Want To Improve Conversion Rates? (Hint: It Starts With Better Product Descriptions)

Ecommerce is on fire at the moment. 

A combination of external factors like COVID-19 and changing consumer preferences are leading the charge for this explosive trend. The scale and pace of change have been so swift that even the major providers like Shopify and WooCommerce can’t keep pace with the quickly expanding technology needs. 

Heck, they even say that the technology will need years to catch up to the rate of adoption.

However, this also means that the ecommerce landscape is growing ever-more competitive and challenging for store owners. Accordingly, your users’ journey is of critical importance when it comes to effectively engaging traffic and converting leads to sales. At the heart of this equation lies your content and product descriptions.

Product descriptions in particular are one of the most important and often overlooked areas of ecommerce. Why do we say overlooked? Well, simply put, this activity often falls to the bottom of most storeowner’s lists when trying to assemble a store’s functionality. 

These instrumental aspects of ecommerce become rushed, and as we all know, haste makes waste. Spelling mistakes, incomplete sentences, and undescriptive texts can be a huge turnoff for visitors. 

While small careless errors may seem harmless, they can have a very real impact on your bottom line. A study conducted by Neilsen Norman Group estimated that 20% of incomplete purchases can be attributed to poor or missing product descriptions.

In the meantime, you have a real opportunity to wow customers and help close sales. It doesn’t mean writing exhaustive 500-600 word essays about every product. The key to unlocking this untapped potential is as simple as focusing on two of the five “W’s”: who and why.

Answering the questions “who is right for this product?” and “why is this product useful, great, valuable, functional, and helpful?” will skillfully help you segment your targets and also approach the audience in the most meaningful way possible.

Your users are the heart and soul of your bottom line, if they aren’t being as responsive as you like and keep dropping out of the sales funnel when they hit the product pages, your descriptions or lack thereof may be getting in the way of maximizing your success.

We all know that writing descriptions can feel repetitive and boring, and fortunately, it doesn’t have to be. With the resources of Motif Content’s creative agency at your disposal, you can transform these time-consuming tasks into quantifiable ROI that is quickly justified.

Let us do the heavy lifting for you by writing compelling descriptions that convert. Armed with information about your target audience and the products themselves, we will deliver persuasive texts that build stronger connections between you and your customers.

Check out our specialized Q4 ecommerce package to see how our creative agency can elevate your store and beat the competition, or schedule a complimentary consultation with our team. We’ll reveal the incredible possibilities that can mean all the difference between high bounce rates and a real increase in sales for your store.