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BizReport : Ecommerce : January 04, 2016


Top 3 tips to improve product descriptions

According to a recent Shotfarm study about one-third of shoppers have abandoned an online shopping cart because the product description was poor. With more and more shoppers choosing digital shopping to in-store, getting those descriptions right is very important. Here are our top 3 tips to improve product descriptions - and conversions.

by Kristina Knight

1. Improve product content online.

"When it comes to online product content, poor product descriptions can truly make or break a sale. Shotfarm's latest study revealed that one-third of consumers have abandoned an online shopping cart due to poor product descriptions. With more and more holiday shopping done online every year, this is something retailers are making major investments in," said Mike Lapchick, CEO of Shotfarm.

2. Keep product content consistent across channels.

"More than three-fourths (76 percent) of consumers have noticed inconsistent product content for the same product across channels. From a manufacturer's website to a third-party retailer's, product details should be both accurate and consistent across channels to build and maintain trust in the product and brand," said Lapchick.

3. Provide high-quality images.

"More than one-fourth of consumers have abandoned a shopping cart due to poor quality or lack of images. Along with detailed and accurate product descriptions are of high importance, quality images are crucial, as images are often the first impression for online shoppers. In particular, our study found that consumers find high quality images of high importance when searching for electronics, household goods and clothing & apparel," said Lapchick.

Image via Shutterstock

Tags: ecommerce, ecommerce descriptions, ecommerce tips, product descriptions, Shotfarm










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