Whether you’re selling housewares, tools or jewelry via e-commerce, you’re likely competing with hundreds, possibly thousands, of competitors selling similar products. When you’re the consumer, that’s an ideal situation. You can easily find what you need and shop for the lowest price.

But when you’re the seller, you need to make sure the customer finds you in their search and then makes a purchase. A well-written product description can help you achieve both objectives.

Quality product content is important to sales growth. A product copywriter, someone skilled in writing e-commerce web copy and catalog descriptions, can help you generate sales with creative descriptions that:

When you look at sales statistics, it’s easy to see the important role product descriptions play in a successful e-commerce business. Consider these statistics:

• 20% of purchase failures are likely the result of missing or vague product information.
• 87% of consumers say product copy is extremely important when deciding what to buy.
• Consumers purchasing clothing and online groceries ranked product descriptions as the second most influential factor in their decision to buy — just after price.
• 50% of shoppers have returned an item they bought online because it didn’t match the product description.

The numbers tell the story; product descriptions are extremely important. The time and resources you put into creating accurate, detailed product copy will come back to you many times over in the form of increased sales.

The best product descriptions speak directly to your target prospects and explain why they should care. If your current descriptions aren’t working for you, it may be time to upgrade them. Check them against this list of proven e-commerce sales tactics:

Features are characteristics that your product or service has.  For catalog and e- commerce listings, give specifics, not fluff.  Size, shape and color would all be features, for example.

Benefits speak to the value of your product. They explain how the product will make the buyer’s life better or solve a problem. Features are important, but benefits hook the customer and are the real reasons people buy.

Because e-commerce customers can’t physically touch and feel your products, they rely on your words. Here’s how to write winning product descriptions to complement your product photos.

After reading these tips, you may be motivated to write your own product descriptions. But if that’s not the best use of your time, consider working with a professional product copywriter. Contact us for a quote. We’re more affordable than you think!

Don’t settle for descriptions that don’t convey the enthusiasm you feel for your products. Communicate with passion. Get energized copy that will have your prospects reaching for their wallet.