Why You Need To Write Good Product Descriptions For eCommerce

You know the adage: don't judge a book by its cover. And in eCommerce, you can't judge a product by its image alone. You need to look at the description as well. That's why every single piece of content on your website needs to be written well. However, most people tend to focus on visuals first—and that's okay! But if you want to reach your full potential in terms of sales and conversions, then it's time for you to put more emphasis on writing good descriptions for all of your products.

The average eCommerce store has over 6,000 products on its website.

If you're an online retailer, the average eCommerce store has over 6,000 products on its website.

That's a lot of products!

The average number of items in an eCommerce store is 6,000 and up (this number varies depending on which research report you look at).

In addition to the sheer number of products on an eCommerce site, there's also the issue of product diversity. The average eCommerce store has hundreds if not thousands of different types of items for sale. These include clothing items, accessories, electronics, appliances, and more.

Product titles hold more weight than you think: they're a Google ranking factor, and customers look at them before your description.

Product titles are a Google ranking factor, so they're important for SEO. But they also play another role: they show up in search results before your description, so customers will read them before clicking through to learn more.

It's a common misconception that product titles are irrelevant because they don't influence conversion rates or sales (at least not directly). However, titles have plenty of uses beyond these two metrics.

Let's take a look at three ways you can use product titles to enhance your eCommerce store's performance:

1. They help customers find what they're looking for: A good title should contain all the information that a customer needs to know about your product. This includes its brand, model number, color, size, and any other relevant features or specifications. It's important to include as much detail as possible because customers have become accustomed to scanning titles quickly when searching for products.

2. They help customers find your product: When you're selling multiple products, it can be difficult for customers to distinguish one from another. This is especially true when similar products are priced competitively and offer similar features. Product titles can help solve this problem by highlighting the unique aspects of each item on your site. For example, if you sell both a men's and women's version of an item that is identical except for color and size (like a pair of shoes), then include those specifications in your titles to make them stand out from one another.

3. They help customers make a purchase decision: You want your product titles to be as descriptive as possible, but they also need to be engaging enough to persuade people into clicking through to your site and buying what you're selling. If you're selling a pair of boots, then use keywords like "waterproof" or "rugged" in your title because those are things that customers will want before making a purchase.

The images are great. But the real money is in the description.

As a rule, people don’t buy what they see. They buy what they know. Your product images are an important part of the equation (and you should use them!). But if you’re only using images to explain your product and its features, then you’re missing out on a huge opportunity: that of telling people about how your product will benefit them.

That’s where the written description comes in handy. It can help clarify any uncertainty about your offerings so that people know exactly what they are getting when they make their purchase decision. And it allows you to introduce new information about how the item fits into their lives—which may be completely different from how it fits into yours!

If a product title is like the cover of a book, then a good product description is like the first chapter.

You know how you're browsing through Amazon, looking for the perfect book to read next? As soon as you see a title that catches your eye and sounds interesting, that's when you decide you might be interested in reading it. In other words: a good product title can make or break whether or not someone buys your product.

43% of people say they read descriptions on websites before making purchases online. So if titles are like covers and descriptions are like chapters inside books (and I'm going with this analogy), then it makes sense that writing good product descriptions should be just as important as writing great titles!

Product descriptions are an underappreciated but crucial component of effective eCommerce marketing.

Product descriptions are an underappreciated but crucial component of effective eCommerce marketing. They influence how your customers perceive and interact with your products, and can help or hinder sales.

Product descriptions should be compelling, informative, and engaging. If done right, they will be well-written, with a clear purpose that resonates with the reader's needs. The product description should also have a well-structured beginning (what do you want to say?), middle (how do you want to say it?), and end (how do you want them to feel at the end?).

Conclusion

If you’re looking to improve your eCommerce store, we recommend starting with your product descriptions. The key to understanding how good product descriptions can help is knowing who they’re for and why people read them. Customers read them because they have questions about their purchase — but sometimes even more importantly, they want reassurance that what they're buying is the right thing for them. If your description makes it clear what this particular item does and why it's worth buying over other options out there on the market then you've done your job well!