).
It allows you to deliver a smooth and converting user experience to your shoppers without investing huge budgets for human resources.
Let LupaSearch take it for you. Contact us and schedule a free demo.