Originally published June 30, 2021 , updated on January 18, 2023
The eCommerce world has grown rapidly over the last few years due to a number of factors. As a result, buyers are becoming more educated around where and how to shop. They are demanding more from eCommerce companies than simply a storefront. They want content and good product description writing.
Product Description Writing Allows Buyers to Relate to a Brand
Buyers want to be able to relate to a brand and what they are buying. They want to be able to engage with eCommerce businesses and do thorough research before purchasing anything. This is why there is much more importance placed on product content writing and eCommerce content writing.
Here are 10 insights that highlight the importance of product content writing for eCommerce businesses.
1. Online Shopping Has Exploded in Recent Years
The past decade saw strong and steady growth in eCommerce as more people navigated towards online shopping. It is reported that growth was at about 15% year-on-year over the last ten years. Then 2020 happened. More people stayed home, shops closed for everything except essential goods, and people gravitated to online shopping for clothing, groceries, home goods and more. Stats show that the US eCommerce market grew 32% in 2020.
This growth means that eCommerce businesses have to up their game to get noticed in the future. The more they can give a customer, the better. This includes providing customers with more content and better descriptions. This needs to go beyond a product title and an item number.
2. Consumers Spend More Time Doing Research
Did you know that consumers spend more time researching a product online before they decide to purchase it? According to a study by the eCommerce Foundation, up to 88% of buyers do thorough online research before making a purchase. As an eCommerce business, if they are researching what you sell, you want them to find information that you have created. This is why companies need to be sure that they are writing detailed and compelling product descriptions to support the content marketing efforts.
3. Consumers Spend a Lot of Time Comparing Products
Here’s a scenario for you. Imagine you are in the market for a new microphone for your podcast. You have no idea what to look for, so research into what type of tools you need for your recording. Once you’re armed with that knowledge, you start searching for microphones that match the specifications you need, and you land on two options. One has a well-written description with all the specifications plus more details about how to use it. The other option only has a name and nothing else. It’s pretty apparent which one you would go for. This is exactly what customers do when they research online. They spend a lot of time comparing products, and inevitably, they are likely to go with the one that has a better description and more information.
4. Product Descriptions Can Help Your SEO
You want your products to rank highly when people search for them, right? Then you need to ensure that there’s content to find. By bulking up your descriptions with keywords related to what you sell, you make it easier for Google and potential customers to find you. For example, if your business sold white T-shirts with a unicorn print on them, you would add all that detail to the description. You would also add that it’s perhaps for kids or adults. If all you wrote was “white T-Shirt with print,” you’re not going to get seen by anyone looking for a unicorn T-shirt specifically. If you can’t get around to filling out all the details you need, you can use product description writing services. These services and agencies are very clued up when it comes to optimising for search.
5. Customers Are either Won Over or Lost On a Product Page
Good descriptions lead to better sales. You are either going to lose or win a customer over once they see the page. If there’s nothing to see, they will probably jump off. If a lot of effort has been put into product description content writing, their visit will likely convert into a sale.
6. People Will Judge Your Work Ethic Based on Effective Product Descriptions
If you walked into a brick-and-mortar store and found that there was nothing on the shelves to tell you about the product, the price or any useful information – would you make a purchase? You would just walk out, right? The same happens with eCommerce businesses. In fact, one could argue that because customers aren’t able to touch and feel a product, product descriptions are even more essential online. If you put no effort into it, people might think you put no effort into your business or work, and they won’t want to shop with you. Give your customers the information that they need and want before they look to your competitors.
7. Google Will Judge You Based on Your Product Descriptions
We’re not just talking about SEO here. If you’re lazy and just doing a copy and paste job for your products, Google will penalise you. Google does not like duplicate copy, and they will rank you lower if it looks as though you’re taking shortcuts. Just don’t do it. Hire a creative content writing agency if you need assistance. They can do all the writing for you.
8. Creatively Writing About Product Writing Gives Your Brand a Voice
When you develop useful, clever, informative and interesting ways to write your product descriptions, you also give your brand a voice, or a persona. Sure, you can be straightforward and do a simple but detailed write-up. But why do that when you can make your pieces stand out? Your competition is probably doing things a bit more straightforward. Be different and give your brand a persona that your customer can relate to.
9. Bad Product Writing Will Have Low Conversion Rates
Take a look at the best performing products on your website. Now take a look at the worst ones. The latter will either have a short or a weak information section. The chances are that the former will have much more information in its description. You need to keep changing and keep adding to your product writing to make it better and more accessible for potential customers to find.
10. Reviews Are Important Product Content
Always leave a space for a review on your product pages. Yes, product content writing is important for your eCommerce business, but so are reviews. If you don’t have a place for people to review your products, it looks unprofessional and suspicious. If you have a strong business and a good product, the reviews will reflect that. Anyone landing on the product page will see these positive reviews. This will hopefully persuade them to make the purchase.
Now that you have these 10 insights about product description writing, go ahead and update those product pages. You won’t regret it.