How much do product descriptions impact sales?
There aren’t that many case studies out there about product descriptions, so it’s hard to say definitively.
One e-commerce study found that 20% of purchase failures are potentially a result of missing or unclear product information.
But some products seem to sell just fine with a title and a picture. So does it really matter?
Yeah, it kind of does.
I mean, you have to say something about your products, right?
People do tend to gravitate toward certain words when shopping online.
So yeah, a bad product description can potentially turn someone away from a sale. But if you currently have poor product descriptions, it’s not too late.
You can easily turn a bad description of a product into one that sells with a few minor tweaks.
The difference between a good and bad product description
What exactly makes a product description “bad?”
It doesn’t really have as much to do with the length of text or the verbiage that you use. At least, those aspects aren’t as important as you might think.
The main goal is simply to explain what the product does and why someone should buy it.
When a product is self-explanatory, for example…….