Product descriptions are at the bottom of the conversion funnel. After your articles, guides, social media posts, and email marketing have convinced the customer to go with your brand; the product description is the final hurdle. When captivating, search engine optimised, and informative, an excellent product description decisively explains why your customer should choose your product over your competition.

​

That's not to say it's all about selling. Product description writing is about trust: it should identify your customers' needs, describe the product, and emphasize its benefits.

​

Here are some jaw-dropping stats:

✑   98% of shoppers have been deterred from a purchase because of incomplete or incorrect content

✑   76% of shoppers state that product specifications are the most valuable information when purchasing a product

✑   Half of surveyed shoppers have returned an item they bought online because it did not match the product description

✑   Millennials and Gen Z are 40% more likely to be influenced by an impressive product description online

 

For example: if you're writing a product description for an electric guitar, rather than using unconvincing adjectives like "best product" or "great value," upsell by listing the highlights: "the guitar has a sturdy rosewood fretboard and Mother of Pearl inlay," or "the advanced pickups are meticulously voiced for their position, producing a more natural tone."

​

When paired with high-quality photos and a killer call-to-action (CTA), you can cut through the indecision, inspiring your customer to commit and buy the product. Just a few compelling words can make all the difference.