A well-written product description has the power to move your customers through your sales funnel. By injecting creativity and product benefits into your product description, your store becomes more likely to convert the casual browser. While most customers make their purchase decision on the product photo, the product description helps fill in the gaps to determine whether or not the product is the right fit for the customer. By educating customers on the key benefits, unique value proposition, and offering a solution to a frustrating problem, your product description can help get more sales, lower refund rates, and build customer trust.
To write a product description that converts, you need to write copy that persuades customers to buy. What problem does your product solve? What does your customer gain from using your product? What separates your products from others on the market? Your brief description needs to answer these questions in a way that is easy to read. Product descriptions can also educate your customer on the product. The product description offers supplemental product information that the picture can’t do on its own. For example, you likely wouldn’t buy a laptop by looking at the picture alone. As a shopper, you’d want to read about the laptop’s specifications and features.
This also applies to fashion — some people may be allergic to certain fabrics and need to know the material of the clothing you sell on your store. By providing customers with key product information, you prevent a build up of customer service inquiries. It also helps customers know if that specific product is right for them, which can help lower return rates.