Online shopping is fun- 90% of people are doing it. But doesn’t it suck when you can’t find exactly what you’re looking for or get a product that doesn’t match the description?

Again, you’re not alone.

Onespace.com has the statistics to prove it. 50% of shoppers return an item they bought online because it didn’t match the product description. And a whopping 98% are dissuaded from completing a purchase because of incomplete or incorrect content.

Why are Product Descriptions So Important?

Usually, shoppers look at pictures and refer to product descriptions to decide whether the item aligns with what they are looking for. Good product descriptions should grab the person’s attention.

15 seconds.

That’s all the time you’ve got to impress your customers, says crazyegg.com. An average person will stay longer if he finds something of value. Otherwise, you lose potential customers.

As you’ve probably already figured out by now, product descriptions are critical to your brand. Many e-commerce owners make the mistake of assuming that traffic equals sales. They believe increased traffic will boost sales as well.

But this isn’t true.

Consumers are Online with the Intent

The flourishing e-commerce market is proof. Shoppers will place a product in their shopping cart, either from your website or elsewhere. Coincidentally, the design of your e-commerce landing page and payment gateway can make the difference between a sale- and a quick bounce from your website.

What are the Consequences of Weak Product Descriptions?

When it comes to describing your brand’s products, you have to be spot on. A sloppy product description can be detrimental to your brand’s image. They can hurt your business in the following ways:

• Inadequate descriptions can lead to abandoned shopping carts. When customers aren’t satisfied with the details of a product, they are unlikely to complete the transaction.
• If a customer goes through with a purchase and receives a product that doesn’t match the description, it will most likely be returned. An increase in the number of returns and chargebacks is generally bad for any business.
• You may even end up losing customers. Disappointed customers will gladly shop elsewhere than return to a brand where they had a bad experience. According to Shot Farm, poor product content can deter 87% from making a repeat purchase. Moreover, decreased brand trust can ruin a customer’s confidence.
• Worst of all, you could find yourself in a heap of legal trouble.

What Could Be Wrong with your Product Descriptions?

Here are common reasons why product descriptions may not be up to the mark and tips to make them better:

1. Big Blocks of Text

We already know that consumers have a low attention span. Typically, they skim through the text. Only 20% read everything. The biggest put off is a blob of text that goes on and on.

   Tip:

Ideally, you should make your product descriptions super scannable by utilizing bullet points. Better yet, combine descriptions with specifications. Give a concise summary of the product’s attributes, followed by a short bulleted list. Include data about its qualities, material, size, or any other data-driven information.

2. Vague Product Titles

When a customer searches for an item, Google crawls product feeds to find relevant search queries. Shorter or ambiguous titles will generate a massive list of products. Shoppers will have to click through hundreds of products to find exactly what they’re looking for.

   Tip:

Adding accurate and descriptive keywords to the title can simplify the search and speed up the process. Aim at including essential attributes of the product (color, size, material, weight, model, etc.) to the title.

Notice how this leather jacket online store uses a descriptive title to emphasize how this product is unique from other jackets that the brand is offering.

3. Inaccurate Vocab

You have to use the right words. And it’s not just the keywords that you choose, but also the correct vocabulary to encourage purchasing. In the example below, the seller incorrectly uses discrete (distinct or separate). The correct term is discreet (hidden).

Because of this mistake, customers assume you’re not a credible source and doubts the authenticity of your website. This spelling error has cost you a sale.

   Tip:

While writing product descriptions, you should know the proper definitions, spelling, and grammar. Read over what you have read and seen how it sounds. Use appropriate tools to make your descriptions on target.

4. Giving the Bare Minimum

Customers want accurate details about the product. And if the descriptions are generalized, where does that leave them? Well, if you’re selling something on a marketplace like Amazon or Alibaba, then you’re losing customers to your competition. There’s a vast number of alternates that your customer can visit and continue his shopping experience

   Tip:

Build a story to engage your audience. Be enthusiastic about the item and connect it with the consumer. Describe how essential it is for daily life. Besides, people are always in search of anything that will make their lives easier.

5. Exaggerate

Do you remember what happened when the iPhone 7 was launched? News had spread about the model is waterproof. But in reality, it was merely water-resistant. Let this be a lesson to all e-commerce entrepreneurs. Don’t try to oversell your products by stretching the truth. Once your reputation gets tarnished, people may not believe you.

   Tip:

Be honest and unique with your brand’s product descriptions. Online shoppers love to compare prices, shipping policies, product descriptions, and relevant information. They’ll know if something is a miss.

6. Improper Labeling

‘Organic,’ ‘natural,’ and ‘green’ are just a few terms that have lately picked up a great deal of traction. But products have to meet specific standards to be labeled so.

   Tip:

Consumers are smart. They can effortlessly verify the details by finding additional information online or from the manufacturer. Choose your words appropriately. Don’t leave any room for assumptions. The last thing is consumers taking you to court because of fraudulent claims.

Final Thoughts

Don’t let careless product descriptions hurt your sales. Writing compelling product descriptions is not rocket science. Ensure it isn’t haphazardly compiled. Take the time to make sure that everything from price to size to shipment details is there. That way, your customers will have all the information at their fingertips.
Content that is accurate and error-free can increase the chance of conversions. And sure enough, so will revenue. Just use headlines that entice your visitors. Include plenty of white space and select a font size that promotes readability.

It’s time to turn your sloppy product descriptions around and jumpstart your online business!