Customers have more control over the search and shopping experience than ever before. In order for product pages to prosper in a customer controlled world, merchants must have detailed product descriptions that articulate the benefits, uses, and values their products provide.
Here’s an example of a generic product description:
It tells the shopper what the product is and nothing more. Simply telling shoppers what the product is, is not enough. Especially for a complex automotive product like this one. Product descriptions like the one above can do more harm than good. They force customers to question the purchase they are about to make and often leave the shopping process to find the information they need.
Now read through the product description below for the same item, being sold by Bimmerworld, a Nexternal client. This product description goes way beyond telling shoppers what the item is. They articulate the product values and benefits by painting a picture of how the product is used. Their product description also tells a story that educates shoppers and provides confidence instead of questions.
As you audit your own product catalog ask yourself, do my product descriptions entice customers to purchase the items I am selling?